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Reaching Out to Social Media Influencers

As most marketers now know, marketing isn’t just about putting out good content and hoping that your audience stumbles across it.

Instead, you’ve got to actively promote and distribute your content — that’s how you get those views, Likes, and Shares.

Now, when it comes to boosting the visibility of your content, one of the best strategies you can use is conducting influencer outreach (ie: getting influencers to share your content).

Of course, you COULD just plug your content on your own social media sites, but this hardly has the same effect. Think about it: if you keep sharing your own stuff, that’s pretty lame. But if a highly respected influencer praises and shares your content, people will definitely sit up and notice.

Want to improve and refine your influencer outreach strategies? You’re in the right place.

In this blog post, we walk you through a step-by-step process that teaches you how to reach out to influencers. As a bonus, we’ve also thrown in several influencer pitch templates that you can use.

Alright, let’s get started!

How to reach out to influencers

When you break it down, the influencer outreach process comprises of four steps: searching for relevant influencers, establishing relationships with them, deciding on your approach, and finally, reaching out.

In this section, we’ll discuss how to do each of these steps.

Step 1: Search for relevant influencers in your niche

First things first… before you even start reaching out to influencers, you’ve got to figure out who are the best influencers in your niche.

There are several ways you can do this, including:

Quick plug: if you’re looking to reach out to B2B influencers who are experts in their field, ScopeLeads is the way to go.

Our tool helps you reach out to B2B leads such as business owners, C-suite executives, and directors, and it allows you to find leads and automate your outreach to them. Click here to learn more about ScopeLeads.

Step 2: Establish a relationship with influencers

Now that you’ve found the influencers you want to work with, don’t just jump in there and email them with a request right off the bat.

Instead, take some time to cultivate a relationship with them first. Trust us… you don’t want to appear like some rando who just wants to get their 5 seconds of fame.

So, how do you establish a relationship with these influencers? You could:

  • Tweet at them, or reply their Tweets
  • Comment on their social media posts and blog posts
  • Share their posts (and tag them in your shares)
  • Link to their posts
  • Subscribe to their newsletter and reply their emails

Step 3: Determine how you want to approach your influencers

Now, there are a few ways in which you can engage with your influencers.

Option 1: Send them a link to a piece of content, and ask if they’d be open to sharing it.

This option might be a bit of a hit-or-miss, but you can improve your chances of your influencer agreeing by sending them top-notch content.

We’re talking long-form Skyscraper type content; if your content contains original research and case studies, even better.

Option 2: Ask them to answer a question, so that you can feature them in your content.

If you do this, the strategy is to follow up after you’ve published this piece of content, and ask them to share it.

On the bright side: people love to be seen as experts, and assuming your question isn’t too complicated, they might just take a minute or two to answer it.

On the not-so-bright side: even if an influencer does reply to your email, this doesn’t mean that they’ll share your published content further down the road.

For those trying out this strategy, your best bet is to continually engage the influencer while you’re working on your content.

Don’t go radio silent once you’ve gotten their reply… and then only resurface a few weeks later when your content is live (and you want them to share it).

Option 3: Tell them you’ve featured them in your content, and ask if they’d like to share it.

Find it too much of a hassle to reach out to multiple influencers, wait for them to get back to you, then round up their responses and use it to craft your content?

Here’s a simpler, more time-effective strategy:

Just quote influencers based on the content that you can find online, then reach out to them and tell them that you’ve featured them in a blog post or article.

For instance, say I’m thinking of creating an article that talks about onboarding customers, and I want to quote Joanna of Copy Hackers.

To do this, I’ll simply search through Joanna’s author page on Copy Hacker’s website…

And find a relevant article that she’s written:

Once I’ve done this, I’ll just look through the article and find something that’s quote-worthy:

Pretty simple, right?

Step 4: Reach out to influencers

Alright, the final piece of the puzzle is to go ahead and reach out to those influencers.

Now, the key to doing this effectively is to personalize your outreach based on the influencer that you’re reaching out to.

If you’re sending out a mass email or generic email to ALL your influencers, chances are, your email won’t be very compelling.

You don’t have to write a new email from scratch for each influencer you want to connect with, but just taking the time to tweak one or two sentences can make a world of difference.

Here, a lot of people reference something that the influencer has recently written or shared, but you can even do something as simple as bringing up where they’re based. For example:

How’s everything in Michigan? I was in town the other day for a business thing, and I went to that new restaurant by Gordon Ramsay – the food was unbelievable.

Bonus: 2 influencer outreach pitch templates to steal

Now that you know exactly how to reach out to influencers, here are 2 influencer outreach pitch templates to get you inspired.

1. Turns out that…

In this outreach email, Tim Soulo from Ahrefs is basically trying to get an influencer to share his content.

Now, notice how he draws the influencer in with a compelling and unexpected statistic: Turns out that guest blogging isn’t as effective as people think it is… the average referral traffic from a guest post is only 54 visits.

On top of that, he also takes a softer approach by asking the influencer about her opinion on the topic (instead of outrightly asking her to link to his article).

Here’s a stripped-down version of this influencer outreach pitch template:

Hi {Influencer Name},

I just stumbled upon your {relevant post} and the story of {story cited in post} caught my attention.

I recently reached out to {number} of bloggers and asked them to share {information} with me.

As it turns out, {something unexpected}. More specifically, {statistic about topic}. You can read all the takeaways in my blog post: {link to post}.

Since you’re an expert in this field, I’d love to know your personal opinion on {topic}. What’s your take?

Best,

{Name}.

2. It would be great to have your input

If you want to get a quote that you can utilize in your blog post / ebook / other form of content, this outreach email might do the trick:

If you’re taking this approach, the key is to make your question simple and straightforward.

In other words: don’t ask a question that takes an entire paragraph to explain, and don’t ask multiple questions at once.

Here’s a stripped-down version of this influencer outreach pitch template:

Hi {Influencer Name},

Hope you’re well! My name is {Name} and I’m from {company}. I’ve been a long time reader – I particularly liked the {post} that you published recently.

I just wanted to ask you a quick question, if that’s okay. We’re doing na expert series on {topic}, and we’re asking for a few sentences from various {topic} experts that we can include in our {form of content}.

Would you like to contribute? The question is: {Question}.

It would be great to have your input! We’d also like to {feature you on our blog, give you a backlink to your site, other incentive}. Let me know if you’re interested!

Thanks,

{Name}.

A final word on how to reach out to influencers

Before we wrap up this guide, here’s one final tip to keep in mind: think of what YOU can do for the influencer you’re approaching, not the other way round.

Here’s the thing: top-tier influencers get hundreds of requests in their inboxes every single day, all asking the same thing…

Could you share my content? Could you link to me on your blog? Would you like to contribute to this mega guide I’m creating?

Bearing this in mind, if you approach an influencer and OFFER them something, this will help you stand out from the crowd (in the best way).

Remember: if you want to get access to the best influencers in a wide range of industries, use ScopeLeads, which helps you find leads and reach out to them in seconds.

Alright, that’s all we’ve got for you on the topic of how to reach out to influencers. Happy pitching! 😉   

Cherie Foo
 

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