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Art of Influencer Marketing

The Art of Influencer Marketing

One of the most valuable parts of referral marketing is the ability to quantify the ROI of influencer marketing through links, coupon codes and other metrics. We’ve previously discussed the challenges of influencer marketing and making sure your influencer campaigns truly resonate with your customers. In this blog post, we’re going to discuss 5 specific and actionable tips so you can find and onboard influencers for your latest campaign.

Tip #1: Use Hashtags & “Top Blogger” Lists

One of the biggest challenges is finding influencers that have an engaged following. To do this, start with a list of hashtags (you can simply pull the hashtag list you’ve been using), and note the top accounts for those hashtags. In addition, Google “top blogger” lists by geographic location and blog type.

Here are a few examples:

  • Top NYC Fashion Bloggers
  • Favorite Vegan Mommy Bloggers
  • Top Bloggers in [Industry Name]

Tip #2: Keep Track

As you find influencers you want to work with, be sure to keep track of their info (we recommend using a relationship marketing platform, Google Sheets or a CRM). Additionally, if influencers DM you on Instagram, be sure to track their info.

Information you’ll need:

  • Influencer Name
  • Influencer Handle(s)
  • # of Instagram, Twitter, Facebook, Pinterest, LinkedIn, and/or YouTube Followers
  • Contact Email
  • Average likes per photo and/or post (last 6 photos/posts)
  • Average comments per photo and/or post (last 6 photos/posts)

You may also want to track link their blog or save their media kit as well.

As you reach out to influencers, you should track their prices and easily compare quotes. You can also use this information as a baseline to track conversions and overarching metrics.

Tip #3: Email Outreach

You may want to test paying an influencer’s sponsored post fee, in addition to giving them a referral code or link, or simply pitch sharing revenue when their followers buy your product! Below, we’ve shared 2 emails to jumpstart your outreach:

Sponsored Post Fee + Referral Marketing Code

Hi [Influencer Name],
My name is [NAME], and I’m reaching out on behalf [Brand]. We’d love to have you review [product] on [platform].
[Brand] is a little bit different, because we use Ambassador to pay referral bonuses to influencers. Of course, we’d still want to pay for a sponsored post!
If this sounds like something you’d be interested in, could you please send your media kit or rates?

Referral Marketing Code Only

Hi [Influencer Name],
My name is [NAME], and I’m reaching out on behalf [Brand]. We’d love to have you review [product] on [platform].
[Brand] is a little bit different, because we use Ambassador to pay referral bonuses to influencers. When you post a review to social media, you’d be paid ($X) for each follower of yours who purchases. So, if 10 people bought [product] using your link, you’d make [$X].
Does this sound like something you’d be interested in?

Tip #4: Clear Expectations

While it may be tempting to get an influencer’s address and ship them product with a coupon code to share with their followers, this is a huge mistake. When communicating with an influencer, be sure to define how soon after receiving your product they’ll post a photo, time of day, etc.

Be sure to have the influencer sign or agree to some sort of agreement (your legal team can consult on that!) to better guarantee that the promo will be posted.

Note: It can be difficult to put a lot of expectations on an influencer if you’re not paying for the post itself (offering a referral bonus).

As we head into the future, there are new influencer networks popping up every day, and the established platforms are only getting larger. Before you sit through a dozen different sales presentations, determine what’s important for your brand and which KPI’s have the biggest opportunity for improvement. We can help you get started with our recent eBook, "Exploring a New Way to Build a Smarter, More Organic Influencer Marketing Strategy."

The Truth About Influencer Marketing CTA

Posted in influencer marketing

Brianne Huntsman

Written by Brianne Huntsman

Brianne Huntsman is a creative and marketing consultant based in Salt Lake City, Utah. With a passion for design and fashion, she enjoys working with fashion companies and tech startups.

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