Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

The 5 Most Essential Influencer Outreach Best Practices

The 5 Most Essential Influencer Outreach Best Practices Blog Feature

December 27th, 2017 min read

If you’ve been in the marketing industry at all for the last few years, you’re sure to have heard plenty about influencers. But who are influencers, and what do they have to do with marketing?

To most people, influencers are figures with trusted, authoritative opinions and expertise. For marketers, though, influencers are also a class of people whose views can have an incredible impact on brand loyalty and purchase decisions.

Influencer marketing is the strategy of leveraging this authority to have influencers promote your brand, product or service. This involves active outreach.

But influencer outreach isn’t as easy as it might sound. It involves more than just cold calling or emailing influencers and asking them to sell your brand to all their followers. It involves time, effort and, most importantly, trust.

Want to learn more? Take a look at these 5 essential influencer outreach best practices.  

1. Define Your Goals

What are you hoping to accomplish with your influencer outreach campaign? Just retweets and shares of your latest content? Are you guest posting or link building for SEO? Are you looking to boost brand awareness, or to drive conversions? What kind of audience are you trying to reach? It may sound obvious, but starting with specific goals in mind will make the rest of your outreach strategy a heck of a lot easier—and more effective to boot.

“Without clearly defined #goals, you’re missing the bedrock of any successful #influencer outreach campaign” TWEET THIS  

2. Do Your Research

Not all influencers are created equal. Depending on your niche, your target audience and the goals for your campaign, you’re going to want to find different sets of influencers with different strengths and personalities.

Some might be great for getting the word out about a brand or business on Twitter, YouTube or other social media platforms. Others might be active bloggers ideal for guest posts or link-building. Aligning your research with your campaign’s goals is key to researching your influencers.

 When the time comes to do the actual nitty-gritty of researching and finding the right influencers in your industry, there are plenty of great tools and resources to rely on:

  • Klout. Klout is one of the better-known influencer research tools, and for good reason. Klout grades social media users on a 100 point scale based on their calculated “Klout Score,” or total influence. Klout also provides tools for exploring and finding influencers in a variety of given niches.
  • BuzzSumo. BuzzSumo is a viral content research and aggregation tool designed for SEO experts and content marketers to find trending topics in given areas. Its paid tier of service also includes numerous tools for researching and analyzing influencers.
  • Traackr. Traackr is a premium influencer marketing platform that specializes more in managing existing relationships than creating new ones, but does offer robust tools for discovering and connecting with influencers at the enterprise level.

Of course, there’s also the old-fashioned way of finding influencers—staying tuned in to your industry or area of expertise, and finding out who people listen to by listening yourself.

3. Nurture Real, Honest Relationships

Once you have a list of relevant, high-quality influencers to target in your campaign, you have roughly two possible plans of attack:

  1. Get to know them, or
  2. Immediately ask them to do you a favor

One of these is a lot faster, but the other actually works. We think you can guess which is which.

Anyone who’s thought of as an “influencer” is almost certainly deluged with pitches, requests and downright spam on a daily basis. Most of it gets ignored. The only way stand out from the riff-raff is by actually developing a relationship with your influencers, based on mutual interests and respect.   

You don’t have to be best friends overnight, but some effort helps. Follow your target influencers on relevant social media channels. Share their content. Start to interact with them via comments or replies. Leverage any mutual connections you might have.

Over time you’ll become a familiar face—which gives you a tremendous advantage over the competition. (Not to mention, connections with influencers will set you on track to become an influencer yourself some day!)

“Develop a relationship with your industry #influencers based on mutual interests and respect” TWEET THIS

4. Create the Right Content

The same blog post or infographic probably isn’t going to appeal to every industry expert in exactly the same way. Don’t be afraid to craft content with a specific influencer or set of influencers in mind.

Know a blogger with a soft spot for creative infographics? Make one that plays to her taste! Depending on your industry—and your own strengths as a content creator—blogs, white papers, original case studies, lists, videos, slide shares, free tools and scores of other forms of content can be created to maximize your chances of getting boosted by your influencers. Topics can (and should) also be targeted to their interests.

Of course, it goes without saying that no matter what kind of content you create and for whom, quality is the bottom line. Original, engaging content that actually adds value to the conversation is a must. Why would a respected influencer bother promoting anything else?

5. Make Your Pitch a Personal One

Once you’ve put in all the time and effort of nurturing a genuine relationship with an influencer, it’s time to finally make your pitch. Here’s a basic sample of a pitch email:

Hi [Influencer],

I was following your conversation on Twitter the other day about [topic], and it got me thinking. I wrote this blog post on the subject, and I think your fans would find it a worthwhile read. Feel free to share or link to it in an upcoming post.

Thanks,
[
Inbound Marketer]

This is a pretty broad example, but it demonstrates a few key points. Namely, it’s concise, offers a specific value proposition and doesn’t just use some copy-and-paste template. If you’ve played the long game of actually building an organic relationship, then an email like this will seem less like a marketing pitch than one pal touching base with another—and that’s not something you can fake.

Successful influencer marketing outreach can expose your brand, product or service to wide new audiences much more organically than with just about any other tactic. Done right, influencer marketing accomplishes so much more than just selling a product or service—it builds a genuine relationship between a business and its customers. Isn’t that what good marketing is all about?

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE