You may not know it already, but I’m not just a freelance copywriter, social media manager and content creator, I’m also a travel and wellbeing influencer.
Even though the word ‘influencer‘ isn’t my favourite, it’s the word we’re going to use throughout this article to describe those of us that create content on blogs and social media.
My experience with influencers
I’ve been lucky enough to work on both sides of the scale, whether it was as an outreach professional or an influencer working with brands. So in this blog, I’m going to be telling you how you should and should not work with influencers, all from the perspective of someone with a foot in both worlds.
During my time in agencies, I was tasked with finding influencers and getting them to write a blog or create content for one of our clients brands. This could be any client from accountants to fashion brands.
I would have to negotiate prices for sponsored posts and more often than not, write the post for the influencer to post on their platform.
As an influencer, I have worked with brands to create content for them, post posts that have been written by them and specifically for them and even accepted gifted items for review.
I also know a hell of a lot of bloggers and influencers personally, so I feel like I’ve got a good bit of market research behind me!
How to work with influencers
Here are some of the ways in which you might be able to use influencer marketing to promote your product:
- Exposure and follower building on social media – e.g. collaborating on Instagram posts, Tweets and Facebook posts
- Gifting – offer your product as a gift and ask the influencer to promote it on their platform
- Sponsored posts – this is most often used alongside an SEO strategy and is used to build backlinks to a website in order to boost its rankings
- Brand collaborations – this is a more long term and in-depth relationship with an influencer, in which you agree on a way to work together on creating content. Here’s an example: Adidas x Zanna Van Dijk
Influencers are used to help market a brand in order to either:
- Build awareness of a brand or product
- Increase the SEO value of a website by link building
- Increase traffic to the website
If you’re looking to work with influencers for your next marketing campaign, here are a few things to keep in mind:
- DO – Give them a fair price for their time, influencer marketing is becoming a hugely valuable market, so don’t take the piss with your budget.
- DO – Create a good and friendly relationship and keep in touch with them even after your current campaign has ended, they may be able to help you in the future!
- DO – Pay them on time, do not just leave the invoices to sit on your desk or in your accounts department for months on end. Influencers, particularly with a large following, can damage your reputation with just a click of a button.
- DO – Give them feedback on the work they have produced and recommend them to other brands and businesses as someone to work with.
- DO – Allow them to add you to their portfolio. This could often result in a nice extra backlink to your website.
How NOT to work with influencers
The mistakes that many brands and businesses make is that they don’t take influencer marketing seriously, or more importantly the influencer themselves seriously.
If you have decided to work with an influencer, you have agreed to a partnership with them. Even if it is just a short term or brief partnership. Treat them as if they were any other partner, they are helping you in marketing your brand or client, so treat them with the respect they deserve.
Here are a few DON’TS when it comes to working with influencers:
- DON’T – Request that they don’t disclose your partnership or the fact that it is a sponsored post. This is now illegal and could put both you and their business at risk.
- DON’T – Suggest you can get better work elsewhere for less when they don’t agree to a very low budget offer. Trying to negotiate this way just ensures they won’t work with you and you miss out on that opportunity to further your brand awareness.
- DON’T – Send generic PR and pitch emails, especially when your brand or product has nothing to do with what that influencer promotes.
- DON’T – Judge the quality of a blog or social profile on the number of followers it has. We are all aware how easy it is to buy followers, so don’t just work with influencers that have thousands. An influencer with 400 followers and a huge engagement rate is a lot more valuable to you than someone with 30k but only 30 likes per post and no comments.
Influencer marketing is only getting bigger and better and it can be an affordable way to market your business in a very overcrowded online world. It should be a firm part of any content marketing, SEO or PR strategy, so make sure you are using it in the most efficient way possible!
Find out about my services
Read more about my social media, copywriting and content creation services right here, or why not drop me an email?