A Beginners Guide to Influencer Marketing
Summary
Identify the right influencers for your brand’s goals and audience.
Approach influencers professionally with personalised messages and clear expectations.
Build long-term relationships through open communication and exclusive collaborations.
Measure campaign success using metrics like engagement, sales, and brand sentiment.
Grow your brand authentically with influencer partnerships that align with your values.
Building Relationships with Influencers: A Beginner's Guide to Influencer Marketing
In the world of social media, influencer marketing has become one of the most powerful ways for brands to connect with their target audience. Whether you’re a small business or an established brand, working with influencers can elevate your marketing strategy and build trust with potential customers. However, if you’re new to influencer marketing, it can be challenging to know where to start. This guide will walk you through how to identify the right influencers for your brand, approach them effectively, and build long-term, mutually beneficial relationships.
1. Understand Your Goals
Before reaching out to influencers, it’s crucial to define your goals. Are you looking to raise brand awareness, increase sales, or engage with a specific community? Your objectives will guide you in choosing the right influencers to partner with. For example:
Brand Awareness: If you want to increase your brand’s visibility, consider partnering with influencers who have a large, diverse following.
Niche Engagement: If you want to engage with a specific audience, find influencers who have a dedicated and loyal niche following that aligns with your brand.
Understanding your goals will also help you evaluate the performance of your influencer campaigns in the future.
2. Identify the Right Influencers for Your Brand
Not all influencers are created equal. It’s essential to choose individuals whose audience aligns with your target market. Here’s how you can identify the right influencers:
Relevance: Look for influencers who consistently produce content related to your industry, values, or products. For example, if you sell eco-friendly products, partnering with sustainability advocates will be more effective than partnering with influencers in completely unrelated industries.
Engagement Rate: Instead of focusing only on follower count, pay attention to the engagement rate of an influencer’s posts. High engagement (likes, comments, shares) means that the influencer’s audience is actively involved and trusts their recommendations. There are good online platforms online, such as Modash (free), which allow you to pull insights about profiles, and see engagement rates, and helpful stats, to ensure you are getting the best bang for your buck when selecting influencers.
Authenticity: Seek influencers whose values align with your brand’s. An authentic partnership is more likely to resonate with their followers, leading to better results for your brand.
3. Approach Influencers Professionally
Once you’ve identified potential influencers, it’s time to reach out! Here’s how to approach them in a professional yet personal way:
Personalised Message or Email: Influencers receive countless partnership requests, so make yours stand out by personalising it! Reference specific content they’ve created that you love, and explain why you think your brand would be a great fit. Don’t be afraid to let your personality come through—it helps your message feel authentic and genuine.
Be Clear About Expectations: Be transparent about what you’re hoping to achieve with the collaboration. Whether it’s sponsored posts, product reviews, or giveaways, make sure both parties understand the terms and deliverables.
Compensation: While some influencers may work for free products or services, others may require payment. It’s important to be upfront about your budget and what kind of compensation you can offer.
Example Email:
Subject: Collaboration Opportunity with [Your Brand Name]
Hi [Influencer’s Name],
I hope you’re having a good week! I’ve been following your content on Instagram for a while, and I love the way you [mention something specific they do—e.g., create engaging videos, share your passion for sustainability, etc.]. Your approach to [industry/topic they focus on] really resonates with our brand, [Your Brand Name], and we’d love to explore a potential collaboration with you!
We specialise in [briefly describe your products/services], and we think your audience would really connect with what we offer. We’re looking to partner with someone who shares our values and would authentically enjoy and support our brand.
We’d love to discuss how we could work together on [mention type of collaboration—e.g., sponsored posts, product reviews, giveaways].
If you’re interested, I’d love to hop on a call or chat further over email. Please let me know if you’d be open to discussing this more!
Looking forward to hearing from you.
Many thanks,
[Your Name]
[Your Position]
[Your Contact Information]
[Brand Name]
Email vs. DM – Which is Better?
Email is generally the more professional approach and is often preferred by influencers for business inquiries. It keeps the communication organised, allows for better detail, and doesn't get lost in a busy social media inbox. If you can find the influencer’s email (usually in their bio or website), it’s a safer option for a first outreach.
DMs are more casual and are commonly used for informal connections. If you don't have an email or feel like your message is more personal, DMs can work, but they can get lost in an influencer's crowded inbox. Plus, there’s a chance your message might be overlooked unless the influencer frequently checks their DMs.
Recommendation:
If you can find the influencer’s email, email is the better route for business inquiries. However, if you can’t find their email or it’s explicitly stated that they prefer DMs, reaching out via DM can still work, just keep it professional and concise. In your DM, you can mention that you’re following up by email for more details if they’re interested.
4. Foster Long-Term Relationships
Successful influencer marketing isn’t about one-off promotions; it’s about building long-term relationships that benefit both your brand and the influencer. Here’s how to nurture those relationships:
Open Communication: Regularly check in with your influencers to ensure everything is on track. Provide feedback on their content, and listen to their ideas to improve your campaigns.
Exclusive Partnerships: Instead of working with multiple influencers at once, consider building deeper partnerships with a select few. By involving influencers in long-term campaigns or offering exclusive deals, you can create authentic, ongoing content that resonates with their followers.
Engagement Beyond the Campaign: Engage with the influencer’s content on social media, even outside of campaign-related posts. Leave thoughtful comments, share their posts, and maintain a positive, ongoing relationship.
5. Measure the Impact of Your Campaigns
After running your influencer campaigns, it’s crucial to track their success. Some key metrics to measure include:
Engagement Rate: How many people interacted with the influencer’s posts about your brand?
Sales: Did the campaign lead to an increase in sales or leads? Use tracking links or unique promo codes to measure conversions.
Brand Sentiment: How did your audience respond to the influencer’s content? Look for feedback in comments, reviews, and direct messages.
By measuring these metrics, you can assess the effectiveness of your partnerships and optimise future campaigns.
Influencer marketing can be an incredibly effective strategy for businesses looking to expand their reach and build authentic relationships with their audience. By choosing the right influencers, approaching them professionally, and nurturing long-term partnerships, you can create valuable content that not only promotes your brand but also builds trust and loyalty. Start small, stay authentic, and watch as your brand grows with the help of influencers who genuinely believe in what you offer.