Influencer Outreach: Cómo conseguir embajadores de marca

Influencer marketing is all the rage on Instagram. Instead of brands pouring their money into traditional, overly manicured ads, they tap content creators to promote their products. People are more receptive to it because it looks more authentic and seamlessly meshes with the typical “aesthetic” IG feed. But brands that have influencers promoting their stuff took a long way to get there. It all starts with proper, strategic, and respectful influencer outreach.

Si quieres que tus campañas actuales y futuras tengan éxito, es fundamental que sepas cómo llegar a los influencers. Tienes que comunicar eficazmente los objetivos de tu marca y atraerlos para que se asocien contigo en una campaña. También es el primer paso para construir relaciones florecientes con los influencers. Esto es muy importante si quieres volver a contar con ellos para futuras campañas de la marca.

Entonces, ¿cómo contactar exactamente con un influencer con el que quieres que trabaje tu marca? Profundicemos en la forma correcta de enviar una propuesta de colaboración a los influencers que serán perfectos para tu campaña.

¿Qué es la captación de influyentes?

Everybody on Instagram knows what sponsored content and paid ads are. But what is influencer outreach, and why is it so important?

Una estrategia de captación de influencers es el plan de juego de un equipo de marca para ponerse en contacto con influencers con los que colaborar para promocionar su campaña. Las marcas suelen ponerse en contacto con creadores con un gran número de seguidores y una credibilidad significativa en su nicho. Enviarán un correo electrónico a estos influencers para proponerles una colaboración para su próximo proyecto.

Influencer marketing is incredibly important if you want to widen your reach on Instagram. It’s especially effective for campaigns targeting younger audiences. According to Morning Consult Pro, 72% of Millennials and Gen Z follow at least a few influencers on Instagram. So, aside from your typical ads, influencer campaigns are a terrific way to reach and engage these age groups.

Estas son otras ventajas de contactar con personas influyentes y hacer que colaboren con tu marca:

• It allows you to reach a targeted audience, depending on an influencer’s main fanbase demographics.
• Puede hacer que su marca parezca más auténtica y digna de confianza cuando personas reales hablan de ella.
• Impulsa un engagement estelar, ya que muchos de los seguidores de estos influencers están deseosos de interactuar con sus contenidos.
• Es rentable porque los influencers producen sus contenidos para promocionar tu marca.

Cómo contactar con creadores para campañas de influencers: 6 sencillos pasos

¿No sabes cómo ponerte en contacto con los creadores de contenidos para que colaboren potencialmente con tu marca? Nosotros te ayudamos. Aquí tienes seis sencillos pasos para ponerte en contacto con influencers y proponerles tu idea de colaborar con ellos.

1. Identifique a su público objetivo

Before choosing the influencers you want to work with, you need to have a firm grasp of your target audience. Do your research and pin down who you want to reach with your influencer campaign.

Hágase preguntas básicas sobre el público al que quiere promocionar su marca. ¿Son hombres o mujeres? ¿Qué edad tienen? ¿Qué les interesa? ¿Qué tipo de contenido les gusta consumir en Instagram? Fíjate en los datos demográficos y psicográficos de tu público objetivo. ¿Por qué? Porque las personas influyentes que elija más adelante (y el contenido que creen) tienen que ser relevantes para este público.

By understanding the needs and personalities of your target audience, choosing brand ambassadors becomes easier. For example, if you’re targeting young females who love beauty and clothes, you’ll know to collaborate with fashion influencers. Or if you’re launching a campaign for parents, you’ll know to reach out to family-oriented influencers or mom bloggers.

Knowing your audience well doesn’t stop at influencer selection, either. It allows you to craft creative messaging for your brand influencers that you know will resonate with people. It also lets you narrow down what type of content to ask your influencers to create for you.

2. Elige a las personas influyentes con las que quieras trabajar

Next, identify the influencers you want to collaborate with for the campaign. Make sure that these are relevant influencers that your target audience will find interesting and exciting. Aside from that, the influencers also need to display the same values as your brand.

When choosing influencers, don’t forget to research their current Instagram stats and numbers. Look not only at their follower count but also their engagement rates and how often they post, too. These will tell you how active they are and how much influence they actually have over their fans. All this information will give you an idea of how effective they will be as brand ambassadors.

