How to sell influencer marketing campaigns to clients
Influencer marketing is an amazing way to drive results for clients, as more and more companies are realizing the importance of leveraging individuals with direct experience in their marketing campaigns. However, this doesn’t mean that clients will start drooling as soon as they hear you’re interested in working with them.
To find a buyer for your marketing pitch, you need to generate demand for the work you do. This is where a knack for selling your influencer marketing campaign comes into play; here are a few tips to help.
Create a Need for Influencer Marketing
When an influencer or a celebrity posts about a product on their social media platform, the product gains an instant recognition beyond the reach that any company can guarantee by advertising on its own. Endorsements from actual people add a point of contact that can make or break the effectiveness of a particular campaign.
An estimated 33% of consumers are known to trust faceless ads, but about 90% of them trust peer recommendations. Similarly, 74% of internet users rely on social media for making purchasing decisions.
All of this needs to be clearly outlined before the business owner. You have to make sure that stakeholders clearly see the logical connection between influencer marketing and long term ROI, thereby creating a need to invest in it. Convince them that they simply cannot do without the benefits of influencer marketing, and you will increase your chances of finding a buyer.
Pick Your Clients Strategically
It seems obvious that business owners would rather not drive potential clients away from their brand or product, but it can be a necessary sacrifice in order to make the most of your time. Sometimes, companies will reach out for work that doesn’t match your interests or skill set – it’s important to develop the confidence as a marketing agent to save your efforts for jobs where both parties can meet in the middle in terms of needs and demands.
In order to sell influencer marketing to your clients, it’s best to define the exact market that you’re best at catering to. Don’t sell influencer marketing to every company and brand that comes knocking, and make sure to be purposeful in your choice of clients.
Keep a running mental tab of which brands influencer marketing might work for. Local products, for example, are not a great fit for this advertising technique because most of them have a near global reach. It’s important to recognize that influencer marketing doesn’t work for everything, and knowing where to look for potential clients is a valuable aspect of building your reputation and experience.
Be upfront with the client about types of campaigns and their potential results
Clients need to be able to see the benefits of what they’re paying for. Unrealistic expectations can lead to major problems, and it’s best to be as transparent as possible in terms of a client’s various campaign options and their expected results. To find out how well each campaign option can potentially impact the client’s goals, look at the situation from multiple angles in order to get the most comprehensive speculation and avoid surprises when all is said and done.
Give them the best influencers that fit and price based on reach
Before choosing the right influencer for a particular brand, you need to make sure the relationship is a good fit. Each influencer has a set of skills and preferences that will work better with certain brands.
Justin Bieber, for example, is known as the most “influential” social media user. However, would his status about your software really enhance that product’s appeal in any way? Probably not, as teenage girls simply aren’t the ideal market for software developers.
Once the influencer has been identified, the next question is whether they have the leverage to give a brand the kind of boost that it really needs. Can that individual create tangible results within their prescribed audience?
An influencer should not be forced into the target market you want to pursue if it isn’t the right fit. These people have a vested interest in their influencer’s opinion and will continue to stay loyal as long as the information is consistent. If the product promotion blends in with the rest of their daily media intake, an influencer’s audience will continue to listen and produce results.
Interested in selling influencer campaigns to clients?
Make sure you check us out at Grin. Our influencer marketing software is purpose-built for agencies. We streamline every aspect of influencer marketing, from recruitment to reporting, we do it all. Our best in class software helps marketing agencies make more money by adding influencer marketing as a core competency to their mix of services.
Book a demo and see us in action today!