Your marketing assets go beyond your follower count and pageviews. As an influencer, you can add value for your clients by optimizing these hidden assets, outlined below by travel influencer expert Netanya Trimboli.
As an influencer, you have something brands want – and it’s not just your following. In fact, I’ll bet you have lots of things brands want that don’t cost you that much time or money to offer.
These things are your marketing assets.
Read next: Marketing Terms Influencers Need to Know
Your assets are things you make, people you know, actions you can take – anything tangible that could have value to someone else. These don’t even have to be your main business offering.
Consider these suggestions to get you in the mindset of uncovering your assets that could be of value to your clients.
Then, conduct your own brainstorm about other value-adds that are unique to your platform that you can use to entice your prospects.
Travel and Culture Content Creators:
Marketing Assets Influencers Should Use
Whether you’re a micro influencer or a leader in the global travel space, you can offer brands unique opportunities to reach a wider audience. These opportunities make your campaign proposal all the more attractive to brands.
Always remember to adjust your offerings based on the client’s unique needs, as well as your own ever-changing influence and reach.
1. Start engaging with the brand’s content
Before you even get started with a pitch, let the brand know you like what they’re about by engaging with their social content.
If you’re doing that before you even sign the dotted line, they’ll have the confidence you’ll deliver once a formal partnership is sealed. You’ll also demonstrate interest and that you recognize the brand’s marketing style.
→ Contributing your voice and influence in advance of a campaign is an asset.
2. Let your client create a shot list
Brands have constant photo needs for their website, social media, newsletters, etc.
By allowing your clients to create a shot list of 5-10 photos – with rights included – you’re also providing usable photography to serve their other needs. This goes beyond content on your own channels, which doubles the impact of your collaboration without doubling your workload.
→ Your ability to fill custom requests is an asset for brands.
3. Offer rights to photography
If photography is your moneymaker and you can’t do a full client-led shot list, waiving rights fees to more photos will go a long way.
With all the photography needs referenced above, your client will recognize you’re doing them a favor they won’t soon forget.
→ Your control over photography rights is a marketing asset.
Read next: Tips for taking better travel photos
4. Offer rights to content
Similar to photography, brands have a ton of content needs, spanning their website, social media, newsletters – you get it!
Invite your client upfront to repurpose your content (provided they give you credit, of course!) to give them more mileage out of your partnership.
→ The multipurpose functionality of your content is another marketing asset.
5. Post content to another group
If you’re a member of another Facebook or LinkedIn group, for example, which allows you to share content and it aligns with your client’s target demographic, do it!
And be sure to sell this as a benefit in your proposal by including as many group metrics or member demographics as you can.
Twitter Chats are great for sharing content, too!
Brands want eyeballs, and this is an organic way to extend the reach of your collaboration.
→ Your group affiliations are an asset.
Be sure to join our Women Travel Creators group on Facebook
6. Write a testimonial
Offer to share a testimonial, along with your photo, which a client can use on any of their channels or outlets they see fit.
As long as it’s true and authentic, this is gold for a brand – especially from an influencer.
→ Your persona is an asset.
7. Additional mentions in relevant blogs
Think of another topic you already have in the pipeline and how your potential client could be woven in organically.
Just a few sentences at no extra charge gives your client a whole extra article to hang their hat on, while reinforcing that you value your relationship and their product or service.
→ Your suite of other content and upcoming partnerships are a hidden brand asset.
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8. Referrals and Introductions
Often times, brands that engage with one influencer will be interested in working with another. Offering to make introductions to other influencers who would love their brand, makes your client’s life a lot easier!
→ Your connections within the influencer community are an asset.
9. Give a boost
As much as we hate to admit it, Instagram and Facebook, in particular, have become pay to play.
With that said, $10-$15 can go a long way for getting extra reach.
You can automatically include this for every collaboration or offer it as a backup to guarantee a minimum number of views.
This is a great way to hold yourself accountable and also give your client peace of mind.
→ Your guarantee is an asset to a marketer.
Ultimately, you want to give clients more bang for their buck and make their lives easier. Zero in on your own marketing assets that can add value and insert them into your collaboration pitches, proposals, and relationship building efforts.
You’ll quickly become even more attractive to prospective clients and increase your likelihood to win new — and repeat! — business.
Have you offered any other bonuses to finalize a campaign proposal? Share your tips in the Wanderful Creator community!