If SMI* has nothing to say about your brand 360 days out of the year, but suddenly starts singing your praises, that’s no good, right?
Start your Influencer marketing early.
I always advise brands to hire (a SMI) for long-term advocacy, and frequent posts. SMI should make your brand story interesting and trustworthy enough for their tribe members/followers, so they will buy from you some time in the future (some call it “delayed sales”).
On the other hand, hiring SMI to say something about you one day out of the year, with no follow up and no ongoing demonstration of love for your brand/products, might come across as insincere, not genuine, and quite frankly for many followers ridiculous and not convincing.
I therefore highly recommend that you let SMI start singing the praises of your brand early on, when you are in the planning stages for releasing a new product/service, even before launching it. Let the SMI show excitement about the brand and show excitement that you’ll soon be creating something knew that they are waiting for. This can be done through behind the curtain story scenes, which also make people feel close to your brand. Let SMI bring their excitement to their tribe, the people who trust them.
This can also be a great way to get feedback at the planning stage, which will allow you to course correct if necessary. Then, once you have a first prototype, logo idea, etc., ask the SMI and their community to test. Make them your partner and your always-waiting-for-news-about-the-new-product community!
If you start early, you can focus on working with the SMI to send traffic/followers to become your followers. Then, and only then, months later, you can reach out directly (and through the SMI) to sell them something big.
Short-term engagement will achieve some links and a flash in the pan, but not the ongoing exposure that you need to expand your market.
Hire SMI for year-long campaigns, and start early. This translates into creating posts for you over a period of time.* If your budget is low, AT LEAST hire SMI for 2 posts — not one and done).
*Which gives you lots of creative to re-use later!
SMI* = Social Media Influencers