These 2 principles help maximize influencer marketing strategy says Nike’s Steve Lesnard

Every business owner, YouTuber, blogger, industry expert, and business growth hacker should take marketing lessons from such brands as Puma, Adidas, and Nike. These pillars of apparel understand the power of celebrity collaboration across social media channels.

In the search for more innovative, creative sales strategies, companies have come to realize that partnering with prominent personalities to develop contextually rich content on today’s most popular platforms (think Facebook, Instagram, and Snapchat) increases return on investment, increases trust, and boosts domain authority- an often overlooked, but important aspect on the promotional roadmap.

With micro-endorsement deals fueling the age of influencer marketing, there are many sponsorship opportunities available for savvy brand managers says Steve Leonard, Vice President, Global Brand Marketing and General Manager Experiences at Nike. While the landscape in the marketplace continues to grow in the direction of leveraged cooperation, a number of brands have fallen behind the curve due mostly to the lack of insight regarding how to properly execute impactful influencer marketing strategies.

A well-thought out influencer marketing plan should follow a few principles in order to be the most effective according to the commercial tactician trusted by one of the world’s most recognized marque trademarks.

In the first place, Steve Lesnard suggests that brands prioritize authenticity with targets of influence. The ability to establish truthful connections between product values and star endorsement lay at the heart of any successful endeavor in publicity. The right partner will have an authentic connection with brand objectives while helping build the foundational bridge of loyalty amongst fan bases. Mike’s relationship with Kevin Hart provides a great example of how this principle works.

Secondly, Steve Lesnard is an advocate for grassroots, guerilla style marketing tactics. Utilizing existing relationships with highly engaged consumers is another hallmark for maximizing cross-promotional footprint. In the quest for repeated support and exposure, brands need to be clear about their goals before defining influencer parameters.