You may have seen that we’ve been talking about influencers a fair bit in recent months, from micro influencers to why you should use influencers. That’s because they are well-worth getting involved with. Whether your brand is product or service driven, there’s a way influencers can be promoting your brand.
The way you approach influencers is key to finding the right people and making sure the collaboration works effectively.
Finding the right influencers
Influencers may depend on your budgets
The type of influencers worth contacting will depend on your marketing budgets. If you’re trying to work with influencers without sponsored payment and instead through gifting, then you will need to look at those with a smaller following. This is when it’s worth contacting micro influencers, rather than the likes of Zoella or PewDiePie.
If your budget is much higher and you have the ability to pay influencers on top of the gifting, then it’ll be easier to work with much larger influencers.
When searching for these influencers, you’ll need to spend time manually looking for those who are relevant to your brand or you can outsource on influencer directories, where you’ll be able to find influencers from chosen categories and then get hold of their contact details.
Check their following and engagement
It’s easy enough to find out someone’s following, but it’s worth finding out their engagement. You can find these details out by either asking the influencer, as many will already have a document together with those details, or you can get an idea of their engagement when looking at their social profiles. There are many people out there with 10,000’s+ of followers, but they have little to no engagement. This is usually due to people buying followers, which at the end of the day, aren’t real accounts. Don’t waste your time or money on them.
Reach out to your following
If you’ve already got a really engaged following on social media, you could do a brand ambassador call out. This can simply be done through a post across your social media channels, offering your followers an opportunity to work with you in promoting your brand. You don’t need to accept everyone who’s interested, just pick out a select few that you believe have potential. Particularly those who may already be successful bloggers or social media stars.
What to do once you’re working with an influencer
Once you have established that you’re working with an influencer, there are things you need to make sure you’re doing to make the collaboration worth your while, as well as lawful.
Keep it lawful
You may have seen the uproar in the media recently regarding celebrities not featuring #ad or #spon when being endorsed by brands. If you are paying for an influencer to feature your products or services on social media or on their blog, they must disclaim #ad, #spon or write a person disclaimer within their blog post. This is now an advertising law and must not be forgotten.
Build a relationship
Building a relationship with influencers you’re connecting with is really beneficial. Let them become your friend, as this will increase the chances that they will like to work with you again in the future. It also builds a stronger trust and a positive view of your brand.
Create a schedule of their content
It’s important to find out when your influencers are planning on posting their social posts, blog posts or videos, so you can track the exposure and measure the benefits you may receive from it as you may notice an influx of followers or new engagement on your brands accounts as a result of their post. It also allows you to be ready to react to their post once it goes live and to be able to make sure that they’re posting what they have promised for the collaboration. If you’ve got multiple influencers, this will help you manage all the content that’ll be coming your way!
Working with influencers opens up an exciting time for brands, and lots of opportunitites for fresh new content that leads to further brand awareness.