Leveraging influencer collaborations is, undoubtedly, one of the most effective ways to reach a wider audience and get them to trust your brand. The global reach of influencer marketing grew 57% in 2020 and will continue to rise. However, for your influencer campaigns to be successful, you need to find and negotiate with the right influencers to have a mutually beneficial collaboration.
Getting on the same page with your desired partnering influencers can be challenging but not if you research them well and offer them a proposal they can’t ignore.
How can you find and get the right influencers agree to work with you within your budget?
Let me help you pitch in a way that increases the chances of a positive response from them.
1. Research the Influencer
First things first, you need to ensure that the influencers you want to target are a good fit for your brand and vice-versa.
- What kind of content does the influencer create?
- Are they likely to be interested in your products and services?
- What does the influencer value? Are there any approaches that will increase the likelihood of a successful collaboration?
- Can you pay them fairly for the kind of reach and engagement they will bring you?
- Do you have something else to offer that they might be interested in?
You need to understand that influencers won’t necessarily agree to work with you just because you pay them. Most influencers are choosy when it comes to brand collaborations. They want to partner with brands whose interests, approaches, and quality aligns with theirs.
Fitness influencer Mireille Siné said, “Influencers will be more purposeful with who they choose to collaborate with. I think we’re going to see a level of authenticity and storytelling.”
While manual research is always effective, you can use influencer tools to get access to comprehensive influencer reports. They can help you get in-depth insights into the influencer’s follower count, content engagement, interests, and past collaborations.
2. Determine Influencer Compensation
One important factor that governs most influencer collaborations is the compensation model.
You need to analyze how much you can pay an influencer based on your marketing budget. Also, consider how much your desired partnering influencers charge brands for different types of content.
While determining how much you should pay an influencer, you need to consider their level of expertise, reach, type and quantity of content, and duration of the partnership. Influencers who have executed exceptional campaigns in the past are likely to charge higher than the less experienced ones.
- Know your budget and paying capacity.
- Ask the influencer about their rates and package inclusions.
- Figure out the campaign specifics. Define the type and number of posts you want the influencer to create.
- Consider offering additional perks such as free products, memberships, access to events, and affiliate commissions.
- Be transparent.
Many brand-influencer collaborations leverage unique affiliate discount codes to help influencers earn a commission on every sale they generate. At the same time, it ensures that brands pay the influencer for efforts that actually translate into sales for them.
This type of collaboration can help you effectively boost your influencer marketing ROI. However, many influencers charge a basic fee for content creation and publishing along with the affiliate commission earnings.
3. Define Campaign Deliverables Clearly
Poor communication can ruin it all – your campaign results as well as your relationship with the influencer.
You should be specific about your expectations from the campaign in terms of content deliverables, engagement generation, and end goal when negotiating with an influencer.
You should clearly define:
- The types and amount of content the influencer needs to deliver
- Content creation guidelines
- Approval process
- Post timing and frequency
- Expected engagement and actions
If you use any particular tools to generate hashtags, manage campaigns, or communicate, you can share access with your partner influencers. This will make it easier for you to streamline the workflow and approval process.
Many brands also provide access to premium design and video templates that the influencer can leverage to create content.
4. Give Influencers Creative Freedom
While setting content creation guidelines is important, it is also necessary to ensure that those guidelines don’t limit an influencer’s creativity and content style.
You need to trust the influencer you choose to work with and give them the freedom to create promotional content for your brand.
Why? Because influencers:
- Value freedom of style and messaging.
- Understand their audiences better.
- Know what it takes to get their followers to trust your brand.
- Can drive greater engagement with the content they create over what they’ll do with brand-created content.
However, you should encourage your partnering influencers to follow the best practices for creating and publishing content on social media. For example, your partner influencers should always disclose partnerships as directed by the FTC endorsement guidelines. And they shouldn’t use obscene images and content.
5. Outline a Non-Disclosure Agreement and Exit Strategy
Remember to include non-disclosure clauses in every influencer marketing agreement.
The influencers you work with should not be able to disclose how much you pay them. If your best-paid influencers reveal their earnings, other existing and potential influencers are likely to expect equal pay, which is something you won’t want.
Similarly, it is important to define an exit strategy that allows your brand and the influencer to end the contract. You should clearly define the payment terms and other liabilities involved in both cases.
Are You Ready to Negotiate with an Influencer?
The key to influencer marketing success lies in finding influencers who align with your brand’s values, messaging, and content style. Then comes the negotiation part.
I hope the tips that I have mentioned above will help you in negotiating with an influencer to establish mutually-beneficial collaborations. Make sure that you reach out to potential influencers in a friendly manner and offer them something they can’t resist.