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This step-by-step email guide for bringing influencers on board with your marketing campaign helped the founder of a PR firm land 30 influencers and earn $600,000 in 2 years

  • Amanda Whitcroft launched her PR and marketing firm in 2018 and is now earning $300,000 a year.
  • She has worked with the American celebrity chef Todd English, the Oscar-winning couple Guy Nattiv and Jaime Ray Newman, and the French professional surfer Johanne Defay.
  • In an interview with Business Insider, Whitcroft revealed her top tips for pitching influencers a social media campaign via email.
  • Companies should always include a personal note from the CEO or founder, she said.
  • Visit Business Insider's homepage for more stories.

The COVID-19 pandemic has moved all aspects of our lives — from work to shopping — online,  and social media is increasingly key to selling and promoting products. Many companies now work with celebrities and influencers on social channels to get their product seen by millions, and organizing these campaigns takes hard work and perseverance, as Amanda Whitcroft knows.

Whitcroft founded the marketing firm Panda PR & marketing in 2018 and now earns more than $300,000 a year helping companies reach influencers and celebrities to promote their products. She tested many email formats for contacting influencers to run campaigns before finding the best one —  writing the perfect email is "labor-intensive and can become a bit tedious at times," but it's crucial to your business, she told Business Insider in an interview. 

Whitcroft, who has worked with the American celebrity chef Todd English, the oscar-winning couple Guy Nattiv and Jaime Ray Newman, and the French professional surfer Johanne Defay, revealed the steps she suggests her clients follow when emailing an influencer or a celebrity asking to promote a product for a client.

Find influencers who align with your product and message them individually

Don't just send emails to influencers because they have millions of followers — find those who align with your company, and message them one by one. 

Strategic searching takes time, but after doing this daily, you'll find profiles and accounts who are likely to partner with you, she said.

Include a personal note from the CEO or founder of the brand

Start your email to the celebrity or influencer with a personal note from the CEO or founder of the brand to catch their attention. It can be a sentence or two — enough to show them it isn't a mass email, and that you've reached out for a reason. It "humanizes" the product you're pitching, Whitcroft said.

The quotes can include the brand mission, how the firm wants to partner with the potential influencer or celebrity, or a line that addresses COVID-19 and its impact. 

Use an 'elevator pitch' to keep your email brief

Keep the body of the email simple and concise. Create an "elevator pitch" on what the brand is and why you're trying to get them to promote it, she told Business Insider. 

Mention a trend or relatable activity linked to the influencer you're pitching, she said. For example, if the influencer has been taking photos of his or her dog lately, think about how that can tie into your product or company. 

Hyperlink to whichever platform best sells your product or service, whether that is the company's website or one of its social media accounts, so that the possible client can make up their mind.

If your company has already run other campaigns of the same product or service with other influencers or celebrities, mention them, and share the content in the pitch. This will give them further incentive to partner with you, Whitcroft said.

Squeeze the important information in the body of the email — and use eye-catching images

Don't use attachments for important information — get everything in the body of an email.  "Rarely do people thoroughly go through attachments unless you have a personal connection with them," Whitcroft said.

Using high-quality images is key to gaining the attention of potential influencers or celebrities, too. If you are a small company and don't have high-quality content to share, talk to production houses or freelance photographers that can help you with the campaign.

Keep the requirements for the influencer simple

Keep the requirements of the project clear and easy to understand. Whitcroft usually asks for one post on the influencers' feed, and a story highlight on Instagram, tagging the brand with a specific hashtag to build some buzz. 

If an influencer agrees to just post in their Instagram Stories, make sure they publish at least two to three to maximize reach, she said. "Asking too much can chase them away and asking too little is a disservice for the client," Whitcroft told Business Insider.

Always adapt to the response you receive to your email — "never think you have the perfectly molded email for everyone." 

Don't forget to follow-up!

If you don't receive a response, Following up is another way to show the potential partner that you want them, specifically, for your campaign, especially if you outline why they align with your firm's values. 

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