The one thing you need to get more brand deals: reviews

How you can leverage past partnerships to get more collaborations.

March 14, 2022

[Lire l'article en français 🇫🇷 ]

Once you start getting some brands to work with you, the next challenge is getting more brands so that you can have stable, recurring revenues.

In order to do that, it's important to understand how brands work, their mindset and decision process.

How brands work

When you're talking to a brand, there's generally two kinds of people that matters: your direct interlocutor and the decision-maker.

Your direct interlocutor is in charge of handling the relationship with influencers/creators (they roles are often Influencer Marketing/Relations Manager), and it is often a junior position.

The final decision-maker is the person responsible for the budget, saying yes/no to all decisions that falls under this budget. Typically, the Influencer Marketing/Relations Manager will find collaborations opportunities and present them to its boss.

What is important to understand is that the IMM/IMR needs to convince its boss, who is the one responsible for making good/bad decisions, that spending money on you is a good business decision. For brands, the biggest barrier to working with a creator they don't know is lack of trust. In order to beat the odds, you need to provide as much information as possible to convince brands that you are a safe bet.

This is why your job is to help your direct interlocutor prove that you are worth working with, and that you can be trusted. How do you do that? With reviews !

Building Trust

Lots of digital services are designed to build trust between strangers: Blablacar, Uber, Airbnb, Malt and of course Google. One common process they all use is enabling people to give reviews about a service, informing other users about the quality of the product/service/supplier.

Stats show that 88% of consumers trust online reviews as much as personal recommendations – with 76% stating that they trust online reviews as much as recommendations from family and friends. The same thing happens with marketing professionals: they trust each other about work-related topics.

To build trust and reassure your future partners, start collecting reviews after each collaboration, systematically. This means asking partners for a written, audio or video feedback on your work.

You could ask for a positive review about your work ethics, your ability to drive revenues or to increase brand awareness. The best thing is you can start today by asking previous partners to give you a positive feedback !

If you do this consistently, you will quickly be considered as a trustworthy creator and brands will be knocking at your door in no time!

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