How to Put Together an Effective Influencer Engagement Strategy
Influencer marketing has become the name of the game for many brands.
By creating a relationship with someone with a strong following on social media, you can reach thousands of their followers and position your brand as a leader in your industry. In fact, influencer marketing is the fastest-growing online customer acquisition method and 22% of digital marketers say it’s the most cost-effective way to convert new customers. In the age of ad blockers and sponsored content, influencer marketing lets you access potential customers in a way that feels organic and authentic.
But working with influencers can still feel like uncharted territory for many digital marketers.
Influencers are essentially a one-person corporation and it’s not always clear how you’re supposed to form lasting professional relationships with these digital celebrities or which influencers you should be reaching out to in the first place.
Learn more about influencer engagement, so you can start leveraging this new digital marketing strategy.
Identify the Right Influencers
First thing’s first, you’ll need to focus your outreach efforts on influencers that will help you reach your target audience. You should already have an idea of what kinds of consumers you’re trying to reach in terms of age, gender, income, education, and their personal and professional interests.
Keep your target audience in mind as you look for influencers with thousands of followers on platforms like Instagram, Twitter, and YouTube.
These digital creators should have a following of more than 10k followers or even 100k followers, but if you’re just starting out, steer away from influencers with millions of followers, unless you’re already a top-tier brand.
Look at the kinds of content they post and look for creators that share elements of your brand’s style and substance. If you sell auto parts, look for influencers that fix cars or upload automotive tutorials. If you sell furniture, look for interior designs, homemakers, and other lifestyle gurus. It’s all about finding influencers with followers that would be interested in what you have to sell.
Create a Stellar Pitch
Now, it’s time to reach out to these digital celebrities with a stellar pitch. Influencer marketing is on the rise, so you’re probably not the only one reaching out to these influencers. To stand out, create a brief but detailed message outlining what you’re trying to achieve.
In your initial message, you need to demonstrate:
- You understand their brand and how they market themselves online.
- You have ideas for a successful brand-influencer relationship.
- The influencer will benefit from this new relationship.
- You’re not looking to saturate their profile with sponsored posts and ads.
Research these influencers and suggest ways to collaborate that make sense for their brand. If the influencer posts sponsored or overly produced content, they’ll likely lose some of their followers. Keep it authentic and relatable.
It’s usually best to contact them in the app they’re currently using like direct messages on Instagram or Twitter, or via email.
Establish a Quid Pro Quo
You also need to show the influencer what they will get out of this new partnership. Your brand needs to offer something of value, such as prestige, luxury, or even just free giveaways like new equipment or a simple paycheck to grease the wheels. If you plan on paying the influencer, be clear about how much you can afford and what you expect in return.
During this initial courting period, the influencer will research your company and its social media profiles. Make sure your brand looks like a good fit for this influencer, so they’ll be more inclined to work with you.
Generate Unforgettable Content
Finally, it’s time to start creating awesome content that this influencer can share on social media. You can simply have this person holding or mentioning one of your products in a post, or you can be more creative and collaborate with them on an original video or photo shoot.
Let the influencer give their two cents during the planning stage. No one understands their followers better than the influencer themselves, so be prepared to cede some creative control.
When you post these images or videos, make sure you announce your relationship with the influencer. The FTC recently sent a letter to digital marketers and influencers, reminding them to be transparent about these relationships.
Have the influencer mention their relationship with your brand in the caption beneath the post before the “more” button. You can also use the hashtag #ad to create more transparency in your posts.
Influencer engagement isn’t an exact science. Many digital marketers are still learning the ins and outs of this new strategy.
Use these tips to forge lasting relationships with influencers in your industry. If you still need help with influencer marketing, attend a social media conference to learn from the best of the best.
