Influencer Agency Guides

How to get influencers to promote your product

Jul 9, 2024 | By Chris Jacks
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A feature in an influencer marketing campaign can really boost product sales for your brand. Photo by Igor Starkov on Unsplash

You’ve probably heard about the potential benefits influencers offer to your business. But how do you reap these benefits for your own brand? How to get influencers to promote your product?

Well, never fear. We’ve put together a handy guide to doing just that. We’re going to be covering:

  • How to approach new influencers about promoting your products
  • How to get influencers to promote your product over the long term as part of a lasting relationship
  • How to create the best possible situation for both your business and your influencer

Let’s get started.

What Is Influencer Marketing?

Influencer marketing is when a brand uses the reach, scope, and engagement of their partner to promote their own products. Let’s say your brand has 15k followers on social media. This is great, but partnering with an influencer with 45k followers is going to expand your reach.

But it’s not already just about the numbers themselves. Not only are you gaining an extra 45k pairs of eyes on your products, but you’re getting engagement too. The best influencers have highly active audiences who hang on to their every word. When they promote your product, this audience trusts what the influencer has to say.

This is why influencer marketing is growing in popularity among brands eager to grow their businesses. When done right, the effects can be nothing short of amazing.

Identifying the Right Influencers

Before you consider how to ask influencers to promote your product, you first need to identify which influencers are the best fit for your campaigns.

Defining Your Target Audience

At their heart, influencer campaigns are about communication. You’ve got a message to deliver – you need to decide how to deliver that message and who to deliver it to.

So, first up, we’ve got to identify that who. Create a profile of what your target audience looks like. Think about:

  • Their age and demographic
  • Their interests
  • What sort of influencers they are engaged with already
  • The problems they want to solve

Types of Influencers

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Kylie and family. Image via Kylie Jenner’s Instagram

Now, it’s time to think about how you’re going to deliver your message. You’ve got a few different influencer types available to you here:

  • Mega-influencers – These are the big hitters of the influencer world. Think Kylie Jenner. We’re talking people with a million or more followers. (Or 399 million in Kylie’s case).
  • Macro-influencers – These guys aren’t exactly celebrities, but they’re extremely well-known, with between 100k and 1 million followers.
  • Micro-influencers – Micro-influencers are the next tier down, with 1k to 100k followers.
  • Nano-influencers – The lowest tier is nano, with less than 10k followers.

Micro and nano influencers are becoming increasingly popular, simply because of how cost-effective they are. These guys have a smaller reach but may have high levels of engagement.

How to Find Influencers in Your Niche

How do you go about finding influencers for your business niche? Take a look at these key tips:

  • Decide on your marketing goals and aims ahead of time.
  • Look for influencers with audiences relevant to your own.
  • Use influencer and content search tools to browse different options.
  • Check out engagement levels and social media posting history for each potential candidate.
  • Use an influencer matching service – at HireInfluence, we offer matching services to connect brands with ideal influencer candidates.

How to Approach New Influencers About Promoting Your Products

Once you’ve sorted the great candidates from the not-so-great, you need to reach out. But how to approach new influencers about promoting your products? Typically, this is going to be via email, although you might choose to send a social media message too.

Crafting an Effective Outreach Message

How do you go about building this message? How to ask influencers to promote your product? Here are a few things to aim for with that initial communication:

  • Start on the front foot with a catchy subject line. It’s not just promo emails that don’t get opened – many influencer outreach emails will go unopened too.
  • Take the personal approach. Be chatty and conversational without being unprofessional.
  • Get to the point quickly. Make sure you get the message across within a few paragraphs.
  • Discuss your goals but keep it open. Make sure the influencer understands what’s needed but has creative freedom.

Building a Relationship with Influencers

Bear in mind you’re looking to build a longer-term partnership with your influencer. Don’t expect simply to send your outreach message, get a response, and then sign the contract.

Instead, there are likely to be a number of other steps. Your influencer partner will probably need more information and will want to open up a dialogue with you. This is good, as it’s the first step on the way to a lasting relationship.

Dos and Don’ts When Contacting Influencers

There are a few things you should be doing when contacting influencers:

  • DO explain why you think they are a good fit for your brand.
  • DO follow their socials and engage with their posts.
  • DO use tools and services to help you out – at HireInfluence, we offer our own influencer matching service, bringing together brands and influencer collaborators

And a few things you really shouldn’t:

  • DON’T just issue a list of demands – you’re talking to a real human being, remember.
  • DON’T expect to get everything threshed out in the first email – you’re aiming for longer-term communication.
  • DON’T forget to include details like compensation and timelines in your message.

