- July 30, 2018
- Posted by: igniteadmin
- Category: Outreach
With market saturation and global commerce creeping in, most brands face a common issue these days: trying to stand out in the crowd instead of blending in with the competition.
When the internet made outreach so easy, every industry became saturated with waves upon waves of competitors, each claiming to offer the “best”, “cheapest” or “most targeted” offerings. These services continued springing up, one after the other, like a never-ending game of Whack-A-Mole.
Influencer Outreach – what is it, and why is it important
Influencer outreach is one of the best ways to get noticed in a sea of companies all vying for attention. Using influencers can help with content sharing, link building, and other aspects of brand awareness campaigns. Combined with other marketing elements, outreach is one of the most effective measures a company can take to build awareness, earn new followers, traffic, backlinks, sales, and ultimately revenue.
How Does Influencer Outreach Work?
The basic principleof outreach is that you create partnerships with industry leaders who can determine — or influence, as the name suggests — how consumers feel about your brand. To see this type of marketing in action, just log onto Instagram.
You’ll see that most influencers are linked to brands, and most brands are linked to influencers. This is by strategic design, not coincidence. Influencers build large followings of users in targeted demographics that engage with them on a regular basis. This deep rooted relationship establishes and builds a level of trust not seen across other mediums. And it is this trust which marketers (can influencers) leverage to drive key performance metrics for their company, brand, services and products.
An example of this in action, is Alo Yoga, Alo was the subject of controversy when its influencers “forgot” to mention that the posts were sponsored by the company.The scandal was a result of poor policy, but the point is that the brand became famous in a short period of time by leveraging Instagram influencers. It’s a great display of the potential in influencer outreach campaigns.
What Results Can You Expect with Influencer Outreach?
The big question is, what’s the ROI on influencer campaigns?
Well, unless you have a magic crystal ball, neither you nor we can truly predict the outcome of a marketing campaign. Each business, offer, and influencer demographic is different. That said, a study by Tomoson showed that companies generally see a $6.50 return(on average) for every dollar that they spend on their influencer outreach marketing campaigns.
That’s a 6.5x return on your investment. Not too shabby at all.
And for those of you really bad at math, that comes out to a 650% ROI. At this point you’re most likely sold on the benefits of influencer outreach but how do you get started? How does one find influencers and establish partnerships if most of them are already signed with other companies?
Well, it’s actually easier than you might think, provided you use the right tools to give your marketing campaign a much-needed boost.
Here are five tools that will help you launch an influencer marketing campaign with ease.
1. Talkwalker Alerts
If you’re advertising your brand on multiple social media platforms, you need to track the conversations in regard to your company. Monitoring these conversations can help you find your ideal influencer.
Talkwalker Alerts is an alternative tool to Google Alerts. It keeps a close eye on the virtual world and notifies you whenever your brand is mentioned. If you see a blogger or social media influencer mention your brand, you could reach out to them and propose a partnership.
Contacting influencers that already have a basic understanding of your brand will save time since you won’t have to brief them on what your company does and even increases the odds of coming to an agreement with them.
Talkwalker Alerts doesn’t just help you watch mentions of your brand, you can also be notified whenever someone mentions one of your competitors. If you see influencers talking about your competitor, you could reach out to them, explain why your company is superior, and then try to strike a deal with them.
This is a win on two fronts since you increase the presence of your brand while decreasing the presence of your competitor.
Let’s say you’ve found an influencer that meets your standards. You send them a compelling message but you don’t get a response. Are you supposed to follow-up? How frequently? Would sending a second or third message make you look too desperate and give up your leverage when negotiating the terms of your partnership?
Before you can make a decision, you need to know what the status of your original email is. Did the influencers open the email? Did they click on the link leading to your website? This is where Bananatag can be invaluable.
It sends you notifications whenever someone opens an email that you’ve sent to them. It will also tell you whether or not they’ve clicked any links contained in your email. This information is crucial to the success of your acquisition efforts.
If you saw that they opened your message and clicked the link but didn’t reply, you could send a follow-up email to remind them about your offer. If they haven’t opened it and it’s been roughly a week since you sent the email, it’s probably buried in a pile of messages and you should try sending a new email with a more attractive subject line.
If you don’t get a response after the second email, just cut your losses and move on to the next influencer on your list.
Finding influencers through mention alerts and social media is all fine and good, but there’s an easier way to do it. This is where Pitchbox comes in. It has a sophisticated search function that helps you find influencers in your niche who meet your standards.
It can also work as an influencer campaign management tool. You can easily customize email templates when trying to acquire new influencers and send automated follow-up emails to those who don’t respond to your initial message.
Pitchbox will also give you periodic reports that help you review the efficacy of your outreach campaign. By having all the data with you, it’ll be far easier to make educated decisions that benefit your company. The Pitchbox website states that the tool improves response rates by a whopping 62%.
As the popularity of influencer outreach grows, more and more people are getting into the industry. Be sure to sign all the quality influencers before your competitors do to ensure that you can maintain your edge against them.
Most influencers are open to collaboration so it’s really just a matter of approach when trying to establish a partnership with them. Don’t miss out on the next big thing in the marketing world. If you play your cards right and use some of the helpful tools listed above, you’re sure to increase brand awareness in no time at all. To all the marketers on Earth, keep experimenting!