- Interact With Thought Leaders On Social Media
- Build Authentic, Mutual Benefit Relationships
- Create Platforms For Influencers To Shine
- Network At Niche Events For Connections
- Develop Expert Contributor Programs
- Engage Genuinely With Industry Influencers
- Focus On Authentic, Long-Term Partnerships
- Prioritize Authentic, Mutually Beneficial Relationships
- Position Clients As Credible Contributors
- Establish Genuine Connections With Influencers
- Find Influencers Aligned With Brand Vision
- Build Genuine, Two-Way Partnerships
- Focus On Helping Influencers First
- Partner With Local Business Influencers
- Engage With Influencers’ Content First
- Work With Influencers Long-Term
- Prioritize Education For Influencer Relationships
- Write Clear, Concise Communication To Influencers
How to Build Relationships With Influencers: 18 Tips for Content Marketing Success
Influencer marketing revolves around building relationships. At TopRank Marketing, we manage influencer marketing for various clients, allowing us to interact and form connections across multiple industries. One of my favorite industry groups to engage with is marketing thought leaders.
Our process begins by interacting with these thought leaders on social media, using both my personal accounts and the agency’s accounts. Once we’ve established some rapport, I reach out to them directly to explore potential collaboration opportunities. Requesting a video call helps me understand their working preferences and the topics that matter to them.
We also look for opportunities to highlight thought leaders in our blog and social media posts, thereby amplifying their knowledge and insights. But, the most effective way to connect is by meeting in person at events or when we’re in the same city. This past year, I was fortunate enough to meet many top marketers during my travels. Having genuine conversations and asking them about their priorities significantly contributes to building lasting relationships.
Debbie Friez
Associate Director, Influencer and Social Media Marketing, TopRank Marketing
Build Authentic, Mutual Benefit Relationships
Building relationships with influencers is all about authenticity, shared values, and mutual benefit. At Nerdigital.com, we see influencers as partners rather than just amplifiers. Here’s how we approach this:
- Research and Alignment: We start by identifying influencers whose content, tone, and audience align with our brand values and goals. It’s less about follower count and more about relevance and engagement.
- Engagement Before the Ask: We make an effort to genuinely engage with their content—commenting, sharing, and participating in discussions—before reaching out. This builds rapport and shows that we’re invested in their work.
- Personalized Outreach: When approaching an influencer, I prioritize a personal connection. I mention specific aspects of their work that resonate with us and propose collaboration ideas tailored to their expertise. It’s not just about what they can do for us but how we can create something impactful together.
Our influencer collaborations have had a transformative impact on our content marketing:
- Authentic Reach: Influencers bring credibility and trust to our messaging. For example, when we launched a new software tool, partnering with a tech influencer led to a 40% increase in demo sign-ups because their audience trusted their review.
- Content Amplification: They help us reach niche audiences that traditional marketing struggles to engage, making our campaigns more targeted and effective.
- Co-Creation Opportunities: Influencers often have fresh ideas. Collaborating with them has resulted in unique content formats, like live Q&A sessions and behind-the-scenes videos, which resonate deeply with our audience.
- Long-Term Partnerships: Some collaborations have evolved into ongoing partnerships, where influencers become advocates for our brand over time.
One key insight is that influencer marketing is not transactional. Treating influencers as collaborators rather than service providers leads to better results. Clear communication, fair compensation, and respecting their creative freedom are vital. Additionally, we always analyze campaign performance to understand what works and refine our strategy.
By prioritizing authenticity and mutual value, we’ve built relationships that go beyond one-off campaigns. These partnerships not only amplify our voice but also enrich our brand’s storytelling, creating a lasting impact in our industry.
Max Shak
Founder/CEO, Nerdigital
Create Platforms For Influencers To Shine
Our approach to working with influencers is simple: create win-wins that push the industry forward.
We don’t just “collaborate.” We build platforms that let the conversion rate optimization experts shine while solving real problems for eCommerce businesses.
Take the CRO Benchmark-we brought together 100 top CRO minds to define the industry’s hygiene principles. Influencers gained exposure to a high-value audience of eCommerce leaders while helping us set a universal standard that the entire industry can trust. Then we’ve built a free AI tool to run these audits automatically.
Then there’s our CRO Roundups. These aren’t just blog posts; they’re spotlights. We feature cutting-edge insights from influencers, giving them credibility and reach while providing our audience with actionable gold.
What’s the result? It’s a no-brainer: influencers grow their visibility and authority. They’ve also shared the posts we produced, amplifying the reach of the roundups and gaining even more exposure. We get world-class content that positions us as the go-to for CRO and eCommerce optimization. And the industry? It gets better.
That’s the play: create real value, put influencers in front of your own audience, and move the game forward for everyone.
