Once you’ve made initial contact with an Influencer — it’s time to ask more questions to make sure you know what you’re getting.
If you ask the right questions, you’ll find out pretty quickly:
-How much they love (or will love) your products/brand/story
-What they think is the best time to post and the best content to post
-What you should pay them
What are the “right” questions? Well, to start, they’re not stupid questions…
Some non-stupid questions to ask
- Do they like your product and can they write convincingly about it?
- Have they promoted other similar products or any of your competitors recently?
- How much do they usually charge? Ask them this, and ask why, as you want to understand how they think.
- Find out what have been some of their best or highest engagement posts. Check the style. See what day or time they were posted to get an idea of what might work for you too.
- Next — Some Influencers delete their sponsored posts after a day or two. Will they? The only way to know is to ask!
- Want proof of what they are telling you? Ask the Influencer to send you a snapshot of a 30 day report of their Instagram Insights or their Twitter analytics (or whichever platform you want them to post on for you). See if their engagement to follower ratio is reasonable. For example, if 2% or more of their followers engaged with their posts, then that’s a good sign.
- You’ll also want to ask whether you can keep and reuse any content they create for you.
- Finally – ask them what strategy THEY suggest for promoting your brand to their followers. See how much thought and effort they put into answering. That can tell you a lot,
These questions will help you understand the candidates and make sure that they are a good fit for your influencer marketing strategy. Take your time and don’t rush this step. This, plus following them for couple of weeks, will help you to make up your mind and choose the best from the influencer marketing community you’ve identified.
And of course, at the end of the day make sure that the Influencer’s personal brand aligns with your organization’s values and mission.
Then sign a contract.
SMI* = Social Media Influencers