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Thinking of working with influencers across the trades to boost your brand’s story?

Laura Mashiter
MD of Refresh

Whether you’re an experienced marketer or new to the influencer scene, Refresh, a leading construction marketing and PR agency, offers essential tips to guide your brand ambassador strategy.

Laura Mashiter, MD of Refresh, shares the agency’s strategic approach to collaborating with trade influencers.

Trade influencers (also knowns as brand ambassadors) are not only creative and open to new ideas but also play a fundamental role in producing effective and meaningful content. Working with them is fun! But like everything in marketing the spend will soon be scrutinised, so we always have a solid plan and rationale.

Strategic Planning with Influencers – your checklist

Start with the end in mind: Make sure you know how the influencer collaboration fits in to your broader marketing strategy. What do you want it to achieve? Identify clear goals, whether driving traffic, raising awareness of your latest campaign or breathing new life into your brand identity for example.

What success looks like: Once you’ve nailed your objectives, it’s easier to work out what success will look like.  Set realistic benchmarks for website traffic, engagement, and social shares within specified timeframes, while avoiding overly restrictive targets to maintain creative freedom.

Choose who to approach with care: Many tradespeople do great work and have great social media followings as a result. They have ‘fallen’ into a brand ambassador role rather than set out to become one. All have different values and share different content (just work, a mix of home/work, how-to videos, demonstrations of their work and so on). When choosing an ambassador, consider their content and follower engagement. Examine those whose values and style resonates with your brand, ensuring a natural and effective partnership. Be mindful of potential conflicts, such as existing partnerships with competitors.

The approach: Contact potential ambassadors via a direct message on social media. They will be honest and up front about whether they’d like to/can work with you. Prepare to discuss budgets soon in the conversation. Having a contract, even if this a one-pager outlining the activity and timeframes, is beneficial for both parties.

Iron out your creative content: When you’ve agreed your ambassador(s), and with your objectives and indicators of success in place, the next step is bringing the content to life. Collaborate closely with the ambassador(s) – they know what works for their audience best, and also what will look most authentic and effective. Listen and work together.

Lastly, have fun: The more enjoyable and positive, the higher quality and engaging content produced for you and for them!

Refresh will be speaking at InstallerSHOW on the subject of collaborating with brand ambassadors/trade influencers – we’ll hope to see you there!

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