Even without my marketing experience, as a blogger and a small business owner, I am quite familiar with the world of influencer marketing on both sides. Influencer marketing can and does work when it is authentic and real and done right. Anyone who knows me from my old days has heard me glob off a good rant or two about the down sides and the “false influencers”. They are real. But aside from that, true authentic influencer marketing can work not only for the influencer and their community but for brands as well. And, I am advocate of true, authentic influencer programs.
Having said that, without proper planning or execution, it can also go terribly wrong and damage a brand and cost them customers. I recently had an experience of Influencer Marketing gone very wrong and it made me want to share some how-to tips and turn it into a positive to help YOU, the Stitch & Hustle community. Let this experience help you guys set up for a WIN!
I’ve also invited Alissa Trumbull, a good friend of mine who works in social media marketing, to share some tips to help YOU plan and execute an effective and successful influencer marketing program. I have known Alissa for a many years and she is a voice I trust on this topic. As someone who supports and builds small brands (and big ones) I am honored she is taking some time to share insights with us. Also Alissa is truly one of favorite human beings on the planet. Together we've come up with Influencer Marketing 101 for Makers! So let's dive in…
What exactly IS influencer marketing?
Simply put, influencer marketing is when you utilize niche, community, (or celebrity influencers in some instances) to promote your product or service. Influencer campaigns are a wonderful tool, if utilized correctly, as they get other people talking about your brand.
Who is an influencer?
An influencer is anyone who impacts the lives of your target audience and has sway in your audience’s decision-making. Using the crochet and knit world as an example, this could be someone like Stephanie from All About Ami who always has new projects or great finds to share or Jess from Make And Do Crew who is always introducing us to new yarns and ideas. Remember that the best influencers don’t have to have the highest follower count. You need to look at the purpose and goals of your brand and the campaign to determine who is the right fit.
How to Create an Influencer Campaign:
- Figure out your end goal and working budget.
Do you want to drive sales, increase brand awareness, or something else?
Does your budget include compensation or just product or both or something else?
Select your influencers.Ask yourself: "Which influencers speak to my audience?" Think about who your audience will be most receptive to and target influencers in that demographic. Is it stay-at-home-moms? Craft pros? That one music star everyone’s talking about?
You are not confined to only niche or only celebrity influencers for a campaign. Often creating a tiered set of influencers can be beneficial, as long as the influencers you select are authentic to your audience and you build an authentic relationship between your brand and them.
Do your research.Find out more about the people you’ve selected, their audiences, and expected payment. You have to take the time to dive deep and see the value and make sure it is the right fit. Some of the best influencers may have a small but active and dedicated following.
Make sure the influencers you consider adhere to the FTC Endorsement Guides.
Pare down your list to one that is manageable for your budget (whether that is in actual cash, event tickets, or product giveaways, etc.) and provides a good fit to meet your goals.
Start reaching out!Get in touch with the people you really want to participate first. Don’t ask everyone at once. This helps ensure that you are not promising too much. If you only have the ability to send ten (10) samples, email 8-10 people. You may not know the response, but should always expect that everyone will say yes. Sending more offers and emails than you can deliver sets yourself up for failure and damage relationships before you can even build them.
The spray and pray model for building an influencer community – and yes, this is a community you are building – is not effective and can end up with people having a negative taste about your brand and you feeling overwhelmed. Create lists and tiers and go from there. It may take more time but will set you up for the win!
- Be enthusiastic AND gracious.
You are asking people to enter into a business partnership with you to test out your product or speak kindly of your brand. Approach potential influencers as if they are doing you a favor (because they are).
Share the details and goals of your campaign and let your enthusiasm come across. You WANT to get people excited. Your enthusiasm can build the interest you want, and those whom you reach out to will respond positively to your energy and good vibes.
- Be clear in your ask!
Let each person know what you would like from them and what you are prepared to offer. Your offer does not need to be the same for each person. Perhaps you create different offers for each influencer tier. Again, go back to the research and what is a good fit.
In your initial email, be clear on the dates of your campaign (when the campaign is taking place, when you need content completed by, etc.) and ask for a response by a certain date. This reply by date is very important, as it sets up a clear expectation that if they get back to you after this deadline, you may not be able to accommodate them for this specific campaign.
Be prepared to say no.
Some influencers may request more from you than you are able to give. Some may even ask for the moon in a pretty little box with a bow. While you may roll your eyes as you sit at your computer, make sure you decline graciously. You are growing the brand and may cross paths again!
Communicate, communicate, communicate!Communication is key to planning a successful collaboration. From your first email, all the way through your final follow-up, it’s important to keep your updates clear, consistent, and personal. Don't let all that enthusiasm go to waste and fizzle away by sending generic emails and updates. If you are ONLY sending general and generic updates then you are not building a relationship. Ask questions. Engage people. Build the relationship. Keep their interest and use that enthusiasm to be contagious.
If your marketing plans change and your strategy changes it is always best to communicate with people you have already reached out to. People (bloggers especially) plan content calendars and are people after all. We are humans behind these pages. People are excited and get others excited about your product, especially after you have contacted them directly to build that excitement. When you have a strategy change that changes a collaboration, communicate that to keep the relationship intact.
Bring your campaign to life.Contracts are highly recommended to ensure mutual responsibility.
Have a plan (and share it with your influencers) for how/when you’re going to amplify your influencers’ content on your social channels.
Keep the energy and enthusiasm going all through the campaign. Treat your influencers like the VIPs they are - regardless of whether your supporter is large or small, or has a targeted or diverse audience, remember they are your customers first. Treat your influencers, customers and other supporters with respect and consideration for any time, money or effort they’ve shared with you.
Think about every step all the way up to your packaging. The Reveal can be one of the most important parts of building a relationship with a customer (and influencer), and taking time to add a personal hand written note, extra gift or just a word of thanks can make a big impact in your favor.
- Follow up
Make sure your selected influencers are set to post their content and that the agreement is met.
Wrap It Up & Track Your Metrics.(Is your social engagement up? Are you seeing an increase in conversation about your brand? In website visits? In sales? Track everything to know what is and isn’t working.) Numbers matter but look at more than numbers to see if there is actual influence. Are they engaging? Are people responding? Do they respond to their community and comments?
Last but not least, remember to thank the people who participated! Again, this goes back to building relationships and maintaining brand message and keeping it personal.
And remember, Influencers are not one-and-done, but should be viewed as part of your brand’s family. Who knows? You may want to reach out for another campaign in the future so build on this relationship!
Here’s the biggest takeaway of all: Any marketing effort is to BUILD customer base. Are you creating Relationships that are long term and will grow with you and convert sales? Are you keeping your brand message and relationships in EVERY interaction? Are you missing opportunities to build and create your team of support? If you take the time to write a note how much MORE value will it add?!
As a blogger, I work with lots of brands. Small brands, big brands. You name it. I am contacted by brands often and I also reach out to brands to collaborate for my own small handmade business as well as this blog. It is so important that the brands I work with and share with you guys are brands I can truly believe in. Not just the product but the company. Getting "free stuff" is far less important than what I can BRING TO YOU GUYS and the value I can ADD TO MY COMMUNITY. Sometimes I don't even get "free stuff" but the brand is so awesome I want to share about it.
Effective Influencer Marketing for your brand is more than just randomly contacting people with a following or with a blog. It is about connecting your brand and brand message with the influencer and their community in an authentic way. It is about contacting and connecting with the right people and growing those relationships. And it can work for you!