Creating Personalised Content for Influencers

Personalise your Content to your Influencers

If you are keen to start working with influencers then you need to be creating content and sending them content to get their attention. Before you reach out to influencers – make sure you know what your budget is. Do the cost analysis and set your budget. If you can’t pay for a collaboration, another option will be to send a product for free and hope that they feature/mention it.

If you are sending them something take the time and effort to personalise it for them and make it as tailored as possible. You might have to send them multiple items over a period of time before you strike it lucky.

For example, you might do something in their favourite colour and include a hand-written note. Write about why you want to work with them and show that you care about what they are doing (not just approaching random influencers).

If you are service selling brand and can’t simply send influencers your product here are some examples of things you might like to send instead (depending on your budget):

• Flowers to celebrate their goals or special moment in their life;
• Card and/or handwritten note to say something special;
• A gift for their pet or child;
• Something the solves a problem that they have been having;
• Hamper of goodies;
• Birthday Card/Present;
• Caricature;
• Seasonal gift e.g. Halloween or Christmas;
• ask for help or for their opinion.

Don’t forget if they have an agent or manager or team why not send gifts for everyone.

Be as specific/targeted as you can when sending a package to an influencer – treat it like a job application. Most influencers get approached by a lot of people – you need to be able to stand out.

If you are a product selling brand it is likely that you will be sending them a version of your product to try ideally combined with some personal touch – but remember to make sure that they will want to receive your product (that it aligns with their brand and values) and that they are not already an ambassador for a competitor. As they are unlikely to be able to feature your product even if they love due to their existing relationship.

When and Where to Send your Package

Remember Influencers are busy people so take the time to check where they want items to be sent and be polite and give them the heads up. If they have an agent send the package to their agent to forward on (they have an agent for a reason).

You should also think about when you should send your package for a number of reasons – you will want to approach them when they don’t have a major project on or are not on vacation so that they also have the opportunity to look at your product/package. If you need them to showcase your product at a particular time you will also want to give them sufficient notice to actually be able to get involved. Most influencers (and businesses) will plan a quarter in advance. You should too.