In the world of digital marketing, the value of real influence is increasingly being recognised. Last year, one of the world's biggest brands,Proctor & Gamble说，它在2017年将其数字广告支出削减了2亿美元，而没有看到其收入有任何不同。实际上，通过将剩余的数字广告预算重定向到不同的渠道，它的覆盖范围增加了10％。在意识到其许多数字营销对销售没有影响之后，它确实是在网上削减浪费和不必要的支出。如今，每个人都可能在线，但这并不意味着他们正在与您的营销互动。
这就是为什么营销人员在网上对真正的影响力进行这种溢价的原因。进行的研究TapInfluence and Nielsen Catalina Solutionsshowed that the ROI from influencer marketing is 11X bigger than traditional approaches. It is no wonder that brands are so focused on using influencers and are often willing to pay fortunes for a mention.
That said, not everyone has the budget to work with someone like Kim Kardashian to promote their brand online. Luckily, not everyone has to. The trick is to find the right influencers for your brand. How do you do this? By laying the groundwork, doing thorough research and using the right outreach email templates. Here is a step-by-step guide to success.
Source:instagram.com
How to Craft The Perfect Influencer Outreach Email: Tips and Templates:
步骤＃1：确定正确的影响者
影响推广本质上可以归结为康涅狄格州ecting with relevant influencers and convincing them to work with your brand. The first thing you have to get right when reaching out to influencers is to find the right ones. This is crucial, as using the wrong influencers can do more harm than good. Make sure their area of influence is aligned with your brand image. Think of them as business partners – you don't just go into business with anyone without first making sure they're the right fit for you. If the fit between your business and the identified influencer is truly right, your relationship will benefit both parties. The influencer will build their reputation by promoting products that their followers are actually interested in. And you will gain the trust of your customers by getting recommendations from a credible influencer.
那么，在识别合适的影响者时，要注意什么？
Relevance
在您的在线营销策略中使用影响者时，要考虑的最重要的因素是相关。确保与您合作的影响者实际上对您的行业产生了影响，他们的品牌与您品牌的价值观相匹配。这将提高您品牌的信誉。
For example, if you are selling environmentally safe beauty products, you cannot use an influencer who promotes products that make use of animal testing. This will erode the credibility of your product and potential customers will doubt whether you are serious about really protecting the environment. Likewise, you might want to use akey opinion leader (KOL), someone who is the “go-to” person for their subject of expertise online and in real life.
花时间查看潜在影响者在博客和社交渠道上发布的内容。这将帮助您更好地了解他们的品牌以及他们的消息传递是否适合您。
Reach
Consider metrics such as the influencers’ follower counts on their Instagram, Facebook and Twitter pages. This will give you an idea of the number of people you can reach by leveraging the particular influencer, i.e. their sphere of influence. Having in place a goodsocial media listening strategy for your businesswill help you with this.
Engagement
如果触及很重要，那么参与度更大，因为它可以使您了解有多少人真正建立了联系，并与有影响力的内容（即他们的影响力的效率）有多么有效。拥有成千上万的追随者并不一定意味着他们很容易受到影响。例如，有影响力的人似乎似乎有很多追随者，但是当您查看他们的订婚统计数据时，可能会付费他们很多追随者或利用其他不规则方法来促进参与度，例如Instagram pods。
马克利的研究发现随着影响者的追随者的总数增长，关注者的参与率（喜欢和评论）降低了。您将必须检查经常喜欢，评论和分享影响者内容的追随者的百分比。那是他们影响力的真正衡量标准。这也意味着，追随者较小的影响者比拥有大量追随者的名人可以对您更有效。实际上，专家voicefound that micro influencers improve your chances of conversions even more than the normal batch of influencers, getting 22.2 times more conversations than average when they recommended products to their audience.
Source:markerly.comblog
So, as you can see, it's really important to do the research before you start reaching out to influencers. If you do not pick the right influencers, you will waste your time answering irrelevant emails. You will also waste your budget on influencers who do not influence potential customers, thus getting no ROI. And you can damage your brand and reputation working with the wrong influencer.
步骤＃2：知道你想说什么
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Once you’ve identified a set of influencers that works for your brand, you can start working on your influencer outreach emails. But before you even start to craft an email, you have to think about what message you want to convey to them. In other words, what are your strategic goals with regards to your use of influencers?
您应该有答案的问题包括：使用这些影响者要实现什么？他们中有什么？您可以提供什么补偿或奖励？他们有哪些激励措施与您合作？
Thinking through these questions and finding answers for them will give you a much clearer idea of what you should say in your outreach email. Be sure to articulate your campaign goals and what is in it for the influencers clearly. Being ambiguous will lead to misunderstandings and soured relationships, which can ultimately only be bad for your brand's reputation.
当您推销时，您可以为有影响力的人提供赔偿的示例，包括：
产品折扣或赠品– Offer them a discount on your product or services. This is a particularly good one to use for micro influencers as they are more likely to make use of this and give you brand exposure.
Shout outs– Being attributed as an industry expert is one of the greatest shout outs an influencer can get as they receive recognition of their expertise and the ability to leverage your content in their own efforts.
Commission– Influencers that keep giving you exposure that leads to bigger sales, could be worth setting up with a commission if your budget allows it.
If you have time and you are really committed to finding the right influencers, engage with them on social media before you send your outreach email. It's all about nurturing a long-term relationship with them and getting them to trust your brand. By engaging with them before you reach out, they are more likely to recognise you when you email them, and chances are better that you will get a positive response.
