I was told to build a relationship with the Influencer before hiring...

I was told to build a relationship with the Influencer before hiring?

About “building a relationship”: the relationship should be – based on my experience – between a brand and its subcontractor, defined through a contract (get mine on Amazon: https://www.amazon.com/dp/B084SP1R7G), where the Influencer is paid for her (hard) work. That means the “relationship” should be professional. All that remains is identifying the lucky, talented influencer.

Search carefully and follow that person for a while before signing a contract, so you know what you’ll be getting. Good luck, it’s not that hard!

Should I become friends with the influencers I hire?
Working with Influencers: Moving Beyond “Outreach”
Signing a Brand-Influencer Agreement as Part of Your Influencer Marketing Strategy

Sincerely yours,


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N.G. Gordon is an acclaimed author, speaker, educator, and business consultant on social media and influencer marketing. His expertise in the field draws on his experience as a former tennis player, Silicon Valley entrepreneur and brand owner, and on his work as the creator of a popular influencer character DearMishu, Advice Column (based on his dog, Mishu). Contact N.G. to have him advise your company on your social media brand or speak at your conference soon, or to sign up for his Branded Social Media Profile program, a targeted, one-on-one advising program that helps brands improve their social media profiles.