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The 5 Pillars of Effective Influencer Marketing Outreach

The 5 Pillars of Effective Influencer Marketing Outreach

Mar 26, 2024


Henry Beaudoin


Influencer Marketing

Email > Dms ?

In the realm of influencer outreach, the age-old debate persists: Email or DMs? For many, email remains the preferred initial contact method for most. While templates find their place in the email strategy, personalization is paramount. Many marketers today advocate for a balanced approach—keeping emails concise and subtly personalized to convey authenticity.

However, exceptions exist. In instances where smaller creators may lack public email listings, or a personal connection is identified, DMs become a valuable alternative. DMs can be highly successful, especially for engaging local influencers without readily available emails.

The Consensus…

The consensus suggests that while templates have their role, injecting personalization into emails establishes a connection, making email the preferred avenue for initiating influencer outreach. It sets the stage for more structured communication and collaboration tracking, vital components in the intricate dance of influencer marketing.

Undefeated CTAs

Call-to-Actions (CTAs) stand as the unsung heroes in influencer outreach, holding the power to shape collaborations. One prevailing strategy is the "soft ask." which emphasizes flexibility in partnerships and allows for natural evolution in discussions. A soft ask, such as "Are you open to collabs?" fosters a conversational tone and provides room for exploration.

Tailor Your CTA

Yet, alternative CTAs abound. Offering a free product in the initial outreach takes a giving approach, gauging the creator's genuine interest before diving into paid collaborations. On the flip side, some prefer clarity upfront, requesting rates for specific deliverables. The key takeaway: tailor your CTA to the nuances of each collaboration, understanding that the right question can unlock a realm of possibilities in the dynamic landscape of influencer marketing.

Do your research before reaching out

In the intricate dance of influencer outreach, thorough research emerges as the linchpin of success. The importance of pre-contact analysis cannot be understated. In today's landscape, influencer analysis tools have become indispensable. With Out2Win’s Athlete Intelligence Platform, in minutes, marketers can assess audience demographics, performance metrics, and content quality. 

By investing the extra time to scrutinize creators, you not only increase response rates but also ensure more meaningful partnerships. One strategic approach involves employing a form to gather information about creators asynchronously. This not only aids in vetting but also provides valuable insights into creators' experiences and potential pain points relevant to the product.

For those without access to sophisticated tools, a manual scroll through a creator's content offers valuable insights. Understanding the audience breakdown, performance metrics, and content fit can guide outreach efforts toward creators who align most authentically with the brand.

Knowledge Is Power

A little extra effort upfront can pave the way for a far more fruitful relationship. Taking the time to understand creators' content, audience, and alignment with brand values not only boosts response rates but sets the stage for long-term, mutually beneficial collaborations. In the realm of influencer outreach, the adage holds true: knowledge is power.

5 Factors For High Response Rate

Achieving a high response rate in influencer outreach hinges on a delicate balance of strategy and finesse. These 5 key factors elevate the chances of eliciting a positive reply:

  1. Strategic Personalization

Tailoring outreach messages to individual creators remains paramount. Crafting messages that convey a genuine understanding of a creator's content and audience fosters a connection, distinguishing the outreach from generic, mass emails.

  1. Relevance in CTAs

Employing a "soft ask" CTA, like expressing openness to collaboration, provides creators with flexibility and encourages a natural, unforced dialogue. This open-ended approach allows for more fluid discussions that can evolve organically.

  1. Offering Value Upfront

Initiating outreach with a gesture of goodwill, such as offering a free product, creates a positive opening for collaboration. This approach not only showcases the brand's generosity but also allows marketers to gauge the creator's authentic interest in their offerings.

  1. Clear and Transparent Communication

When clarity prevails in communication, creators appreciate transparency. Clearly outlining specific deliverables and influencer compensation structures upfront, although potentially more transactional, can streamline the collaboration process and align expectations from the outset.

  1. Strategic Follow-ups

Acknowledging the cluttered nature of inboxes, strategic follow-ups are deemed necessary. Well-timed and relevant follow-ups, capped at a reasonable frequency, can significantly boost response rates. However, a thoughtful approach is essential to avoid overwhelming creators and maintain a positive rapport.

In essence, a successful influencer outreach strategy intertwines personalization, relevance, value, transparency, and strategic follow-ups. Navigating these factors skillfully enhances the probability of not just responses but the initiation of meaningful and fruitful collaborations.

Should I follow up?

The age-old question in influencer outreach revolves around the delicate art of follow-ups. 

1-2 Times

Acknowledging the chaotic nature of email inboxes, influencers and marketers alike agree on the necessity of follow-ups. A consensus emerges: one to two follow-ups is considered standard practice, with the first occurring a week after the initial outreach and the second two weeks later. Beyond this threshold, concerns arise about potential inbox overwhelm and the risk of appearing overly persistent.

The decision to extend the follow-up journey should be made with care. Addressing creators' potential concerns—such as brand fit, interest, or current circumstances—can be achieved through additional follow-ups. However, marketers emphasize the importance of spacing these follow-ups, demonstrating genuine care, and avoiding automation pitfalls that may convey impersonality.

Follow Up Timeline

Creators, recognizing the time, effort, and mental energy invested in brand partnerships, may appreciate well-crafted, relevant follow-ups. To alleviate potential concerns about persistence, marketers can adopt a more extended follow-up timeline, introducing communication gaps of one, three, and six months. This deliberate approach recognizes the dynamic nature of influencers' lives, providing opportunities to reengage at more opportune moments.

In conclusion, while one to two initial follow-ups is standard practice, extending this outreach strategy with thoughtful consideration, personalization, and respect for creators' busy schedules can yield positive outcomes. The key lies in finding the delicate balance between persistence and understanding, ensuring that follow-ups are not just tolerated but welcomed in the world of influencer collaboration.

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