Getting brands to work with you as an influencer

Magazines, TV, and other traditional forms of advertising are no longer the most cost-effective elements of marketing which is why brands prefer influencer marketing campaigns.

You’re a digital publisher who not only offers editorial but also advertising so it’s essential to adjust your mindset towards influencer marketing and start thinking of yourself and your brand as not only a publication but also as an advertising agency.

With that in mind, know your worth. Print ad costs anywhere from $150 to $20,000, depending on whether the publication is local or national, the size of your ad, whether you use colour, and if you’ve negotiated a multiple-ad rate. That’s a lot of money that you could be tapping into.

You control the narrative of your own brand and have an audience that follows you because of your unique style and voice. Followers like you because of your brand  and  brands like you because of your audience. So you must know your audience very well in order to know how to pitch yourself to brands. And this is when knowing your niche matters because you have the specific audience a brand is looking to tap into.

Below is a guide to the different types of influencers (so you can see which you fit into), why brands collaborate with influencers, questions brands ask themselves before working with influencers and why brands might not be working with influencers.

Niches & Different Types Of Influencers

  • The Celebrity — built fame through other talents or skillsets, has had exposure through traditional media and is maximising their profile through social media – (Rihanna, Kylie Jenner, Lorde);

  • The Personal Brand — built recognition and a loyal army from the ground up, usually self-taught (Chiara Ferragni, Amy Song, Nadia Lim);

  • The Thought Leader — built recognition from their thoughts in their field (Roxy Jacenko, Kayla Itsines);

  • The Founder — built a company that is within a certain niche (Julie Stevanja, Beck Wadworth);

  • The Expert — built recognition through learning, research, continual self-development, and creates tutorials for others (Sunniva Holt, Shaaanxo);

  • The Disruptor — the rebel that shakes things up and goes against the grain (The Fat Jewish, Diet Prada);

  • The Lifestylist — engages with brands and talks about products/services that fit in their lifestyle and that improve their life (Elle Ferguson, Rosie Londoner);

  • The Editor — access to lots of products to review (Sarah Harris, Laura Bailey).

Why Brands Collaborate With Influencers

  • Brand Awareness;

  • Education;

  • SEO Authority;

  • Social Following;

  • Damage Control;

  • User-Generated Content (UGC);

  • Trust Development;

  • Sales Increase.

Questions brands ask themselves when looking for influencers

  • How relevant is their blog/social audience to the campaign subject matter?

  • What is the size of the potential audience that is likely to see the story?

  • How engaged is that audience with the blog/brand in general?

  • How often does the blogger/influencer publish new posts?

You can be an influencer and not have a blog. However, I would highly recommend getting one if you didn’t already as you can control how it ranks in search engines with efficient SEO (as opposed to pesky algorithms in social media), It also gives your audience a place to go to engage in more long-form content.

Why some brands are not using influencer marketing (so you know how to address their hesitations)

  1. Identifying a relevant influencer was considered the biggest challenge by 75% of marketers (which is why having a niche is so important!). If your brand aligns perfectly with their brand, and you reach out, it’s literally a no brainer for them to work with you.

  2. Getting the attention of influencers and then building interest with them is another major problem faced by 69% of marketers. If a company that wasn’t in line with your brand and aesthetic reached out to you, you would probably turn them down. Always put yourself in the brand’s perspective and try to look at your own brand through their eyes.

  3. Inability to get an accurate ROI (return on investment) report of their campaign is another issue according to 53% of marketers.

I touch on ROI and measurement of results in my Introduction to PR Membership which you can sign up to here.

Image credit: Ana Francisconi / Unsplash

Image credit: Ana Francisconi / Unsplash