Influencer marketing has become one of the most effective ways to reach a broader audience and build brand awareness, but with so many brands vying for bandwidth, influencers are becoming more selective with whom they work. In order to stand out and win over the influencers you want to collaborate with, brands need to create an enticing opportunity for both brand and influencer. In this ultimate guide, we’ll show you how to master the art of influencer engagement with three key strategies.
1. Personalize Your Approach
The first step to creating an enticing collaboration offer is to research and get to know your target influencer. Take the time to figure out what type of person you want to represent your brand, based on shared values, interests, and the type of content they produce. Research individuals thoroughly by looking at their social media profiles, their blog or website, and any other content they’ve created. This will give you a good understanding of their values and the quality of collaborations they’ve done in the past.
Once you’ve decided on the influencer(s) you’d like to work with, avoid sending generic emails or DMs. Instead, take the time to craft a personalized message that highlights why you want to work with them specifically. Make it clear that you’ve done your research by referencing specific examples of their work that you admire, and explain why you think they would be a great fit for your brand, and why your brand in return, would be a great fit for them.
2. Showcase The Benefits
Influencers want to know what’s in it for them- a collaboration, after-all, should be a two-way street. When reaching out, be sure to showcase the benefits of working with your brand. Influencers are more likely to work with brands that offer value beyond just payment. Highlight the potential exposure, the unique content opportunities, and the long-term potential of the partnership. This will make it clear why they should collaborate with you and what they stand to gain.
Consider offering exclusive access to your products, early access to new releases for them and their audience, or opportunities to attend exclusive events. This will help you build a long-term relationship with the influencer and increase the likelihood of them wanting to work with you in the future.
3. Be Transparent and Fair
Transparency is key when it comes to influencer marketing. Be honest about your expectations of an influencer and what you’re offering them in return. Make sure both parties are on the same page and fully understand the scope of the project and what the deliverables will be. Be specific about timelines and compensation to help the influencer understand what they’re getting into and avoid any miscommunications.
Influencers are managing their own brand, and thus, have their own schedules, preferences, and creative visions, so it’s important to be flexible with timing and expectations. Be open to working collaboratively and consider the feedback and suggestions from the influencer to create a campaign that benefits both parties fittingly.