What is the State of Influencer Outreach in 2016?
Wednesday, May 25, 2016
Influencer outreach is not a quick fix for your marketing (or for SEO), but it is a good way to acquire new customers. The basic idea is that you research someone in your industry, or a personality on YouTube, or a celebrity on Twitter, and then you reach out to them to ask them to promote your product. Imagine if Kim Kardashian made a Tweet about your brand to her 44.5 MILLION Twitter followers, with a link back to your site- think that’d be helpful?
A couple of caveats- influencer marketing is not fast, and it’s not cheap. As an extreme example, let’s look at Anne Hathaway, who was once paid $750,000 just to wear some Tiffany and Co. jewelry to the Oscars. That sort of budget probably isn’t available to you but it’s possible to enact a similar strategy, just on a smaller scale. Some influencers will even promote your product for free samples, or just plain for free.
When considering an Influencer Outreach campaign, there are a few things you need to consider- Content Fit, Reach and Engagement. This helps you decide on budgets, channels, tone, etc. The next thing to consider is that the Influencer will want something too- money, a product, more followers, access to a new audience, other promotional perks- be ready to tell the influencer what’s in it for them, as you’re likely not the only one courting their attention.
You’re trying to create a relationship with your influencer that goes beyond just paid product placement. Social Media and the Internet are all about word-of-mouth writ large, and if you can develop a relationship with an influencer it’s more authentic. A one-off tweet for 10k with your business hours doesn’t impress an Influencer’s followers, but when they refer to you over and over, consistently, and link to your services/products in their content, that investment comes back in spades. You cannot automate a personal touch- don’t send out automated emails. Address influencers as experts, research their social media streams, and be friendly. An influencer can wreck your brand as much as they can help it; treat these relationships very carefully.
There is more content on the Web now than ever before. To stand out from the crowd and make your voice heard, build a relationship with your influencers, create great content, and then get them to promote it.