Influencers, bloggers, and social media marketing are still relatively new marketing outlets in the world of advertising but these outlets are incredibly important for the success of products and services. We live in a world that is addicted to immediate connection and access. With Google, we can find answers to the most mundane questions in a flash. Many of these answers as it pertains to products and services come from influencers and bloggers. The wrong interaction with an influencer has the ability to destroy (or at the very least dent) a reputation. So let’s discuss the best ways to partner with an influencer.
Be Prepared To Pay
Let’s not beat around the bush with this one. Many influencers, myself included, do this full time which means that this is what pays their bills. Just like you get paid to do a job, so must we. Paying in things like bitcoin, snacks, product only, or exposure is on the lines of disrespectful. While you may not have the biggest budget in the world, being honest about what kind of budget you have shows that you respect the job that the influencer is doing.
Have Clear Communication With What You Want
The job of an influencer is to give feedback on a product or service. How they go about this is different for each influencer but knowing this is important so that you are able to set the proper expectations in how this looks as well as how you communicate these expectations with the influencer. There is nothing more frustrating for both parties to not have effective communication. Know the specifics of what you’re looking for in the post. Do you want video? Certain hashtags? Social media posts? Is there a certain concept that you want shown? Be clear and specific.
Choose The Influencer That Matches With Your Product or Service
In case you didn’t know, I’m also the mom behind TheCrunchyMommy.com. I cover eco-friendly family lifestyle on that site. I was contacted by an agency to do a post with a fast food chain that I don’t eat at voluntarily. While not vocal about my disdain for said chain, I do consistently talk about cooking and shopping at farmer’s markets. This was obviously not a fit. Research what influencers are in your niche so that the work they do reaches the market you’re targeting.
Don’t Be Controlling
Yes, I get this is your job, your baby, or simply something you’re passionate about but if you’ve opted to go down the route of social media marketing and you’ve found someone to work with, let them do what they do best. I’ve heard horror stories from fellow influencers about the amount of control a company has wanted to have over their creative content. If you’ve found an influencer in line with your target market and given them guidelines, let them work within those and produce great content.
Reply To Pitches
This is big. Influencers will reach out to brands that work within their market. This is a great opportunity to work with an influencer to have them share your brand in an organic post. But not responding to influencers at all isn’t how to build a relationship with them. Not interested in working together? Give feedback on why to help them grow.