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Influencer marketing has become a powerful growth strategy for brands, but executing successful influencer outreach takes nuance and care. This guide combines insights from leading agencies Fintech24h and CMO Intern to provide brands with an actionable blueprint for connecting with influencers in an authentic, mutually-beneficial way.
What is Influencer Outreach?
Influencer outreach refers to the strategic process of identifying and engaging relevant influencers to promote your brand through organic user-generated content. While many brands still approach this tactically, focusing on vanity metrics alone, true influencer outreach is about cultivating genuine partnerships through ongoing relationship-building.
Identifying the Right Influencers
The first step to effective outreach is finding influencers whose content and communities authentically align with your brand. Some tips:
- Consider micro-influencers first for their engaged audiences and affordable rates.
- Leverage tools like Facebook's Brand Collabs Manager, TikTok's Creator Marketplace and AI platforms to efficiently research credentials.
- Prioritize an influencer's creative skills and community over follower counts. Quality trumps quantity.
Mastering the Initial Outreach
Your initial message sets the tone for the entire relationship. To pique interest authentically:
- Keep introductions brief yet personalized with specific compliments.
- Communicate your "no strings attached" offer clearly to establish trust from the start.
- Emphasize collaboration over transactions with language focusing on partnerships.
- Use templates but personalize each message by adding the influencer's name.
Effective Follow-Up Strategies
Not all outreach yields immediate responses. Consistent follow-ups are essential:
- Repeat reaching out via multiple channels (email, DM, comments) for 5 attempts or until response.
- Vary your messaging tones between light reminders and more creative prompts.
- Engage with influencer's recent posts to boost visibility of your follow-ups.
Seeding, Sampling and Feedback
The next stage involves nurturing insights and advocacy:
- Send products for free sampling with no implicit requests for content.
- Follow up after a few days to understand satisfaction, not push for posts.
- Survey influencers for qualitative feedback to improve future partnerships.
Content Rights and Amplification
When influencers generate quality content, brands can leverage this asset appropriately:
- Request rights clearance respectfully whenever possible.
- Seek permission to repurpose organic posts on paid social and Spark Ads.
- Respectfully follow up again for those who don't respond initially.
FAQs
How do I find the right influencers for my brand?
Research micro-influencers actively creating quality content aligned with your messaging. Leverage discovery tools and analyze alignment holistically over metrics alone.
What elements should the initial outreach include?
Keep it brief, personalized, complimentary of their work and clear about offering products solely for sampling with no obligations. Emphasize collaboration.
How many follow-ups are appropriate?
Repeat reaching out via different channels for a minimum of 5 attempts or until you receive any form of response from the influencer. Vary your message tones and engagements.
When should I request to leverage influencer content?
Only do so after they have autonomously generated and shared positive, brand-aligned content. Respectfully follow up a maximum of 2 times for non-responses.
Conclusion
Influencer outreach is about cultivating mutually-beneficial partnerships, not transactions. Remember to focus on quality over quantity, develop relationships through authentic engagement and respect influencers' ownership over brand partnerships and content. Applying the best practices outlined here will help ensure your programs nurture advocates instead of manipulate transactions.
