4 Steps to Influencer Outreach

published on 25 January 2022
By: Sarah Ouismann<br>
By: Sarah Ouismann

It can be difficult to reach out to influencers in your industry to promote your business, especially if you don’t know where to start or what influencer marketing strategy to use. Fortunately, we’ve put together this overview of the 4 steps to influencer outreach so you can get started on the right foot with your next campaign.

Step 1 - Locate potential influencer

This step is often called researching, which refers to more than simply doing a web search and looking for blogs on topics relevant to your business. Instead, research should also include networks like Twitter and Facebook as well as research-specific sites like Alltop or BuzzSumo. The goal is to locate people who are active in your niche and may want free products for review or small amounts of money for promotional posts (or both). As you’re conducting research into these potential influencers, make sure to check out their social media profiles to see if they have relationships with other brands or post frequently about various topics that match up with your own. If so, chances are good that they’ll be willing to do some cross-promotion with you—and you might even find them through mutual relationships in social media groups and forums.

Step 2 - Build a list

Build a list of influencers you want to reach out to. There are a few ways you can do that. First, conduct research on relevant blogs and industry publications. See who’s creating content that matches your business goals. Next, use Twitter and LinkedIn advanced search features to discover influencers who might be talking about your industry or competitors/partners. Once you’ve created your list, organize them into categories such as bloggers, consultants, thought leaders, reporters, and more.

Step 3 - Reach out

You’ve decided which influencers you want to target, now it’s time to reach out. The best way to do that is by sending a personalized message asking if they would be interested in learning more about your product or service. Some experts recommend copying and pasting a pitch directly into an email, while others recommend writing an entirely custom email for each influencer (note: these are extreme examples—probably not right for b2b). Keep it conversational, ask them questions and show your knowledge of their interests. The goal here is not only to get their attention but also to help build a relationship based on trust that will pay off down the road.

Step 4 - Measure, optimize and repeat

Your outreach strategy should have a clear goal (i.e., acquisition, engagement, or other KPIs). You want to make sure that you’re targeting influencers who can help you achieve that objective. Check out tip #1 again for tips on finding quality influencers for your campaign. Once you determine which influencers are best suited for your outreach efforts, it’s time to send them personalized outreach emails. Make sure that your messaging is authentic! Don’t copy and paste generic messages—be thoughtful about how you address each person with specific details about their interests in addition to how they can benefit from collaborating with you. Plus, when starting an email outreach campaign it's always helpful to include a few personal details about yourself as well! Personalizing your message will show these influencers that you took time out of your day to think about what matters most to them—and hey, there may even be some mutual connections between yourselves and the influencer!

summary

Do your research before reaching out. Have a conversation with someone and discover how he or she is using influencers in their marketing strategy. The point here is for you, as an influencer marketer, to get a better understanding of how people are approaching influencers before deciding how you want to approach them. Be sure to note what works for other brands, but remember that every company has different needs; rather than copying what others have done, keep your eyes open for what will work best for your brand.

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