An essential step in any influencer marketing campaign is appropriate and effective outreach. Influencer outreach is essential in running a successful campaign, so avoid the following common mistakes:
1. Reaching out through the wrong platform
It is important to reach out to potential influencer partners on the right channel – the best contact method is often simply through email. Though social media is the popular choice for other types of communication, email is more demanding of response and makes the conversation easier to track and reference later. Social media can be cluttered for this kind of business conversation, but useful for sending a message pre-pitch to ask how best to get in touch about your idea. It is also always safe to go through the business account, not personal accounts.
2. Not having clear campaign objectives
Establishing your campaign objectives is essential in building the foundation for the rest of the project. Depending on what you hope to gain specifically from this campaign, you will need to use the appropriate channel (i.e. social media platform) and at the same time the right influencer.
A social media influencer will have their own personal strengths, which you will need to be aware of and select them according to whether these things will help you in reaching your campaign goals. Communicate these goals with your influencers so everyone is on the same page and the campaign will be more successful.
3. Picking the wrong influencer
Having a clear list of criteria for finding the perfect influencer to head your campaign is vital, as well as knowing how these requirements are prioritized.
It is important to remember that an influencer’s number of followers isn’t everything – audience engagement is another influential factor to consider. Small, niche followings can be just as valuable as larger, mainstream audiences, even more so, if chosen and applied effectively. Daniel Hardison, a business writer at Ukwritings and Academized, says: “These things contribute to creating a presence that will drive sales and promote brand visibility.”
Thorough research and clear goals are both crucial in this stage of the process – you need to ensure your values align and that you have the same or at least overlapping audiences.
4. Writing a generic, long-winded, or just bad pitch
When it comes to writing your pitch, use personal details and specific connections between the brand and the influencer to make it more effective. Never use the same template for multiple pitches, or, even worse, send the same pitch as a mass email.
Also, remember that the pitch is just that – it isn’t your entire plan and doesn’t need to include every detail about your business, it is simply the hook. Be concise and try to get to the point quickly. Communicate the vital information clearly, the basics, and include the next step you would like to take.
Wayne Smith, a communication manager at Boomessays and Bigassignments, says: “Framing is everything: you want to pitch an offer to them, like you are doing something for them, rather than asking them to do something for you. Your pitch needs to sound like a unique opportunity that will benefit them as well as you.”
5. Taking things too personally
When it comes to getting turned down, it is important not to take things personally. The influencer could have any number of reasons for declining your offer, most of which have nothing to do with you, your brand, or even your campaign pitch. If their response is lacking in details or reasons, it may be reasonable to enquire as to why they chose to decline and whether they are giving you a hard no or just a ‘not right now’. Of course, this shouldn’t ever come across as a bitter plea, begging to know why they rejected you – instead, make sure you frame this line of questioning as constructive advice to help you with future pitches.
Finding the right influencer for your marketing campaign can make all the difference when it comes to building your brand image and audience and increasing sales. So, it is extremely important to ensure your outreach is perfect!