• Kelly Richardson

Working with Influencers (Fashion)

Updated: May 13, 2019

You ever wonder why corporations do so well? What is it that they have that makes them thrive? Their most valuable assets are the people that they employ. We all have our individual talents. When we work together, we complement one another’s strengths and can achieve so much more.

Often times as small business owners we try to go it alone. Sometimes it’s because we don’t have the resources. Sometimes it is because we just don’t know any better. At times we can convince ourselves that if we don’t do it ourselves then things will not get done properly and will not be completed to our standards.

An individual can’t be an expert in all things. There’s only 24 hours in a day. Sometimes in order to grow we need to invest in our business and in others.

Just think about all the things in our lives that wouldn’t be possible without the help of others. Would you have been able to build the housing you stay in, the car you drive, obtain sustenance and live life just as you do today without the contributions of others? We rely on the individual contributions of people, and not just those of today, but of the past as well.

Let’s Get Started (What will you learn?):

  • What do you need to do before you engage the help of an influencer?

  • How do you identify influencers that will help you boost your sales?

  • Why is working with an influencer potentially beneficial for your clothing brand?

What’s an influencer?

Influencers are people that have spent a lot of effort growing their group of followers. Influencers entertain their followers and their followers trust them. They entertain followers by creating content that appeals to them. They know how to relate to their audience of followers. It has taken some influencers many years to gain such a large group of followers.

What should you know before approaching them?

Because influencers have taken a long time to grow their following, many of them are protective of the brand they have built. They will not necessarily work with all brands that offer them money or free products and services. Some will only work with other brands in which they genuinely believe offer a good value to the customers that they serve. The first thing you need to know is that you have to offer good products and/or services. Influencers are protective of their brand and they don’t want to lose their audience by promoting bad products and/or services.

You also need to be prepared before you approach an influencer. If you want an influencer to promote your clothing line you need to make sure you’ve properly designed your website. A website that’s difficult to navigate, missing important information such as contact details, or lacks adequate pictures and descriptions will not aid you well in selling your products and/or services.

The influencer can do an excellent job promoting your clothing line and you can still end up with lackluster sales. One promotion by an influencer may not be enough to see results. An influencer may need to repeat a message about your business several times before you start seeing results. You need to have a good shopping experience laid out for your customers. Have a process in place for what to do after a customer makes their first purchase.

Beware there are people out there that purchase followers. Check out an influencer’s audience and engagement. One red flag is a lot of followers but only a few posts.

Who should you work with?

You should seek out influencers that have an audience that aligns with your target audience. For example, if you sell fitness clothing you may want to reach out to an influencer that’s into travelling and the outdoors.

There are advantages to working with influencers that have a smaller number of followers. They may be easier to contact and be more willing to work with you. Influencers often charge money and their rates may be lower than influencers that have larger followings. Of course, a lager number of followers can translate to a larger audience seeing your clothing line but may cost you more. The choice is really up to you as to how many followers an influencer should have when deciding to work with them.

Do your research. Make sure that any influencer that you work with will do a good job of promoting your brand. Try to work with an influencer that loves what you have to offer. Working with the wrong influencers can potentially have negative effects on your business. You can take a look at other products and services that they have promoted in the past. Before spending your money, you can reach out to others that have hired them to inquire about their experience.

What do you need to provide an influencer?

Some times you can send free products to an influencer and they may or may not feature them on their platforms. Many of them have a fee for their promotional services. Perhaps you don’t have a lot of money. Get creative. In what ways can you offer value to an influencer in exchange for their services? Perhaps you can introduce them to someone that can help them grow their business. Maybe you can promote them on your platforms. Remember they are working and should be compensated.

You will also need to provide them with as much information as possible for them to do an adequate job of promoting your product. Keep in mind an influencer will probably know best how to promote your product to their audience. Providing them with a script of what to say is probably not the best approach. A good influencer can provide you with a list of details that they will need from you.

Influencers can help you grow your business. They help make others aware, outside of who you may know, that your business exists. You can benefit from the long-time commitment that influencers have invested to grow their audience and thereby save yourself time. Influencers have the potential to help you increase your sales and should be compensated accordingly. Their expense should be included in your marketing budget.

Key Takeaways:

  • Prepare before you approach an influencer

  • Beware of people out there that purchase followers

  • Seek out influencers that have an audience that aligns with your target audience

  • Know that one promotion by an influencer may not be enough to see results


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