Influencer marketing can often feel like a confusing minefield, it is increasingly, however, a huge aspect of digital marketing and one which should never be underestimated. As an independent brand who has seen the real and huge benefits it can offer, I wanted to bring you my top tips for working with influencers.
I am Gabi Cox, the founder of Chroma Stationery, an online business proving colour loving personalised and branded stationery for both individuals through my website and in bulk to fellow brands and businesses. Chroma is all about creating bespoke and affordable stationery that truly reflects the personality of you or your business.
I established Chroma Stationery whilst in my final year of university. It was a uni project and after putting hundreds of hours, countless all-nighters and a lot of stress into the brand, after graduating, I didn’t want to let it go. I decided to take all the work I’d created and launch the business ‘for real’, running a Kickstarter crowdfunding campaign to raise the initial funding I needed to afford my embossing machine and the first 1,000 notebooks. Since November 2014 I have sold to individual customers across 28 countries and in bulk to brands including ITV, Max Factor, Boots and American Airlines. The brand has grown from strength to strength with new team members, an office space and a lot of new products.
One strategy which has been fundamental from day one has been our work with influencers. I started this with very little background knowledge or idea of how it worked but over the past 3.5 years have established an influencer marketing strategy which works; with social media and YouTube mentions from the likes of Zoella, Lily Pebbles and Louise Pentland.
TOP TIPS: INFLUENCER MARKETING
The amount of planning you put in before implementing your influencer strategy will directly effect how successful it is. Just some of the things you should consider include:
Micro vs major influencers?
It is easy to send out some samples or stock to all the top influencers, the ones with millions of followers. But if they and their audience don’t fit with your brand, it will be a waste of time. Instead, opt for micro influencers who reflect your own target audience. Often these influencers, although don’t have millions of followers, do have a very loyal and engaged audience.
Focus on engagement not followers
With the ability to buy followers, this can no longer be an accurate representation of someones success or real reach. Looking at a posts engagement (comments, likes etc) will show you how many people actually engage with an influencers work. It shouldn’t just be a numbers game but also about the quality of the engagement.
Know their audience
Knowing the audience of your ideal influencer is crucial and shouldn’t be underestimated. Always do your research. Sending out your new leather purses to a vegan influencer is not going to be a good fit. Make sure that your brand aligns itself with the influencers you reach out to; this is so important to you both and helps to ensure a great partnership.
Build sustainable relationships
Working with an influencer should never be about getting as much as you can from them, for as little as possible. It’s about building sustainable working relationships between two businesses.
What is your budget?
There are two ways to utilise influencer marketing, paid and unpaid. Paid is more of a collaborative option, working together with a person to create content that promote your brand. Unpaid is where you send an influencer products for free, in the hopes or with an agreement to post about them. Knowing your budget and where this might limit you is key before getting started.
Sending something for free?
Don’t expect anything. You are not paying the influencer for their time or effort, you therefore aren’t really in a position to demand content. You can work hard to create a product they’ll love, send it at a great time, cross your fingers and hope they love it enough to mention it (Hey Zoella!) but you can’t expect anything for free or be annoyed if they don’t post.
Approach an influencer as equal, fellow business person
Bloggers and Youtubers get a lot of hard press, with some not seeing the value, time or effort it takes to do the work they do. As a brand or business you should always work and interact with an influencer as a fellow, equal businessperson. You are looking to create lasting partnerships and working relationships not quick business wins.
The importance of personalisation
This comes down to both product and interaction. Sending a product which has a personalised touch or shows that extra effort has gone into it can make a lot of difference. With regards to interaction, do not blanket send out the same email or Insta message, copy and pasted to everyone you’d like to work with. Each interaction should be unique, thought out and on brand.
By doing your research and following just a few simple steps, you can really utilise & work with influencers for mutual benefit.