Influencers: “Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. “
Influencers are everywhere. They can be in the form of a 14 year old girl with a Youtube channel about makeup application, or a stay at home mom who blogs about raising her children. Influencers are not necessarily high powered folks with a lot of money, they are just people who have an audience, and something to say.
Influencers sound like the kind of people you want on your team right? Of course. We all know that word of mouth and referral are extremely successful methods in attaining new customers. In conjunction with your marketing plan, Influencer Outreach can be a very effective, and inexpensive way to reach your potential consumers. When we are creating an Influencer Outreach campaign, we go through the following steps to build our plan of attack.
- Know your Audience: This is critical to any aspect of marketing, but it is especially important here. If you are going to be doing outreach, you want to make sure that your product is going to end up in the hands of someone you know will love it, and later recommend it. It is important to assess the type of blogger you want to reach out to based on your existing demographics. For instance, if you are a food brand, try compiling a list of Mommy Bloggers and At Home Chef bloggers.
- Develop the right Collateral: Influencer Outreach is as much about you as it is about the blogger. It is important to find a way to entice the influencer to want to try, and recommend your product. Are you sending them free samples? Are you allowing them to do a giveaway on their blog? Are you offering free media in return? This is an incredibly important aspect of your plan and the collateral can make or break the entire campaign.
- Share the Love: Bloggers are just like us, they want to increase their reach. One of the most important elements to an any outreach campaign is offering some love in return. Ask your bloggers to write a review, or share a recipe, or pictures (depending on the time of product you have). Use their content on your own social media platforms. Not only does this give varying content to your audience, but if gives the bloggers a lot more exposure. Influencer Outreach really needs to be a two way street, so don’t forget to share the love!
These 3 steps are just the beginning of a good Influencer Outreach plan and when you focus on creating the right plan, you might be surprised by how much you get back. We have had a lot of success with building customer bases using Influencer Outreach for our clients and we continue to broaden our horizons with this type of marketing.