Valentin Radu
CEO & Founder, Blogger, Speaker, Podcaster, Omniconvert
Network At Niche Events For Connections
Networking at niche events has proven invaluable for connecting with industry-specific influencers. By attending panels and discussions, we learn about their priorities directly. Following up with personalized notes or insights from the event helps deepen connections. When influencers see us as equals, rather than just collaborators, the dynamic shifts positively. Personal touches make these relationships flourish far beyond transactional exchanges.
Influencer collaborations have helped us repurpose content efficiently across multiple channels. A single co-created piece often generates spin-offs like behind-the-scenes footage or blog recaps. This extended shelf life maximizes ROI for each collaboration exponentially. One partnership created content that drove engagement for over three months consistently. It’s proof that influencer work can provide value long after its initial release.
Jason Hennessey
CEO, Hennessey Digital
Develop Expert Contributor Programs
What’s really worked very well has been our “expert contributor” program. Instead of just asking influencers to share our content, we asked them to help co-create valuable resources with us. For example, we bring in 3-4 industry experts to develop comprehensive guides or conduct roundtable discussions. It not only gives an influencer a platform to display his or her expertise but provides deep insights to our audience through multilateral perspectives.
We’ve focused on an exchange of value that’s not just about monetary compensation. We help amplify our partner’s personal brands, connect them with other experts in our network, and often invite them to speak at our virtual events. This reciprocal relationship has led to more authentic collaborations and better content outcomes.
What this means for you: Building authentic relationships takes longer than just paying for promotion, but it results in more authentic content that resonates with both your audience and the influencer’s followers. Focus on creating authentic partnerships where both parties gain value beyond the immediate transaction.
Justin Abrams
Founder & CEO, Aryo Consulting Group
Engage Genuinely With Industry Influencers
Building meaningful relationships with industry influencers starts with genuine engagement and value creation, long before any collaboration requests. I focus on being a consistent, thoughtful presence in their digital space – sharing insightful comments on their content, amplifying their messages that resonate with my audience, and contributing to discussions they initiate. This organic approach has proven far more effective than cold outreach.
The key is to approach each relationship with a mindset of mutual growth rather than just what you can gain. I’ve found success by first identifying areas where our expertise and audiences complement each other, then proposing collaborations that create value for both parties. This might involve co-creating content, participating in joint live sessions, or cross-promoting complementary services.
One particularly successful collaboration emerged from a six-month relationship I built with a business systems expert. Our audiences faced similar challenges but from different angles – my expertise in marketing strategy complemented their focus on operational efficiency. We co-created a workshop series that helped business owners align their marketing and systems, resulting in increased visibility and credibility for both of us.
These collaborations have significantly enhanced my content marketing in several ways:
- Access to new, engaged audiences who trust their influencers’ recommendations
- Fresh perspectives and insights that enrich content quality
- Increased credibility through association with respected industry voices
- Enhanced content variety through different collaboration formats
The most valuable lesson I’ve learned is that successful influencer relationships aren’t built overnight – they require patience, authenticity, and a genuine commitment to creating mutual value. Focus on building real connections first, and the marketing benefits will follow naturally. Remember, the goal isn’t just to expand reach, but to create meaningful content that truly serves both audiences. This approach has consistently led to more engaged followers, higher-quality leads, and lasting professional relationships that continue to create value over time.
Lisa Benson
Marketing Strategist, DeBella DeBall Designs
Focus On Authentic, Long-Term Partnerships
My approach to building relationships with influencers is focused on genuine connection and mutual value. I begin by identifying influencers whose values align with mine and who have a highly engaged audience that resonates with the type of content we create. Instead of reaching out with a transactional mindset, I aim to build a long-term relationship by offering value upfront, whether it’s through sharing their content, offering a platform for them to showcase their expertise, or collaborating on projects that benefit both parties. Influencer collaborations have been incredibly beneficial to FemFounder’s content marketing efforts.
Through joint webinars, guest blog posts, and social media takeovers, we’ve been able to reach new audiences who trust the influencers we partner with. These collaborations not only boost brand credibility but also create authentic content that resonates deeply with the audience. The mutual trust and value exchanged in these relationships often lead to more organic growth, higher engagement rates, and increased brand awareness, driving traffic to FemFounder and resulting in more conversions for our digital products and services.
Kristin Marquet
Founder & Creative Director, Marquet Media
Prioritize Authentic, Mutually Beneficial Relationships
To be really honest, the key issue many face in influencer collaborations is neglecting to prioritize authentic, mutually beneficial relationships.
My approach focuses on identifying influencers whose values and audiences align with our brand, followed by genuine engagement and providing creative freedom during collaborations.