步骤＃3：制作完美的外展电子邮件
一旦您完成了研究，并且您已经成功地开始与所确定的影响者互动，那么终于该写这封电子邮件了。您想要发送的清晰，简洁的电子邮件，它将遍及所有相关信息并提示读者采取行动。因此，从主题行开始。
您的主题行只有一个目标，只有一个目标：吸引接收者打开电子邮件。不要过度思考。保持简短而简单。如果有趣的或古怪的品牌形象可以使用，请尝试一下。另一个提示是使用问题而不是语句。主题行中的问题比陈述更具诱人性。
For example, instead of saying:
商业机遇
Say:
What do you think of this idea?
Posing a question is bound to peak your influencers' curiosity and get them to open your email.
Moving on to the body of the email – keep it short. Your message should not be longer than 100 words. Aside from the fact that everyone's attention spans these days are the length of an Instagram story, shorter emails are more persuasive and shows you have respect for the receiver's time. Everyone's time is limited and by sending a short and to-the-point email you are indicating to the receiver that you know their time is valuable and you do not want to waste it.
开始你的信息有什么。没有one wants to buy from or even read an email from someone who wants to sell them something they didn't ask for. Focus your outreach email on what the influencer stands to gain from entering into a business relationship with you. This doesn't have to be money, and you would have already figured out what it is you can offer them in the research phase of the outreach process. Second to this point, is to deliver value before you ask for something. Offer them something for free to try out or test. Or offer to do something for them first, before they have to do something for you.
Personalize your email. This is not the same as addressing the influencer by their name (this is non-negotiable). Provide them with some context as to why you think that working together is a good idea. Do you like their content? Can you mention a specific post of theirs that you think is relevant? What information can you give them that will make them trust you enough to work with you? Think of these questions when drafting your email.
Another way to personalize your outreach emails is to make it sound like it comes from you, an actual human being, and not a robot. Don't be fake about this, influencers can spot it a mile away. Be sincere by adding the personal touches that you would use in regular business emails to colleagues or acquaintances. Even when using templates, you can tweak them to be more personal.
The key word here is authenticity. Be real, ask them how they are and engage them on what is important to them. Make it easy for them to say yes.
步骤＃4：永不放弃
When you get rejected, don't give up. The fact is, most people will not respond to your email. That doesn't mean you must stop trying to get in touch with them. Think of it as a challenge. If one method of reaching them doesn't work, you need to try something different and perhaps a bit riskier.
发送后续电子邮件。如果您仍然没有得到回应，请开始查看其他频道。Twitter是提醒某人的好地方，因为您已向他们发送了一封电子邮件，并且仍在等待回复。向某人发推文让整个Twittersphere都知道您在做什么，而且很难忽略。这也是一种更直接，更直接的沟通方法，更容易回应。
步骤＃5：找到适合您的模板
如果您仍然不确定如何制作完美的电子邮件，那么有许多模板可以帮助您开始。与有影响力的人接触时，您可以使用以下5个模板。
模板1：免费样品模板
如上所述，最好带领您的电子邮件来带有影响者可以获得的回报，这是一个好主意。例如，一种方法是为他们提供免费的样品或产品进行测试。以下是一个示例亚伦·阿吉乌斯（Aaron Agius）of Louder Online. It's short, direct and to the point and indicates that you are willing to give something before getting something from the relationship.
Template 2: The expert roundup template
A really good way to improve your brand reach online is to work with multiple influencers. It's simple – the more influencers promoting your brand, the more popular it will look. One way to use your popularity to entice more influencers to work with you is to send out a roundup email, asking influencers for their opinion about a certain topic. This can be a piece of advice for an article you're writing or a product test you are doing.
Here’s an example fromSearch Engine Journal：
Template 3: The 'we featured you' template
There's nothing more flattering than knowing that a reputable brand has featured you in their marketing content. Let an influencer know if you've done this and use it as an opportunity to find out if they might be interested to work with you.
Here’s an example fromLeadfuze：
Template 4: The sneak peek template
还记得我们说要编造一封很难拒绝的电子邮件吗？就是这个。有影响力的人喜欢新东西（谁不喜欢？），因此，如果您的品牌即将推出新产品或服务，这是一个让他们进行检查的绝佳机会。制作您的电子邮件，以便在公开之前帮助他们及早访问新产品/服务，以帮助他们保持领先地位。
Template 5: The affiliate marketing template
会员计划根据他们所指的客户数量为影响者委员会或付款提供付款。尽管这在某些情况下可以很好地工作，但许多有影响力的人宁愿为协作项目付费或获得更明显的回报。但是，如果影响者的受众与您的品牌相符，并且您的广告系列正在进行中，那么这可能是推动销售的一种非常有效的方式。
Here’s an example fromScrunch：
模板6（奖金）：作为有影响力的品牌投放品牌
嗨[他们的名字]，
I’ve used [THEIR BRAND] for [LENGTH] years now and [REASON WHY YOU LIKE IT]. I particularly love [THEIR BEST FEATURES].
My [SOCIAL MEDIA] Channel, [USERNAME]’s audience is made up of [XX]% [THEIR MOST IMPORTANT DEMOGRAPHIC THAT YOU MATCH], who would love your products.
我的视频[链接到您的Tiktok频道]每月获得[XX]观众[或从您的分析中选择其他合适的统计信息]。我想进一步谈论我们如何共同努力推广您的产品。
期待很快听到您的回音！
[YOUR NAME]
