In the world of influencer marketing, you might be tempted to opt for a transactional approach. You know, the one where you pay an influencer for a single post, and then you both go your separate ways. It's a quick, easy, and seemingly effective method, right? Well, not quite. Let's talk about why the relationship approach is far superior, and how it can bring you better results in the long run.

First things first, a transactional approach means you're only focused on short-term gains. It's like chasing shiny objects. You're always on the lookout for the next influencer to work with, and you end up missing the bigger picture. Sure, you might get a few sales, but you're not building anything substantial. You're essentially starting from scratch with every new influencer.

When you focus on building relationships with influencers, you're investing in something more meaningful. You're looking for people who genuinely want to promote your brand, not just because you're paying them, but because they believe in your products. By finding influencers who are willing to promote you in exchange for your product (often called seeding or gifting), you'll learn more about the audience that resonates with your brand. This valuable information can be used to set up more effective paid collaborations in the future.

One thing we've learned over the years is that authenticity matters. Audiences are smart, and they can see through one-off promotions. They can sense when something doesn't feel genuine, and they're less likely to engage with content that feels like an ad. Building a relationship with influencers means you're working together over time, allowing for more authentic interactions with their audience. Trust takes time to build, and it cannot be achieved with a single transactional post or story.

When it comes to cost, the relationship approach is actually more cost-effective in the long run. Sure, you might pay more upfront, but think about it this way: if you sell your bike to a friend versus a stranger, the price will vary. In the same way, you'll be charged differently depending on your relationship with the influencer. A strong relationship means influencers are more likely to offer you better deals, or even continue promoting your brand without additional compensation.

Lastly, the relationship approach helps retain customers and increases their lifetime value (LTV). Transactional influencer marketing might bring in new customers, but it doesn't do much to keep them around. By building relationships with influencers, you're creating a sense of community and trust around your brand. This fosters loyalty and keeps customers coming back, resulting in higher LTV.

In conclusion, the relationship approach to influencer marketing is a smarter, more sustainable strategy. It may take a bit more time and effort, but the results are well worth it. Invest in authentic, long-lasting partnerships with influencers, and you'll reap the benefits of a loyal audience and a stronger brand. Remember, genuine connections always trump short-term transactions.

/Sebastian, founder of Scope. You'll find me on LinkedIn.

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