Just over a year ago I started a blog. It was more of a cathartic exercise than anything work-related, but it has provided me an invaluable insight into what works for online influencers and what’s an absolute turn off. With this in mind, I’ve put together my top tips for more engaging influencer relations.
The do’s of influencer relations
- As with any media, building a relationship first and foremost is paramount to your brands success in being advocated by a influential blogger or Instagrammer. With this in mind, focus on quality over quantity. Identify your key targets from the offset and focus on building really valuable relationships with these influencers.
- Be prepared to offer value in kind or even payment for features. An influencers time is valuable, not least as many blog, whilst working full time or juggling a full family life. If you value your influencer’s time, you’ll receive more traction when pitching.
- Make sure your targets are truly relevant and personalise your pitch. If you mention family names or similar it goes a long way to demonstrate that you’ve done your research and you genuinely feel like their platform is the perfect fit for your brand.
- Use your engaged network as more than just influencers, help them to help you by including phrases like; ‘if you or any of your influencer friends want to come along, just shout.” Or; “As a valued influencer, I wondered if you could recommend any food bloggers too me? Naturally we can send you some cheeky samples for your mummy blog too”. This way you can build an engaged audience that is more likely to really buy into the brand you’re looking to promote.
- Remind your influencers that you’re available for review opportunities. Make sure you drop them a line from time to time to keep in touch and promote new products etc.
The Don’ts of influencer relations
- Don’t send out generic emails promoting something irrelevant. I receive at least ten random emails per day from PRs that haven’t done their research. This makes me less likely to engage with them when they are promoting a brand that I could be interested in.
- Avoid saying ‘Hey there’ when emailing en masse, it becomes very obvious that you’re one of many and the PR hasn’t done the research into what type of content will work for your blog.
- Being afraid to step outside of the box is a no no. Take time to look at what your influencer is promoting and how you could work together on something exciting and new.
- Don’t focus too much on your own products and lose sight of why you’re contacting your influencer. Consider instead what your influencer is trying to achieve and how they’re audience will feel excited and engaged by a partnership with your brand.
- Don’t be too formal. The majority of influencers have a relaxed tone, and so respond to a more personalised and tailored approach. Ask how they are, how their family are. Tell them how much you adored their recent post and why.
Have I missed anything?