Influencer marketing works. Done right, it can do wonders for your brand. Believing and deciding to employ this method, however, is the easy part.
We understand. Influencer marketing is a fairly new concept. Sure, vetting and and creating an influencer profile can be tedious but the clincher lies in convincing an online personality to work with your brand. If it is your first time to reach out to an influencer, it can be nerve wracking.
- What if they demand too much?
- What if you fail to show them how great your company is?
- What if your competitor is going after the same influencer?
- What if they say no?
After all, an influencer marketing campaign without an influencer is just a marketing campaign. The entire process falls apart when you do not have the right influencer on board. Thankfully, there are things you can do to ensure that an online personality works with your brand. No magic, just four tried and tested steps.
Step 1: Get To Know The Content That They Publish – Follow and Subscribe
An influencer marketing campaign is almost always successful especially if a brand finds the perfect influencer to represent and promote them. In order to find out which one is the right fit, you have to follow them on all their social media accounts.
In following their accounts, you not only get to know more about their style, but you also introduce your brand to these online personalities you might be interested in working with.
Step 2: Comment and React
Compliments are always good. So if you see a post from the influencer you are vetting that you agree with, why not tell them? Sure, there is a risk that you might get ignored. However, you also stand the chance to develop a rapport with them. Having this relationship might be the push you need in order to get them to say yes to a partnership.
Step 3: Send Them an Email Written Exclusively For Them
Nothing is more off-putting to an influencer than a generic email. And no, you are not fooling anyone. It is very easy to catch a letter that has been sent to multiple people. You already did all the dirty work of vetting and researching – so why get lazy now?
Remember to be direct, offer choices, present possible compensation, and provide means for them to contact you directly. Personalize your email to him or her, you would most likely get a response.
Step 4: There is Nothing Wrong With Following Up
Sent the email and still nothing? Don’t be shy and follow-up. But make sure that you do not sound clingy or demanding. Moreover, wait at least a week before you send a follow-up email. There are many influencers who have full time jobs aside from blogging. So be considerate.
There is nothing more attractive to an influencer than building a relationship and doing research about their brand. Make sure that you do your bidding. Sending 100 cold emails produces less results than reaching out to three influencers after doing your due diligence.
Still nervous and unsure? With the best team, you shouldn’t be. Mostly Sunny can do all the dirty work for you.