Online influencers, or those people with a huge following on social media, are often tapped by small business and huge advertising companies to promote their brand. Because most of these so-called Internet celebrities have a near-cult fan base, having them say a certain product is “good” is a huge deal in building a positive online reputation. If you’re a new business and have a new website you’d like to share to as many people as possible, it would do you well to partner up with a digital influencer to help spread the word. But, how?
Up and coming businesses are intimidated by the thought of having an online influencer promote their products and services. How do you reach out to somebody so popular on the Internet? How do you stand out from the many other brands that are also trying to get his or her attention?
Establish A Connection
Before anything else, find out more about your target online influencer. Based on his or her previous Facebook, Twitter or Instagram post, do you think there would be interest in your product or service? This is a crucial first step when considering which influencer you want to work with. If your brand involves beauty products, it would be wise to connect with an influencer who is fond of posting and re-posting beauty or fashion related topics. Reaching out to somebody who’s enthusiastic about cars will not likely give you any call backs or responses.
By studying what your influencer likes, what her or she advocates and then finding a plausible connection with your brand, you can create a stronger connection. This will increase your chances of getting a reply and, if things go well, an endorsement.
By getting your product or service to the right influencer, you can boost your chances to raking sales in. Word of mouth is very popular online and if a celebrity does give your product a thumbs up, it’s highly likely that his or her followers will want to try you out, too. Send free samples or gift checks to your target influencers so they themselves can experience it and share their first-hand account.
Another thing is to send multiple samples that influencers can share with their followers as giveaway, a bonus or a raffle item. Remember Oprah’s “favorite thing” segment? Those companies invested by giving out some of their products to the audience and the returns were massive. Because Oprah was such a convincing endorser, not only did the brands get tons of TV mileage, but these translated to actual sales worldwide.
Some online influencers, because of their massive reach, are like TV networks. They charge a fee (in cash or in kind) to people who would like to use their channel to promote a brand. If the celebrity is interested in your item and is willing to promote it on his or her social media page or blog, there will be fee. If he or she has to write the advertising content in addition to the promo, that would cost extra.
For some companies, this is a good investment considering how many followers a certain influencer has and how big of an effect he or she has with the public. Some exposures are one-time, like Facebook or Twitter posts, while others stay on for a longer fixed period, as with blogs and websites.
One of the most powerful relationships you can build with a digital influencer is one where you support each other’s success. Advocate his or her goals by writing about them in your articles or website content. They can do the same for you. You can also be real friends with these influencers by meeting up with them and attending similar events that are relevant to both of you. Who knows, the relationship might get so strong that you won’t even need to do any convincing (or paying) to advertise.