influencer outreach, influencer marketing

A Complete Guide to Influencer Outreach

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Introduction to Influencer Outreach & Marketing

More and more brands are implementing influencer outreach strategies as a way of marketing their products and services. Why? The bottom line is, people buy from who they like. It is human nature for people to buy from brands they have seen their friends, family, or even influential people using. 

So, who are these influencers? Influencers are those who have built a following on various social media platforms such as YouTube, Instagram, Twitter, etc. by creating and sharing content. Through influencers, businesses can skyrocket their revenues. One prime example of this is Daniel Wellington. This business was able to turn $15,000 into $220 million within 4 years thanks to influencer outreach marketing campaigns. In fact, influencer marketing is predicted to become a $10 billion market by 2020.

So, how exactly do businesses implement these influencer outreach strategies? It is essential that businesses hop on this trend immediately.

Hands down, one of the biggest influencer marketing platforms that exist is Instagram. You can call it the social media powerhouse.  In fact, social media influencers on Instagram often have just as many influencers as the most famous celebrities and this is why it is important to get in contact with these influencers through a combination of methods.

Reference

An Executive’s Guide: How to Do Influencer Marketing the Right Way

Outline

The Challenge

  • How to get in touch with influencers
  • How to get influencers to see your message
  • How to choose the right influencer’s interest and excitement about your brand

The Solution

  • Data Research
  • Look at about pages → send a unique message with a win-win situation that is mutually beneficial
  • Cash, free product or discount, commission off unique code, creative freedom
  • “YOU” attitude! Be of value to them.
  • Get to know them  
  • What they stand for, their values, passions
  • Agency matching brands to influencers
  • Direct messaging on social media platforms
  • Shooting them emails
  • Build trust, build a relationship!

How Does This Work?

Technique #1

  1. Figure out what channel you want to use
  2. Choose the RIGHT influencers 
  3. Get to know them
  4. Build trust, build a relationship!

Take your time and get to know these influencers you come in contact with!
Questions to Ask:

  • Does influencer’s lifestyle fit my brand image?
  • Have they worked with competitors?
  • Who is this influencer’s current audience and does it align with my target market?
  • Is my target audience even active on the platform/channel the influencer works on?

Technique #2

  1. Get in touch with these influencers! 
  2.  Gain their interest and excitement for your brand.
  3. Agency matching brands to influencers
  4. Influencer marketing agencies allow brands to work with influencers on various social media platforms
  5. These agencies have expertise when it comes to finding and selecting influencers by using data to see which influencers fit best with specific brands.
  6. The goal for these agencies is to
      • They identify influencers and content creators for specific brands and negotiate rates with influencers on behalf of the brand.
      • They offer strategies for marketing campaigns to maximize engagement and audience reach.
      • They approve influencer’s posts for the brands before they are posted.
      • They provide post-campaign analytics for brands. 
      • These platforms allow brands to measure the success of influencers by monitoring the effectiveness of their campaigns through social data analytics.
    • Contact them by direct messaging on social media platforms or shooting them personalized emails
    • Do your research and show interest! No one wants to work with someone who does not put in the effort to know them.
    • Get to know their values, passions, and what they stand for.
    • Don’t tell the influencers the value they can bring to you, but rather tell them the value you can bring into their lives.
    • Send these influencers a unique message that suggests a win-win situation in which it would be mutually beneficial!
    • Thee benefits can include exchanging _____ for free products, discounts, commission codes, and creative freedom.
    • Although it is extremely important to personalize these direct messages and emails, it is smart to save templates of messages that have been successful to serve as a guideline.

Finished Article

How to do Influencer Outreach

More and more brands are implementing influencer outreach strategies as a way of marketing their products and services. Why? The bottom line is, people buy from who they like. It is human nature for people to buy from brands they have seen their friends, family, or even influential people using.

So, who are these influencers? Influencers are those who have built a following on various social media platforms such as YouTube, Instagram, Twitter, etc. by creating and sharing content. Through influencers, businesses can skyrocket their revenues. One prime example of this is Daniel Wellington. This business was able to turn $15,000 into $220 million within 4 years thanks to influencer outreach marketing campaigns. In fact, influencer marketing is predicted to become a $10 billion market by 2020.

That being said, it is essential that businesses hop on this trend immediately. How exactly do businesses implement these influencer outreach strategies? In order to be successful in this marketing strategy, it is important to know the answer to these questions:

  1. How do we choose the right influencers who are interested and excited about your brand?
  2. How do we get in touch with these influencers and get them to see your message?
  3. How will you know if this marketing strategy is effective?

#1. How do we choose the right influencers who are interested and excited about your brand?

First off, it is important to know what the target market is and figure out what channel you want to use. This will help in choosing the right influencers to get to know, build trust, and build relationships with. Some questions to ask yourself are:

  • Is my target audience even active on the platform/channel the influencer has an online presence on?
  • Who is this influencer’s current audience and does it align with my target market?
  • Does this influencer’s lifestyle fit my brand image?
  • Have they worked with this brand’s competitors?

One of the easiest ways to find influencers who fit your brand is to use agencies matching brands to their influencers. These agencies have the expertise to find and select influencers and content creators on various social media platforms and negotiate rates on behalf of the brand. They offer strategies for marketing campaigns to maximize engagement and audience reach. These platforms also allow brands to measure the success of specific influencers by monitoring the effectiveness of their campaigns through social data analytics. They are able to see their return on investment through data on influencer’s commission code usage.

Some of the most popular influencer marketing agencies are Viral Nation, Kairos Media, Obviously, HireInfluence, August United, Leaders, Open Influence, Upfluence Inc., Go Fish Digital, and more.

However, you can also move up or down the influencer’s ladder of contacts and either contact those influencer’s influencers or those who they influence.

#2. How do we get in touch with these influencers and get them to see your message?

After you find out the influencers, you will want to take action and get in touch with these influencers. You want to gain their interest and excitement for your brand. Contact them by direct messaging on different social media platforms or shooting them personalized emails.

Do your research and show interest. No one wants to work with someone who does not put in the effort to know them. Get to know their values, passions, and what they stand for. The goal should always be to help others. It is important for the focus to be on bringing value to the relationship, and not the brand. Send these influencers a unique message that suggests a win-win situation in which it would be mutually beneficial! The benefits can include free products, discounts, commission codes, and creative freedom.

Although it is extremely important to personalize these direct messages and emails, it is smart to save templates of messages that have been successful to serve as a guideline to save time.

#3. How will you know if this marketing strategy is effective?

After finding, choosing, and contacting the right influencers for your brand, you must establish a mutually beneficial relationship with them and stay in contact with them. Stay organized in knowing who you have contacted before, who has responded, and who has not through Excel datasheets. This will help you plan follow-up schedules and knowing when to set up meetings efficiently.

You must determine key performance metrics to monitor your progress. If you want to increase brand awareness, focus on numbers dealing with website traffic and referral links. If you want to generate leads, measure email subscriptions or new accounts. Track these outcomes and make adjustments when necessary.

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