Creating a Compelling Offer

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Planning your campaign and messaging is vital. Photo by Windows on Unsplash

After that initial contact, you can start thinking about your offer. Put yourself in your influencer’s shoes as you create this offer – think about what they want to see from you.

Compensation, for example – are you offering a flat rate monetary compensation, or will you give your influencer a commission on products sold? Maybe you’d prefer to provide some free products. Keep in mind that your offer needs to be good value for the influencer, as well as for yourself.

Keep the messaging of your offer chatty and conversational. Building a strong rapport is going to be useful as you develop your relationship. However, you need to be clear too. Make sure all the key pieces of information – like compensation, timelines, terms and conditions, and expectations – are spelled out nice and clearly. Use bulleted lists or tables to optimize that structural clarity within your message. 

Executing the Campaign

You might be noticing a bit of a theme here: partnership and collaboration. As you consider how to get influencers to promote your product, this ongoing relationship is going to be key.

Setting Clear Goals and Expectations

All the best relationships are based on clarity from the very outset. So how do you make sure everyone is on the same page?

  • Outline what you expect from the campaign at the very beginning.
  • Ask your influencer for feedback – they will have experience in running campaigns for brand partners and can let you know if anything is unrealistic or not achievable.
  • Define milestones and timelines for deliverables.
  • Maintain communication throughout – changes can and do happen, so you need to make sure you’re flexible enough to support this.

Collaborating on Content Creation

Your influencer will be able to create the content almost by themselves, but your brand still needs to have some input here. We already touched on communication above, but this is still going to be important as you create your content.

You might want to hold regular meetings during the creation process. This gives you the chance to discover how the content is going and what input the creator needs from you.

Influencers may also have further questions about your expectations, and they may want you to assist with some aspects of the content. Make sure that dialogue stays open so you can reach out to one another whenever required.

Monitoring and Measuring Campaign Success

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Make sure you know what to measure before launching your campaign. Photo by Jason Goodman on Unsplash

How do you know if those deliverables are met? By measuring your progress. For instance, if your brand was hoping for a 10% increase in sales following your campaigns, you can simply check out your sales data and see what the impact has been.

Other metrics might be a bit more nuanced. You might want to increase your reach, follower count, and engagement. Analyzing your social channels can help with this, but you’ll need to make sure you know where your new followers are coming from.

The metrics you measure need to align with your brand’s goals and expectations. Remember, influencers track and measure things too, and they will be able to provide some insight of their own.

How to Get Influencers to Promote Your Product in the Long Term – Maintaining Relationships with Influencers

After the dust has settled and the content is released, what comes next? Well, hopefully, you had a great experience working with your influencer, and you want to keep that relationship moving forward. How do you do this?

Providing Feedback and Recognition

We all like to be recognized for our hard work, and influencers are no different. Make sure you give them their props when they’re due, with personal messages, shoutouts on social media, and other things that show you appreciate what they’ve done for you.

Keeping Communication Open

Check in with your influencers from time to time. Remember what we said about reaching out with a warm and personal greeting? This kind of friendly conversation is basically laying the groundwork for more communication in the future. Dropping your influencer partner a message to say hi keeps this conversation moving forward.

Planning Future Collaborations

Finding the right influencer is going to be a huge boost to your brand and your campaigns, so you’re probably going to want to work with them again. You might want to pitch ideas to your influencer partner and see what they think. Once you’ve decided on an idea, you can start planning the next steps together.

Final Thoughts – Putting the Relationship First

From the very beginning, you’re looking for a lasting relationship between your influencer and your business. This is someone who is going to keep on providing the very best results for your brand across all of your future campaigns.

This is why we recommend keeping things friendly and conversational, but professional and to the point, from the outset. Top influencers get a lot of requests for work, but they want stability and a partner they can rely on. If you can offer a great experience to the influencers you work with, they are more likely to want to work with you again in the future.

And trust us, this is way better than having to find a new influencer every time you launch a new brand campaign.

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ABOUT THE AUTHOR

Chris Jacks is an influencer marketing professional with over a decade of experience in the digital marketing sphere. As the Director of Growth Strategy, Chris oversees and drives strategic initiatives to fuel business expansion. With a keen eye for market trends and opportunities, Chris develops comprehensive growth plans and aligns business objectives across cross-functional teams. With a strong focus on crafting impactful, ROI-driven influencer campaigns across multiple sectors, Chris utilizes his expertise to enhance market positioning and maximize results.

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Brands we’ve worked with
target
adidas
honda
coke
wb
mtv
oreo
ebay
ricola
mcdonalds
microsoft
nfl
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