September 8, 2021
So… You have launched a new product, appointed influencers, coordinated collabs and seen a flurry of content being published. What happens when all is done?
Overview
Christie Nicholas from Mumpower recently sat down with Marketing Manager Danielle Baker from Wellnex Life, a Mumpower client and the Australian company behind the popular baby skin care brand, Little Innoscents and Uganic, to find out exactly the steps and strategies brands must take to keep influential relationships alive, far beyond when the last piece is posted.
If you represent a baby, children, family, fmcg, home brand that markets to Mums, then the tips here will inspire you to maximise your next Influencer Marketing campaign and fast track powerful relationships.
Why are relationships with influencers important?
Mumpower: So Danielle, you recently appointed Mumpower to fast track the relationships with influencers and your product. Now that this campaign is complete, how important is it to you to have an ongoing relationships with the influencers who have worked on this campaign with you?
Wellnex: It’s really important to continue to nurture those relationships, to excite and engage with these influencers so that they can continue to advocate for the brands. That’s really how you build that ongoing brand trust.
How will you maintain relationships?
Mumpower: What are some of the simple ways you will nurture relationship between Wellnex brands and the influencers Mumpower recently onboarded?
Wellnex: We will continue to maintain relationships and conversations on their social platforms, send out EDMs about new products and campaigns and keep them in the loop, so that our brand is still top of mind.
What will happen if brands don’t maintain relationships?
Wellnex: I’d like to think that all is not lost because they have recently been using the product and trying them and have bonded with the product and brand. But I think if those relationships are not nurtured, you could easily be lost amongst new brands they start working with, or other similar brands that try to reach out to these influencers. It’s definitely important to maintain those relationships so that you are still top of mind, and thought of when any their group of people that they are communicating to, ask question about a certain product or something that related with your brand. That way communication is not lost.
How repurposing content maximises ROI
Mumpower: Aside from building and nurturing relationships with influencers, another way to ensure that any influencer campaign you’ve done is maximised is about repurposing the content that’s been created.
Wellnex: Absolutely. Repurposing becomes a part of your social media strategy. This content as well as the imagery that they produced will form part of our social media newsfeed for an ongoing period. We’ll also use some key quotes that the influencer has made as testimonial and ask them to leave a review on our website as well.
100% it saves time and resources! And also it brings out authenticity as well. Otherwise you’re often producing content yourself that doesn’t have the same 3rd party trust attached to it. And so of course, it saves time and there is high likelihood of that being really engaging content. Wellnex spokesperson
The top 5 benefits Wellnex sees to nurturing relationships with Mum Influencers and repurposing content:
1. You get trusted content that’s being produced and shared about you by others that’s got even more weight
2. More engagement that’s happening on your social accounts, your website and other, and even more brand conversations.
3. You’re also saving time as business.
4. There is ongoing dialogue that keeps the brand top of mind.
5. By continuing to build that brand trust, we would also see a positive increase in sales.
Our brands really need trial and recommendations, and we need to continue to build that trust. And we know people really trust what influencers say. And the flow on effect to that is the sales. So, so for us it’s very important to maintain these relationships so that we are building the brand awareness, we’re building engagement, we’re building trust in our brands and then hopefully we see the sales coming through with all these programs. This is the foundation we need to build and grow on that. Wellnex spokesperson
Fast Facts
- In 2021, Mumpower partnered with Wellnex Life to fast track influencer relationships for both Uganic and Little Innoscents
- A total of 26 well aligned Mum Influencers were selected, educated and appointed to create a series of informative, inspiring social content
- The collective community size of the Mum influencers exceeded 534,000 readers
- 103 pieces of user generated brand content was created during the long term campaign
- The campaign boosted brand awareness, brand sentiment and likelihood to buy
How brands can leverage relationship and maximise Influencer Marketing ROI
(Featured Image courtesy of Mum influencer Nadine Muller)
