Reaching out to micro-influencers is like asking someone on a date.
You must understand your goals, find the right person, and communicate clearly.
Luckily, you’re on the right page (for micro-influencer outreach, not dating).
You will get:
Keep reading below.
Key Points on Reaching Out to Micro-Influencers for Brands:
Secret Technique: Treat the influencer outreach process like asking someone on a date - know your goals, pick the right person, and communicate openly. Treat influencers like real people, not just marketing tools.
Let’s say you want to build a micro-influencer campaign.
If you’ve done your research and concluded that micro-influencers are the best strategy to reach your target audience – that’s great.
But if you’re only doing micro-influencer marketing because it’s trendy, you might have to think again.
Remember: Your micro-influencer strategy should be based on clear goals.
Pro tip: You need a creative brief before starting the micro-influencer selection process, not to mention the outreach campaign.
Picking relevant influencers for your marketing goals is the cornerstone of an effective outreach process.
There are different key metrics used in influencer selection. You must pick the correct ones according to your marketing goals.
Notice: Some sources will claim that the number of followers is unimportant as long as your influencer is engaged.
But that all depends on your marketing goals:
Another mistake brands make before outreach is not vetting the influencers they shortlist.
That means you have to check their profiles for fake followers.
Luckily, multiple online tools will help you do that.
Pro tip: Don’t simply rely on these tools. Some creators are part of so-called influencer pods.
These are groups of influencers that follow each other, commenting on and sharing pod members’ posts. The goal is to artificially inflate their impression and engagement metrics for more lucrative sponsorship deals.
For example, Jo is an alopecia micro-influencer who collaborates with different wig brands. Let’s look at her comments:
Notice that most of her comments come from real people, though some also come from businesses. Still, the overall interaction with her followers looks clean.
Not having a budget before starting your influencer outreach campaign is a mistake because you may reach out to micro-influencers with higher rates than you can offer. Potential outcomes are:
Besides, making a low offer increases your rejection rates. And it may discourage those influencers from working with you in the future.
If you’ve followed the steps above, you now have a generic list of micro-influencers. Now, it’s time to narrow down that list to ensure you’re reaching out to the right people.
Remember: Effective outreach is based
Before reaching out, you should research the micro-influencers:
Otherwise, the lack of research may lead to a mismatch between your messages and the influencer’s audience.
Pro tip: Create an Excel file to centralise all this data. This bird’s eye view of your influencers’ performance will help you zero in on the most relevant creators for your campaign.
You have a furniture store in Philadelphia and want to partner with an influencer who understands quality woodworking.
You find micro-influencer Dillon Mitchell, who appears to be a passionate woodworker:
His posts exude diligence and passion for woodworking. You also look at his hashtags and see that Dillon is from Philadelphia.
But looking at other of Dillon’s posts, you notice this influencer is also passionate about hiking and spirituality:
If nature and spirituality are essential values for your brand, put Dillon in this category in your Excel sheet. If you want to focus on different ideals to connect with your target audience, note this mismatch.
That’s why it’s handy to have that Excel sheet with all the information:
Now, you have relevant creators that fit your audience, values, content style, and budget.
You now have to warm up your list of creators before outreach.
Imagine this scenario: you’re a busy creator whose inbox fills up with collaboration offers each day.
If you’re like most people, you’ll choose the second option.
Here’s a subpar outreach message:
Hannah is an Instagram content creator who reviews books. In this post, Hannah expresses her love for Taylor Adams’ “No Exit” trailer and presents the #paperbackpages challenge.
Here’s the thing:
The comment we highlighted above is bland and even a bit overbearing. Besides, using exclamation marks on social media completely breaks the rules of friendly messaging.
An effective outreach message outlines mutual benefits.
And we’re not just talking about money.
Studies show that micro-influencers (like all regular people) are likelier to perform the products they believe in. These creators share content that aligns with their values and helps them make a difference in the world.
Let’s say you want to contact Shan Lamb, an Instagram micro-influencer who discusses mom tips, chores, organising, and easy recipes.
The post above is an ad for Bubs formula, but it gives you specific insights into her life. And you can use those insights to underline mutual benefits.
Pro tip: Emphasise how her testing these products would also benefit her audience.
A generic, lackluster message is bound to get ignored.
And so is a message that sounds too salesy.
Remember: These micro-influencers receive numerous collaboration messages each day.
The last thing you want is to get ignored or, even worse, receive negative attention.
Here’s how to avoid those mistakes:
Here’s a potential outreach template you can steal:
My name is [Your Name], and I’m a [job position] at [Company X]. I loved your post about [topic] and how you outlined [important benefit].
We’re also having a campaign on [topic].
I think you’d be a great fit because of [mutual benefits]. We’re only looking at [expected deliverables].
If you’d like to be on the team, reply to this email, and I’ll send you all the details.
Pro tip: If you want to customise your message even more, send your letter by post and potentially include a small gift or something that makes you stand out.
Let’s say you want to partner with plus-sized fitness influencer Elizabeth Cruz. A quick look at her social media profile tells you Elizabeth cares about:
Therefore, you can send her:
You have to clearly communicate your expectations with the influencers you’re contacting straight from the first outreach message.
These creators should know the exact deliverables you’re expecting before starting your collaboration.
And they should know the budget they’re looking at.
Pro tip: If you have the means, leave the door open for some negotiations.
You can suggest some product seeding or access to exclusive events/offers to sweeten the deal. You can also suggest the advantages of being part of your community of brand ambassadors.
Many outreach campaigns fail because marketers are not following up.
Why aren’t your influencers responding?
Here’s how to create an effective follow-up message:
Hey [Influencer’s Name],
I sent you a message a few days ago about [Campaign Name]. Just checking in to see if you got it :)
I would love to have you for this campaign because of [mutual benefit]. But we also have other projects for which you would be a good fit.
Reply to this email, and we can talk shop.
Pro tip: If this first follow-up doesn’t work, send another one three to five days later. Avoid sending a third follow-up email.
This article took you through the mistakes most marketers make when reaching out to influencers.
Now you know what to steer clear of and how to do it. And there are also two outreach templates you can steal right now.
That said, here’s our secret technique to avoid influencer outreach mistakes:
Remember that this process is like asking someone on a date. You have to know your goals, pick the right person, and communicate openly.
Talk to your influencers like they’re real people – not just tools in your marketing arsenal – and your efforts will pay off.