For many marketers, influencer marketing is a new concept. They might be familiar with the term, but not so much with the actual outreach and collaboration.
Following a previous blog post, where we learned how marketers who work closely with influencers make first contact with influencers, we decided it’s time to hear the other side of the story.
We reached out to 5 bloggers who are influential in food, fashion and lifestyle. We asked them a simple question:
“A company approaches you and offers to collaborate. What would it take for you to say yes?”
The bloggers’ answers were honest and straightforward, and we divided them into 4 categories. Here are their answers:
Learn How to Communicate with the Influencers
“I think great communication is the key to keeping everyone happy. There’s nothing worse than sending an email, and not receiving a reply for several weeks. If both parties are communicative, everyone knows where they stand and things run much more smoothly – and with a lot less frustration!” (Becca Pusey, Amuse Your Bouche)
“The pitch from the brand has to be personal. I like to know that the person has clearly done their homework and knows at least a little about me and my blog. Their email addresses me by name, might mention something they like about my blog, audience, content, etc. I just want to know that they actually care and it isn’t a canned pitch. (Molly Stillman, Still Being Molly)
Takeaway: Before reaching out, be proficient with the influencer’s content. Know what they publish, and later be friendly and communicative.
Make Sure It’s a Perfect Audience Fit
“It has to be the right fit. If the brand isn’t the right fit for my blog, audience, or demographic, it doesn’t matter – I won’t do the campaign. I have had that mantra since I started and will always keep that mantra.” (Molly Stillman)
Takeaway: the influencers know their audience. So should you. Use audience demographics data to know exactly who are the people who are part of the influencer network, their age, country, gender and content preferences.
Be Transparent about Compensation
“$$$: While certain campaigns can be done for “trade,” when a company respects the fact that my blog is my full-time job/business and that I do charge for certain things, I really appreciate that. It has taken many years to grow my audience, create my content, etc. and I work hard and I really appreciate that brands treat partnerships/collaborations like any other type of advertising and respect when it costs money. “ (Molly Stillman)
Takeaway: the bloggers put a lot of time and thought into their content. They need to be fairly compensated for it. Be transparent about it and figure out what’s the right model for you both.
Go the Extra Mile
“I like it when brands are willing to do something more personalized and customized to best fit BOTH our audiences… it makes it more fun and that much more engaging!” (Molly Stillman)
Takeaway: You’re probably not the first one who reached out to the blogger. Be unique, offer something special. Think of what’s in it for them?
One answer we’ve got just had everything in it. It concludes all of the takeaways above together. Here, read carefully Emily’s answer:
“I say ‘yes‘ to brands who offer me something that I feel is a natural fit for my blog, and is valuable to me.
If a brand reaches out who doesn’t fit with my blog then the answer is always no.
If a brand reaches out and their message or product is a good fit for my blog, then it’s still just a ‘maybe’.
If a brand has a message and product that I really believe in, and fits my blog, but they aren’t willing to send me product or compensate me in a way that makes it worth my time to write about them, then I will still say no.” (Emily, Emily Reviews)
For marketers who wish to work closely with influencers, following the bloggers’ answers can help better understand their needs and point of view. Not every outreach needs to perfectly fit all of the categories above, but it should take them into consideration.
After all, a good partnership takes understanding, mutual respect and close care. Listening to the influencers needs is a good place to start.
Need Help Reaching Out to Influencers? Meet Klear: