Influencer marketing has become a profitable tool for brands to connect with their target audience. An integral part of this marketing approach is influencer outreach – the method of reaching out to influencers to collaborate on content that promotes a brand or product.
Discover effective strategies for engaging with influencers and cultivating authentic relationships with them in this guide. Our goal is to help you secure endorsements for your products that stem from genuine affinity and authenticity.
We will dissect the influencer outreach process into practical, actionable steps and provide templates to facilitate connections with influencers relevant to your unique outreach strategy.
How do you define Influencer Outreach?
Reflecting on the “golden era” of influencer marketing around 2014, it was a simpler time when a direct message with a discount code to any influencer could potentially reach a vast audience.
However, due to algorithm changes, influencer discovery now leans towards creators with quality content, shifting focus from mere follower metrics. Yet, beyond identification and creative abilities, the cornerstone of influencer outreach remains “relationship-building.”
Despite platform changes and evolving trends, cultivating long-term relationships with influencers remains crucial for successful campaigns. The human connection and collaboration foster the creative process, guaranteeing the longevity and success of your influencer marketing efforts.
Influencer Outreach Strategies
- Identify Your Target Influencers:
Begin by identifying influencers whose audience aligns with your brand. Use social media monitoring tools and platforms to find influencers relevant to your industry. Consider factors like engagement rates, follower demographics, and overall authenticity.
- Personalized Outreach:
Tailor your influencer outreach messages to each influencer. Personalization demonstrates that you’ve done your research and increases the likelihood of a positive response. Mention specific content or aspects of their profile that resonate with your brand.
- Build Genuine Relationships:
Authenticity is crucial in influencer outreach. Instead of viewing influencers as mere marketing tools, focus on building genuine relationships. Engage with their content, comment thoughtfully, and show appreciation for their work.
- Provide Value:
Influencers are more willing to collaborate if they see value in the partnership. Clearly communicate how the collaboration benefits them, whether through exposure, exclusive content, or other perks. Highlight what makes your brand unique.
- Offer Collaborative Opportunities:
Rather than dictating terms of influencer outreach program, present collaboration opportunities that allow influencers to showcase their creativity. This approach fosters a sense of ownership and ensures that the content feels authentic to the audience.
- Utilize Influencer Marketing Platforms:
Leverage influencer marketing platforms to streamline the influencer outreach process. These platforms connect brands with influencers, making it easier to find the right match for your campaign. Examples include AspireIQ, Traackr, and Influencity.
- Clear Communication and Guidelines:
Clearly communicate your expectations, goals, and any guidelines for the collaboration. Establish a transparent and open line of communication to make sure that both parties are on the same page throughout the process.
- Negotiate Fairly:
Be fair in negotiations. Influencers invest time and effort into crafting content, so ensure that compensation reflects their value. Fair compensation not only establishes trust but also encourages influencers to deliver their best work.
- Track and Analyze Metrics:
Incorporate tracking tools to measure the effectiveness of your influencer marketing campaign. Monitor metrics such as engagement rates, website traffic, and conversion rates. Analyzing these data points provides valuable insights for future collaborations.
Also Read: A Guide to WordPress Website Monitoring: Ensuring Smooth Sailing
- Follow-Up and Express Gratitude:
After the collaboration, express gratitude and follow up with influencers. Building a positive relationship ensures a smoother process for future collaborations and strengthens your brand’s reputation in the influencer community.
Discovering Influencers for Your Brand: A Cost-Effective Approach
Embarking on influencer identification? Here are a few methods to kickstart your journey.
- Hashtags: Utilize hashtags to uncover potential influencers. While this manual approach can be time-consuming, it’s a straightforward method to begin building your influencer list.
- Influencer Databases: Explore influencer marketing platforms that offer extensive databases. Although effective, these third-party tools can be pricey, often exceeding $5k per month.
- Social Listening Tools: Consider using social listening platforms like Buzzsumo as an alternative to influencer marketing tools. While they offer a free plan with a dedicated social media dashboard, you’re limited to 10 searches monthly.
While the mentioned methods have their advantages, they may incur costs, limitations, or consume your time. Fortunately, there’s an alternative approach that won’t break the bank – Influencer Outreach Tools.
Influencer Outreach Tools
These tools are specifically crafted to assist your brand in identifying suitable social media influencers efficiently. Influencer marketing platforms, equipped with advanced filters, can streamline the process, saving you valuable hours in the quest for the perfect influencer. Skip the hassle of navigating the vast landscape of influencer tools; here are our top recommendations:
- TikTok’s Creator Marketplace
- AI-powered Tools
- Facebook’s Brand Collabs Manager (BCM)
Discovering the perfect influencers becomes effortless with these influencer outreach tools. These tools empower you to navigate the influencer database efficiently by specifying criteria such as Location, Gender, Age, and Interests.
Select the Right Influencers for Your Influencer Marketing Campaigns
Once you’ve compiled a list of influencers, determining which ones align with your influencer marketing strategy is crucial. Listed below are some philosophies to guide your influencer selection.
1. Micro-influencer Over Macro-influencer
Agencies generally categorize micro-influencers as individuals with 5k-150k followers.
Why Micro over Macro?
- Avoidance of Agents and Managers: Micro-influencers operate independently, eliminating the need to deal with intermediaries seeking inflated influencer pricing.
- Direct Relationship Building: Building a direct relationship with micro-influencers bypasses gatekeepers, fostering a more authentic connection.
- Access without Financial Hurdles: Agents often require payment for access to influencers, while micro-influencers are more willing to participate in influencer seeding programs without monetary barriers.
- Greater Response Rates: Micro-influencers exhibit higher responsiveness to outreach messages and are more likely to engage in influencer gifting, often posting products without charge.
10 Micros > 1 Macro
Imagine having 1 macro-influencer with 1 million followers and 10 micro-influencers with 100k followers each. While the aggregate following remains the same, the advantages of micro-influencers become apparent.
On a per-follower basis, micro-influencers outshine in:
- Niche target audiences
- Reach
- Engagement rates
- Conversion rates
With an equivalent aggregate following, micro-influencers emerge as the superior choice for a more targeted and effective influencer marketing campaign.
2. Qualitative and Quantitative Metrics in Influencer Analysis
When evaluating influencers based on metrics, there are two distinct approaches:
Quantitatively:
- Follower Count: It is the number of followers an influencer has garnered.
- Engagement Rate: The level of interaction their content receives.
- Pricing: The cost associated with collaboration.
- Brand Awareness (Impressions): The extent to which their content reaches audiences.
- Content Quality: The type and quality of content they produce.
- Audience Demographics: Insights into their followers’ age, gender, location, etc. Often obtained through screenshots from Instagram analytics.
Qualitatively:
- Content Alignment: Assess whether the influencer’s posts align with your brand.
- Brand Values: Examine if the influencer shares the same values as your brand.
- Persona Matching: Consider if the influencer’s feed resonates with the persona you envision for your customer.
Analyzing not just the quantitative metrics but also the qualitative aspects ensures a more comprehensive evaluation. The content an influencer shares and how well it aligns with your brand values can be equally vital in determining the success of your influencer outreach strategy, especially on a micro-level where the influencer’s persona often reflects their follower demographics.
3. Creator and Distributor Roles in Influencer Collaboration
The most impactful influencers excel at content creation. As a distributor, your focus lies in leveraging influencers primarily for the distribution and amplification of their content. So what is it that a creator or a distributor thinks?!
Distributor’s Perspective:
- Content Amplification: Emphasizes utilizing influencers for wider content distribution.
- Content Library: Views influencers as professional creators to populate and enrich a content library.
- Distribution Superiority: Believes in the ability to distribute content more effectively and to a broader audience than influencers.
Creator’s Perspective:
- Content Creation: Centers on influencers as proficient creators of content, emphasizing the quality and appeal of their creations.
- Limited Distribution: Acknowledges that an influencer’s content typically reaches their personal feed.
- Content Ownership: Understands the potential to utilize and distribute influencer content across various channels for increased sales.
In comparing scenarios, envision distributing influencer-created content not just on their platforms but also across diverse channels such as Email, Product Detail Pages (PDP), Facebook Ads, and your social channels. This strategic approach maximizes exposure, engagement, and sales potential beyond the confines of the influencer’s individual feed.
To Conclude,
Keep in mind that influencer outreach revolves around discovering the right voice harmonizing with your brand’s essence, resonating with your target audience, and authentically sharing your brand story with passion. The essence lies in fostering authenticity and cultivating relationships with creators capable of delivering high-quality content.
Whether you’re navigating influencer outreach independently or contemplating the support of an influencer marketing agency like Kynship, we urge you to proceed thoughtfully, nurture connections, and prioritize strategies that emphasize authenticity and content quality. By adopting these principles, the influencers you collaborate with won’t merely represent your brand; they’ll evolve into staunch advocates and integral extensions of your brand identity.
