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You have the names and handles of the influencers you’re dying to work with – now it’s time to reach out. How do you ensure your initial outreach doesn’t go off into the unknown abyss of ‘the inbox,’ the DM backlog, or worse yet, marked as spam?
Here are seven tips from our Campaigns team, who know their way around influencer outreach:
This one’s pretty simple— but make sure to introduce yourself accordingly. Imagine yourself walking up to an influencer at an in-person event, throwing a PR box in their face, and walking away, hoping they post it. Fingers crossed.
Let's first remember that, like many businesses, this is relationship-oriented. Your number one job is to take the time to build rapport with the influencer. They are humans, not billboards for your advertisements.
Does the influencer have similar values to your brand? (Think: sustainability, inclusivity, transparency.) A five-minute email about why you want to work with THEM, in particular, goes a long way.
Take the time to understand the influencer's needs and priorities, not just your own.
Plus, everyone loves a compliment. Call out something special they posted about recently that aligns with your brand goals and values. Doing so can establish a genuine connection based on mutual trust and respect.
Are you a small business trying to get products into people's hands? Are you dipping your toes in influencer marketing for the first time? Or are you looking for long-term partners? Be clear about what you're trying to accomplish so the influencer can understand what you will consider successful.
Before jumping into the world of influencer marketing, it's important to be clear about what you want to achieve. Are you looking for short-term results, such as increased sales or website traffic? Or are you looking for long-term relationships with influencers? Whatever your goals may be, it's essential to communicate them effectively to the influencer so that they can understand what you consider a success for the campaign.
Are you selling a drugstore toothbrush or a state-of-the-art luxury retreat overseas? Knowing your brand's value and perception is essential to tailor your outreach accordingly and fully understand your request and how the influencer may perceive it.
Understanding the nuances of your brand perception can also inform decisions about product offerings, pricing, and distribution channels.
Influencers' inboxes are often full, so it's important to use a punchy subject line and email copy that shows you've done your research.
If you're reaching out to someone for the first time, it's recommended that you send 5-8 follow-up emails before moving on to the next influencer on your list. This will give you a better chance of getting noticed and establishing a relationship with the influencer.
Just as marketers work on case studies to establish credibility, you should do the same for your influencer outreach. Nobody wants to be the first to do something, so link to other in-demand creators who have told their own stories about your brand so they can picture themselves doing the same.
No response? Don't get too discouraged without short-term wins. Part of the business is trial and error; you will continue building relationships over time. You’ll win some; you’ll lose some – it’s all part of success.
Thumbnail image by Mediocre Studio on Unsplash.
