Influencer outreach is a core element of influencer marketing.
Clearly, you cannot deal with influencers if you do not know how to ask an influencer to promote your product or brand. So, we decided to assemble everything you need to start and, subsequently, to improve results.
In this guide, we will discuss the following:
Influencer outreach is a process of building relationships with influencers. Technically, it involves sending emails or messages in social media to connect with the right influencer or creator.
To take a typical example, I might be a marketer for a shoe brand, and I might want influencers to promote my brand. Therefore, I need to write to them and ask if they are open to this kind of activity.
This may sound deceptively easy.
There are even influencer marketplaces, where you can find influencers ready to collaborate. So, what are the problems? Let’s make a list.
The most common problems with influencer outreach for beginners:
Let’s answer each of these questions.
In brief, Influencer outreach strategy comprises methods and algorithms you may use to build relationships with influencers. You should develop this strategy according to your strategic marketing goals:
In fact, influencer outreach is an essential action plan, as follows:
Examples of Influencer outreach strategies:
This is the foundation stage. After all, before you actually start acting, you’ve got to have a very clear idea of why you want to start a marketing campaign. This means that you have to know:
Apart from that, analyze your target audience and your content. Find an influencer whose audience is quite similar to yours. Roughly speaking, if you represent a travel company, you would find a lot in common with a travel blogger and much less with someone who is all about fitness and a healthy lifestyle.
In this step, we need to obtain a list of influencers (and their contact details) for outreach:
If you need to search for dozens of Instagram influencers, the most common method is the final one. You can select filters, as required, and obtain a result. We will discuss how to find influencers’ contact details in the Tools section.
The problem with marketplaces is that they do not contain every influencer, but only those people who wish to sell promotions. Popular influencers and celebrities do not need marketplaces. They will work with agencies or with their own managers.
One of the most common problems is deciding what proposal you should choose for outreach.
What you can offer:
If you buy direct advertising for a particular product, you should not expect any significant follower growth.
Sales are more effective, however, if you generate sufficient brand awareness. If customers do not know about your products, they are influenced only by the size of discounts. So, your first goal in influencer marketing should be to reach out. In this case, you should cooperate with the influencer and try to create viral content with product integration. Alternatively, you should at least aim for unpacking.
Direct fee is the most common method, but in some cases, this is unsuitable.
Normally, you prepare a briefing sheet that contains information on the kind of content you want from them, how exactly they should mention your brand, content format and the number of publications, requirements for visual content, etc.
There’s a couple of things worth taking into consideration:
This blog link provides information about Instagram influencer email templates. In this guide, meanwhile, we will discuss the main principles, with examples.
Experienced Influencers with an active audience get (at the very least) dozens of offers every day. So you’ll have to be patient enough and creative enough if you want to hear back from them. Here are some things you’d want to include:
First, we can write a very short personal message, with a fairly simple request.
If there is something in the influencer’s bio on the lines of, ‘Let’s Collab💌: [email protected]’ or ‘Dm/Email for Inquires📩’, we can write as follows:
As noted above, different offers are available, so this is simply an example of how to ask a marketing guru for his or her opinion on a given article.
This addresses content collaboration, and it shows one of the options for developing relationships.
Your first offer should be about building relationships. If the influencer is waiting for business inquiries, send one. If not, you should introduce yourself briefly and propose something simple. In fact, you could create several templates, using these according to the situation.
Your Influencer outreach email template should be:
A follow-up message is one that you send if there is no reply to the first. It’s common practice. See our follow-up example in the article about influencer collaboration template.
Why do follow-up letters work? Essentially, because an influencer can simply miss, or postpone attending to, your message. For example, in Gmail, emails of the same topic are grouped together, so your new message places the old one at the top.
Are follow-up letters annoying? Sometimes. It depends on the offer. But in the busy modern world, you can’t be sure if your email has been ignored or simply missed. For the present writer, one business message per three days is acceptable.
In terms of influencer outreach, you need follow-ups to increase your response rate.
One final point. You could use other channels for your follow-ups. For example, if you sent a message and there was no answer, you could send a new message via Instagram or LinkedIn.
In fact, you can usually do what you need to do without special tools.
Nonetheless, Influencer outreach tools help you to automate these tasks. They are especially useful for:
For example, in trendHERO, you don’t need to find the contact details of Instagram influencers. Simply choose the accounts you want to write to. In fact, you can send dozens of proposals in five minutes or less. Five minutes, or a full day of tedious work? Which would you choose?
There are two popular solutions in terms of Influencer outreach software:
Let’s see how things work in trendHERO.
To summarize, you can use Influencer outreach services to automate both the collection of prospects’ email data and subsequent message sending.
There are special metrics involved in this context, as follows:
An email open rate (OR) is a metric that shows the percentage of opened emails for a specific Influencer outreach campaign. OR formula: OR = (Sent letters / Delivered letters)*100%
OR typically shows email subject relevance, attractiveness to the audience, and/or brand awareness.
A response rate (RR) is a metric that shows the percentage of replies for a specific Influencer outreach campaign. RR formula: RR = (Replies / Delivered letters)*100%. You could also select a Response-to-Open Rate.
A response rate typically reflects:
Many articles recommend changing the subject line first to improve performance. In fact, if you want to receive more replies, you should begin by upgrading your proposal.
For example, you see that an influencer is waiting for business inquiries. You could therefore ask for the cost of integration and available time slots. These are simple questions that an influencer or manager can easily answer. In one of our templates, we asked respondents to answer two questions for this article. This is a simple CTA that an opinion leader can accommodate quickly.
An Influencer outreach campaign is a part of a wider influencer-marketing campaign, and it deals with building relationships with influencers. It includes:
The first goal of these campaigns is to build relationships (to commence cooperation with influencers and opinion leaders).
The second goal is to build lasting relationships. So, in future, you will have an established list of vetted influencers whom you have collaborated with and can work with again.
That’s all. Thank you for your attention, and I wish you effective influencer-marketing campaigns.