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Why Positive Influencer Relationships Depend on Trust

Authors: Heidi Sullivan Julianna Vorhaus
Posted Under: Influence Pros Podcast
About Influence Pros Podcast:

Influence Pros is the weekly show where professionals learn about case studies and success stories in the fast-growing world of influencer and advocate marketing. Hosted by Heidi Sullivan of Cision and Julianna Vorhaus of TapInfluence, the show chronicles how B2C and B2B companies are working with online influencers and customer advocates to grow reach, engagement, and conversions. View all shows—including free downloadable resources—at

Julianna Vorhaus, Director of Influencer Development at TapInfluence, joins the Influence Pros Podcast to debut as a new co-host and discuss client relations, authenticity, and the importance of trusting your influencers.

julianna-vorhaus_instagramFind Your Fit

All influencers are the perfect for all brands, right?
Not quite. Influencer marketing is not a one-size-fits-all enterprise. Every brand has a particular style and message, as does each individual influencer. For long term success, finding the right fit and trust between brand and influencer is key.
Julianna Vorhaus is an expert at finding that right fit. She’s the Director of Influencer Development at TapInfluence and also our new co-host for the podcast. Her passions include driving engagement, cultivating community within the marketplace, and making sure brand and influencer relations are at their best. She believes strongly in taking the time to listen and find the influencer that organically matches your brand.
TapInfluence is the leading influencer marketing automation solution for brands and agencies and acts as a software platform that connects influencers to the brands and agencies and marketers that want to work with them on sponsored content.

In This Episode

  • Why it’s key to take the time to listen to the needs of your clients
  • How to pick the right influencer that will represent your brand authentically
  • Why it’s better to have a holistic approach to your influencer marketing
  • How to follow through and track ROI more accurately
  • Why trusting your influencers is the most important thing


Quotes From This Episode

“The first step of any influencer marketing campaign, as a marketer, is to identify the influencers that you want to work with.” —@jlvorhaus
“As influencer marketing becomes bigger and more mainstream, that ability to track and measure becomes more and more important.” —@jlvorhaus
“It’s gotten so much more dialed in and you need so much more information on all of those influencers to be able to help your customer find exactly what they’re looking for.” —@jlvorhaus
“You have to give them some reason to connect with you.” —@jlvorhaus
“You have to be an expert in something. You have to have that passion and be able to talk about something. There has to be some value provided.” —@jlvorhaus

“One of my favorite lessons that I think I’ve learned in my time here is that automation and technology are here to take the place of what technology should do. It’s here to do the stuff that’s monotonous and without creativity so that we can get back to the stuff that really matters, the creativity, the ability to optimize what’s working.” —@jlvorhaus

“You have to be willing to give up some of that control, and trust that your influencers are going to do the right thing.” —@jlvorhaus
“It’s about the high-level connection.” —@jlvorhaus



Would You Rather

Would you rather never laugh again or never use your smartphone again?
I would rather not use my smartphone again. I can’t believe I’m saying that. I’m a digital marketer and I’m very attached to my iPhone, but laughter is the best thing in the world.
Would you rather reverse one decision you make every day or be able to stop time for ten seconds every day?
I would probably reverse a decision I make every day. Especially in the world of digital marketing, where you do have to make decisions quickly, and sometimes without all of the information that you would necessarily want in front of you.
Would you rather never have coffee again or live without TV forever?
All right. I will go without coffee then, as much as I can’t imagine my life without my two to three cups of coffee that I have to have in the morning just to function, I would figure it out because there’s so much good stuff on Amazon and on Netflix. I feel like TV has gotten so much better over the last couple of years, whereas, maybe when I was in college, I would have had a different answer.

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