Working with influencers as a small brand

If you have your own business and you’ve started delving into the world of social media, you’d be silly if you didn’t giving influencer marketing go – or at least give it some thought.

What even is influencer marketing?

In a nutshell, it’s the process of finding and engaging with people who can create conversations with customers about your business. The more impact those people can create, the more brands are usually willing to pay for the collaboration.

When done right, it can just what your business needs to make a splash on social media.

‘Word of keyboard’

It’s no secret that word of the mouth is the most valuable form of advertising. That being said, influencer marketing is like ‘word of keyboard’ of marketing, if you will. Those with a loyal social media following and online community supporting them tend to have opinions that are trusted and well-respected.

So, if a fashion blogger recommends a new online clothing boutique to her followers, her followers are then likely to go onto the boutique’s social pages or website. Similarly, if you have a number of influencers reviewing your product or service online, their followers will trust that influencer enough to go and check out whatever you’re selling based on that review.

At the end of the day, social media marketing is all about starting a conversation about your brand and generating followers and sales from those conversations. Influencer marketing may be the difference between your brand not making a single sale and reaching thousands of potential customers.

 

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Making a plan

Shortly after you’ve decided that it’s time to start working with influencers, you need to make a plan. The sort of things you need to consider and establish are:

  • Your budget – what can you afford? If you’re a start-up then you more than likely don’t have a huge budget. If this is the case, you might want to start working with micro-influencers before you start belling down Zoella’s landline. Although at first working with bloggers and celebs can seem like an unnecessary spend, try to see the bigger picture. It’s all about ROI. At the same time, don’t underestimate the power of micro-influencers too – it’s not always about having 5 million Instagram followers.
  • Your target market – do the influencers you want to work with represent your target market? It’s important to choose influencers who have the sort of audience that you want to be attracting for your own brand. If you’ve just opened an all-you-can-eat meat restaurant it might be a little silly to approach vegan food bloggers, ya know?
  • Your aim – what are you actually trying to achieve by working with influencers? Whether you just want to grow your Instagram following or drive people to your online shop, you need to establish what you actually want to get out of this collaboration. If you go into influencer marketing without any sense of direction then you’re going to end up wasting time and money.

Your approach

If you’ve never had to contact an influencer before then you might be stuck on how to get in touch with them. If you’re working with bigger names, it’s likely that they have managers that you can get in touch with and you’re more likely to receive a reply that way. The contact email for an influencer will either be in their bio or on their website. If this isn’t the case, a DM will often suffice.

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Once you’ve gotten the ball rolling, just remember to trust in the influencers you’re working with, give them a little space to be creative with the content they produce, and stay in touch in order to make sure the collaboration is worth your while.

As always, thank you for reading!

Ways you can reach me:

Bye for now,

Courteney x

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