How to Master Influencer Marketing in 2024

Howdy howdy everyone! Nate here. HubSpot reached out to me to make this guide because I have spent thousands of hours working directly with influencers. I understand the behind-the-scenes of what's going on in those influencers' minds and exactly what they're looking for to work with you. Here, I’ve boiled it down to three main things that influencers are wondering when considering working with companies and how you can build a strong, long-term relationship with them.

1. Are You Cool?

Influencers want to know if you're cool to work with. Here, "cool" means:

Is your company cool?
Is your point of contact cool?
Is the overall experience of working with you cool?

The number one thing that makes or breaks the relationship between your company and an influencer is your point of contact. This person should:

Genuine Appreciation

Your point of contact or partner manager should genuinely appreciate what the influencer is doing before asking for any money or partnership. It's beneficial to make your outreach personalized. For example, instead of a generic message, say something like:

"Hey, I watched your recent video about [topic], and I thought it was really cool. In fact, after watching that video, I decided to watch more videos on your channel, and I appreciate how you [specific thing about the influencer's content]. Would you be open to having a conversation about promoting what we’re doing with your audience? I think it might be a really awesome fit."

Advocacy

Many influencers don’t have the experience of working with a large team or company. Your company might seem like a big, unknown entity to them. The point of contact should act as an interpreter or advocate between your company and the influencer. This makes the influencer feel more comfortable and understood.

2. Is It Worth It?

Influencers are worried about becoming sellouts with their audience. Each sponsored video has a relationship cost with their audience, which can be mitigated through:

Paying More: More compensation can make the partnership financially attractive.
Streamlining the Process: Make it as easy as possible to work with you.
Providing Creative Freedom: Give the influencer some creative freedom within reasonable limits.

3. Is It Valuable?

Your product or service should offer real value. To ensure it connects well with the influencer and their audience:

Conduct a Test: Offer a trial period or sample of your product so the influencer can genuinely experience and appreciate it.
- Give them a time limit to test out your product.
- Encourage them to use it in their everyday life.

Once the influencer is on board:

Provide Tips for Selling: Share industry-standard phrases or successful past integrations to help them.

Bonus Tips for Overachievers

Insider Groups: Offer influencers access to exclusive groups where they get extra support and insights
Bonus Systems: Implement a bonus system for generating traffic or sales.
Genuine Appreciation: Ensure your point of contact shows real appreciation for the influencer’s work and content.

Try these strategies and use the free, ready-made templates by HubSpot to streamline your efforts.

Keywords

Influencer Marketing
Influencer Relationship
Point of Contact
Genuine Appreciation
Advocacy
Streamlined Process
Creative Freedom
Product Value
Insider Groups
Bonus Systems

FAQ

Q1: How can I show genuine appreciation in my initial outreach to an influencer?
A: Personalize your approach by watching their content and discussing specific things you genuinely appreciate about their work.

Q2: Why is it important for the point of contact to act as an advocate?
A: Acting as an advocate helps bridge the gap between the influencer and your company, making the influencer feel more understood and comfortable.

Q3: What are some effective ways to make the process of working with influencers easier?
A: Streamline the process by minimizing bureaucratic steps, providing clear guidelines, and allowing some creative freedom.

Q4: How can I ensure my product is seen as valuable by an influencer?
A: Conduct a trial period where the influencer can use and become familiar with your product, and provide clear parameters for evaluating its success.

Q5: What additional benefits can I offer influencers to strengthen our partnership?
A: Consider offering access to insider groups, implementing bonus systems, and showing genuine appreciation to make the influencer feel valued.