Companies of all sizes have found the value of working with influencers and creators to help increase brand awareness and reach. Influencers focus on engagement and community-building. And influencer marketing can help your brand build credibility and trust, boost SEO, drive purchase decisions, and increase sales. But with so many influencers out there, you may be wondering how to choose the right influencer to partner with and how to reach out to them. Here are tips on collaborating with an influencer for your small business:
Determine the right platform
Knowing your target market helps you decide the audience you want to reach. Choose the platform that helps you achieve your campaign goal, such as increasing brand awareness, boosting sales, or gaining new followers. Choosing the social media platform that is most relevant to your goal will help you connect with the right influencer, mostly because influencers typically build their influence on specific channels, such as TikTok, Instagram, or YouTube.
Choose the right influencer
From micro-influencers with no less than 5,000 followers to mega-influencers with over a million followers, choosing the right influencer for your brand shouldn’t be all about the numbers. The influencer’s audience, engagement rate, and content quality are factors to consider when choosing an influencer to invite for collaboration.
The influencer’s audience needs to be relevant to your brand; otherwise, you would be communicating your products or services to the wrong demographic or market. Engagement rate also matters; there are plenty of influencers out there that have hundreds of thousands of followers yet don’t attract engagement from their audience; this indicates that their content doesn’t resonate with their followers. You may also find that the influencer’s content quality isn’t a good fit for your brand.
Some other characteristics to consider include the influencer’s values and reputation. You may not want your brand to be associated with someone who could potentially misrepresent you. Once you’ve made a shortlist of influencers you’re interested in inviting for collaboration, be sure to follow them (if you’re not already). Increase your chances of working with them by engaging with their content.
Create an Outreach Message
The goal of your outreach message is to introduce yourself, propose a potential partnership, and invite them for a more formal meeting to discuss your campaign.
Most influencers have a specific contact method for collaborations. If you’re reaching out to them via email, craft a compelling subject line to ensure you get noticed. Your outreach message can be as simple as introducing your brand and your desire to meet them for a possible collaboration. Be sure to add links to your website and social media profiles so that they can learn more about your brand.
Influencers are also more likely to pay attention if you’re clear about the rewards. Not all collaborations involve money, some successful influencer partnerships include products and services as “payment.” Alternatively, you can ask the influencer for their rates.
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