{"id":3605,"date":"2025-09-30T18:14:13","date_gmt":"2025-09-30T18:14:13","guid":{"rendered":"http:\/\/www.coclea.org\/?p=3605"},"modified":"2025-10-01T15:42:53","modified_gmt":"2025-10-01T15:42:53","slug":"why-you-should-build-relationships-backward-and-how","status":"publish","type":"post","link":"http:\/\/www.coclea.org\/index.php\/2025\/09\/30\/why-you-should-build-relationships-backward-and-how\/","title":{"rendered":"Why you should build relationships backward (and how)"},"content":{"rendered":"<p><strong>Today\u2019s master has things kinda backward.<\/strong> But she shared with me one of the most clever strategies for collaborative content and brand awareness that I\u2019ve ever heard. (And I talk to a <em>lot <\/em>of marketers, so that\u2019s saying something.)<\/p>\n<p>And whether you\u2019re working on brand partnerships, influencer marketing, or creator campaigns, you just might start doing it backward, too.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=bcbe2652-03f9-49fe-b517-acedc47b6f27&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px;margin: 0 auto;margin-top: 20px;margin-bottom: 20px\" alt=\"Click Here to Subscribe to Masters in Marketing\" height=\"58\" width=\"431\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/bcbe2652-03f9-49fe-b517-acedc47b6f27.png\" align=\"middle\" \/><\/a><\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"560\" height=\"560\" alt=\"Deesha Laxsav, a smiling woman with long dark hair\" style=\"height: auto;max-width: 100%;width: 560px;margin-left: auto;margin-right: auto\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/deesha-laxsav-mim-blog.jpg\">Deesha Laxsav<\/h2>\n<h3>Senior Manager of Brand Marketing, <a href=\"https:\/\/clutch.co\/\">Clutch<\/a><\/h3>\n<ul>\n<li><strong>Fun fact: <\/strong>Deesha started a (now abandoned) foodie TikTok exploring elite eats in the DC Metro area. (\u201cTurns out, eating was easier than editing videos.\u201d)<\/li>\n<\/ul>\n<ul>\n<li><strong>Claim to fame: <\/strong>Built Clutch\u2019s first influencer marketing program, setting the stage for long-term partnerships with top voices in marketing and tech.<\/li>\n<\/ul>\n<h2>Lesson 1: Social marketing has a trust problem.<\/h2>\n<p><strong>A stinging 53% of consumers outright distrust paid endorsements<\/strong>, according to a <a href=\"https:\/\/clutch.co\/resources\/trust-in-influencers#53-distrust-paid-endorsements-despite-belief-in-authentic-use\">recent survey<\/a> by the global service marketplace Clutch. And the better polished the content was, the more suspicious it looked. What\u2019s more, 41% of consumers weren\u2019t sure whether they trusted influencers more than brands.<\/p>\n<p>Which is really awkward because\u2026 wasn\u2019t influencer marketing supposed to be the silver bullet against brand backlash?<\/p>\n<p>\u201cOur survey makes it clear that consumer trust in influencer marketing has taken a hit,\u201d Laxsav says, but she isn\u2019t deterred. \u201cWhen we got the data, we didn\u2019t think, \u2018We shouldn\u2019t be doing influencer marketing.\u2019 Instead, it was, \u2018How do we do it better?\u2019\u201d<\/p>\n<p><strong>She believes that the high number of scattershot paid posts created by one-off marketing campaigns have turned skepticism into a monster.<\/strong><\/p>\n<p>So maybe the real silver bullet was the friendships we made along the way. No, really. Laxsav says the solution to the influencer backlash is building authentic relationships with content creators and\/or partner brands that deeply understand your audience.<\/p>\n<p>And in that endeavor, Laxsav has it entirely backward.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"433\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/deesha-laxsav-mim-relationships.jpg\"><\/p>\n<h2>Lesson 2: Make your own opportunities.<\/h2>\n<p>Most folks begin a content campaign by asking a content creator to\u2026 y\u2019know, create content. But Laxsav finds that it works best when you flip the script. (And, pro tip, this works with brand collabs, too.)<\/p>\n<p>\u201cWe\u2019re a small brand, so the first step is just getting through the door. It\u2019s hard getting the attention of these influencers. They\u2019re getting thousands and thousands of emails.\u201d<\/p>\n<p>So, instead, Laxsav asks influencers if they\u2019ll agree to be interviewed by one of Clutch\u2019s executives.<\/p>\n<p>\u201cWe\u2019re not asking to appear on <em>their <\/em>channel. We want them to appear as a guest on <em>our <\/em>channels.\u201d<\/p>\n<p>Then, and here\u2019s the kicker, YOU create the content. \u201c<strong>The number one thing is giving people something to share. <\/strong>We slice up [one interview] into two to three videos that they could promote. We give them graphics. We even give them social media messaging copy. <strong>You build this strong promotional toolkit, and you build that relationship. <\/strong>That\u2019s how it starts.