- Don’t let geographic boundaries limit your thinking. Influencers don’t have to live in your community or region to reach your audience. Because they are experts on a topic or in a niche, many influencers attract an audience that lives somewhere else. They may live in California but have a strong following in your state. Influencer search tools can help you identify influencers who have a strong following in your community.
- Get to know the influencers. Relationships play a critical role in influencer marketing. Building a relationship with your influencers, and providing them with one-on-one support, will result in better, more compelling content.
- Make it personal. Just as you would personalize pitches to reporters, you should also personalize the pitch to influencers. Find creative ways to connect your issue or cause to things that the influencer cares about. Get creative with it.
- Don’t neglect the brief. We provide influencers with a brief when we engage them for a campaign. The brief provides a short summary of the organization and the goals and key messages we want influencers to use in their posts. Additionally, we provide influencers with brand assets that they can manipulate and make their own. By clearly defining those guardrails for the influencers, we find that they produce better (and more on message) content that requires fewer revisions.
- Invest in a tool. Influencer marketing can be done in small scale without a tool, but trying to create and manage a campaign that includes more than a few influencers is extremely challenging without the support of an influencer marketing tool. (SE2 has a tool that we license to other organizations. Contact us for more details – Brandon@PublicPersuasion.com.)
Influencer Marketing for Nonprofit Organizations
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