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25 min read | April 1, 2024

How to Hire an Influencers to Promote Your Business: Step By Step

If you have recently launched a new brand on the market, it can be challenging to build credibility and trust with your target audience. A basic marketing campaign and a few posts on social media are unlikely to be enough to raise awareness, so you have to get creative. To address this challenge, many businesses these days make the decision to hire influencers to help win over their target audience.

With this in mind, in today’s post, we are going to look at everything you need to be aware of when you hire influencers to promote your brand. We are going to break down the entire process, from sourcing and communicating with a potential influencer to negotiating and signing contracts, and finally what you need to transmit to make sure you get the most from your influencer marketing campaign.

Are you tired of the infinite back and forth when pitching a campaign to an  influencer? Download our Influencer Outreach Guide to create flawless briefings and  unambiguous contracts.

How to Effectively Recruit Influencers for Your Brand

Finding the right influencers to team up with can be a big move for getting your brand out there and connecting with potential customers. However, the process of deciding to hire influencers should be approached with a clear strategy and understanding of your brand’s goals and the influencers’ ability to connect with your audience

The first step in the process is identifying potential influencers whose brand alignment and audience demographics match your own. In other words, you need to hire influencers who are already speaking to the people you want to reach and who feel like a good match for your brand's values.  

Once you've got some prospects in mind, the next step before you hire influencers is reaching out. It’s always best to aim for the personal touch here rather than sending out mass, generic emails. Make them feel special! If you get any positive responses, then you can start discussing your expectations and what you're willing to pay. Transparency is key when you reach out to hire influencers so that everyone’s on the same page from the start. 

After you’ve identified the right influencers to hire, the next step is locking in the partnership officially with a contract. Make sure you both understand what's required in terms of deliverables and legalities. It’s also essential to align with your influencers on the goals and vision for the campaign at this stage with a detailed campaign brief

Let’s expand on these steps in a bit more detail so that you understand exactly what’s involved and how you can hire influencers to effectively promote your products or brand.

Look for potential influencers

As we explained in the previous section, the first thing to do is look for potential influencers for your brand. This process can be approached in various ways, including conducting your own online research or using specialized influencer marketing tools to streamline your search. 

When scouting for potential influencers, it's essential to consider several key factors to ensure a fruitful partnership:

  • Audience alignment. The influencer's audience should closely match your brand's target demographic. This includes factors like age, location, interests, and behaviors. An influencer whose followers mirror your ideal customer profile is more likely to generate meaningful engagement and conversions.
  • Content and brand values. Evaluate the influencer's content to ensure it resonates with your brand's values, aesthetics, and messaging. This alignment is crucial for maintaining authenticity and trust among the influencer's followers when they promote your brand.
  • Engagement and performance metrics. Beyond follower count, it's important to assess the influencer's engagement rates, which include likes, comments, shares, and the overall quality of interactions. High engagement rates often indicate a loyal and active audience, which is more valuable than a large but passive follower base.
  • Authenticity and credibility. Make sure you hire influencers who have built their followings organically through authentic interactions and content. These influencers tend to have a more genuine connection with their audience, which can translate into more effective promotion for your brand.
  • Consistency and professionalism. Finally, assess how regularly the influencer posts and the consistency of their content quality and aesthetic.

It’s also a good idea to use hashtags relevant to your industry to ensure you hire influencers who are already engaging with topics related to your brand. Also, monitor if anyone is already talking about your brand or products online as these influencers could be a natural fit for a partnership.

For more information on this, check out our post on how to find influencers.

Influencer Outreach

Communication is key when you hire influencers.

Once you’ve drawn up a shortlist and found an influencer who could potentially be a good fit for your brand, it’s time to reach out to find out more about them and explain what you are looking for. This is a pivotal moment in the influencer marketing journey, and the approach you take can significantly influence their interest in collaborating with your brand.

Consider the following tips to enhance your outreach efforts:

  • Personalize your message. Highlight specific aspects of their work that caught your eye, demonstrating genuine interest.
  • Be clear and concise. Briefly outline the collaboration's purpose and what you're offering, making your proposal stand out.
  • Emphasize mutual benefits. Clearly articulate how the partnership benefits both sides, beyond just financial compensation.
  • Allow creative freedom. Show openness to their ideas, acknowledging their expertise with their audience.
  • Follow up. A polite follow-up is always recommended if they don’t respond but respect their space if they're unresponsive or disinterested after a second attempt.

Finally, once you’ve established contact with an influencer you want to hire, it’s time to get to know them. It’s always best to establish a relationship before heading to the negotiation table. Ask them about their successes and what they are interested in. Listen to what they say and make sure you seem genuinely interested. Identify shared interests or experiences if you can and answer any questions that they might have. The more an influencer can relate to you and your product, the more open they will be to your pitch. 

Negotiate and make a proposal

The next step when you hire influencers is pitching your offer and negotiating the terms. It’s important to start off on the right foot here. Make sure your initial proposal is both specific to your needs and crafted to the influencer’s brand. Explain why you think they would be a good fit. For example, highlight what you like about their content, such as their creativity, their sense of community, or their brand values.

It’s also important to be clear about your expectations when you hire influencers so that you don’t waste your time, or theirs. Do they know how to market your business on social media? Outlining your position from the start will give you a firm foundation to begin negotiations. Make sure you are clear about what you are willing to pay, how much brand coverage you are looking for, and how much control you expect to have over any sponsored posts. Remember, you want to make sure your brand is correctly represented while leaving room for your influencer to create authentic content. Don’t forget to discuss content usage rights at this point, too.

Sign an agreement

Once you’ve negotiated terms, it’s time to draft an influencer contract. This is a vital step when you hire influencers as it ensures all parties are on the same page and protects you from any potential misunderstandings.

Make sure you include the following information in your influencer agreement:

  • Influencer’s contact information
  • Social media platforms you want them to use
  • General campaign information
  • Payment fees or non-monetary compensation (free products, sales commissions, etc.)
  • Content rights (who owns posts after your contract ends?)
  • Copyright and confidentiality agreements
  • Any other relevant terms and conditions

Be clear about your campaign objectives

Whenever you hire influencers, it’s important to be clear about your campaign objectives from the start. In other words, you need to provide your chosen influencer with all the information they need so that your campaign is a success:

  • What are your objectives?
  • Which metrics are you most interested in?
  • Are you prioritizing raising brand awareness or reaching a new audience? 
  • Is the primary focus on engagement or conversions? 
  • How will you ultimately quantify their success? 

Working towards clear objectives with a well-defined strategy will help to maximize the ROI of your campaign from day one.

Share a Campaign brief

Finally, the best way to effectively communicate your campaign objectives and avoid potential misunderstandings is to share a detailed campaign brief when you hire influencers. This document acts as a roadmap for your collaboration, ensuring both parties are aligned on expectations, deliverables, and the overall vision of the campaign

The campaign brief should detail everything from the campaign's goals and key messages to the desired tone of voice and visual style. It's also essential to include practical details such as timelines, content deliverables, and any specific hashtags or links that need to be incorporated. By providing influencers with this comprehensive guide, you empower them to create content that not only resonates with their audience but also aligns perfectly with your brand's objectives.

Ultimately, when you hire influencers, sharing a clear, detailed brief is your final, crucial step. It not only streamlines the creative process but also helps to ensure that the partnership delivers on its promise of achieving measurable results and maximizing the ROI of your influencer marketing campaign.

Download free: Influencer Outreach Guide


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