At some point or another, we’re all guilty of falling into one fad or another. A fad is something that quickly blows up but is often short lived because people quickly realize that the quality simply isn’t there.
Many brands are in danger of allowing their influencer marketing programs to quickly become a passing fad. Why? Instead of taking the time to build relationships with influencers in a meaningful way, they’re just tapping them on the shoulder when they need something.
Let’s take a step back for a second and look at what influencer marketing programs should be. TopRank Marketing CEO Lee Odden defines influencer marketing as:
The practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.”