If you’re a business that wants more publicity, partnering with a social media influencer would be one of the best decisions you’ll make. “However, a lot can go wrong, if you’re not doing your outreach the right way”, says Patrick Teece, a business writer at Oxessays and Boomessays. “In fact, many brands will make mistakes when reaching out to influencers.”
But fear not!
In this article, we’ll show you seven of the most common mistakes made in influencer outreach, and how to avoid them at all costs.
1. Teaming up with the wrong influencer
When creating a campaign, you’ll need to have the right influencer in mind. Partnering with the wrong influencer will deprive your campaign of the desired results you want for your business. Instead, you’ll need an influencer that’s relevant to your industry, and has a stable following with a good dose of engagement.
2. Using the wrong channel
When reaching out to influencers, you’ll need to do so with a social media channel that you’re very familiar with. Doing so in an unfamiliar social media platform can backfire on you – it’s like being a deer in the headlights. Don’t let that be you!
Plus, when contacting influencers, do so on their business account, not their personal or private account. Besides, on their business account, you’ll most likely come across their email (and sometimes, phone number) in their bio. So, be sure to DM them on their business account to maintain your professionalism.
3. Generic pitches
When speaking with influencers, you’ll need to put your best foot forward. In other words, generic pitches won’t work. Plus, if you try to copy and paste pitches you’ve already used, then people will notice the generic vibe.
So, be sure to send out pitches that have the following characteristics:
- Personalised
- Meaningful
- Knowledgeable, AND
- Original
That means using the CC (carbon copy) or BCC (blind carbon copy) button to mass email people is unacceptable.
4. Not establishing clear campaign objectives
Influencer campaigns need established goals or objectives, in order to run smoothly. Plus, you’ll need to communicate said goals or objectives to the influencers that you want to work with.
Without establishing clear goals and objectives, influencers will be uncomfortable going into a partnership with you. With that said, your objectives should revolve around the following:
- What you want to achieve with your brand
- Who your target audience is, AND
- How you’ll measure return of investment (ROI)
5. Not getting to the point
Let’s face it: No one wants to be bored with too many details, especially when meeting someone for the first time. The same is true for influencers – they don’t want the details; they want the scoop.
Therefore, when pitching to influencers, get straight to the point, and let them decide whether or not they want to work with you.
6. Not following up with pitches
Like job interviews, you’ll need to follow up with the influencers that you reach out to. If you only send one outreach email to influencers, then they’ll fall away faster than when you’ve found them. Although it’s never a good idea to spam potential influencers, you should still follow up with them on a healthy level. Your best bet is to follow up once three or five days after your initial email, depending on the opportunity.
7. Getting hurt with “no”
Finally, as much as you want to face rejections, that’s part of life. So, if an influencer says “no” to your pitch, then don’t get discouraged. Use this experience as a stepping stone for what you can do in the future.
If an influencer says “no,” look back at the experience, and keep the following questions in mind:
- What happened when the influencer said “no”?
- How often did I communicate with the influencer?
- Were my goals and objectives clear to the influencer?
- Did I send a follow-up message?
- How can I improve?
Asking yourself these questions can help motivate you to get back up again and find another influencer. Who knows? You might find an influencer who wants to do business with you… You never know.
In short, the word “no” is inevitable. So, it’s best to be ready for both acceptance and rejection.
Influencers are the backbone of social media, and brands are taking advantage of this booming business by working with said influencers. However, it’s still important to look before you leap when working with influencers.
In summary, make sure to be professional and appealing to the influencers that you get into contact with. Make sure that your email, pitch, and follow-up are persuasive with a good dose of conciseness.
While there are many other mistakes to be made in influencer outreach, these seven are the most common. By avoiding these mistakes, your influencer outreach initiative will run smoothly, and you’ll get the right influencers working for you to promote your business.