In a recent campaign, we partnered with a micro-influencer in the content marketing niche with 25,000 highly engaged followers. Instead of a single post, we worked on a month-long series of value-driven content, such as “Top 5 Content Marketing Trends.” This partnership brought us a 35% increase in website traffic and generated 200 high-quality leads, showcasing the power of authentic collaborations.
The secret? Prioritizing authenticity and long-term synergy, transforming influencers into trusted brand advocates.
Vaibhav Kishnani
Founder & CEO, Content-Whale
Position Clients As Credible Contributors
In B2B industries, influencers aren’t necessarily the flashy social media personalities you see in B2C campaigns. Instead, they’re often thought leaders, industry experts, or even trade publication editors whose opinions shape the market’s direction. Our approach to building relationships with these influencers starts with positioning our clients as credible, valuable contributors to their conversations and engaging with these folks regularly.
We identify influencers by analyzing who’s driving discussions within niche industries, such as packaging or energy, and focus on building authentic relationships over time. This involves engaging with their content, sharing insights that add value, and collaborating in mutually beneficial ways-like co-authoring articles, contributing expert quotes, or providing exclusive data or case studies they can leverage. It could also be as simple as directly introducing yourself and your brand at a trade show.
For example, we’ve worked with trade publication editors to position our clients as expert sources for feature stories. These collaborations have led to high-value placements in industry journals that amplify our clients’ voices in front of decision-makers. Similarly, we’ve partnered with sustainability leaders in packaging to co-create webinars or white papers that extend both parties’ reach.
Influencer collaborations in B2B content marketing aren’t about quick wins but building credibility and trust over time. When executed well, these relationships strengthen our clients’ authority in their industries, generate high-quality backlinks, and open doors to speaking opportunities or further media placements. It’s less about “likes” and more about aligning with voices that drive meaningful business conversations.
Christine Wetzler
President & Founder, Pietryla PR & Marketing
Establish Genuine Connections With Influencers
Over the years, I’ve worked with several influencers to enhance our content marketing, and I’ve seen firsthand how valuable these collaborations can be. Here’s a straightforward look at how I approach building relationships with influencers and how they’ve benefited my business.
The most important part of working with influencers is establishing a genuine connection. I start by understanding who they are and what their audience values. I don’t rush into partnerships—my approach is to engage with their content, share feedback, and find ways to add value before ever suggesting a collaboration. When we do partner, I focus on ensuring that both sides see clear benefits from the relationship.
Influencer collaborations have been key in expanding our reach and credibility. For instance, when we partnered with an influencer in the wedding industry for a recent campaign, we saw a 40% increase in website traffic and a 15% boost in conversions in just a couple of weeks. Their endorsement helped us tap into a new, highly relevant audience that trusted their opinion.
I’ve found that working together on content that fits naturally with both the influencer and our brand works best. For example, we’ve co-hosted webinars and Instagram Lives, which allowed us to interact directly with potential customers. I also believe in giving influencers the freedom to create content in their own style, which leads to more authentic and engaging posts. The key is to make sure that the content still aligns with both the influencer’s voice and the brand’s message.
The value of influencer collaborations goes beyond short-term sales. It’s about building brand awareness and trust. By partnering with influencers who truly resonate with our brand, we’ve seen a steady increase in customer loyalty. The audience we’ve gained through these relationships has become a reliable source of referrals and repeat business.
For anyone looking to work with influencers, the key is simple: focus on authenticity, build the relationship slowly, and look at the long-term value rather than quick wins. These collaborations, done right, can have a lasting impact on your brand.
Chris Bajda
E-Commerce Entrepreneur & Managing Partner, GroomsDay
Find Influencers Aligned With Brand Vision
When it comes to building relationships with influencers in the industry, my approach centers on finding those who genuinely align with our brand or our client’s vision. The key isn’t just their follower count or reach—it’s their authentic passion for what we do. People can spot authenticity a mile away, and collaborations built solely on financial incentives often fall flat because they lack that genuine connection.
One of our most successful influencer collaborations came from targeting someone who was already an advocate for the type of work we do. They weren’t just interested in the partnership for a paycheck; they truly believed in the product and the story behind it. That passion translated into content that was more engaging, relatable, and impactful for their audience, which in turn generated exceptional results for our client. Their enthusiasm resonated far beyond anything a scripted campaign could achieve.
When influencers are genuinely invested, the collaboration feels more natural, and it fosters trust with the audience. This authenticity not only boosts engagement but also helps establish long-term relationships with both the influencer and their followers. We’ve found that these partnerships work best when we allow the influencer creative freedom within a structured brief. It’s about giving them enough room to tell the story in their voice while ensuring the messaging aligns with our goals.
For anyone looking to build these relationships, my advice is to focus on quality over quantity. Take the time to find influencers who truly care about your brand or client, and invest in building a relationship with them. Authenticity is the cornerstone of any successful influencer collaboration, and when done right, it can significantly amplify your content marketing efforts.
