Working With Influencers To Promote Your Brand

Influencer marketing has exploded in popularity in recent years, and for good reason.

Working with online influencers is a valuable way to improve brand awareness, improve your SEO, increase customer trust in your brand and strengthen the online engagement with your social media channels.

But as social media constantly evolves, it can be difficult for new business owners to know where to start. That’s why we love to work with you to ensure the best collaborations for your brand. But if you’re looking for some DIY tips on how to get started, here’s what you do.

Find who to work with

The first step is to identify influencers whose audience matches your own. You can start by checking out who your followers follow or who else regularly posts content with the same hashtags you use.

Take the time to research blogs and social accounts that align with your brand. Follow the people you find in order to get a sense of their tone and style.

In addition, though you want to make sure they have a robust following, engagement is critical and often more valuable than an impressive looking number of followers. Unfortunately, there are influencers who buy followers or utilize other tactics to inflate their number, particularly on Instagram.

To evaluate a potential influencer, look at the number of likes or comments their Instagram posts receive and find their engagement rate. A strong engagement rate on Instagram is 2%-4%. On Facebook or Twitter, it’s 0.5%-1% (yes, really).

Build a relationship

Before reaching out to the influencer, look for ways to bring their attention to your brand organically. There are many possible ways to achieve this, but the three most common ways are:

1. Engagement

Once you’ve found a handful of influencers you might be interested in working with, engage with them.

2. Influencer gifting

Everybody loves free stuff and influencers are no different. If you market a product, send it to your target influencers.

3. Media events

Events offer an exciting way to engage with influencers and provide an in-depth experience to your brand. It’s also a highly useful way for brands that can’t mail their product or service to influencers.

Decide what you want from the partnership

Influencer campaigns have higher success rates when you have specific goals you are trying to achieve. Plenty of campaigns have fallen flat when there’s no clear objective for working with an influencer.

Are you looking to increase sales? Grow your social media following? Need fresh content for your brand? All are valuable goals and possible to obtain through influencer marketing. But make sure you don’t include everything and the kitchen sink in your goals – that can be just as detrimental to the campaign as not setting a goal.

When you have your goal in mind, determine how you may best achieve it through an influencer campaign. Do you need to utilize the influencer’s blog, or would an Instagram post suffice? Will a giveaway provide the brand attention you’re looking for?

There are a lot of ways you can work with influencers, and deciding how will ultimately depend on the goals you are trying to achieve.

Be specific in your ask

When it’s time to propose a campaign with an influencer, be specific in your expectations.

Let them know how many blog posts you’d want and a general idea on the topics you’d like them to write on. Call out the number of Facebook posts, Instagram posts and Tweets you need to see. Set out timelines for when these items need to be published and when the campaign needs to wrap up.

Being specific will help the influencer understand what you want and how they can achieve it for you. Don’t forget to include your proposed compensation for their work, and ensure your compensation matches what you’re asking them for.

From there, you can start to collaborate with the influencer to ensure the campaign meets both of your needs. Be sure to track the engagement their work receives and pay attention to the traffic they draw to your website and social traffic.

This data will help you evaluate the success of the campaign and make informed decisions for future influencer marketing strategies.

Of course, if you’re looking for support in developing your influencer strategy, get in contact with us today to book your free 30 minute strategy call.

Megan te Boekhorst

I brought my West Coast soul to the city of Toronto in order to build the creative empire of my dreams. In 2018, I started Sequoia Content Studio, a boutique PR and content agency that supports lifestyle businesses not only tell their story, but ensure it actually gets heard. Just two weeks before the launch, I was honoured to be named PR in Canada's PR Person of the Year. Life has been non-stop ever since.

I live boldly, believe in raw honesty, and value unapologetic vulnerability. Living with depression, I've always had a voice in my head yelling at me, telling me I'm not enough and my work isn't enough. This voice is all too common for creatives. So I'm dedicated to creating authentic content and experiences that empower young creatives to build meaningful businesses, and meaningful lives.

Isn't it time you start living #thesequoialife?