Up Your Outreach – How to Get the Attention of Influencers
Everybody wants their brand to be noticed, which means embracing multiple methods in order to be “heard”. For many PR and social media aficionados, a typical strategy includes social media, generating inbound leads and combining these methods with traditional sales.
If we decide to create an influencer marketing strategy, it’s vital that we reach out to them effectively. With lots of brands fighting for the chance to work with popular influencers, we need to impress and stand out.
Therein lies the rub…
Influencers receive multiple requests to get involved with brands who want to use them for promotion. So, beyond the sheer challenge of being noticed, you’ll also have to tailor your outreach in meaningful ways.
Popular influencers use their influence as a currency, which means an incentivised transaction will usually make your life easier. 69.4% of influencers chose to be influencers so they could earn revenue (source).
However, there is also a lot to be said for organic influence and reaching out with no incentive other than an introduction to your product or service. Either way, you’ll face some standard challenges:
- Choosing the right influencers
- Getting their attention
- Offering them an ethical incentive
- Relinquishing control over how they promote your brand
- Collaborating to find the best possible outcome
- Managing the response, post-campaign
So, how can we overcome these problems with a central solution?
Meltwater’s Social Influencer Platform can help you do any of the following if you don’t have the countless hours or other resources to up your outreach.
Find credible influencers. This can seem like a monumental task at first, but there are ways to find credible influencers beyond the ones you’ve come across. Finding the right influencer means learning poignant information about them to see if they align with your brand.
“The brands that execute influencer marketing the best are the ones that find influencers that perfectly align with their brand story. They’re able to create content that does not stray from the influencer’s normal content style. And most of all, the content they create still prioritizes the influencer’s voice above the brand’s.” – Nicolas Cole
You’ll also need to consider their audiences interests and buying power. Access up to 500 million profiles with our Influencer marketing search engine.
Identify them by data points. In some instances, the location of your influencer will be relevant to the logistics of sending them products or ending them on experiences. You’ll need to do your research in order to find out where they are located, seeing who is most relevant to what content category and what their interests are. Get contact information, manage outreach and export data, using our software.
Automate parts of your outreach. With a clean database and efficient software, you can send press releases, product launch info or requests to multiple influencers and journalists. This gives you the opportunity to reach the people you need to and to incentivise them to engage with your brand, using an easy-to-manage system.
Show that you understand them. There are ways to build rapport and show influencers that you understand them. This is more likely to entice them to engage with your brand. Speak to their content, specifically, when you reach out to them. Show them that you understand their world.
Meet them where they are. In the case of big influencers, it can be quite difficult to get them to work with you – even if they love your product. This is sometimes due to business or demand that keeps them on their toes already.
If you’re willing to go the extra mile, it helps to woo an influencer. Show them you care about them and their work by supporting and sharing their content, where its relevant to your brand or sending them products or service packages that are relevant to a recent video they brought out.
Make sure you’re on the same page. Once you’ve established a relationship and are putting an agreement in place, you’ll need to have a discussion about how they will execute the initial concept. Make sure you’re on the same page about what you want to achieve with the post or partnership to help create a behavioural impact on their audience.
“Influencer Marketing ROI blows online advertising out of the water. However, using influencers to solely drive awareness is as cost-effective as a Paula Deen fitness camp. The key to effective use of influencers is their ability to cause behavior” – Jay Baer, NY Times Bestselling Author
Be prepared to work with them to define objectives. The best way to get the most out of an influencer arrangement or campaign, is to work together from the get-go and build a relationship. “Any influencer can get a ‘one-night stand’. Trusted social influencers leverage data and help the brand define success to get a call back the next day” – Brian Fanzo
Consider using micro-influencers. Micro-influencers typically have smaller followings than the bigger names but they can be more effective as a partner. It’s a case of quality over quantity, where niche content producers often reach highly invested audiences.
“Because they are personally invested in their crafts, micro-influencers are trusted sources of recommendations for followers.‘The Game’ isn’t just getting eyeballs; but getting eyeballs that care!” – Sid Pierucci
Continuously manage your campaigns. Working with influencers goes beyond the initial stages of introduction, and even beyond promotion. Our software allows you to analyse the impact of your campaigns, follow updates from them and to measure your ROI in real-time. This gives you more opportunities to see the real impact of your work and your relationships.
By combining these methods and using Meltwater’s Social Influencer Marketing platform, you can completely up your outreach game and start forging meaningful partnerships, almost immediately.
Identify influencers by niche, craft your intro communications and start building a relationship. Then, join the growing number of brands thriving in the social space by using influencers to market their products and services.