Jm Littman
CEO, Webheads
Build Genuine, Two-Way Partnerships
As we work in the solar industry, our approach centers on building genuine, two-way partnerships with industry influencers through shared purpose and trust. We ensure these collaborations are aligned with our mission of promoting clean, renewable energy solutions. We collaborate by co-creating educational content, hosting joint social media campaigns, and sharing success stories from real clients.
Partnering with influencers has significantly benefited our content marketing by extending our message to a wider audience that was previously difficult to reach. Their endorsement builds credibility, creates organic engagement, and allows us to educate consumers about how solar can help reduce their electricity bills. So far, working with influencers has been successful in generating well-qualified leads for our business.
Summaiya Nisar
VP, Marketing, Sympl Energy
Focus On Helping Influencers First
As a leader, I am constantly building relationships, but from the perspective of, “What can I do for you?” rather than, “What can you do for me?” Authentically building relationships from this point of view is the single most important thing you can do, so when identifying those whose values align with our brand, you aren’t guessing what their values are.
For example, we recently collaborated with a well-known influencer to launch a statewide campaign, which not only expanded our reach but also established credibility with a broader audience by utilizing someone already well-respected. These collaborations are key to enhancing our content marketing efforts by driving engagement, building trust, and allowing us to stand out as thought leaders.
Tiffany Banks
Chief Executive Officer | Attorney I Entrepreneur I Leadership and Organizational Development
Partner With Local Business Influencers
Our most successful influencer partnerships came from focusing on local business influencers rather than traditional social media personalities. We connected with respected small business owners who were already using our storage solutions for their inventory management. These entrepreneurs shared authentic stories about how they transformed basic storage units into efficient e-commerce fulfillment hubs.
One local boutique owner with a strong Instagram following documented her journey of scaling her business using our climate-controlled units, showing her complete setup and organization system. This genuine content resonated deeply with other small business owners – driving a 50% increase in business-focused unit inquiries. The real win wasn’t just in new rentals, but in establishing our facility as a true business solution rather than just a storage space.
Levi Hemingway
Co-Founder, City Storage
Engage With Influencers’ Content First
Building relationships with influencers starts with authenticity and shared values. I identify influencers who align with MoreSports’ mission of making outdoor gear affordable and convenient. Rather than proposing partnerships directly, I engage with their content-commenting, sharing, and starting conversations. This builds trust before any collaboration.
One engaging campaign featured a hiking enthusiast documenting their journey across U.S. trails using our gear. Their genuine storytelling resonated with their followers, boosting engagement and sales. Beyond reach, collaborations like this enhance credibility since customers trust recommendations from respected figures.
My advice is to view influencers as partners, not marketing tools. Collaborate on creative campaigns that allow them to showcase your brand naturally while continuously measuring impact, not just impressions. The right partnership can promote your brand far beyond what traditional ads achieve.
Peter Elliott
Promoter, MoreSports
Work With Influencers Long-Term
Authentic influencer marketing can be extremely powerful, but it’s all about finding the right fit for the company/product and working with influencers long-term. An influencer who is mentioning a product/company multiple times over a period of time to a targeted audience is much more effective than an influencer that just feels “bought.”
Maria Olsson-Tysor
Founder, Global Media PR
Prioritize Education For Influencer Relationships
Building relationships with influencers takes time and strategy. Our most effective approach has been to prioritize education. By helping creators understand the reasoning behind our rates and packages, like how longer-term deals benefit both them and the client, we establish trust and alignment. Once they see the math and the mutual value, it’s clear we’re on the same team.
Our agency’s credibility helps open doors, but retention is driven by the thoughtful way we approach negotiations and partnerships. We don’t just focus on closing deals; we build relationships grounded in transparency and mutual benefit.
As for results, influencer content delivers unmatched impact. Authentic testimonials resonate far more than other channels. That’s why we work exclusively with partners who genuinely believe in the products they promote—it ensures the content feels real, not forced.
Chelsey Holt
Senior Director, Client Services, Acceleration Partners
Write Clear, Concise Communication To Influencers
Influencers’ inbox is filled with email from brands and agencies. To ensure it doesn’t go unnoticed, I recommend writing a clear subject line that reflects the content. For example, you can mention the brand name, campaign launch dates and its goal. The letter itself should be short and sweet, so that the influencer immediately grasps the key message when scanning your letter quickly. As an influencer marketing agency, we often collaborate with influencers, and many appreciate this concise and clear communication format.
There have been more frequent cases of fraudulent activity, where dishonest companies attempt to deceive creators. Be sure to include all relevant links and contact information to help the creator verify that your offer is legitimate.
Kte Andreeva
Head of Talent Relations, HypeFactory
