So let’s dig a little deeper.
1. You must engage with influencers with ROI in mind. As cool as it may be to see a post about your skincare product receive 1,000 likes on a popular blogger’s Instagram profile, if there’s no incentive for their audience (your potential customers) to remember or engage with your product, you’ve wasted the opportunity.
2. Stand out from the pack. The best social media influencers are most likely receiving messages from dozens or hundreds of companies every week asking them to collaborate, so the next step is to differentiate from the pack. This also gives you a greater chance for a TFP or “trade for product” scenario if you’re offering something so unique that they can’t help but want to get involved.
3. Don’t be pretentious. When working with social media influencers to drive sales for your company, don’t miss out by only going after individuals who have a high number of followers on a given social media profile. We know from experience that it’s sometimes the social media influencers with 2,000 followers who create the best content, whose audience is most engaged with their posts and who have the drive to convert sales. After all, they’re in this to grow their following and work with more brands, too.
4. Realize you’re not doing them a favor if you are trading product for a post. All too often we see companies send a product to influencers in exchange for visibility on their social media account(s) and get frustrated when an influencer doesn’t post about their product or service. The best move you have here is to remember that influencer relations is sometimes a long game. Rejoice in the fact that you got in front of this person and cross your fingers that down the line he or she remembers you when it may be a more convenient time for them to post about your company.
Curious to learn more about how you can leverage influencers to drive sales for your business? Check out how we did this for Tattoo Goo or drop us a line.