In an excessive digital space, with so many brands and INFLUENCE Fighting for the attention of the consumer, it can be difficult to violate the noise. That is why Julianne Fraser founded Nyc dialogA digital brooklyn -based digital consultancy that prioritizes authenticity and long -term flight commitment viral.

The strategy begins with the Map of the Fraser's relationship, a unique plan for each client that transforms a product post once into a significant partnership with a content creator.

“There are so (many) creators who talk about products that they have never really tried,” Fraser says. “I think this is the biggest issue in our industry now. Really really important to start those relationships by donating the product, developing a reaction loop and taking that response to the brand from creators. We are thinking about ways to nourish and strengthen those relationships over time.”

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Fraser encourages brands to expand their definition of influenza marketing – and the impact in general. Instead of limiting The impact collaborations For individuals with great tracking, it helps clients identify a number of potential partners, both online and offline. These may include creators who specialize in the production of warm content and experts who have built confidence within their communities and provide a layer of credibility for campaigns. From its point of view, the impact is about resonance as it is about achieving.

“Really really important not to miss the attention of the importance of offline influence And how we can develop these influencers for the brand, which can be your high customers, “says Fraser.” Do not bypass the power of someone who may not have a large stretch on the Internet but has a huge offline impact. “

NYC dialog signature approach begins with determining the categories of impact of a brand: Types of Impacts, Niches levels of the following and relevant content. This clarity enables brands to create goal -driven campaigns and to connect with creators whose audiences coincides with their goals.

Before business owners can start marketing campaignsHowever, they must have a coherent brand identity. Fraser says that a clear voice, attracting content and presence of social cohesions are non-negotiating: “(Impact must be) cherry at the top of your marketing strategy. If we do our job well, they should accelerate your brand marketing, your marketing of performance, you create your own different aspects of the program. Impact, you really need to have all those parts in the country. “

With this solid foundation, the marketing of the influencer can be a powerful asset that goes beyond a simple product post. Fraser says the biggest rewards come from building sustainable relationships with the creators of content. To help business owners achieve this, it designs multi-phase road maps that increase relations over the months or even years. Partnerships can begin with a talented product, followed by content cooperation and eventually grow to a brand ambassador or product partnership.

It is a model that has been effective for clients like Little Spoon, a baby food brand that has been a long NYC dialog client.

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“I like to define it as developing (a garden). We laid the foundation from the first year, and we have repeatedly nourished those plants,” Fraser says. “And now, seven years later, they are reaping rewards and roi incredible by influenza marketing. You cannot buy that level of authenticity of a mother who has used small baby mixtures and small foods and small foods and foods in all or three children. Just the most powerful evidence.”

Always looking verityFraser advises clients to depart from written or overly curated content. She said creativity is essential for creating the respective narratives that resonate with both the brand audience and the creator.

A prominent example is a small spoon Lunch The campaign, inspired by the 90s nostalgia. NYC dialogue helped brand partner with celebrities such as Melissa Joan Hart, Jaleel White and James van der Beek, also bringing the content creators to add their childhood stories to the conversation.

“It was a story that was so relevant,” Fraser says. “The hundreds of influencing we engaged in this campaign interpreted themselves, and what was their story from the 1990s and their childhood, and what is their current story with their children. And this simply led to this authentic, viral campaign that really works.”

After all, the Fraser's approach to the marketing of the influenza revolves around relationships, not transactions. She notes that businesses owners earn more from influenza marketing when they have a branded identity, relate to the right people, and give them the means and confidence to advance their history.

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Consider the NYC dialog guidance principles to raise your strategy of influencers:

• Impact is more than followers. Expand your impact definition to include more than digital makers. Subject experts and loyal customers may also be valuable contributors to brand.
• Your brand must speak for yourself. The marketing of the influencer should amplify a solid foundation – not offset its absence. A cohesive, visual voice and attractive content It must be in place before you start a partnership.
• Seek relationships, not transactions. Treat the influencer's collaborations as a developmental relationship instead of cooperation once. Creator's eating over time is essential to authenticity and brand loyalty.
• Improving feedback fuels. Influencers' relationships are a two -way road. Creators can provide valuable knowledge in the design of products, messages and presentation, and businesses can Use it feedback to identify fields for improvement.
• Creativity is a vital differentiation. In an overloaded digital space, the story of the story matters. The authentic, important cultural campaigns that agencies give creators to interpret the message with their voice are more likely to resonate than a written ad.

Listen to the episode below to hear directly from Julianne Fraser, and AGREE After review More than the new business owners and reviewers every Thursday.

Editorial contributions by Alex Miranda and Kristi Lindahl