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In a supersaturated digital space, with so many brands and influencers linked to the attention of consumers, it can be difficult to unravel noise. This is why Julianne Fraser founded NYC dialogueA digital marketing consulting firm based in Brooklyn which prioritizes authenticity and long -term commitment compared to ephemeral viral renown.
The strategy begins with the relational roadmap of Fraser, a unique plan to each customer who transforms a punctual product article into a significant partnership with a content creator.
“There is so much [many] The creators who talk about products they have never really tried, “says Fraser.” I think this is the biggest problem in our industry right now. It is really important to start these relationships by offering the product, developing a feedback loop and obtaining this answer on the creators' brand. We think of means of nourishing and strengthening these relationships over time. “”
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Fraser encourages brands to extend their definition of influence marketing – and influence in general. Rather than limiting influencer collaborations For people with large following, it helps customers identify a range of potential, online and offline partners. These could include creators who specialize in the production of niche content and experts who have strengthened confidence within their communities and offer a layer of credibility to campaigns. From its point of view, influence concerns both resonance as in scope.
“It is really important not to lose sight of the importance of offline influence and how we can develop these influencers for the brand, which could be your best customers,” explains Fraser. “Do not neglect the power of someone who may not have a huge range online but who has a huge offline influence.”
The signature approach to the NYC dialogue begins by defining the brand's influence categories: types of influencers, niche levels of content and relevant content. This clarity allows brands to create objective -oriented campaigns and connect with creators whose public align with their objectives.
Before business owners can launch Marketing campaignsHowever, they must have a Coherent brand identity. Fraser says that a clear voice, engaging content and cohesive social presence are not negotiable: “[The influencer should be] The icing in addition to your marketing strategy. If we do our job well, they should accelerate your brand marketing, performance marketing, creation, all these different facets of your program. To take advantage of the advantages of influence marketing, you must really have all these parts in place. “”
With this solid base, influence marketing can be a powerful asset that goes beyond a simple post product. Fraser says that the biggest awards come from the establishment of lasting relationships with content creators. To help business owners get there, she designs roadmaps in several stages that develop relationships over the months, even years. Partnerships can start with a gifted product, followed by a content collaboration and possibly become a brand ambassador or a product partnership.
It is a model that has been effective for customers like Little Spoon, a children's food brand that has been a longtime customer of NYC dialogue.
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“I like to define it as a development [a garden]. We have laid the basics of the first year, and we continually nourished these plants, “said Fraser.” And now, seven years later, they collect the awards and the incredible return on investment in influencer marketing. You cannot buy this level of authenticity from a mother who has used small spoonful mixtures and meals and snacks for toddlers throughout two or three of her children. It's just the most powerful testimony. “”
In search of authenticity, Fraser advises customers to avoid scripted or too organized content. She said that creativity is essential to create relevant stories that resonate with the brand's public and the creator.
A leading example is the small spoon Lunches Campaign, inspired by nostalgia for the 90s. NYC dialogue has helped the brand associate with celebrities from the millennium like Melissa Joan Hart, Jaleel White and James Van Der Beek, also brought content creators to add their own childhood stories to conversation.
“It was a story that was so relatable,” said Fraser. “The hundreds of influencers that we have engaged for this campaign interpreted it themselves, and what their history of the 1990s and their childhood was, and what their current history with their children is. And that has simply led to this authentic and incredible viral campaign that really works.”
In the end, the approach to Fraser for influencer marketing revolves around relationships, not transactions. She observes that business owners derive the best party from influencer marketing when they have a established brand identity, connect with good people and give them the tools and confidence to advance their history.
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Consider NYC guiding principles to raise your influence strategy:
- Influence is more than followers. Develop your definition of influencer to encompass more than digital creators. Experts in the field and loyal customers can also be precious contributors brand messaging.
- Your brand should talk about itself. Influence marketing should amplify a solid base – do not compensate for your absence. A coherent voice, quality visuals and engaging content Must be in place before launching partnerships.
- Look for relationships, not transactions. Treat collaborations of influence as evolutionary relationships instead of occasional collaborations. Nourishing creators over time is the key to authenticity and brand loyalty.
- Retraction feeds improvement. Relations of influence are a double -meaning street. Creators can offer valuable information on the design, messaging and presentation of products, and companies can Use these comments to identify the areas to be improved.
- Creativity is a vital differentiator. In a supersaturated digital space, the narration is important. Authentic and culturally relevant campaigns which give the agency to the creators to interpret the message in their own voice are more likely to resonate than a written announcement.
Listen to the episode below to hear Julianne Fraser directly and subscribe to Behind the review To learn more about new business owners and criticism every Thursday.
Editorial contributions from Alex Miranda and Kristi Lindahl
