Why you should build relationships backward (and how)

Today’s master has things kinda backward. But she shared with me one of the most clever strategies for collaborative content and brand awareness that I’ve ever heard. (And I talk to a lot of marketers, so that’s saying something.)

And whether you’re working on brand partnerships, influencer marketing, or creator campaigns, you just might start doing it backward, too.

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Deesha Laxsav

Senior Manager of Brand Marketing, Clutch

• Fun fact: Deesha started a (now abandoned) foodie TikTok exploring elite eats in the DC Metro area. (“Turns out, eating was easier than editing videos.”)

• Claim to fame: Built Clutch’s first influencer marketing program, setting the stage for long-term partnerships with top voices in marketing and tech.

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Lesson 1: Social marketing has a trust problem.

A stinging 53% of consumers outright distrust paid endorsements, according to a recent survey by the global service marketplace Clutch. And the better polished the content was, the more suspicious it looked. What’s more, 41% of consumers weren’t sure whether they trusted influencers more than brands.

Which is really awkward because… wasn’t influencer marketing supposed to be the silver bullet against brand backlash?

“Our survey makes it clear that consumer trust in influencer marketing has taken a hit,” Laxsav says, but she isn’t deterred. “When we got the data, we didn’t think, ‘We shouldn’t be doing influencer marketing.’ Instead, it was, ‘How do we do it better?’”

She believes that the high number of scattershot paid posts created by one-off marketing campaigns have turned skepticism into a monster.

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.

And in that endeavor, Laxsav has it entirely backward.

Lesson 2: Make your own opportunities.

Most folks begin a content campaign by asking a content creator to… y’know, create content. But Laxsav finds that it works best when you flip the script. (And, pro tip, this works with brand collabs, too.)

“We’re a small brand, so the first step is just getting through the door. It’s hard getting the attention of these influencers. They’re getting thousands and thousands of emails.”

So, instead, Laxsav asks influencers if they’ll agree to be interviewed by one of Clutch’s executives.

“We’re not asking to appear on their channel. We want them to appear as a guest on our channels.”

Then, and here’s the kicker, YOU create the content. “The number one thing is giving people something to share. 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. You build this strong promotional toolkit, and you build that relationship. That’s how it starts.”

But that’s 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.

“It doesn’t just look like a stamp on a sponsored post. It actually looks like a long-term partnership.”

And that’s where the next lesson comes in clutch. (I’m sorry.) (No, I’m not.)

Lesson 3: Stop thinking in terms of one-and-done.

I asked Laxsav what I suspect is on all of our minds right now: What if I take all this time to make all this content and then they don’t share it?

“There have been times we’ve interviewed CEOs and founders, and they just say ‘Thank you for the content,’ and it never gets shared. But whether they shared or not, you’re still building that relationship.”

Remember that the goal isn’t simply distribution for your content. Whether you’re talking YouTube videos, social media campaigns, blogs, podcasts, or whatever, the goal is a trusted relationship with people your audience trusts.

“You 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.”

“Don’t chase the glossy campaigns of the past. Today’s audiences are far more interested in transparency, relevance, and real value.”

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Lingering Questions

Today’s Question

“As marketing shifts from communication and storytelling to creating authentic cultural experiences, how are you or your company rethinking the role of Creative?” — Alicia Mickes, Senior Creative Director, Magic: The Gathering

Today’s Answer

Laxsav says: At Clutch, we’re 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 the stories aren’t just polished narratives, they’re reflections of what’s actually happening in the market.

Most recently, we’ve been testing more video content that’s intentionally lighter-touch rather than investing in big, glossy productions. We’re 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’s role is to amplify those voices and ensure every piece of content feels like an experience buyers can trust and connect with.

Next Week’s Question

Laxsav asks: When it comes to building partnerships for your event, how do you decide which people to collaborate with — whether that’s speakers, creators, or community leaders — to make sure they authentically represent your mission and resonate with your audience?