Branding Your Social Media Profile (BSMP) is a new 1-on-1 program that helps brands bring their social media profile and presence to the next level.
This series of articles is an introduction to some of the techniques and experiments that have been proven to make this underutilized real estate work for you.
Brands and others looking for customized analysis and guidance specific to their profile(s) can register for 1:1 coaching here.
It’s super popular to hire SMI* these days — for many good reasons (if done the right way): they bring attention, awareness, trust, influence, change opinions, and offer advice on turning your business around to meet the needs of relevant communities as never before. But how much should you pay influencers?
So, how much should a brand pay influencers, one might ask?
Should brands pay Influencers (SMI)?
For sure yes, you/we should pay them. Their social media accounts are the way they making a living, and if you find a good SMI, make them even better by taking them seriously.
At least 2 if not 3 posts per year because… like all marketing, Influencer Marketing is not a switch you flip on or off when it suits. If an influencer has nothing to say about your brand 364 days a year and then suddenly starts singing your praises… would you trust that? It’s best to find ways to work with an influencer year-round to support your branding and have them post frequently on your behalf (all that should be included in the contract).
What is the best way to ask SMI* for their pay rate? Like this!
Yes that’s the RIGHT way – just DM a short message to your potential SMI, and ask for their rates.
The answer in this example is great – straight to the point and showing authenticity (it’s a good sign when SMI will not agree to promote just any product).
Tip: if the SMI’s answer is not very clear or sincere, or they don’t ask you about your product, they might not be a Pro
Here is another good example of how to write to SMI. This is the right way when you are approaching SMI to HIRE them, rather than with the typical “I love you so much, I am a fan, please recommend my product and I’ll give you a sample for free” B.S..:
That’s right, if you’re a brand, choose your SMI* candidate carefully (e.g. evaluate their engagement in their post comments, their language, and make sure to answer questions such as of use whether they will they sign a clear contract with milestones, whether they will influence or just bring a large audience of uninterested people, etc. In short, vet them just like you’re supposed to do with any other partner.
If you’re an SMI, choose the brand you want to work with carefully (e.g. is their value aligned with yours, are they respectful to your community, do other SMI enjoy partnering with them, will they pay you on time, etc.).
If you pay well for Influencer sponsorship then YES. But – usually not right away. When an Influencer recommends your brand or product, people listen, and remember. Their purchase might be later though. So don’t expect to see immediate sales as proof of a campaign working.