Influencer marketing has exploded over the last decade; from a somewhat obscure marketing methodology to something most big brands use, it’s a true innovation. As with most marketing tactics, influencer marketing is constantly changing and reinventing itself, requiring businesses to adapt as well.

The social media applications that support influencer marketing efforts also continue to update their algorithms and interfaces, which can make it difficult to figure out an effective campaign strategy, especially for those new to the field. To help, eight members of Forbes Coaches Council shared their best tips to help marketers successfully navigate their first influencer partnership.

1. Focus On Authentic Connections

In today’s influencer market, users want to authentically connect with what they’re seeing on their screen. You need to strike a balance between being professional and not overproducing the material being shared. Users want to see themselves in the content. Seek influencers who can represent your brand well and give off that authentic vibe to your potential customers. - Jonathan H. Westover, Utah Valley University & Human Capital Innovations, LLC

2. Keep Measuring And Adapting

Influencer marketing, like all marketing strategies, needs a plan, trial and measurement. Ask and answer these questions first: What are your goals? Where and how can you run a trial in a small way (e.g., are there apps or agencies you can try)? How can you measure the results? How can you multiply positive results to drive revenue for your business? Keep measuring and keep adapting. - Nick Leighton, Exactly Where You Want to Be

3. View Them As Relationships, Not Transactions

To create long-term value, view influencer partnerships as relationships, not transactions. While you can hire influencers to post a specific number of posts, you’ll have a short-term, transactional relationship—and results. Instead, view influencers as relationships to be nourished for long-term, mutual benefit. Adobe does this with Adobe Insiders, which helps the company establish relationships with its power users. - Krista Neher, Boot Camp Digital

4. Combine Thought Leadership With Specific Influence

From a marketing point of view, combine thought leadership with influence. A general influencer is someone who people generally follow, such as a celebrity. When focusing on a specific market, find someone who is both a thought leader in that space and an influencer. They will hold more weight with your audience and have a greater impact in that specific sector. - John Knotts, Crosscutter Enterprises

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5. Build A Relationship With Content First

Many times, I have partnered with influential authors and speakers to bring value to clients and help them promote books, articles, new material and work that they plan to do on a larger scale. These many partnerships help me help my clients in many ways, inspiring clients of mine to better refer these people and participate in brand building. - John M. O’Connor, Career Pro Inc.

6. Be Selective When Choosing An Influencer

Just as you would segment your audience or target market, do so with your influencers, as well, for specific goals and outcomes. Influencers vary across the spectrum, offering high-volume, low-attrition, high-quality, deep knowledge and expertise and more. Choose what works best for you, and broker a partnership that is mutually beneficial for longevity. - Arthi Rabikrisson, Prerna Advisory

7. Focus On Small Influencers, Video And Causes

In order to capitalize on influencer marketing, focus on micro- and nano-influencers, video and issue-based causes. Micro- and nano-influencers are professionals with audiences of fewer than 10,000 followers on each social platform. Video provides a unique opportunity for influencers to connect with the audience more authentically. And cause marketing sparks loyalty and support with existing and potential buyers. - Lori A. Manns, Quality Media Consultant Group LLC

8. Tap Into The Everyday Person’s Network

Finding a way to tap into the everyday person and using their network as a way to promote your own work is a much overlooked aspect of influencing. We’d all love the big guests for our podcasts, but we cannot miss the opportunities for organic growth to occur when we host someone and they promote our work to their own networks. - Jon Dwoskin, The Jon Dwoskin Experience