TURNER Tips: How to work with influencers

• 47 percent of online consumers use ad blocking technology, creating a huge playing field for influencer content marketing.
• 92 percent of people trust recommendations from individuals (even if they don’t know them) over brands.

Finding the right influencer

• Do your homework. Make sure the influencer fits the brand you’re representing and that their content will resonate authentically. Spend a healthy amount of time with the influencer’s content, getting to understand their overall vibe, style and approach.
• Look at other brands the influencer has worked with. You want everything to run smoothly between the brand and the influencer, so take some time to figure out if there are any potential conflicts of interest lurking.
• Match the right content to the right influencer. Even if you love their overall aesthetic and content, make sure that the specific story/pitch/campaign is the right fit for their audience and the brand you’re representing.

Approaching influencers

• Have a compelling story that will hook the influencer. Remember, if you’re reaching out, the odds are good that so are other brand representatives. Competition can be fierce, so you want to stand out from the pack.
• Be authentic in your communication. At the same time, be complimentary and explain why you like their work – flattery works, as long as you keep it real. Most importantly, tell them why you think they’re a great fit for your brand.
• Meet up IRL. If the influencer is locally based, offer to grab coffee in person to help establish a relationship. Putting a face to a name can work wonders.
• Get the data you need. Request media kits or any information the influencer has about monthly traffic, engagement and other key analytics.

Influencer Contract Negotiations

• Clearly communicate expectations. When drafting a contract with an influencer, it’s vital that you let them know exactly what the brand’s expectations are.
• Share goals. Tell the influencer what the brand’s goals are for the collaboration, so that they understand what the desired end result of the project is.
• Make specific assignments. Detail the exact type and amount of content required from the influencer, from blog posts to Instagram posts to YouTube videos and beyond.
• Numbers count. Explain the types of data and analytics that you need to see on behalf of the client, so that the influencer is keeping track of the right data.