How to Work With an Influencer
Businesses often wonder about collaborating with influencers and bloggers but have no clue where to begin. We are used to seeing large corporations and brands utilizing well-known celebrities and mega influencers for marketing tactics, but did you know YOU can do it too?
A Marketing Tactic
Tapping into the influencer realm is actually a REALLY great way to enhance your marketing tactic. They can represent your brand, tell your story, and excite their audience so they too visit your business. Influencers have a trusted audience who turns to them for certain things (many are versed in specific niches). For example, if you are a clothing boutique you should consider utilizing an influencer to show off your clothing and accessories with try-ons and discuss the type of content you’re looking for with the creator.
Pro Tip: Using an influencer only once usually will not garner the results you want. (unless you need to try a different approach and need to cut ties) Like with any marketing, it takes time to build up rapport and excitement for others to buy in.
Do Your Research
Before diving into it, do your own research. Just because someone has 30K followers doesn’t mean they fit your brand. Their niche may be bass fishing and you’re a home decor shop.
There are some key things to do before you start reaching out to influencers:
Follow a few who you love- or that you hear about alot! Watch them for a bit and see if you like their content and style. Being able to see their quality is very important.
Watch some surface stats. What is that? Unfortunately, there are easy ways for people to buy followers to make it LOOK like they have garnered a large audience to entice businesses. Bot accounts do not equal an engaged audience. Check who follows them- if you feel it is suspicious and notice these accounts have travel photos and only 15-30 posts- that is a red flag. Check an influencer’s posts: is there a decent correlation with likes to comments? Watch out for thousands of likes but only 4 comments. That is a red flag that the likes are bots or non-followers.
Make sure they align with your brand. Watch out for pages that may have topics or behavior that you cannot professionally be associated with. Sometimes somebody isn’t for everybody and that’s ok.
Google them. There is a high chance you will find certain influencers in articles, campaigns, other blogs, and media links especially if they have been working hard and making an impact. But don’t forget- there are nano influencers starting off that may not have that exposure yet so do not toss someone out just based on this.
Partnerships
Consider your budget when working with an influencer(s). Gone are the days of thinking that sending a freebie to someone will get you a post, a blog, and Instagram stories for free. You can budget that tactic for those still starting off and are looking to grow but it is important to know that for many, content creation is work. Influencers who have been around for a bit, have consistency, built their audience organically, and produce quality are in-demand and work hard to deliver to a brand.
It does not hurt to inquire about an influencer Media Kit so you can see their rates if this is your first time working in this realm. Individual rates will vary between each one and some may require longer-term partnerships in order to work with them. It is better to email someone than use DMs on social media. It is more professional and is less likely to get lost in an inbox.
The Closing
Once you have gone through the whole process of partnering and delivery, as a business it is important to consider the ask for analytics. Influencers who have ‘been in the biz’ understand the importance so they will be able to provide you screenshots, numbers, and everything else.
Screenshots and Google Analytic (if applicable) reporting are better ways to gather this info rather than simply asking for them numbers (unless you have worked with the influencer for a while and trust they will be truthful). Make sure to track things like how many followers you gained and if anyone let you know they heard it from ‘xyz’. If using a promo code or certain link was part of the agreement, you can see how many times it was used or clicked on. But remember: sometimes you need your business in front of an audience multiple times before you see results.
Try It!
These are just a few pointers on how to get started with influencer marketing. Maybe you tried it before and didn’t quite get it right. That’s ok! It is an evolving space and sometimes you need to find a better fit.
There is so much more to it than this but these are great starting points to help you get started! Good luck and have fun!
these tips are solely from Buffalovebirds LLC based on experience and industry knowledge. remember to continue your own research.
