9 essential influencer marketing skills every marketing manager needs to thrive

You probably juggle a lot of moving parts as an Influencer Marketing Manager. From handling multiple creator relationships to managing campaign deliverables, there’s always something that needs your attention. To keep everything running smoothly, organisation is key.

A disorganised manager risks missing deadlines, forgetting to follow up with influencers or losing track of content submissions. Staying on top of everything requires systems that keep conversations, contracts, campaign materials and performance metrics easily accessible and well-organised.

Effective organisation isn’t only about seamless influencer campaigns, but can also help identify opportunities to improve! From processes and resources to ROI there are opportunities to improve, save and maximise! A well-organised influencer marketing strategy is more likely to scale successfully and achieve long-term success.

Let’s face it: things rarely go exactly as planned. You should be able to roll with the punches, pivot when necessary and not get overwhelmed when things don’t work out. Working with social media content creators often means dealing with people from different time zones, cultures and schedules, which can lead to unexpected challenges.

What happens if a creator misses a deadline for delivering time-sensitive content? How do you handle an influencer who suddenly faces a public scandal? Not only should you remain calm under pressure, but you also need to be able to adapt and find solutions.

As trends and tactics shift, you’ll need the flexibility to adjust strategies and implement fresh ideas. A manager who can quickly adapt to new trends and feedback will keep your program relevant, dynamic, and on track for success.

Building and maintaining strong relationships with creators is at the heart of a successful influencer marketing program. You should aim to cultivate long-term partnerships that go beyond once-off collaborations. This requires genuine relationship-building, trust and mutual respect between the brand and the creator.

Effective relationship management involves regular check-ins, providing creators with clear expectations and feedback, and ensuring they feel valued and appreciated. Offering personalised incentives and rewarding top-performing creators can help reinforce these relationships. Additionally, being responsive, transparent and approachable encourages loyalty, which leads to creators being more motivated and passionate about representing your brand.

Strong relationships also make it easier to navigate challenges when they arise, such as renegotiating contracts, resolving disputes or coordinating tight deadlines. A Head of Influencer Marketing who takes the time to build and maintain relationships will be able to create a network of creators who are not only engaged but are also enthusiastic advocates for your brand.