Consider your goals for your campaign as well. If your goal is to reach as many people as possible, contact macro-influencers with hundreds of thousands of followers. But if you’re trying to drive engagement and conversations with a niche audience, working with micro-influencers might be better. Their follower count might not be huge, but they are known to be incredibly engaging.

Lo entendemos: este paso puede resultar abrumador. Hay miles de creadores de contenidos en Instagram. ¿Cómo se puede elegir con quién trabajar de entre tantos talentos?

To make things easier, make a shortlist of 50-100 influencers that catch your eye during your initial research. Then, do additional research, zeroing in on their engagement rates and content styles. Narrow down that list of influencers to those that meet your standards for excellent Instagram metrics. Keep trimming that list until you have your final influencer squad.

Note that not every influencer in your list will say yes to your invitation to collaborate. So, don’t throw out that shortlist. If your top picks turn down your offer, contact the other creators on your initial list.

3. Llegar a los creadores por correo electrónico y presentar su idea de asociación

Now that you have the final list of influencers you want to partner with, it’s time to shoot your shot. Visit their Instagram profile and see if they have their contact details in their bio. Then, send out an email to tell them that you’re interested in working together for a campaign.

Your outreach email should be clear and professional but still in line with your unique brand voice and personality. Introduce yourself politely and give a brief background on your brand and what you stand for. Then, tell them that you have an upcoming project and that you’d like to collaborate with them.

Personaliza cada correo en función del creador al que te dirijas. Recuerda dirigirte a ellos por su nombre e insertar detalles sobre su contenido que te hayan llamado la atención.

After the niceties, tell them all about the campaign you’re about to launch. Be open about what products or services you want them to promote. Their response will rely heavily on how interested they are in what you have to offer.

Give them as many details about the campaign as you can without giving the whole project away. Tell them the benefits they’ll receive, like product samples or affiliate marketing links, for extra commission. You want to reserve the juiciest details for creators who will officially sign on as your brand ambassadors.

Deja claro que les estás ofreciendo una colaboración remunerada. Algunos influencers, sobre todo los que ya han colaborado o tienen muchos seguidores, podrían no estar interesados en un trabajo gratuito.

Lastly, tell them how to contact you if they’re interested in the collaboration. Give them your contact number or ask them to reply directly to your email. Then, sit back, relax, and wait for them to reply.

4. Negociar las condiciones de asociación si expresan interés

If an influencer responds to your email and expresses interest in working with you, it’s time to negotiate the collaboration. During this process, you’ll be communicating back and forth to iron out project details, expectations, and compensation.

The first thing you want to do is acknowledge their response to your initial outreach. Thank them for replying to you and express that you’re excited to work with them. This creates a positive, enthusiastic atmosphere that can make them look forward to working with your brand.

You can then share more details about the campaign with them. While you can easily do this via email, it’s better to hop on a video call with the influencer instead. That way, the communication is a two-way street. You brief them on the project, and they can ask any questions they have and get an immediate answer. Here are just some of the things you should do on the call:

• Explíqueles en detalle en qué consiste su campaña de influencers. Esto incluye qué productos o servicios se promocionarán y el mensaje general de la campaña.
• Discuss the expectations from both parties. Talk about what types of content you’d like to see from them, posting schedules, and how many posts you’ll sponsor.
• Hash out the possible legal components of your partnership, such as a non-disclosure agreement or exclusivity clause.
• Negotiate compensation, whether it’s through a monetary fee, free products, affiliate links, or other brand perks.

After discussing everything with the creator, draw up a contract with all the agreed-upon terms. Then, have both parties sign it to seal the deal. And that’s it!

5. Envíeles sus productos para que los prueben y promocionen

Reaching out to influencers doesn’t stop at the contract signing, though. You still have to hold up your end of the bargain before they start creating content to promote your brand.

Influencers are effective marketers because they share their raw, authentic thoughts on the products they promote. They can’t do that without trying out your brand’s products. So, send them the products or services you want them to use and promote on their channels.

Be as creative as you can when packaging these products. Build a PR kit if you have the budget for it. Include freebies, beautiful packaging, product instructions, discount vouchers, or even a personalized note thanking them for working with you. Sending them a thoughtful package with your products isn’t just respectful—it also makes them think positively about your brand.

Of course, make sure you send the package to the correct address. Track your shipment as it makes its way toward your brand ambassadors. After a successful delivery, follow up with them to confirm receipt of the package. Use that opportunity to ask them what they think of the products, too!

