How To Reach Out To Influencers: A 5 Step Guide
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Guide: How To Reach Out To Influencers For Your Brand
Ninety-four percent of surveyed marketers who utilized influencer marketing in 2017 reported that it was effective, while 51% said that it outperformed brand-created content. When it comes to purchases, 33% of consumers stated that they trust social media influencers more than any other source. Numbers such as these explain why many businesses continue to increase their investment in influencer marketing tactics and campaigns.
The opportunity for businesses that use influencer marketing to reach customers is massive. However, with so many social media influencers in the space, and a variety of businesses vying to partner with them, how does a brand best start a conversation? Below, we offer a step-by-step guide on how to reach out to influencers.
Step 1: Establish Brand Goals
Before reaching out to an influencer, it’s important for a brand to establish the goals of their marketing campaign. Paid Influencer campaigns can be crafted to achieve a variety of different results, including increased sales, heightened brand awareness, and growth in social followers. Additionally, some campaigns may aid brands in establishing long-term relationships or brand ambassador programs with influencers.
While influencer marketing has been enormously successful for many brands, launching a poorly planned campaign isn’t likely to produce positive results. For businesses to succeed, it’s vital that they create clear objectives, know what message they want to send, and have a realistic understanding of the campaign’s potential impact and return on investment (ROI) before approaching influencers.
Step 2: Research Niches & Influencers
Selecting the right influencers is paramount to fruitful partnerships and successful outreach efforts. However, with a wide array of categories covered by a bevy of compelling online personalities across the world’s most popular social media platforms, a brand should consider several important questions before prematurely reaching out to influencers:
- What category (travel, lifestyle, fashion, fitness, product reviews, environmental, gaming, food and cooking, etc.) is best to promote your brand, product, or service?
- What audience or demographic is being targeted?
- Is the campaign best geared toward a blog, Instagram, YouTube, Snapchat, Facebook, or Twitter post? Or, would it be optimized most with a cross-platform strategy?
- Would it be better to partner with a celebrity, macro influencer, micro influencer, or some combination of the three?
- Is the influencer reputable? What is their engagement rate? Do they have a proven track record of successful campaigns? Do they utilize fake followers or other deceptive tactics?
How To Find The Right Influencers
Manually searching through social media platforms is a popular way to find influencers. Depending on the network, using keywords and/or hashtags, combined with filtering for number of followers/subscribers, can be a useful way to discover potential influencer partners. However, as the influencer marketing industry has grown more crowded and competitive, businesses sometimes find it difficult to connect and engage with preferred influencers.
There are various software tools available for finding the right online personality to partner with, including influencer marketing platforms and databases. However, some services charge fees, while still requiring businesses to sift through thousands of options.
When looking for the right influencer for your brand, consider using the expertise of an influencer marketing agency that has strong relationships with the world’s biggest influencers. For more information on finding influencers, also see our list of top criteria here.
Step 3: Engage With Influencers
Before cold-messaging an influencer, follow them on their various social media channels and blogs (if applicable). Like, comment on, and share their posts, and engage with their audiences.
Show a familiarity with what the influencer posts and an interest in what they do. This will make opening a conversation with them that much easier.
Step 4: Contact Influencers
Many influencers are busy professionals who field a lot of offers and solicitations. When messaging them, be clear, honest, and brief with your proposal.
In your pitch, ask influencers about their own goals, and what they may be looking for in a business relationship. Look for ways in which your brand might be able to help them on their journey.
Businesses shouldn’t ask influencers to promote goods or services for free. Influencer marketing is a $1B industry on Instagram alone and top influencers can make seven figures per year. Successful influencers will lose interest if you try to get them to post for free, trade for product, or try to negotiate too heavily. If an influencer is too expensive, look to find smaller, lower cost influencers interested in working with your brand.
Remember to communicate enthusiasm about your brand and product or service, as well as the potential relationship with the influencer. Influencers want to be a part of interesting projects and exciting collaborations.
Related Post: How To Ace Your Influencer Outreach In 4 Steps
Step 5: Partner With An Influencer Marketing Agency
The influencer marketing space is becoming increasingly crowded and sophisticated, and many of the top influencers are too busy to respond to all individual requests. Some smaller to mid-level influencers register on platforms to bid on available campaigns while larger or more established influencers work with talent managers, and/or multi-channel networks to handle their sponsorship opportunities.
One way to circumvent all of these complexities is to work with a trusted influencer marketing agency. Influencer marketing agencies have relationships with celebrities, macro and micro influencers, as well as the people and companies that manage them.
In addition to connecting businesses to influencers who have a proven track record of high conversion, agencies can help brands establish their goals and key performance indicators (KPIs), design campaigns, generate paperwork and agreements, negotiate fees, and interpret post-campaign data. From inception, to launch, to final analysis, qualified agencies can help brands execute better influencer marketing campaigns.
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February 6, 2018 By Mediakix Team