Does this influencer marketing scenario sound familiar? You’ve set up your initial influencer list full of high-profile names and a few up-and-comers in the industry, developed a compelling question for your outreach and just hit send on the first round.
Big, green, loud crickets.
What went wrong? Did you have the wrong list? Is there a possibility that the outreach somehow didn’t get to the influencers? Or maybe you said something wrong?
Influencer outreach has taken on a whole new meaning in 2016, and it has become crucial for brands to develop relationships with influencers. Getting the most from your influencers requires more than a simple email or InMail. You need to adopt an extended research and outreach process, cultivate the relationship, and continue it well beyond any campaign-related focus.
Here are 4 questions that you must ask yourself to pinpoint why your influencer marketing initiative may not be as successful as you had hoped.
#1 – Is this industry a good fit for an influencer-based campaign?
It can be tempting to develop an influencer marketing campaign regardless of the target industry. But some industries are more receptive to influencer-based campaigns than others. It’s significantly based on the extent of content marketing currently available on the subject matter.
If the target audience is already talking about your content topics, you can cull those resources for brand advocates. If they are unwilling (or unable) to discuss these topics publicly, your outreach may fall on deaf ears.
Here’s what to do instead: Identify a short list of influencers that can serve as a test outreach campaign. By using a small sample size of the larger audience, you can get a good feel for how the full outreach might develop.
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