The start of Q2 is a perfect time for creators looking for their 'in' with brands to take centre stage. Most brands are in strategy mode and exploring ways to connect with fresh faces and strengthen existing bonds with trusted talent.
If you are a creator asking yourself how to ensure your influencer marketing strategies make a lasting impression on your favourite brand this year, below are some small but impactful steps to help get you started.
Define Your Content Pillars for Influencer Brand Alignment
In the modern influencer marketing landscape, narrowing down your content to just one niche is so 2018.
As influencer marketing continues dominating social channels, the multifaceted creator is more welcome online than ever. However, it is worth leading with your strongest content pillars to help brands understand how they can collaborate with you on meaningful brand partnerships.
Content pillars are the topics or themes you are best known for online. For example, if your most frequent posts are makeup and skincare hauls, day-in-the-life vlogs, and workout routines, then your content pillars would be beauty, lifestyle, and fitness.
Defining your pillars is not meant to limit your creativity or expression. Their purpose is to cement you as a trusted voice and strengthen your personal social media strategy to expand your potential for campaign opportunities. And the benefit of selecting your content pillars is that you can have as many as you want! You control the narrative of how you present yourself to your community. Not only is that empowering as a creator, but it also helps guide the brands you are striving to work with on how you can best fit into their future influencer marketing strategies.
Create Content That Attracts Brand Partnerships and Influencer Marketing Opportunities
Time for some tough love:
A common phrase amongst creators is, “No one can pitch me better than I can pitch myself." So, prove it!
Many creators want to gain the attention of a brand they love, but does their content reflect that?
When casting for campaigns, brands prioritize creators who already know and love their product, or at the very least, their product category. This is because brands set objectives and KPIs for every campaign. Therefore, casting talent that has performed well in content similar to theirs is a safer and more cost-effective move than casting a creator who claims to love their product yet rarely posts about it.
The best way to showcase your ability to build awareness or achieve a successful ROI for a brand is simply by creating content that aligns with them. You can still create content that attracts brands while staying true to your style, but you need to create the content you want brands to see.
Optimize Your Social Media Profile for Brand Discovery and Influencer Campaigns
If you want to be cast in influencer marketing campaigns, brands first need to find you. That means your social media profiles must be optimized for visibility and credibility.
Is your location in your bio?
Is your email address directly in your bio or linked externally (think Linktree, Campsite, Instagram profile links, etc.)?
Is your bio consistent across all platforms?
Is your media kit easily accessible?
If you answered no to any of these questions, it is time to revise your bio and include the information above to optimize your chances of being discovered by brands. It is also important to note that campaigns are often specific to certain locations, so even if a brand creatively aligns with your content, they will not move forward if they cannot confirm your home base.
Linking your media kit to your profile can add credibility by offering brands a peek into your online footprint.
You can also take your search optimization a step further and create a profile on Influencer casting platforms such as Traackr, Captiv8, Grin, etc.
Proactively Pitch Brands to Build Influencer Relationships
In influencer marketing, waiting for brands to find you is a missed opportunity. If a brand you love has not reached out to you just yet, reach out to them! Virtual outreach emails are super helpful for brands and agencies to keep on file and reference before casting campaigns.
And if you meet brand contacts in person, take the opportunity to walk over and introduce yourself! It is understandable to feel nervous when introducing yourself, but the worst someone can say in person is that it was great to meet you and they will keep you in mind. Best case scenario: you exchange email addresses and follow each other on social media, and a professional relationship blooms from your initiative.
Introducing yourself is never a risk not worth taking.
Nurture Long-Term Brand Partnerships Through Relationship Building
Some of the best opportunities in influencer marketing come from long-term relationships. Brands may take small, calculated risks if they are starting new programming or launching new products, and sometimes that can equate to limited campaign budgets, however flexibility and enthusiasm may lead to bigger projects down the line.
When brands see you as a collaborative and consistent partner, they’re more likely to invest in expanded campaigns and repeat collaborations. Relationship-building is an essential skill for any creator aiming for sustained success in brand partnerships.
Deliver Campaigns with Professionalism and Flawless Execution
If you established your content pillars, set your profile up for success, created a relationship with the brand, and now landed an influencer marketing partnership, the execution is where you need to shine to solidify a positive impression.
Communicate as openly and consistently as possible throughout the entire execution process. If you are struggling to understand the campaign objectives and key messaging, or you need an extension on your content submission, do not be afraid to speak up! Overcommunication can help build a collaborative environment and also allow the brand to empathize with circumstances that arise throughout a campaign and mitigate potential misunderstandings throughout the partnership process.
When submitting content, ensure your work is organized and submitted in a timely manner. Store your content in an online folder (Google Drive, Dropbox, WeTransfer, etc.), and submit a folder link to your brand point of contact. Sometimes, brands will ask you to upload directly to a platform they use, but if not, the best practice is to share a link to your content. Also, consider this golden rule before you press send: if one part of your content is incomplete, all of your content is incomplete. For example, avoid submitting content without having your caption ready or with incomplete content deliverables (unless agreed upon beforehand).
When it is time to post and all content has been approved by the brand, go live promptly and share the link to your content with your point of contact.
Once the campaign is approaching its end, submit your analytics in an organized manner- label them, sort them by deliverable, and send them on time. Organized reporting not only proves your campaign’s ROI but also strengthens your reputation as a reliable brand partner.
Follow Up to Secure Future Influencer Collaborations
A simple “thank you” can set you apart in the influencer marketing world. Brands will always appreciate a follow-up that includes 'thank you' or a check-in throughout the year affirming your interest in staying connected. Small, but thoughtful gestures are never forgotten and go a long way, and regular check-ins keep you top-of-mind for future brand collaborations.
This small, consistent effort can turn one-time campaigns into ongoing partnerships.
Whether you are at the start of your influencer journey or a seasoned creator, we hope these thought-starters help you improve your content creation journey!
