Know your goals
It’s extremely important when communicating with influencers that you’re concise and to the point.
It’s hard to do this if you’re not sure what the point is. In fact, how can you even be sure you know what influencers you should be reaching out to, if you don’t know what you are trying to accomplish?
Step one is to figure out exactly what you want to accomplish using the help of influencers.
Example goals might include:
Additionally, knowing your goals is vital so you know how you’re going to measure the success of your efforts, which will help you determine how to be more effective with your influencer marketing in the future.
Choose the right influencers
Start by looking at the demographic they appeal to. Is it similar to the demographic that you serve, or is it one you’d like to branch out into?
Then look at how they interact with their audience and what kind of content they create. Do they make YouTube videos, or post Instagram Stories? Do they live-stream on Facebook or post articles on LinkedIn?
The social media platforms they use and the type of content they create will heavily influence your decision. If they’re using a platform that your customers don’t use, or create content in a format they don’t prefer, quite simply, it won’t be an effective alliance.
Ask yourself how that influencer would make best use of your product or service. If you can’t see them finding value from your product or service, and being able to share that with their community, they’re probably not a good fit for you.
Research the influencers
After you’ve selected the influencers you’re interested in reaching out to, be prepared to spend as much time as necessary to thoroughly research each one of them.
Start by looking through their social media profiles – check out their bios, photos, videos and most recent posts. Check out their website if they have one. Spend time familiarizing yourself with their content. Also look at their community. What kind of following do they have? How does their community interact with them? Even if they have a smaller community, if they’re loved and have a strong influence over their community (which is your targeted demographic), it can be well worth the time to approach them.
Send your email request
The subject line of your email request can determine the success of your outreach to influencers. Even if your name seems familiar, if your subject line is ineffective, they’ll skip over it with the rest of the junk in their inbox and delete it.
Ensure your subject line stands out. Whether you go for an attention-grabbing subject line or one that perhaps references some of their past work, keep it short and informative so they know what to expect.The body of your email needs to be equally short and to the point. Good etiquette never goes out of style. Start your email off with a personal greeting that includes their name. Add a personal touch by complimenting them on their work.
For example, you might mention that you regularly read their blog posts and find them extremely insightful and well written. Perhaps mention your favorite post and why you like it.
Next you’ll want to dive into your purpose. Tell them why you’re writing to them. This should be only a sentence or two, you don’t want to go into a lot of detail here. Your goal is not to lay out your whole vision but rather to find out if they’re interested and a good match. Go on to explain in a sentence or two exactly what you want from them. Clarity in this step can help prevent wasted time on both sides. Then you need to let them know how they’ll benefit from this partnership. Briefly explain why they should agree to your request.
Finish your email by letting them know they can reach out with any questions and add an appropriate closing salutation. It can often be helpful if you include your social media profile links as part of your email signature, so they can easily research you and your brand.
The entire message shouldn’t be more than five to ten sentences long. Make it easy and quick to read.