Influencer marketing is like the new cool kid in the marketing playground, but even in this crowded space, getting noticed can be tough.
Ever wondered how to stand out?
Let me share a strategy I call the “Anchor Influence Strategy” – it’s like tethering your brand to the biggest fish in the ocean to help you swim faster!
With so many brands out there trying to make a mark, standing out and earning trust can be tricky. So, how can you stand out in a sea of competitors to collaborate with the right influencer and get in front of their followers?
Hi, Rhadeik here, self-proclaimed influencer marketing expert, 7-Figure business owner, and founder of YTML – YouTube Market Lab Influencer marketing agency.
I’m obviously biased, but I believe this top-down approach I coined as “the anchor strategy” is the easiest way to win at influencer marketing. Let me explain…
What's the Anchor Influence Strategy Anyway?
Imagine influencer marketing as a giant party. In this party, the Anchor Influence Strategy is your VIP pass.
You start by teaming up with the biggest influencers you can find– your ‘anchor’. ***without breaking the bank***.
In other words, inviting the most popular person at the party to hang out with you first.
This isn’t about just making a splash, trying to break even, or profiting; it’s about creating waves that carve a solid foundation to put your brand in the spotlight.
Why It's a Game-Changer
- Effortless Networking: When the cool kid is on your side, others will want to join in and be keen to work with you, saving you the hassle of chasing them.
- Instant Trust Boost: People trust the big influencers. When they see one working with you, they’ll trust you more and take you seriously.
- Better Engagement: Other influencers will be more likely to reply to your messages. They’ll think, “Hey, if this big influencer is with them, they must be good!” One of the most common reasons why influencers don’t respond or refuse to work with you is because they are terrified of tarnishing their personal brand and reputation. Having a bigger or the biggest influencer, content creators, celebrities, and or public figures repping your brand will erase any worries the smaller influencers (that convert better) may have had. The thought process behind this is “if this person is willing to risk their livelihood working with this brand, they must be legit” not always the case *Cough Cough* – FTX Sam Bankman-Fried 😉 but hey! It works.
- Turning the Tables (Outbound to Inbound): Instead of you always reaching out, influencers might start coming to you because they see you’re in the big leagues. It’s like having people line up to be your friend!
Why is it different from the usual approach?
To put it simply, unless you’re Mark Zuckerberg – “META”, that watches and copies successful innovations from the little guys… Influencers do not operate like that.
Well, to an extent, if there are new trends raking in easy views, then yeah, but otherwise, not really.
Usually, bigger influences set the standards, and the smaller ones follow in their footsteps, similar to how a lighthouse guides sailors to safety.
How to Do It - Making It Happen: Step-by-Step
- Find Your Anchor: Look for someone big in your field who you think would really resonate with your brand. Actually, find as many as you can and focus all your efforts there initially. As we all know, influencer marketing outreach is considered a numbers game, but it doesn’t have to be if you do it right.
- Personalized Pitch: Reach out with a cool idea that they can’t resist. Make it about how you both can win. You suggest spending time doing your research and learning about these influences before contacting them. The mindset here should be crafting well-written and well-researched emails and DMs to sell this one person on why they should work with your brand. Be real, be straightforward forward, and be patient. Cookie-cutter templates are no good here.
- Leverage Your Success: Once you successfully onboard a key player, use their fame to make your brand shine. Share it on social media, your website, everywhere! Most importantly, use them as reference in your future outreach emails, direct messages, and brand briefs. Adding just a sentence or two in your outreach saying something like “we’ve worked (are working with) [name drop influencer as reference] who you may know” can quadruple your response rate.
- Enjoy the Ripple Effect: After you’ve got your anchor, watch as other influencers start showing interest in your brand. This is where the real fun begins. At this point, your influencer outreach should be on easy mode, or you’re inbox will be flooded with emails and DMs from influencers who all of sudden want to partner up with your brand, sometimes even for free.
Is It Working? How to Tell
Don’t just look at sales. Look beyond sales. Are more people talking about your brand? Is your social media buzzing more than usual? Are you getting higher email response rates? Are influencers mentioning that they saw your brand feature with XYZ collab? These are signs it’s working!
Real Talk – Example in Action: Imagine a new eco-friendly drink brand. They partner with a famous health and wellness influencer. This influencer’s shout-out gets the brand noticed, and soon, other health influencers are lining up to promote the drink too.
Heads Up: Navigating Challenges
- The Right Match: Ensure your anchor influencer aligns with your brand. Authenticity is key.
- Don’t Put All Eggs in One Basket: Relying on one influencer is risky. Diversify your influencer partnerships.
- Stay Genuine: Authenticity is key. Don’t force a partnership that feels fake. Keep your partnerships true to your brand’s values.
Wrapping Up
So, there you go! That’s the Anchor Influence Strategy in a nutshell. It’s a game-changer and could be just what you need to get your brand the attention it deserves.
It’s not just about hanging with the big names; it’s about making your brand the new cool thing everyone wants to be a part of.
If this sounds exciting, but you need some help, don’t sweat it – If you need a hand getting started, we’re here to help. Let’s make your brand the talk of the internet!
You can contact us at [email protected] or the Work with us page.