They’ve made waves on every screen and have been sponsored by nearly every major brand, from Charli D’Amelio x Hollister to MrBeast x Honey. And they’re only multiplying.
If influencers aren’t part of your early-stage growth marketing plan, it’s time to get on board. When companies think of how to rapidly increase their reach and revenue, paid acquisition is always at the top of the list. But there are other important pillars in a growth marketing engine, such as leveraging lifecycle marketing, cultivating organic reach via SEO and doing later-stage brand marketing.<div class="article-block block--pullout block--left">
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Influencer marketing isn’t solely for big brands; it’s for every brand. If influencers aren’t part of your growth marketing plan, it’s time to get on board. </blockquote>
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However, an often overlooked tactic for new brands is influencer marketing. If the value and power of influencer marketing were widespread knowledge, we would see more of an uptick. And it doesn’t help that we have a supply-constrained pool of marketers who understand how to unlock this lever.
This marketing tactic is only growing. So let’s demystify influencer marketing, learn how to couple it with a little-known paid marketing hack and uncover the numerous mediums to leverage influencer assets. After three years at Postmates (which nailed influencer marketing), being a YouTuber myself in 2008 and advising startups, I’ve unlocked the power of influencer marketing and want everyone to do the same.
Starting out
If there’s one key piece of advice to take from this column, it’s that influencer marketing isn’t solely for big brands. It’s for every brand. As you start to formulate your growth strategy, make sure to include an influencer pillar as part of the plan. When reaching out to influencers, it’s a sheer numbers game in capturing their attention and pitching your brand, but there are myriad ways to increase response conversion. Below are the cold message components you must nail down before reaching out to influencers:- Your brand pitch.
- An enticing offer.
- Clear next steps.