Effectiveness of influencer outreach rests as much on communication as it does on initial prospecting. This online lesson will equip you with five specific principles to keep in mind as you are planning your next influencer onboarding campaign.
- Influencer outreach is a tricky subject. On the one hand, you frequently have to reach out to strangers, while on the other, we all know that you never get a second chance to make a first impression. In this video, I want to equip you with five principles in which your influencer outreach should be rooted if you're aiming for success. No week passes by without someone reaching out to me via e-mail or social media about talking over some working synergies, or scheduling a call to discuss their business.
There are certain key elements that most of these messages are missing. First, ensure a targeted approach. Nothing is more annoying and useless than an untargeted, blanket message. Do your homework to ensure there is audience resonance between the influencer's fans, friends, and followers, and your target audience. Second, review the influencer's website or whatever other online activity of theirs you believe is relevant to what you have in mind.
You want to share with them your idea on why you believe this partnership may be a good fit. Third, focus on relationship building and attempt to build a bridge before you reach out. To gain access to an influencer's followers, you must first build trust. Research what the influencer is passionate about. Find mutual connections to see if you can be introduced to them. And once the relationship is established, use every opportunity to cement the relationship be it by a personal thank you note, a gift card, or by buying them a drink.
Fourth, make things mutually beneficial. Every time I announce a trip to a conference, I get bombarded by requests to meet and chat. About what? About their product for service with only one goal in mind. Onboard me as a fan, evangelist, or proponent of the product. Nine out of ten of these requests fail to make it mutually beneficial. It's the same way with effective versus ineffective online influencer outreach campaigns.
It's not only about you. Value the influencer's time, attention, and effort as well. Otherwise, you won't advance too far past your original attempt to contact them. It also helps to engineer conversations, reacting to what's important to them, aiming to first help, and only then gently get to your point. Don't just spam them. You're putting your brand on the front line here; don't damage it. And finally, cut the fluff. Drop the marketing talk.
By your outreach, you're aiming to influence the influencers. And to be effective at that, you want to present them with concrete data, keeping things eloquent and straightforward. They will appreciate it. If you want your influencer outreach efforts to succeed, make sure that you are hitting all of these points when contacting your prospects.
- Types of influencers
- Tools for influencer identification, research, and comparison
- Finding contact info
- Activating influencers
- Measuring the effectiveness of influencer marketing