In my most recent role, I worked for a major retailer (and Fortune 1 company) where my primary role was to manage influencer collaborations. This means a lot of outreach emails, a lot of media kits to review, and a lot of back and forth before a deal was struck.
There are many options open to influencers and brands when it comes to collaborations, between platforms like Social Native, Viral Nation, Obvious.ly, Tapfluence and Influenster. But there’s also something to be said for striking up personal relationships. Consider the validity in an ongoing relationship between an influencer and a brand, like @sjanaelise and Alo Yoga.
1. State your enthusiasm
This sounds like an obvious one, but it makes a difference. Once I reached out for an Easter campaign, and a blogger told me she always bought her egg dye kits at our store.
Many bloggers are fielding collaboration requests left and right, and are very busy (which is great), but showing a company you’re actually excited about their brand or that it fits well into your life is a definite plus.
2. Wow them with your professionalism
Blogging is often meant to be a casual showcase of your hobby, or a peek into the intricate details of your life. Many bloggers have gotten very professional with the way their showcase their past work and potential as a content partner. It never hurts to show off that you’re a seasoned pro – and if you are, take a cue from the seasoned pros and act accordingly!
Yes, you probably know about media kits. It can’t hurt to have packages at different price points, along with rates and a portfolio of past work on hand. Let clients know that you’re open to customized collaborations if your packages don’t fit their precise needs.
3. Don’t be afraid to follow up
Following up will not change their impression of you. If anything, I appreciated it when bloggers dropped me a casual line to send me an updated media kit. It shows that they took their business seriously and that my company was still on their radar. That said, there’s no reason to check in weekly. Use your best judgment.
4. Be transparent about your boundaries and limitations
If you work a full-time job and can’t turn around gorgeous content in 24 hours, it’s no problem – just be upfront about it. Let brands know what you need to produce the quality of content that has clearly attracted their interest. The more upfront you are, the less room there is for miscommunication down the line, and a smooth partnership.
I once had a blogger enthusiastically agree to a paid collaboration after weeks of follow up after I had reached out to her. Once our company asked her for a sponsored post, she made it clear she wasn’t interested in publicizing her relationship with us. We opted to move forward with another blogger, and it was disappointing for both parties.
5. Have a system in place
I was very impressed with a food blogger who asked my team to fill out an intake form. This was helpful in limiting miscommunication. It also made her look very buttoned-up and professional. This isn’t necessarily something you have to pay for – a SurveyMonkey will work just fine. It demonstrates that you’ve done this before and that you think through the fine details.
She also had her own asset delivery system in place. My company had our own, but seeing that she had her own very simple process was also pleasing.
Interested in learning more? Here’s some additional reading you may find useful:
Best wishes on your journey toward entrepreneurship and authenticity!
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