The Definitive Guide to Reaching Out to Influencers as a Brand

Marketing is no longer confined to billboards, TV ads, or even Google Ads. As a brand, you've likely recognized the power of influencer marketing. But reaching out to influencers can be a daunting task. It's not just about sending an email - it's about creating a relationship. Here's a step-by-step guide on how to do just that.

Initial Outreach - Setting the Stage for a Fruitful Collaboration

Crafting a Standout Email

It all starts with an email. But not just any email. You're not the only one vying for the influencer's attention, so yours has to stand out.

Personalization is key. Start by using their name. Mention a specific post or video that resonated with you. Then, introduce your brand in a compelling way. Explain why you think a partnership would benefit both parties.

Be concise. Your email should be short and sweet. Respect the influencer's time by getting straight to the point.

Making a Memorable First Impression

Timing matters. Think about when you're sending your email. Avoid weekends and holidays when the influencer might be off work.

Mind your manners. Always maintain a respectful tone, even if you're trying to be casual and friendly.

Including a Call-to-Action (CTA)

Every email you send should have a purpose, and the purpose should be clear to the recipient. After explaining why you are reaching out to them and how a partnership could be mutually beneficial, you should invite them to take a next step.

This could be setting up a video call, or perhaps asking them to review some products you'd like to send them.

Here's an example of how a good initial email could look:

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Subject: Loved your video on eco-friendly lifestyle - Collaboration with [Your Brand]

Dear [Influencer's Name],

I am a big fan of your work, especially your recent video on adopting an eco-friendly lifestyle which truly resonated with me and our team here at [Your Brand].

I'm [Your Name], the [Your Position] at [Your Brand], an eco-friendly product brand that aims to promote sustainability while delivering high-quality products. We've been following your content for a while and admire your commitment to the environment.

We believe a collaboration between [Your Brand] and your platform could provide great value to your audience and amplify the message of sustainable living we both advocate for.

Would you be open to a short call to discuss how we might work together, or alternatively, would you be interested in receiving a sample of our product for review?

Looking forward to your response.

Best,[Your Name]

Follow-ups and Negotiations - The Art of Making the Deal

Following Up

Following up after the initial email is crucial, as influencers are often busy and your email may get lost in the shuffle. Wait for about a week, then send a polite, friendly reminder.

Don't be pushy. You want to show enthusiasm, and an understanding that they are busy, but give them a nudge about how valuable your partnership can be.

Add value in your follow-ups. Share an article they might find interesting or congratulate them on a recent achievement, for example their latest post.

Here's an example of a follow-up email:

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Subject: Re: Loved your video on eco-friendly lifestyle - Collaboration with [Your Brand]

Dear [Influencer's Name],

I hope this email finds you well. I just wanted to follow up on my previous email regarding a potential collaboration between [Your Brand] and your platform. We understand that you must be incredibly busy, and our message might have slipped through the cracks.

We remain excited about the possibility of working together and believe that our brand's sustainable ethos aligns well with your content.

Please let me know if you're open to a conversation about this, or if you're interested in receiving some of our products for review.

Thank you for your time.

Best,[Your Name]

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With patience and persistence, the right influencers will eventually come around, and you'll be able to build a strong, mutually beneficial relationship that helps grow your brand and engage your audience in meaningful ways.

Negotiating the Deal

Now, let's say they're interested. It's time to negotiate.

Know their worth. Research what similar influencers are charging. Consider factors like their reach, engagement rate, and the quality of their content.

But also know your budget. You want to strike a balance between what they're worth and what you can afford.

Don’t feel bad about having to move on to the next influencer because you’ve been priced a lot higher than you expected. This negotiation and alignment of value is all part of influencer marketing and you can often use this to your advantage as well!

Establishing a Solid Foundation - Forming a Contract and Sharing Expectations

Facilitating the Initial Agreement

Now that the influencer has expressed interest, it's time to set things in motion.

Outlining a basic contract. To keep both parties protected and ensure clear understanding of responsibilities, it's important to draft a contract. It should outline what's expected in terms of content, how it will be shared, and by when.

Establishing mutual understanding. Open and clear communication is essential. Make sure both parties are aligned regarding expectations, deadlines, and the method of communication moving forward.

Granting Creative License

Remember that influencers understand their audience best. While you may have specific brand guidelines they should adhere to, also allow them the creative freedom to present your product or service in a way that will resonate with their audience.

Every sponsorship is an opportunity to negotiate for user-generated content (UGC) that you can repurpose for marketing in other channels. Don’t skip out on this or be afraid to shell out the extra cash to entice a creator to be willing to grant you these content rights.

Scaling Your Efforts - Cultivating Long-Term Influencer Partnerships

Recognizing Success and Growing Together

Successful partnerships often result in increased brand visibility and improved sales, so why not make them more permanent?

Acknowledge their impact. If an influencer's content performs well, let them know. Share the results and express your appreciation for their efforts.

Proposing extended contracts. If you see a positive response from their audience, consider proposing a long-term contract. This can strengthen your relationship and encourage the influencer to continue promoting your brand.

Keeping the Connection Alive

Even after a campaign ends, maintain your relationship with the influencer. Engage with their content, send them new products, or occasionally reach out to them. This way, your brand stays in their radar and opens opportunities for future collaborations.

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And there you have it - your comprehensive guide to reaching out to influencers as a brand. It's not about quick wins; it's about building relationships that will boost your brand's visibility and credibility in the long run. It might take some time and patience, but remember - every great collaboration starts with a single email.

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