6. Creación de contenidos y aprobación final por su parte

After sending your products to your influencers, it’s time to patiently wait for them to revert with their first drafts. During this time, a lot of magic is happening behind the scenes. Your brand ambassadors are assessing your products and filming content to promote them. When they’re done, they should send you samples of their work for your final approval.

Comprueba si el estilo estético de su contenido coincide con la personalidad y el ambiente de tu marca. Comprueba si te gusta cómo pintan tu producto en sus publicaciones. Acuérdate también de comprobar los pies de foto de sus publicaciones para asegurarte de que coinciden con el mensaje general de tu campaña.

Don’t be afraid to give them constructive feedback. If you need to ask them to make necessary changes, be sure to be respectful about it.

After the necessary revisions, sign off on the final output to approve it. Then, wait for your influencers to post the content on the agreed schedule and watch that audience engagement roll in!

Consejo profesional: deje que las herramientas de captación de influencers le ayuden a elegir a los influencers adecuados

As mentioned earlier, finding the most relevant influencers your target audience loves is crucial for any influencer campaign. But if you’re not well-versed in who’s in and who’s out on Instagram, this can be quite difficult. That’s why we suggest using accessible influencer outreach tools at your disposal to identify the best influencers for your campaign.

Hay muchas herramientas que puedes utilizar para encontrar creadores y ponerte en contacto con ellos. Dos de las más comunes son las plataformas de marketing de influencers y las herramientas de escucha social.

Influencer marketing platforms have databases with trending influencers you can work with. They’ll typically have a list of influencers from every niche, from beauty to tech to art. Filter the database according to their demographics, and you’ll get a shortlist of creators that fit your criteria. Not only can this streamline the process of choosing influencers for your project, but it connects you to them, too.

You can also use social listening to see which influencers your target audience is talking about online. It’s an awesome, accurate way to find creators your potential customers love and listen to. Plus, it gives you a glimpse into people’s opinions on these creators. It allows you to select only creators that garner positive sentiment from your target audience.

Una plantilla de correo electrónico de contacto con influencers para tener siempre a mano

Having an influencer outreach email template at the ready can help make contacting creators easier in the long run. Instead of typing out long emails from scratch every time you reach out to a new influencer, use a template. Then, just copy and paste it and make the necessary edits to personalize your pitch per creator. It makes outreach way more efficient and consistent.

Aquí tienes una plantilla que puedes llevar contigo la próxima vez que te pongas en contacto con influencers para una campaña. Siéntete libre de personalizarla para adaptarla a la voz y personalidad únicas de tu marca.

Subject: Hey [influencer’s name], we’d love to collaborate with you!

Hola [nombre del influencer],

I hope this email finds you well. This is [your name] from [your brand], and I’m reaching out to present you with a great collaboration opportunity. We absolutely love your content and want to invite you to partner with us for an upcoming campaign.

We’re kicking off a new project called [campaign name]. The main purpose is to [insert specific campaign goals here]. We’re looking for the most creative, authentic creators to help us turn this project into a reality. Your style, personality, and relationship with your audience make you the perfect candidate to be one of our brand ambassadors!

We’d love to hop on a call with you to see how we can team up to promote this project. We know that with our top-notch products and your creative flair, we can wow audiences on Instagram together! If you’re interested, please shoot an email back so we can discuss partnership possibilities and concrete next steps. Feel free to read more about our brand on our official website and social media channels as well. Looking forward to speaking with you soon!

Atentamente,

[tu nombre]

[su marca]

Dé más difusión a su campaña de marketing de influencers con Path Social

Now that you know how to contact influencers and communicate your campaign’s needs well, your partnership can be smooth sailing. Remember to maintain strong relationships with influencers to ensure that they’ll stay loyal to your brand. That way, it can be much easier to activate them again when you have a new product launch or campaign.

El contacto con influencers y el contenido patrocinado no son las únicas formas de promocionar tu marca. También debes tener en cuenta el rendimiento de tus contenidos. ¿Necesitas llegar a más gente en Internet? Nosotros podemos ayudarle.

At Path Social, we use an advanced, AI-powered targeting mechanism to find your ideal target audience. Then, we serve your content to their feeds to ensure they see and engage with it. After that, you’ll quickly see a noticeable uptick in your follower count. You’ll have a solid community of real, genuine fans who look forward to your content. Grow your IG fanbase today!