Many of the brands that are present today on Instagram have an active dissemination strategy with a influencer, and that is due to important role and the great boom that these new opinion leaders are playing in the actual world.
If you want to join this move and understand , which one is the right one for your brand, how to contact it, at what time of the year it is convenient to do it (special ecommerce dates like and are usually a good option) and much more, keep reading this post!
Have you heard of marketing? influencers?
The marketing of influencers consists of a exchange between a brand and a person with great influence in digital mediamainly Instagram.
In this exchange, it is agreed what the task of the influencerWhat can be give publicity to a brand or a product, publicize the latest collection of the seasonor whatever you want to spread.
All this is done in exchange for a economic remuneration or in kind (exchanges, for example). This will depend on the agreement you reach with him or her.
Follow these four steps, and you too start doing marketing of influencers!
4 steps to influencer marketing
1) How to find the influencer for your next fashion outreach campaign
First of all, we must say that this is a task that can take a little time, and that time will depend on the path you choose to carry it out.
if you decide do it on your ownone way to find (or any country) is to search the internet through tags or hashtags related to the topic of your interest, in this case, fashion.
For example, you can try with hashtags What #fashion#fashion#style, #wallets, #shoes and everyone you can think of within the industry.
A guy? Try adding the word โbloggerโ at the beginning or end of the hashtags to get more results, such as #fashionblogger either #fashion blogger.
In this way, you will discover many influencers and exclusive fashion channels at the top of the search results.
The other option to find influencers is to use some of the tools that we detail below and that, without a doubt, will speed up the search process:
- : is a content marketing platform that connect brands with influencers depending on the type of content you want to spread.
- : is a tool that helps find influencers related to your brand and get in touch with them.
You already know: you can find influencers on your own or through these paid tools. It’s just a matter of deciding how you want to divide your business budget. ๐
2) I found out what is the influencer perfect for your fashion brand
If you already defined how to search for the influencer of your next dissemination campaign, now you need to take into account certain aspects to evaluate which one is right for your brand (one is not the same as the other!).
This choice will depend, mainly, on you and the objectives of your campaign.
The most important part of this great task is to select the influencer that reflects the values โโand spirit of your brand and, at the same time, have authority on the subject of which he speaks.
After making sure of this (and before defining your choice), ask yourself the following questions:
๐ What is your history?
Get to know your potential influencer saves you headaches.
Therefore, do an exhaustive search on the internet about him: investigate his social networks, old publications and everything you can to make sure that, if you hire him, there is nothing in his history that could harm your .
Also look for brands with which they have worked to see their creative style and deduce the result of their campaigns.
Keep in mind, finally, that if you have already worked with your competition, the ideal thing would be for you to choose another option. ๐
๐ Does your audience match mine?
Evaluate the profile of your followers on social networks. If it matches yours, point to this influencer! Otherwise, you run the risk of transmitting the right message to the wrong audience.
๐ What is your actual level of interaction with the public (engagement)?
A influencer with many followers is not synonymous with success: it is very common for some of them to buy followers to become more famous.
Then, value the โlikesโ much more (likes) and comments they have on their posts than the number of followers they accumulate.
To find out what is the actual engagement rate with your audienceadd the total number of likes (likes) and comments of a post, divide it by the total number of followers and then multiply it by 100. This way you will know what their level of interaction is or engagement with your audience. The higher the number, the better. ๐
๐ In what online media do you have influence?
Investigate which is the platform most used by your target audience and check that the possible influencer match and stand out in it.
๐ Is your visual aesthetic aligned with mine?
This is a fundamental point for your campaign to have the expected impact on the public. Don’t waste your efforts!
So, do you already have in mind who you are going to contact? ๐
3) Gain (all) the attention of the influencer
When you have defined who you want to be the influencer of your next outreach campaign, it’s time to contact him and tell him your proposal!
If you used paid tools, you can pull contact information from there. Otherwise, you can find his email in the information from your page in his , in his biography or in your . You can also choose to fill out the contact form on their blog.
When you are writing the mail, keep in mind that the main objective is capture their attention and motivate them to be part of your dissemination campaignthen:
- explain clearly who are you and what is your brand (its history, its values, its spirit).
- I described the products or services you offer (send him the link of your online store so that I can get to know you better).
- Tell him the characteristics of your audience (so you can analyze if it matches yours).
- Explain how it is business proposal that you are offering (strategy, objectives, desired times and every detail of the action plan). At this point it is essential that you specify what do you expect from him according to the objectives of your campaign, for example, that it includes in its networks a link to your ecommerce, to create a recommendation of your product, to share your publication on their social networks, to write a sponsored post, to participate in an event of your brand, etc.
- I offered different payment options. If you did the previous research that we told you about at the beginning of this post, you can already get an idea of how and how much your possible influencer. Our advice is that you offer him different forms of remuneration (financial or in kind) and that together you reach a agreement that works for both.
- Use a close tone to empathize from the first moment and make sure that the influencer see what the content of your brand adds value to its own communication.
With these tips you are ready to contact your next influencer and so, grow your fashion brand. Let’s go!
4) Clear accounts preserve friendship (and business)
As in all employment relationships, determining the exact scope of work influencer It is very important when closing a deal.
That is why we recommend that you write a contract detailing each of the tasks to be performed together with those responsible, the corresponding end dates, the cost of each service and the total duration of the campaign.
This, in addition to protecting both parties, will help them create (and maintain) a good working relationship that will increase when you start seeing a real return on your investment. ๐
Regarding the contracts, the renowned North American marketing agency of influencers It is recommended that the following points also be considered:
- Content aspects
It refers to type and tone of language which should be used according to the brand. Usually the influencers they incorporate it into the campaign message in their own way to be more true to their style (and their audience). - Image Specifications
Who supplies the images? What size do they have to be? Very important point that must be clarified in the contract. - preliminary presentations
Before each publication, does the influencer have to make a draft style presentation to the brand for approval? If this is so, it is necessary to create a schedule with dates of delivery, review and approval of work.
- Intellectual property
Is the creative content created during the campaign the property of the influencer or the brand?
Sometimes it can be a bit tedious to get involved in such specific legal issues, but it is super necessary to take care of your brand identity and make sure it is well represented.
This, without a doubt, will give you a framework and greater protection for your business. ๐
Bela: the Tiendanube that successfully applied the marketing of influencers
Do you need proof of the success of this type of marketing? Then you have to know the case of
A few months ago this Tiendanube decided to associate with the influencer fashion Lucia Martinez Nash (@thestyleoflucia) for create a clothing line with your name. She modeled for this collection and then was in charge of spreading the campaign on her social networks.
In a matter of hours, the blogger with 129K followers in got more than 1,000 โlikesโ in one of his publications, point for the brand!
Encourage yourself to do marketing influencers and spread your !
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