You pitch to a brand, the brand says yes. What’s next? Too often, we as influencers, forget to ask some key questions that make a partnership successful.
After working on the brand side for the last few years, I’m sharing some questions below that influencers can ask that stand out to me as a marketing expert.
5 Questions to Ask Brands
What’s your Goal with this Campaign/Collaboration?
In order to create content effectively and make a plan for this promotion, you absolutely need to know what the goal is for the brand. Do they expect to see X amount of sales? Are they just looking for bomb content? Do they need exposure through you? How is the brand going to measure the success of this partnership? Understanding the goal from the brand’s perspective will help you create and share their message in a meaningful way with purpose.
What’s the Key Message you Want to Communicate?
The brand should have key messages even if this is just a general collaboration for exposure. Sometimes brands run influencer-focused campaigns because they are launching a new product or a new collection so they may have a sheet full of key messages for you. If that’s not provided though, it’s always good to ask if there are certain points you need to hit in your content. Maybe the brand wants to make sure your audience knows about their free shipping or a unique benefit that separates them from the rest. These messages help identify a brand’s unique selling proposition (USP) that make up their story and ultimately why someone should buy from them.
Who is your Target Audience? What do they Do, Where do they Shop, What’s Important to Them?
Every brand has a target audience that they want to make sure they are connecting with. This audience knows, likes, and trusts the brand becoming repeat customers. This group makes up the brand persona or ideal client for their product or service. Spoiler alert, you should also know this for your own brand and it should match that of any partnerships that you take on. For example, if a brand’s base audience is 35-45 year old women and your audience is mostly 18-24 women, then this partnership may not make sense unless the brand is trying to reach a new audience and that’s where you come in.
Post Collab: What Did you See as far as ROI?
This might be the most important question you can ask especially if a brand has paid you or is thinking about a longterm deal with you. You absolutely need to be asking about the type of ROI you are bringing in. Whether that’s sales, leads, new followers, or engagement, all of these can be considered an ROI depending on the overall campaign goals.
How Can we Continue to Share this Story Together?
If the brand saw a valuable ROI from you then it is appropriate to ask how you can continue working together. Remember that you want to come from a place of service when pitching yourself (even a second time around), not a place of “so can we work together so I can get paid again.” I can tell you that from being on the brand side for the last 5 years, I always appreciate an influencer that can offer real value through content and genuinely wants to work with the brand because they believe in their mission.
By asking some of these questions, you set yourself apart from 80% of the influencers in this market because most do not ask. In a saturated industry, it’s imperative for you to make every effort to set yourself apart and show your value add in your personal brand.
If you’re wondering about more tips for landing successful brand deals, I’ve created an entire e-book for my strategy that helped me earn $25,000 in partnerships in 2018. Click here for 6 Steps to Create Successful Partnerships with Brands.
Cheers rockstar, you’ve got this.