Taking time to prepare a great brief or “pitch” to send to influencers for your outreach campaign is well worth the effort. Sprinting ahead and inviting influencers to participate in a poorly presented campaign with minimal or sometimes even no compensation is like trying to build a house on an unstable foundation. The end result will unfortunately not meet your expectations and your experience will be negatively biased.
We know that high quality influencers get pitched many times a week. Most of the invitations they receive are ignored because they can tell from the quality of the pitch and the mode of compensation that participation is simply a waste of their time. The good influencers are just like most of us – strapped for time and not interested in “spam-like” requests to blog about a product because they’re given “unique content” to blog about.
In this next post on our influencer outreach best practices series, we’ll cover how to prepare the pitch.
Assigning Roles in the Pitch Process
Assign the role of sending the pitch out to someone who is social. Not someone who knows about social or knows how to do social. Rather you want the person responsible for this to be social – someone who loves to be immersed in the social blogosphere and naturally shares and converses on-line – all the time. This is not a minor point.
We’ve seen very senior and very socially savvy and smart marketers be responsible for pulling together campaigns and they can fail. Primarily because this isn’t their natural way of thinking and acting and therefore it isn’t given enough time and effort. Outreach campaigns, to be great, should be driven by someone who loves to be social.
Preparing a Brief
The brief is an important part of pitching an influencer, as this is what will give them all of the required information to form a decision of whether or not they will work with you. Build your pitch from the strategic plan of the campaign, and write in a comprehensive and easy to understand brief. Influencers will respond to briefs that have a catchy headline, provide clear and achievable objectives, and outline the key information and how the campaign will be measured. And of course, it’s very important to address compensation. When you are deciding how to compensate, you should consider:
- The portion of the influencer’s audience that meets your target market demographic
- The estimated time the influencer will put into fulfilling the contract
- Their ability to persuade your target audience to take an action
- The amount of activities you’re asking for
- The complexity of the campaign
Pitching your Brief
Once you’ve created your brief, you will want to pitch the influencers that reach your target audience. Don’t make the mistake of pitching influencers based only on their popularity, profile, reputation, proximity, availability, or total audience. We have seen marketers pay large sums of money to influencers whose audience is inactive, fake, over-reported, reaches the wrong demographic or lives in the wrong market or even country.
Base your influencer selection on authenticated real audience data that is vetted for fakers, level of engagement, quality of writing and content, experience working with brands, and their credibility in their category of expertise.
Once you’ve selected and researched your roster of influencers, add a personal message to each influencer that you invite to participate in your campaign. You are entering into the discipline of Influencer Relationship Management (IRM), which is similar to CRM. In order to get the best results, make sure you’ve got all of the relevant data on the influencer in order to send a great introduction with your brief.
Good influencers are in high-demand and they can help you achieve your online objectives. In fact, for many marketers, influencer outreach provides them with the best ROI as compared to all their other media and marketing channels. In order to set the wheels in motion and headed in the right direction, start with a great pitch. Your response rates will be 80% or higher, you will earn higher share of voice with the influencer, and at the end of the day you will have a successful campaign.
If you’re interested in finding out more about what we do, request a 30-day free trial!