I often have clients tell me that they want to leverage influencer marketing in their marketing strategies. Usually, when this comes up in a session, my clients make it sound like an easier solution to execute than it tends to be. Today, let’s talk about some realities of influencer marketing to factor in if you plan to utilize this approach for your business and some ways to make it more likely that your pitch will get noticed.
Generally speaking, when influencer marketing comes up as a topic with a client, there are some specific celebrity names that are thrown out with the sentiment that those celebrities (or influencers of another category) have proven to be interested in other products, services, missions, and businesses in their industry in the past. The client hopes to send a pitch email or a direct message via social media – maybe follow up a couple of times if they need to – and convince the influencer to shout them out.
Although this strategy is not impossible, the bigger the influencer, the bigger a Hail Mary this approach is. There are some things you can do to be more likely to be noticed, but I recommend that influencer marketing be just one of a number of marketing strategies you are doing simultaneously to ensure that you have more irons in the fire.
I recommend that influencer marketing be just one of a number of marketing strategies you are doing simultaneously to ensure that you have more irons in the fire. #marketing #smallbusiness #smallbiz #biztips #business
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What do you need to know about influencer marketing to help you create an approach that could land better?
First, for people who are categorized as influencers, it is important to note that they are likely getting paid to mention products and services. Top influencers consider paid partnerships a revenue stream. Many may be disinclined to take any unpaid partnerships so as not to insult their paying partners. Microinfluencers may have fewer restrictions in this area. While a microinfluencer’s following might not be as large as the larger influencers, this influencer marketing strategy only works if people start saying yes to your proposals!
Top influencers consider paid partnerships a revenue stream. #marketing #influencermarketing #business #biztips #smallbusiness #smallbiz #smb
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Second, influencers are likely getting a high volume of inquiries with the same objective – to have them do a shout out and draw attention to someone else’s business or cause. If they are getting dozens of queries every day through email or social media, at a certain point they are likely to get an assistant to screen them. So, the passionate message you send to the person who believes in your cause or product may not be seen until a gatekeeper decides to pass it along.
If you know that your pitch is going to be one among many, what are things you can do to get more notice? This is where researching the influencers you want to approach will be in your best interest. Not only do you want to build in time for research, but also build in time for nurturing the relationship before making your ask. If patience is a challenge, and you were keen to get right to it, just remember that laying groundwork may make it more likely for you to get a response.
If you are following the influencer on social media, can you start engaging with their content? Make interesting, supportive comments. Ask good questions. React. Be sure that you are coming up in their notifications. Whoever is managing the account will likely be the same person receiving your inquiry if you send it through that method.
If the influencer has a paid membership or subscription service, sign up. If they have a product or service, buy it. Supporting them as a customer is a way to show that you have investment in them, too.
If you plan to send an email pitch, is there a way for you to extend your follow-up sequence? Maybe start with asking them for advice or posing a question. Share articles or other media where you appeared. If most people are sending 1-3 emails to pitch and then dropping off the radar, how can you have staying power?
You might even start sharing some of their content in your marketing channels, tagging them via social media or linking to their content in a newsletter. You can then forward this or reference it in some other way in your pitch when you are ready to make it. If you do a kindness for the influencer’s business before you make any requests, you are setting yourself apart.
If you do a kindness for the influencer's business before you make any requests, you are setting yourself apart. #influencermarketing #marketing #business #biztips #smallbusiness #smallbiz #smb
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So, if you are thinking about building influencer marketing into your marketing strategy, look for ways to put yourself in a category of your own! Create the foundation so you can be more likely to get notice when you make your pitch.
Looking for ways to make the most of influencer marketing when you do get a commitment? Read here for Maximizing Influencer Marketing Exposure.
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