Anybody who has been working online for 6 months or more can tell you that things change rapidly in the online world. Social media changes, search engines change, businesses change. The things that worked last year don’t work this year.
Today, we are going to talk about how to change along with the online space and how to be up to date on the newest and best ways to work with brands in 2020.
IE 106: Latest Trends when Pitching Brands for Sponsored Content
This was updated August of 2020 to keep you in the know even during Covid.
4th Quarter Brand Emails
When this episode originally aired, we had just finished quarter 4 of 2018. With it being just before quarter 4 of 2020, which of course has been the strangest year ever, I wanted to make sure you knew what was still relevant. And what happens to bloggers who have been working with brands for a while is that your inbox can fill up with emails from brands.
The reason for this is that brands have a yearly advertising budget and sometimes, there is money left in that budget when December rolls around. So they want to use the rest of that money working with bloggers.
The brands are going to reach out to bloggers that they have worked with before or those that they have established relationships with.
Why You Need to Establish Relationships with Brands
If brands are reaching out to bloggers that they have relationships with, we should be asking ourselves how we can build those relationships with the brands so that they think of us when they have extra money to spend. Most brands have seen their budgets get cut due to Covid so they are looking to work with influencers that they know can deliver, which is why establishing that relationship is even more important now than it was ever before.
The first thing you have to keep in mind is that, while tagging brands on social media is the best way to get their attention, that doesn’t mean that you will immediately get a contract with them. In fact, you likely will not.
Everyone is tagging brands in their posts these days. You won’t be the first one to tag the brand and you won’t even be the only one on that day. Because of this, you need to begin to build a relationship with the brand you want to work with.
How to Build Relationships with Brands
You don’t build relationships by tagging a brand in one 15-second story. You need to be able to share with a brand who your audience is and why they would love the product that the brand sells. The brand needs to understand the value of their product to your audience.
You have to understand that this is not about you. It’s not about how many followers you have. It’s all about engagement and the repertoire that you have with your audience.
How many of your followers comment on your posts or DM you after a story? Do you know any of them by name or know things about them or their families? Brands want to see that you have that type of relationship with your audience.
Using Instagram Stories to Engage Your Audience
A brand is more interested in how you use stories on a daily basis than they are in the fact that you are tagging them.
If you only do a story when you want to tag a brand, they aren’t going to be very interested in talking to you. Brands want to see you using stories for your audience and your audience connecting with you over those stories.
You also need to be using every facet of the platform. Are you using stickers or gifs on your stories? Do you do polls so that your audience can chime in? When is the last time you asked a question using the question/answer feature and had your followers talk to you? Have you ever given your people a chance to “ask you anything” using that feature?
The easiest way to interact with your audience in stories is using the polls feature. In episode 184: Selling from Instagram, I give you my step-by-step strategy for using polls and getting into their dm’s, which also affects the Instagram algorithm.
If your audience doesn’t know how to engage with you, it’s likely that you don’t know your audience very well. And brands don’t care if you have a million followers if you can’t show them why your audience would benefit from their product.
Using Case Studies to Build Your Business
You can have a million page views a month and it doesn’t mean that brands are going to want to work with you. Brands care about the end user, not you as a blogger.
If you don’t know your audience, you need to get to know them. You need to find out what types of content resonate with them and create more of that content. Brands want to know that you can create the kinds of content that your audience wants and will engage with.
If you don’t know how to find out what your audience wants, you can do a case study to find out. Don’t let the words “case study” freak you out. It’s simply a way to gather information.
So I would put out a certain type of content and measure the engagement I get from my audience over it. Let’s say I want to offer a brand 5 stories that will stay on my highlight reel for 14 days.
I would need to do a test case by producing 5 stories on a similar topic and leaving them on my highlight reel for 14 days. I would measure the level of engagement and views my audience gives me over that content. This way, I can answer the brand’s questions about audience engagement.
Just because you have never worked with a specific brand doesn’t mean you aren’t qualified to work with them; you just have to show them that you know what you’re talking about.
Market Yourself as a Business
One of the hottest trends right now is that brands don’t want to work with people who are suddenly “Insta-famous.” They want to work with people who are building a business.
Unless you have a goal of where you are taking your fame, brands are more likely to choose to work with someone who has a plan for the future. Because let’s face it, the algorithms will change again. And where will your Insta-fame be when things change?
What happens when the topic you want to talk about is no longer acceptable on the platform where you are a star? Things change quickly.
You need to be able to prove to a brand that you have a plan and that your audience is engaged with you and is sticking around for the long haul, which is why having a strong elevator pitch is so important.
Keep Track of Your Interactions
Which platform is performing the best for you as far as interactions with your audience?
This is such an important point and it needs to be stressed over and over. If the majority of your traffic comes from Pinterest, how are you capturing those people? Typically speaking, Pinterest visitors are there and gone in a matter of a few seconds. If you don’t do anything to capture their attention and better yet, their email address, you are losing them permanently.
Brands want information about your email list. You should be prepared to share your open rates, click through rates, where they come from, and the kinds of engagement you get from them.
Your email list is the most important thing you have as a blogger who not only wants to work with brands but who is building a real business. You can certainly sell to your audience through affiliate links, but you also have the opportunity to sell your own products to the people on your list.
If you need help with your email list, please go read this post where I share ways to jump-start your list growth!
I have put together an all new Pitch Perfect Live master class,. I want to let you know that it is coming up August 26th.
This is the first time I am hosting this master class and it is updated with the most relevant information pertaining to brands and sponsored content.
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