It is essential for brands to take a professional approach to every aspect of presentations to the public, even if that public is a small group of influencers the company wants to work with or an influencer marketing company they want to run a campaign with.
The more polished and precise your proposals and communications can be, the more likely you are to get just what you want and to be able to measure what you need to in order to judge if the campaign was a success.
Luckily, it’s not too hard to ensure your pitches and proposals are presented well. Here are some keys that will help make your proposals better.
Before you approach influencers directly or go to an influencer company to talk about a project, you should have an idea of what it is you want the influencers to do.
Are you looking for blog posts, social shares, Instagram posts or Snapchats, for instance? Do you want people to develop recipes, use your product as a gift idea or upcycle the packaging into something new?
Of course you don’t want your idea to be too rigid, because you want the influencers to have enough creative control to do what they do best, but it helps to have a place to start discussions.
These two aspects of campaign development go hand-in-hand, because knowing what your goals are or what you want people to do after seeing your content can help you decide the best ways to present it.
There are many possible goals that come from influencer campaigns, such as:
It’s important to remember that the goals of a campaign should be measurable. Getting more people to buy a particular product is not really measurable because you never know why people were compelled to buy; it might or might not have had to do with your campaign.
Thinking through what you’d really like people to do in a way that can be measured also helps you decide the best ways to present your ideas or the social media channels that will be best for sharing them.
Particularly if you are contacting influencers directly, it’s important to make sure your presentation is solid.
While you want to make sure all the important details are included such as the timeline, payment, disclosures, and what you actually want the influencers to do, you also want to make your guidelines relatively concise. Don’t throw in too many details that will stifle the influencer’s creativity.
Remember, you’re hiring them because of their unique point of view and way of engaging with their audience. You don’t want to mess that up by giving them too many rules or presenting your information in a confusing way.
Sarah E. White is a blogger, crafter and mom based in Arkansas. She writes about creativity for moms and other busy people, crafting with and for kids and creating the life you’ve always wanted at Our Daily Craft. Find her on Facebook, Twitter and Instagram, among other places.