Reaching out to content creator influencers might feel like the best place to start an influence marketing campaign. As influence marketing continues to drive results for brands and products, influencers field a lot of outreach and it can be a bit overwhelming to sort through it all.
The best way to get content creator influencers on board is with a solid pitch that’s built on doing the homework. Here are a few ways we marketers can do that homework before reaching out to an influencer.
The following 10 tips aren’t rules per se, more guiding principles that all boil down to this: approach content creators with the respect they deserve and look to build a mutually beneficial partnership.
Know who you’re contacting
Content creators receive a lot of generic emails from marketers looking to tap their influence. A generic, impersonal message starts the relationship off on the wrong foot. Before reaching out to an influencer, take the time to research their content and get a feel for their style and interests.
Once you’re confident the influencer will be a great fit for your brand or campaign, tell them why in a personalized, targeted message and you up your chances of getting an affirmative response… or any response at all.
Be specific about your goals
Content creator influencers are busy. They don’t have time to read long, rambling emails. Who does? Get specific about your goals and what you hope to achieve through the partnership. Pique their interest, help the influencer understand your motivations and see that the partnership is a good fit. Once you’ve gotten a response you can go deeper on the why’s and how’s.
Don’t make demands
Influencers are not employees and they are not obliged to promote your brand. Instead of making demands, talk about how you can work together. Frame the partnership as a collaboration, demonstrate respect for their craft and clout. Share how the partnership can be mutually beneficial.
Respect their time
Influencers are often juggling multiple projects and commitments, so it’s important to respect their time and schedule. Don’t expect an immediate yes. Leave the door open for the influencer to say “I’ll get back to you.”
Don’t lowball
Creators put a lot of time and effort into creating the content and building the community that makes them desirable as influencers. Don’t lob a lowball offer or offer products instead of pay. Instead, get clear on the value you think an influencer will have, be upfront about your budget and negotiate a fair deal.
Don’t expect a freebie
Negotiation is always acceptable but expecting free promotion isn’t. In other words, this is a give and take relationship. Value the influencer’s content, community and the time they devote and remember, everyone deserves to be fairly compensated for the value they bring to the equation.
Be clear on expectations
It’s important to be clear about your expectations for the partnership, including the type of content you want, the timeline for the campaign, and any other details. This will help the influencer understand your goals and ensure that the partnership runs smoothly.
Don’t ghost them
This should go without saying. If the influencer agrees to work with you, make sure to follow through on your commitments and stay in touch throughout the campaign. If they want to be in on the process, bring them in and you have a much better chance of turning the engagement into a relationship.
Don’t overdo it
It’s important to be proactive and follow up with the influencer but don’t overdo it with constant emails and messages. Set a cadence at which both influencer and brand will share meaningful updates. Give them space to work on their own content and projects, and respect their boundaries. Too much communication can be overwhelming and turn the influencer off from working with you in the future.
Say thank you
Influencers are people too, and they appreciate a genuine thank you for their hard work. After the campaign is over, make sure to thank the influencer for their time and effort and share insight into how things went. A small gesture of appreciation can go a long way in building a positive, long-term relationship.
Influencer partnerships can be a great way to reach new audiences and promote your brand. By following these 10 tips, you can increase your chances of success and build positive, long-term relationships with influencers.
With a little forethought, some effort and a little consideration, you can make your influencer partnerships a win-win for everyone.
