You’ve probably heard the word “Influencer” floating around the web lately. Yes, now those we follow and learn from have a name. While these influencers are members of our industry that we find authoritative, what’s cool about how they’re changing the industry is by creating a community.
Labeling different companies, organizations, and people in industries who have an impact as “Influencers” is allowing us to have conversations with them and engage. It’s helping us build our followers and network to build stronger relationships. One of the ways we’re building relationships is to reach out to influencers about posting on their website. This can be intimidating at first and so we wanted to give you some tips on the best way to go about your approach.
Working on the internet has us interacting with screens most of the time. That said, it doesn’t mean that people aren’t still capable of sniffing out a phony. When you approach an influencer, be honest about your motives (which should be genuine). Make sure that you stay on brand in your message. If your influencer goes to your website and your social media channels and sees that the site has a certain sort of presence, try to bring that through in your pitch email also.
Here at Marketing Zen, we like to remind each other before approaching an influencer, not to “be caveman, guest post responsibly.” We’ve seen it happen: you get so excited that you oversell yourself. You come across as aggressive, and that isn’t a good way to win over your influencer’s heart. Additionally, in the case that the influencer says no and doesn’t want you to post, remain cordial. Remember that posting with an influencer is part of relationship building and even if your pitch doesn’t go as planned, you don’t want to burn a bridge you haven’t gotten the chance to build.
We’re all busy people, but imagine what an influencer’s inbox looks like. If you’re messaging them, you are probably not the only one. When you reach out to an influencer, make your email short and sweet with just the information you need to get across.
Also keep in mind what you’re pitching. Don’t start by suggesting a large post. Start out by offering to contribute something small that will benefit both parties by increasing conversion.
Provide all the information…and then some
When you approach an influencer, your goal is not to have too much back-and-forth about your pitch before receiving the go-ahead. Make sure that you provide all of the information about your idea: the research you’ve done, why you think it’ll be worth while, and the results you expect to come from the post.
Also be sure that you are not only presenting one idea to the influencer. Look at the other content they have on their site and recommend 3-4 pitch ideas to them so that they have an option. Based on what may work best for them at the time, this will increase the chances of you hitting the nail on the head with at least one of your pitches. It also helps to show that you’ve taken the time to present many ideas that may benefit them.
Now that you know our 4 basic rules for approaching influencers, go on and give it a shot. We know it can be daunting at first, but we promise your confidence will grow with practice. Feel free to tell us here on the blog about an experience with an influencer and share any tips you have for getting to yes!
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