\u201d<\/p>\n<p>But that\u2019s not how it ends. The initial campaign acts as an ice breaker for further collaboration, which, in turn, creates the authenticity your audience is looking for.<\/p>\n<p>\u201cIt doesn\u2019t just look like a stamp on a sponsored post. It actually looks like a long-term partnership.\u201d<\/p>\n<p>And that\u2019s where the next lesson comes in clutch. (I\u2019m sorry.) (No, I\u2019m not.)<\/p>\n<h2>Lesson 3: Stop thinking in terms of one-and-done.<\/h2>\n<p>I asked Laxsav what I suspect is on all of our minds right now: <strong>What if I take all this time to make all this content and then they don\u2019t share it?<\/strong><\/p>\n<p>\u201cThere have been times we\u2019ve interviewed CEOs and founders, and they just say \u2018Thank you for the content,\u2019 and it never gets shared. But whether they shared or not, you\u2019re still building that relationship.\u201d<\/p>\n<p>Remember that the goal isn\u2019t simply distribution for your content. Whether you\u2019re talking YouTube videos, social media campaigns, blogs, podcasts, or whatever, the goal is a trusted relationship with people your audience trusts.<\/p>\n<p>\u201cYou might work with a really big influencer and see a huge spike in traffic that one week. What is that really doing? Consistency is key. Consistently working with a variety of partners that are reaching your target audience.\u201d<\/p>\n<p>\u201cDon\u2019t chase the glossy campaigns of the past. <strong>Today\u2019s audiences are far more interested in transparency, relevance, and real value.<\/strong>\u201d<\/p>\n<h2><strong>Lingering Questions<\/strong><\/h2>\n<h3>Today\u2019s Question<\/h3>\n<p><strong>&#8220;As marketing shifts from communication and storytelling to creating authentic cultural experiences, how are you or your company rethinking the role of Creative?&#8221;<\/strong> \u2014 Alicia Mickes, Senior Creative Director, Magic: The Gathering<\/p>\n<h3>Today\u2019s Answer<\/h3>\n<p><strong>Laxsav says:<\/strong> At Clutch, we\u2019re making sure every content piece is supported by creative that feels rooted in real-life experiences. That means weaving in authentic perspectives from influencers and providers we quote, so<strong> the stories aren\u2019t just polished narratives, they\u2019re reflections of what\u2019s actually happening in the market.<\/strong><\/p>\n<p>Most recently, we\u2019ve been testing more video content that\u2019s intentionally lighter-touch rather than investing in big, glossy productions. We\u2019re seeing that people consistently choose authenticity over stiffness. They want to hear directly from trusted experts in a way that feels conversational and relatable. For us, creative\u2019s role is to amplify those voices and ensure every piece of content feels like an experience buyers can trust and connect with.<\/p>\n<h3>Next Week\u2019s Question<\/h3>\n<p>Laxsav asks: <strong>When it comes to building partnerships for your event, how do you decide which people to collaborate with \u2014 whether that\u2019s speakers, creators, or community leaders \u2014 to make sure they authentically represent your mission and resonate with your audience?<\/strong><\/p>\n<p><strong><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=e1f0958d-1b15-418e-b4db-45ee531f71af&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px;margin: 0 auto;margin-top: 20px;margin-bottom: 20px\" alt=\"Click Here to Subscribe to Masters in Marketing\" height=\"613\" width=\"1920\" src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/e1f0958d-1b15-418e-b4db-45ee531f71af.png\" align=\"middle\" \/><\/a><\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important\" class=\"lazyload\" data-src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fwhy-you-should-build-relationships-backward-and-how&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today\u2019s master has things kinda backward. But she shared with me one of the most clever strategies for collaborative content and brand awareness that I\u2019ve ever heard. (And I talk to a lot of marketers, so that\u2019s saying something.) And whether you\u2019re working on brand partnerships, influencer marketing, or creator campaigns, you just might start [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-3605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured"],"_links":{"self":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3605","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/comments?post=3605"}],"version-history":[{"count":2,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3605\/revisions"}],"predecessor-version":[{"id":3610,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3605\/revisions\/3610"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/media\/3607"}],"wp:attachment":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/media?parent=3605"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/categories?post=3605"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/tags?post=3605"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}