Influencer Marketing Shouldn't Be a Dirty Word

Influencer Marketing Shouldn’t Be a Dirty Word

In spite of the buzz surrounding influencer marketing, I’m starting to think of it as a dirty word.

Some marketers have turned to influencer marketing as a quick way to meet their quarter's numbers. Influencer marketing isn't about this quarter or the next quarter — it's about building a meaningful, long-term relationship. 

We need a shift in mindset — from transactional to relationship focused. defines influencers as: “Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position or relationship.”

Everyone in your industry is trying to reach influencers. So your influencer outreach needs to stand out from the crowd. 

I asked Andy Crestodina (@crestodina), co-founder of Orbit Media Studios, and noted influencer in content marketing, SEO and more how he evaluates influencer requests.

Crestodina asks the following questions when he receives influencer outreach:

An example of an outreach that’s unlikely to succeed: “A total stranger writes a long, rambling email asking me to read their 200-page book and write a review on Amazon.” When contacting influencers, keep in mind:

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Marketers are used to running campaigns with a fixed time period and immediate results: send an email on day one, then check open rate, click rate and leads generated on day two. 

You may wait days or weeks before receiving a response from an influencer — if you receive one at all.

According to Crestodina, “If the person is much more famous than you, you need to go slow. If you're more famous than them, you can go fast. Fame is subjective, but you can use audience size or social following as a proxy.”

Crestodina demonstrates this point in the chart below:

Source: “35 Ways to Connect with Anyone Through Social Media”

The action you take after receiving a response from an influencer is critical.

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