Want to become an influencer marketing wizard overnight? Surprise, it isn’t that easy.
When you start doing influencer marketing, no one tells you how much time it actually requires. You think to yourself, yeah! I can do this. I’m going to put on my big kid pants, do some research on potential targets, send some emails and voila! I’ll be an influencer marketing wizard, no problem.
We wish that was the case. But it’s definitely not.
Casting your net
For one, researching potential targets to pitch takes a long, long, looong time. Especially if you’re starting from scratch. And if you don’t have a tool to help you, it takes even longer.
Then there is drafting the pitch email. This is the, “I really, really want them to like me” moment. For a human, it’s sometimes awfully hard to be human in pitch emails and not sound too cheesy, too corporate or too indulgent. And that takes more time to find your flow and figure out what tone works for the brand.
Once you have your awesome pitch template down, then you have to customize it for each email you send out. You may be thinking, customize each pitch? Madness! It’s worth it, we promise you. It takes extra time, but it’s worth it.
Next, you send off your pitch emails feeling super accomplished. After that comes the hardest part, the waiting game. Waiting is a big part of influencer marketing. If you are someone who likes some sort of control with their work, this is the hardest part. There is no way to know if they will ever respond to you. Even just to say, they aren’t interested. Seriously, any response is so much better than no response.
After waiting, waiting and waiting some more, you finally get a response back! Hooray! Now comes the interesting part, negotiating. Negotiating can be simple, or it can be complex.
Is the influencer independent? Do they have an agency? A manager? If you are pitching high profile influencers, they will most likely have a manager or agency you have to go through. And that’s even more time on your plate!
At the end of the long process, the time is worth it. It’s always worth it. When you get your influencer’s finished product and it’s perfection — whether it’s a blog post, Instagram photo, YouTube video or any other crazy content you kids come up with — the rush of accomplishment is amazing.
As we’ve said multiple times in this post, it takes time. Time is a valuable resource on both ends. The ideal outcome is always great brand content and a great working relationship. Any person wants to be paid fairly for their time and effort. Good content takes time and energy to do well. If you are going to provide good content, the team will take the time to make sure you have everything you need so we can all kick butt at what we do.
Bottom line: This isn’t magic. Influencer marketers are not magical. We didn’t go to Hogwarts and can’t wave a magic wand to conjure up the perfect influencer for your brand. However, we can spend endless amounts of time making sure the magic happens in great influencer content and partnerships.
Now someone send over our Hogwarts letter.