There are a few ways you can search for the right fit. Follow hashtags that are relevant to your industry or set up Google alerts for keywords and topics. Explore resources like your industry’s magazines and podcasts. Often there are even databases of influencers easily found with just a quick search (for example, Starnage has a list of the top 1000 ski influencers in the US). Or, let a marketing agency like Liquid Spark take care of the legwork for you!
How to Work Effectively with Influencers
REI partners with Influencer Jacey West to promote membership
Once you’ve found the individual you’d like to collaborate with, it’s time to prepare your pitch. As with any professional agreement, it is best to have clearly defined terms in order to avoid misunderstandings down the road, which could hurt both your relationship with the influencer and subsequently with their following.
Be prepared with a campaign brief for your pitch – keep it short, with detailed goals and KPIs. Provide brand and content guidelines that help creators make relevant, impactful work. Then, in a full contractual agreement, list expected deliverables, timeline, and your payment arrangement. Don’t forget your required media release agreement (this legally allows you to use the individual’s content for your own brand). And, in many cases, including a non-disclosure agreement ensures your intellectual property and trade secrets are protected.
Tracking Your Influencer Campaign Success
You’ve done the work to set up a campaign with a great influencer that aligns with your values and brand – now it’s time to assess how successful it was. Analyzing your results will differ depending on your goal. For example, it will be pretty straightforward to see entries for a
contest or giveaway, sales generated, or visits and/or leads from a tracking URL. In other cases, you can check things like engagement, reach, audience building, clicks, or conversions.