In digital PR and marketing, the main goal is to expose a brand to a targeted audience. Delivering a message or bringing awareness to a brand can be done in a multitude of ways and across various platforms. One of the most important ways to communicate to an audience and boost your SEO is through influencer outreach.
What is influencer outreach?
Influencer outreach is when a person of an influential standing, a celebrity, public figure, or a well-known blogger, promotes your brand. This tactic has grown over the years due to the increasing amount of content and content consumers on the internet. So, as a professional, how do you choose the correct influencer for your client and why is this so important?
Where do you start?
Deciding on the right influencer for the job can be a lengthy process. This decision depends on the targeted audience. If you’re representing a company that creates baby clothing and products, the type of influencer you would want to contact would most likely be an established mom blogger with an impressive following. As a marketer, you are aware that the mom blogger’s main following is the type of customer who would be interested in your brand.
On the flipside, if you are promoting a perfume or new makeup product, choosing a beauty Instagrammer could be a better choice for that specific client and brand. It is important to understand the practicality of reaching out to some of these influencers and just how large of a following they have. Sure, it would be nice to have Ellen DeGeneres speak on behalf of your client’s new brand, but is that doable? Not usually.
Tips on reaching out to influencers
Like most things, when reaching out to bloggers or other influencers it is important to create and maintain a relationship. Creating an honest relationship with your potential influencer would prove itself to be highly beneficial to your brand, and in some cases an influencer would promote your brand for free just based off your relationship. Open lines of communication and trust with your influencer makes for a smoother outreach process and hopefully more success in the long run.
The majority of your targeted audience is consuming messages online, which makes for a whole uncharted area of digital PR and marketing opportunities. Influencer outreach has changed the game when it comes to communicating and reaching new audiences, which is why its importance in the industry is growing. It can even help boost your SEO. Traditional marketing and PR practices are still being used effectively today, but it is imperative to understand the evolution of the medium so your brand doesn’t get left behind.