So you want to collaborate with an influencer? Fantastic! I think that’s a great way to get your small business in front of new faces. But where do you start?
Working with influencers is not a one-size-fits-all situation, so there is no one specific way to make things happen. But there are some best practices that I’ve picked up over the years from both the business side and the influencer side. Here are my dos and don’ts for reaching out to and collaborating with influencers:
> DO ensure that their personal brand aligns with YOUR brand and values.
Before you even think about working with someone, make sure your values are properly aligned! You shouldn’t come right out and ask…so it’s up to you do some sleuthing. Look at their existing content with a critical eye. Can you see that influencer using, wearing, or talking about your products or services in an authentic way? Do they have a content series where your offerings might naturally fit?
The main goal of an influencer collab is to get your business in front of their followers, so it helps to know what kind of followers they have. Take a look at the people who follow and engage with the influencer’s content. Go ahead and click through a few profiles! Are they part of your target market?
While you’re vetting influencers, it’s a good idea to check to see if they have posted anything political or controversial in the last few months. It’s not a bad thing, but if they have, ensure that you’re comfortable with the topics they weigh in on and how they are communicating their views.
> DO establish a connection before reaching out.
People always respond more warmly to people they are familiar with – and influencers are people too!
First, take a look at who is already following you. Who has tagged your business in their posts? Who has featured your products in the past? Those are your OG fans, and if they have a following (even if it’s relatively small), they are absolutely worth reaching out to and collaborating with.
If you don’t have any influencers in your follower list, then it’s time to establish new connections. Search for topics in your niche or use local search terms to see whose content comes up. If you like the content…FOLLOW THEM. Pay attention to what and how they post, and make a point to engage with it. Like and comment on their posts and send them DMs in response to their stories. Submit questions in their Q&A boxes and vote in their polls. Doing this will show them you are interested and get them familiar with your name. Once you’ve been consistently engaging with them for 2 weeks or more, THEN reach out via email or DM.
> DO reach out with a SPECIFIC idea.
Imagine getting a message from a new friend saying, “hey, can you do me a favor and help me grow my business?” You would probably say, “sure, how can I help?” Now what would you think if they just said, “I don’t know, you tell me how you want to help.” Would you want to help them more or less?
Everyone has a lot going on. They have enough on their plate in their own lives, they don’t have time to think about what you might need. If you want more buy-in, reach out via email or DM with a specific idea in mind on how you can collaborate – something that is unique to them and their audience, where they could add value in a specific way. They are much more likely to say yes to that than they are to a simple “Hey! Let’s collab!”
> DON’T expect them to work for free (or free product).
A budget, even a small one, goes a long way. Especially when you’re asking a favor of a newer connection, paying them for their time is a great way to build rapport and demonstrate that you see the value of what they do. Negotiate however you see fit, and don’t overextend yourself, but try to set some money aside to pay the people you want help from.
In my experience, one-off collaborations do not bear the best fruit. So if possible, set aside budget for a 2-3 post/mention collaboration.
> DON’T micromanage the content creation.
You asked for their help for a reason! One of the biggest turnoffs to influencers is when their collaborators get super nitpicky about the content they were asked to create. Most influencers are professional content creators. They know what they’re doing – let them do it!
That being said, it’s very important to be clear about what you need from them. Make sure there are agreements in writing about deliverables, requirements, and timeline. But once those are set, act in good faith and let them do their thing.
> DON’T mess with the FTC.
This is a little more official than the other tips, but it’s worth mentioning. The Federal Trade Commission (FTC) has specific language and disclosures they require for sponsored and gifted promotions. The last thing you want is to create awesome content that ends up getting removed because it doesn’t follow FTC guidelines. Look those up beforehand and make sure they are in writing when you talk about requirements.
> DO review the numbers.
Make sure you take note of where your metrics are before the influencer posts so you have something to compare it to once they do. If you can, think about providing a custom or trackable coupon code for the influencer to give out, that way you can track the traffic they generate. Having a constant pulse on your numbers is good for business in general, but especially when you’re trying something new.
> DON’T expect the world.
While you’re tracking your numbers, don’t be discouraged if that first campaign isn’t the “magic bullet.” The truth is that one-off sponsored collaborations may not result in direct and trackable sales. It takes time to build awareness and consumers need to see messages several times before they buy into something. That’s why the focus should be on collaborating with someone for the long-term. The more they post about you, you should be able to see a raise in your metrics over time. If you don’t, it might be time to try a different influencer.
Hopefully, these tips give you some clarity and direction as you start to reach out to influencers and make your own PR!
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With over 15 years of experience, I've worked with countless small businesses just like yours. I can provide you with the tools and resources that will help make marketing less overwhelming.