Many digitally-savvy brands understand the value of working with influencers in their niche and attracting the right influencers to collaborate with.
However, bloggers, vloggers, or social media influencers like Instagrammers or TikTokers only have so much time on their hands, and they can only promote so many things – why should they choose to promote you over your competitors?
Talented content creators put in countless of hours into every piece of content they produce, and it takes an immense amount of time, dedication and persistence to build a following. So when they do build a following, it shows that not only are they committed to this type of work, their creative ideas are well liked by engaging audiences.
And where there is a following, there is commercial value.
Enter your brand.
Here are the 6 strategies we want you to adopt to successfully attract influencers to promote your brand and your products.
1. Identify the Right Influencers
Start by researching and identifying influencers who are likely going to be interested in your products and whom your target audience can relate to. For example, if you sell kitchen appliances, then a beauty influencer who creates makeup looks and reviews skincare products won’t be a good fit for your brand. Instead, someone who blogs about nutrition or creates food recipe videos and has a decent amount of followers would be great for you to partner with.
The more aligned the influencers are with your products, the more return on investment for you. Look for those whose content and style resonate with your product or service. And remember, quality over quantity is key. You can find them on a few different influencer marketing platforms out there,
When you’re just getting started, don’t focus too much on the mega influencers. If you can start by building a small community of low to mid level influencers, then it’ll give you more credibility and negotiating power when you reach out to the big names.
2. Have a Competitive Commission Rate
Influencers will promote you more if they can expect to earn lots of money. Determine how much you can afford to cut into your margins. Sometimes it’s beneficial to even take a loss if there is brand awareness value to be collected in the beginning.
It’s also invaluable to get connected with the influencers that could potentially and (sometimes quickly) take your brand to new heights. Some brands view the potential of attracting the right influencers with competitive rates as a long-term strategy because getting to establish a relationship with them can open many doors. Don’t underestimate any opportunity to increase your brand awareness.
3. Offer Free Products
An influencer is more likely to promote you if they’ve tried your product (and they like it). They might may then create videos or write articles about your products. And if you’re not already paying them to do so, that’s free PR and marketing for you. And when they do promote it on their channel, they’re likely to mention that your product is NOT sponsored content, which signifies to their viewers and followers that they organically enjoy your product – even better, right?
4. Be creative with the value you offer
Influencers are more likely to work with brands that offer value beyond just financial compensation. Consider offering them exclusive access to new products, unique experiences, or early releases. Think about what’s going to make them feel more valued by your brand. How can you stand out from the other brands that they collaborate with? Free products are great, and commissions are a given. Each influencer is unique in their own way. One might value event access and networking opportunities more than being offered free products. Get to know your influeners and make them feel special! Collaborations that benefit both parties tend to be the most successful and long-term.
5. Advertise your affiliate program
Your best advocates are your customers. After they’ve purchased your products, put a link to your affiliate program on their Thank You page or purchase confirmation page. What you can do is ask them to share that link to their friends and family, and if they end up purchasing anything through that link, then they get rewards back, and you as the business gets to sell even more products to more new customers. See the magic here?
6. Build Authentic Relationships
Approach influencer collaborations as partnerships, not transactions. At the core of every successful partnership is healthy relationships that continue to grow strong over time. When you reach out to influencers, show that you’re genuinely interested in their work. Engage with their content, leave meaningful comments, and show your appreciation. Building a relationship creates a strong foundation for any future opportunity, even if you don’t start working together right away.
Implement these six steps will boost your chances of attracting the influencers that are the best fit for your brand and more importantly, sell your products faster!