How to work with Micro Influencers 0 239

1. SEE BEYOND THE NUMBERS
If you are choosing to work with small influencers, chances are that your budget will not accommodate a post by Beyoncé or one of the Kardashians – this is absolutely fine.So, instead of getting obsessed about the amount of followers or likes an influencer has, look carefully at meaningful engagement: comments left under a post on Instagram, numbers of shares a piece of content has on Facebook, etc. These are the the meaningful interactions to keep in mind.

2. WATCH FOR A WHILE
Found an influencer that you would love to work with? Don’t rush to reach out.
Put the chosen influencer(s) under a little watch list (tip: follow them and enable notifications for two weeks). Get to know an influencer, the frequency of posts, by observing the quality and consistency of the content you have fallen in love with. By doing so will confirm that you either you have found the right influencer to collaborate with your brand, or not.

3. NARROW YOUR MESSAGE
Never contact an influencer (or anyone that you want to work withy) until you have a clear idea of what you want from that person. And no, that isn’t that 85-slide Power Point presentation you have about your company. This is the real task. In other words you need to clarify exactly which product or service you will have the influencer talking about and when this will be released.

4. ASK QUESTIONS
Hiring a new influencer to work with you is a bit like hiring someone to work at your office: you want to make sure you both ‘click’ and that the person will be a bonus, not a burden, once you start to work together. Ask questions almost as if it was a job interview (any travel plans? Family? Strong personality assets?) Also allow some opportunity for the influencer to convince you that it is a win-win partnership, because you really don’t want someone that is only doing it for the money.

5. UP THE GAME
Some may say ‘Never change a winning team or formula’. However in an era where information and content are created at the speed of light, there is a burden on brands never live on past successes. Even if your initial collaboration with micro or stablished influencers is doing well, be prepared to up the game with new requirements, new ideas and new ways to showcase your product and services. There is no bullet-proof influencer marketing strategy, especially no marketing strategy that will last forever. Get ahead of the game and dare to evolve your brand’s strategy.

PHOTO: Spencer Selover

Previous ArticleNext Article
Marcio Delgado is a Journalist, speaker and a Content Producer working with brands and publications in the UK and Latin America.

Leave a Reply

Your email address will not be published. Required fields are marked *

Influencer outreach best practices 0 185

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:

Be direct

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.

Personalize

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.

Send samples

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.

Talk cash

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

 

5 tips to work with Influencers 0 612

1. Long-term relationships are key

Forget the one post campaign. Social media is about an ongoing conversation and it includes working with creators on a regular basis, making it a successful partnership for both parties, the brand and the influencer. Ultimately, long-term relationships will also speed up the creative process over time, as you won’t have to go over your 186-page brand guidelines every time you brief a request to create a new batch of posts.

2. Avoid re-work

Be very clear and thorough when it comes to briefing the influencers, specially if it is someone new you are working with, or if you are briefing a completely new campaign for regular creators. Keep in mind that, more often than not, the same poll of influencers working with you will also be delivering content to other brands. Having to re-shoot or re-write pieces can cause massive delays for brands and content creators so there is no such thing as being too thorough. From my own experience, all the occasions in which I have had to request someone to amend content already delivered within the agreed brand guidelines it was because the new request was not very clear. Unless your briefing (and brand) allow total creative freedom for the influencer, make sure you don’t leave room for double interpretation.

3. Have well crafted contracts

Contracts exist for a reason: it is a black and white guideline between brands and creators, so make sure that you add every small detail to it. It is not about lengthy small prints that no one will care to read. It is about starting right, in the first place, then upon the eventuality that a brand and an influencer needs to go separate ways, it should be a seamless amicable process.

Important: if using a template that you found online, make sure to completely tailor it towards your brand, your campaign and each influencer you are working with. No template fits all.

4. Keep in touch

Good content takes time to be created. But sometimes, in between briefings, there are silent gaps when agencies, brands and influencers are not required to be in contact. Use this downtime to keep in touch with your collaborators to find out what they are up to and always leave an open door for influencers to suggest new things or new way to approach old topics. They know their audience. Your job is to find the best way to tap into it, together.

5. Share performance and success

Assuming you are doing all the previous things correctly, you will have plenty of reasons to celebrate the success of your new campaign. Also share the metrics: Did a post perform extremely well? Let the influencer know. The same applies for the opposite: if content is really lacking behind you have to let the creator knows about it and, together, you can fine tune it for better results.

 

Marcio Delgado is a Digital Influencer Manager and Global Content Producer of the award-winning series #LiveMoreShareMore powered by Western Union.

Most Popular Topics

Editor Picks

X
Follow on Instagram