Best Ways to Connect and Engage With Influencers
With the explosive growth of social media, influencer marketing has become increasingly popular among marketers. Word-of-mouth marketing continues to be critical to promoting a business, which is why influencer marketing has become more mainstream. An influencer with high credibility and expansive reach can directly impact sales, brand reputation, and brand awareness at a lower cost than traditional advertising, contributing to a significant increase in influencer engagement for marketers. According to Social Media Today, “94% of marketers who use influencer marketing find it an effective practice, and influencer marketing can generate up to 11x the ROI of traditional advertising.”
Nearly 35% of brands pay influencers, a statistic that has been rising. We've also seen more influencers seeking paid partnerships, which presents a challenge. Brands must first identify influencers whose content is most relevant to their target audience, then connect and partner with those influencers in mutually beneficial and effective ways.
Certain variables, such as alignment in values and goals, pay rate, and industry expertise, come into play when choosing and partnering with an influencer. Still, they can also make the results unpredictable if not researched thoroughly or executed effectively.
As a member of the Forbes Agency Council, I was part of a 14-panel team of experts who helped provide expert tips on approaching and engaging with an influencer. Below is the advice that I shared in the article published at Forbes.com.
Follow Influencers And Interact With Their Content First
When working with influencers, it’s important that there’s an authentic fit for both parties. There are plenty of tools out there that can help with this, such as Upfluence, but some of our most successful influencer relationships have been built by following them, interacting with their content, and getting to know their personal brand before pitching a client’s product or solution.
By following an influencer and by engaging with an influencer’s content and posts, providing insightful and meaningful comments, the idea is that the influencer, in return, is inspired to engage with your content and posts. Only after an authentic and reciprocal connection has been established does one consider approaching an influencer with a pitch.
Additional Forbes panelists recommend aligning values, determining the suitability of the influencer’s content, and being forthcoming, concise, and transparent in your initial approach, among other expert recommendations.
Below is a list of 14 ways to approach and engage with influencers provided by my colleagues and me at Forbes. For actionable insights, visit Forbes.com to read the full article.
14 Tips for Reaching Out and Engaging with an Influencer
1. Assure Them That They Will Get Exposure and You’ll Do the Heavy Lifting
2. Look at How Their Content Aligns With Your Brand To Personalize Your Pitch
3. Hold Small, Engaging Events To Build Relationships With Influencers
4. Look for an Influencer Whose Values Are Similar to the Brand’s
5. Ask the Influencer for All of Their Branding Information
6. Be Straightforward (and Kind) With Your Message
7. Follow Influencers and Interact With Their Content First
8. Analyze an Influencer’s Content and Audience To Determine Fit
9. Do a Deep Dive Through Their Social Media To Understand Their Passions
10. Keep Initial Pitches Short, Simple and Transparent
11. Scout for an Influencer With a Complementary Niche
12. Ensure You Cast the Net Wide When Contacting Influencers
13. Keep Your First Message Concise
14. Get To Know an Influencer and Build a Relationship First
For details on how Eyeful Media can help you with your influencer, social media, SEO, or paid search marketing, learn what makes our digital strategy firm unique, and contact us for a consultation.