The day of social media and online marketing has reached its peak: a constant connection has changed not only our interactions and communication, but also our consumption habits and the way we approach our day to day.
Influencers have become one of the leading forms of marketing and representation for numerous brands. They have some of the best exposure and choosing them to represent your brand can be a very smart marketing strategy. The idea is simple enough but there are things to keep in mind when looking to partner with influencers in order to ensure a successful campaign.
Reaching out to the Wrong Audience
Understanding your demographic seems like an obvious thing to know when starting a marketing campaign. However, understanding an influencer’s demographic and how it aligns with your own is often looked over.
Though influencers with the largest amount of followers may seem like a safe bet, since they reach more people, it’s often better to partner with someone who has a more specific audience in order to make sure the campaign is relevant to them. Appealing to the masses may often result in an indifferent audience who will not actively seek out your brand.
Influencers with a smaller audience are also more engaged with their followers and have built a stronger relationship with them. Therefore, the audience will be more likely to trust their recommendations and have a positive response to your campaign.
Reaching out through the Wrong Platform
Though social media is an obvious way to make contact with influencers, it is also their main source of communication, which may result in your pitch getting lost in their inflow of messages. This is not to say that making contact on social media is a bad idea. Influencers build their brand by constantly interacting with their fans. Sending them a DM or a tweet is a good way to make some initial contact and leave a first impression.
However, since a pitch requires more attention, it’s often better to reach out through their business e-mail address. «This way you can elaborate on your product and make sure no detail is lost. Influencers generally include their business contacts in their biography or descriptions on whatever platform they use and will be more likely to respond to you on these channels,» says Lee Chavez, a communication manager at Studydemic and Eliteassignmenthelp.
A Boring Pitch
Influencers are bombarded with marketing pitches so they are able to scope out who has actually researched their brand and audience. Sending out the same pitch to many people will most likely result in a lack of response. Using vague and generic terms that could be applied to a number of people shows a lack of initiative and of interest. If you are truly interested in working with someone, take the time to customize your pitch and explain why they would be a good fit for your brand.
Not Getting to the Point
Customizing your pitch is important but rambling on too long will lose their interest. Though it’s important to make clear that you are familiar with their brand image, there is no need to prove that by listing everything you know about them and how it relates to your interests. Keeping the pitch quick and to the point will peek their interest and certainly give you a wider chance of them replying to ask for details.
Asking instead of Offering
When approaching a potential partner, phrasing can make the difference in the way they will interpret your inquiry. Asking them to help you promote your brand will seem like you are asking them for a favour and make you out to seem like a charity case.
Instead, offer them the chance to promote your brand. «This entails more of an opportunity and the influencer will be more likely to work with you if they believe they are also growing their own brand in the process. Making it clear that this opportunity will also help them in their business will motivate them to partake in this partnership,» explains Susan Anderson, a marketer at Revieweal and Essayroo.
Letting Them Forget You
Once you’ve sent your pitch e-mail, it can seem like you’ve done all you can do. However, it’s equally important to follow up on that e-mail so you stay fresh on their mind. Following up makes sure they don’t forget about you while showing initiative and determination.
While it’s not a good idea to pester them or annoy them by sending a continuous stream of communication, a short follow up a few days after the pitch is a great way to show you’re still expecting a response and are serious about working together.
Getting Emotionally Invested
Accepting rejection is crucial to maintaining a professional image. Lashing out at influencers who reject your pitch will tarnish your brand and discourage others from working with you. Sometimes things simply don’t align and just because a partnership was not possible at this time doesn’t mean one wouldn’t work out in the future. Keeping a professional and respectful relationship with potential partners is incredibly important to build a successful network while making your brand seem more approachable.
Influencers can be a surefire way to boost a marketing campaign. Keeping these tips in mind will help you stand out from the lot and certainly help your pitch get noticed. Avoiding these small mistakes will save you money and time while delivering long term results.