When promoting your brand, you do not have to do it as a one-man-show. In fact, you probably shouldn’t.
You are one person with a certain reach. Partnering with somebody else means you gain their reach too. This is how on-point promotion begins growing.
That is why working with influencers to bring excitement, increase engagement, and promote your brand is a fabulous and even simple way to market all the wonderful things you are doing with your brand.
Here is the ultimate go-to guide of working with influencers to promote your brand!
Why Should Brands Invest in Working With Influencers:
Wondering why you even need influencers? Here are five important reasons:
- Influencers increase credibility
- Influencers provide greater exposure
- Influencers help grow your audience
- Influencers assist in targeted brand awareness
- Influencers create compelling content
- 84% of consumers research online before making a purchase decision and 7 out of 10 people read online reviews prior to making a purchase
- Brand engagement rises by 28% when customers are exposed to professional and user generated video
- 90% of bloggers want to do contests and giveaways with their readers
- 5 out of 9 bloggers are interested in become spokespeople for brands
So maybe you want to start working with influencers. Or maybe you want to expand upon your work with influencers even more! But just may be unsure of how to go about doing it.
Here are eleven extremely effective ways to work with influencers to promote your brand:
1. Sponsored Posts
When you offer sponsored post options, a blogger is paid to publish content about your brand for their audience to read and learn. This comes from their personal genuine experience and gets told with their specific storytelling skills/voice.
Sponsored posts help a brand gain awareness by informing and reaching an entirely new audience. These posts should reach out to those interested in your niche, but they should also reach out to those you haven’t been able to talk to yet.
Example: 5 Healthy Contact Lenses Habits sponsored by American Optometric Association is a great example of a health company reaching out to a blogger who writes about healthy living for a sponsored post.
2. Gifting Product
You should find bloggers who already share your aesthetic and then gift them one of your products. When they are already interested in things within your niche, they are likely to give you exposure. Make sure to be in touch with bloggers prior and discuss your thoughts because exposure is not guaranteed.
If you choose to gift a product to a blogger, your goal is exposure. This means whatever you gift should be highly shareable. Even consider offering them your branding terms and shareable images.
You can work with a blogger to give away one of your products or something of value in return for the audience’s engagement in some specific way. Giveaways will increase engagement within your website, grow your own social media, get customers excited about your product or company.
You want the audience to be genuinely interested in participating, so choose something that piques lots of interest. And make sure to think about brand goals in terms of how people enter (aka social media, subscribers, etc.) Then be intentional in growing those goals in every single giveaway.
Example: OkDork and Lead Pages collaborated for a Lead Pages giveaway. Those reading that specific article are the type of people interested in services like Lead Pages.
4. Product Reviews
You should absolutely choose to work with bloggers known for being trustworthy – then an awesome product review could convince many potential customers to buy. When you choose influencers who will say anything for some compensation, their reliability plummets – as will their influence in sharing your product.
Remember that reviews are popular where customers need social proof like makeup, weight loss, etc. If you are claiming anything at all, an honest review of your product gives you the evidence you need.
Example: Champagne and Suburbs reviewing YSL Faux Cils Mascara is a fantastic example of a genuine product review supporting a product’s claims.
5. Group Giveaways
With group giveaways, you partner with 10-20 bloggers who are in the same target audience to give away your product or something of value. All the bloggers should be using same platform for uniformity and a flawless giveaway.
By reaching out to so many different bloggers, you multiply exposure and cross-promote to new audiences. This is a killer method for large-scale product promotion!
Example: Southwest Airlines Giveaway on Instagram was a group giveaway to win a $1,000 gift card for Southwest Airlines.
6. Affiliate / Referral Program
If you are looking for successful referrals, you can always offer a nice payout. Bloggers are putting in time and energy to refer their audience to your company, so offer a reward upon investment.
Affiliate programs increase conversions and brings in new audiences because bloggers have a real incentive to link to your brand. You can team up your brand with affiliate programs like ShopSense, CJ Affiliate, and VigLink to help connect you with influencers.
Example: Amazon offers an easy-to-use affiliate program with a growing commission rate.
One great option for product promotion is to collaborate with an influencer and develop a creative video about your brand that can be shared on YouTube and beyond. Videos continually drive awareness, inspire action, and even boost SEO.
A how-to video can be a great first step. Not only does it introduce people to your brand, but it also informs them on how to utilize your product. It’s a win/win.
Example: Dulce Candy (YouTube sensation) partnered with Old Navy to produce a fun video for spring outfits.
8. Sponsored Social Media Posts
Instagram accounts have more engagement than blogs, so it is a fabulous idea to utilize social media posts in addition to and even beyond blog posts. It is valuable to choose influencers with high engagement over high numbers. Simply because they have a large amount of followers does not mean people are engaging with what they post.
To achieve the greatest success, you will want to do multiple posts in each campaign. This will assure that you will have something out there for a wide variety of people to connect with.
9. Sponsored Ad Space
Your brand can buy ad space via a particular network or directly through a individual blogger. Buying an adspace directly from bloggers gives you more control and is perfect for visually based brands. Networks give less control, but are more convenient.
Try experimenting with what works best for you and your brand. You should then monitor ads to see if it works, and figure out how to do it even better next time! You may be surprised at how inexpensive some of these options can be if you are just starting out!
Example: The Wiegands (right sidebar ads) is a beautiful blog that offers options for right sidebar ads to various companies.
10. Instagram Takeover
A great method of success is to have an influencer take over your Instagram. Their audience will want to see what the influencer is up to and will engage with and even follow your Instagram.
Instagram Takeovers help you gain exposure and more followers. As an added bonus, you also get a whole day of great content that you did not have to spend time creating (but be sure to approve what is being posted since this is your brand’s social media source!)
Example: Bauble Bar took over Birch Box’s Instagram for a day highlighting a new service called Birchbox Plus.
11. Guest Posts
You can receive many benefits from posting a guest post on another blog in your niche that accepts contributions from others, but make sure that the audience is relevant to your own. You do not want to waste time by creating content for somebody else if it will not pay off!
Always review guidelines before you pitch your idea. Know exactly what you are getting into. Then offer a pitch with confidence, plenty of details, and your brand’s personality.
Guest posts work best when you position yourself as a thought leader. This leads to exposure in new audiences.
Example: Kissmetrics brilliantly offers specific guidelines for anyone wanting to network and extend their reach by guest posting on their website.
As you can see, there is a wide variety of ways to work with influencers to promote your brand. Which option has worked best for you and your brand and what is your brand’s next step?