Influencer outreach with results
It is 2019 and, although we live in an automated era, with bots everywhere, automation is not the optimal approach to outreach to great influencers to work with you. And I can say it by experience, having exchanged messages and contracts with hundreds of content creators over the past years that the best influencers are hard to get on board, as they are likely to be in demand, so a personalised touch is extremely important.
Sharing here a short summary of five steps I have learnt while working with influencers:
Pay real attention to the length of your email. Content creators are always on the go, which means that they do not always have enough time to read very long messages and not always a good enough internet connection to spend much time online. Less is more.
If you are not sure about the name of the influencer you want to connect to, don’t even bother sending an email until you find out. Do your research on through LinkedIn, Google, Facebook. Ask around. However, you should never send an email starting with “Dear Sir….” Because even amateurs scammers are doing a better job than this.
If your campaign is already at a stage that you can disclose samples of what you have in mind, it will help enormously. Not only will this allow the content creator to be able to give you a more accurate reply and quote, but also, it will also set much clearer expectations, for both sides.
Show knowledge about their work
You are more likely to successfully hire the influencer you want to work with by talking about what they are doing right and why their work fits yours brand. Sending them a very long email about how amazing your company is won’t cut it. Stay clear from stupid questions such as ‘What is the main field you write about…?’. If you don’t know the answer to that question, you haven’t done your homework properly.
You would be surprised about the number of companies and agencies spamming influencers with invites for them to create content for free or in exchange for a very little reward. By making clear that you don’t expect them to help you for free, you are already ahead of the game. You don’t have to disclose exact amounts when initially contacting a potential collaborator, but you will have better results making clear that it is a paid collaboration.
Photo: Sedat Cakir