Just like everything digital marketing, influencer marketing needs to start with a properly formulated goal. What is your niche? Who are influencers in that niche? What do you want to accomplish with this influencer? More importantly, how are you going to measure success?If it is your first time attempting something like this, start small. Maybe don’t tackle the multi-million follower influencer in your niche, and expect high returns. To start off, micro-influencers might be the way to go, build up experience, and as you grow so should your expectations, and ultimately your goals.

Define Your Goals and Objectives

Sharing reports and analytics with each other is key to determining if the path you are currently on is the right one. See what currently is working, and try to spot any room for improvement with the influencer.Tracking metrics in both the influencer and program levels is imperative for optimizing both parties’ approaches and of course to evaluate the relationship accordingly. Finally, this can help both of you determine if the influencer’s audience is actually interested in what you have to offer

Think About Reporting

For example:Category A: 1,000–25,000Category B: 25,001–50,000Category C: 50,001–100,000Category D: Over 100,000Category D influencers have the greatest following, the farthest reach, and could offer us the greatest visibility. But they are often extremely busy and could potentially come at a very high cost.Categories A and B is where you want to be, especially when starting up or are still inexperienced with influencer marketing. They are potentially more narrow in their focus, and surprisingly more engaged with their audience. Their cost will also be much lower.

Identify Influencers and Organize Them Into Three Tiers

When the time comes to create content some creative liberty needs to be in place. Be sure to appropriately communicate what you envision the campaign and content to look like, but always ask for the influencer’s 2 cents as well. Of course, if there are certain things you really need to be done in a certain way, be careful in the way you ask. Create requests and help the influencer understand why things need to be done a certain way; don’t just demand it.

Create Requests, Not Demands

Influencers are influencers because they have a certain authority, a certain character, and this carries over to the way they create content. Their audience follows them for this very reason, so it would be unwise to restrict them and take away from their “charisma”. Allow them to be themselves, to use their own words, voice, and tone.

Allow Them to Be Themselves

Be sure to include hashtags such as #sponsored, #promotion, # “company name”, or something along those lines.Be sure to check each post. Oftentimes, the influencer might have forgotten to add the proper disclosure, which is a big violation. If this is the case, kindly remind them to disclose any promoted content with your brand to avoid either party from getting penalized.

Know Disclosure Requirements and Tell Them What They Need to Do

Influencers are not tools, they are human beings, so instantly emailing them with a business proposition or a pitch might have negative effects, ultimately putting them off.You need to build trust, and nurture your relationship with them before any business-related topics are mentioned. Show them you actually admire their work and success before ever talking shop.

Before Reaching Out, Start to Build a Relationship

Before reaching out, do some homework. Get to know what the influencer talks about, what they like, the type of audience they have, etc., and then send out a personalized email in a friendly manner. Show them you appreciate their work and that you realize they are an authority in their niche.Another important aspect of reaching out to an influencer is timing. Monitor channel activity and conversations, you want your email to also be relevant, and that it will warrant further engagement and conversation.

Personalize Outreach

So you’ve set your goals, found the influencers in your niche, and have initiated a conversation with them. It is now time to talk business.Present your proposition in a friendly but still professional manner, and lay down the goals and objectives for both sides. Honesty and transparency are key here.Remember, influencer marketing works best if the individual is working with you, not for you. You spend time building a relationship and trust and now is the time to leverage it.

Tell Them Exactly What You Want Them to Do and What You’ll Do for Them in Return

In order to appropriately talk about and understand your brand and offering, they will need certain info. Be sure to empower them, and grant them access to all the necessary documentation for developing a holistic image. Things like blog posts, white papers, e-books, press releases, case studies, etc. are all good examples of such documentation.Note: In addition to knowing your brand better, this might also help the influencer be more invested in the project.

Give Them Access to Information, Events, and Experts

Influencer marketing has been gaining traction at an increasing rate. It is no longer a “buzzword” or a marketing trend, today it has evolved into a full-fledged strategic approach for gaining…

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