If influencer marketing seems intimidating or a strategy reserved for larger corporations — it doesn’t have to be!

For some Independent retailers, partnering with a local influencer can be part of a broader goal to hit specific sales and even social media metrics. And with a few basic tips and tricks, anyone can approach influencer partnerships with confidence.

READ MORE: Is Influencer Marketing Right for Your Business? 

HOW TO FIND LOCAL INFLUENCERS 

If you are sold on the idea of working with local influencers, you may be stuck at step one — how to find them. It may not be surprising that paid tools and platforms exist for this very purpose. However, for Independent retailers, there really is no need to pay or even spend a ton of time on this step.

Google Search 

A simple search on Google could yield you several great options by using a combination of the word “influencer” or “blogger” with the name of your city, town or region. Or if you already have a name in mind — for a local influencer, blogger, athlete or media personality — use Google to find that person’s website or an email address.

Social Media Search 

Social platforms like Instagram and TikTok have become their own search engines. Like Google, you can type in keywords to find influencers in your area or use the location search option to browse posts tagged near you.

Word of Mouth 

Ask your customers if they follow any local celebrities, athletes or influencers. Ask your family and friends, too. If you have any connections with local TV or radio stations, reach out — or start networking!

FINDING THE RIGHT FIT 

Finding an influencer who fits your business and your goals is important. It matters. Don’t get caught up in shiny numbers or a big name. Here are a few questions to ask when considering a specific influencer:

• Does this person’s target audience match your target audience?
• Does your product align with what this person typically shares?
• Do your values align with what this person typically shares?
• Would a collaboration feel authentic or forced?

When reaching out, use your answers to the above questions to craft a personalized pitch. Whether you send an email or connect in person, be authentic. Explain how you envision the partnership being a mutually beneficial match. Express how the influencer’s content fits with the message you want to convey to your audience.

If the influencer is interested in exploring the idea of a partnership, the next step is to discuss deliverables and terms of an agreement.

DELIVERABLES AND AGREEMENT TERMS 

This portion is not meant to offer legal advice. Be sure to check in with your own legal counsel to determine the best way for your business to document an external partnership. No matter how well you know an influencer, having some type of agreement in place is helpful for multiple reasons. Not only does it clearly outline the terms — in writing — to keep everyone on the same page, but it also serves as a record of the transaction for tax and legal purposes and gives you a template for tracking the completion of deliverables.

If you are unfamiliar with the concept of deliverables, let’s look at a few examples. 

First, it is important to note that deliverables include both what you agree to give the influencer and what they agree to give you in return.

For example, your deliverables to the influencer could be anything from discounted or free product to a cash payment for completion of the agreed-upon terms. The influencer’s deliverables could be any of the following — or think outside the box!

• Post about your business on social media or a blog
• Mention your business on a podcast or allow you to run a podcast ad
• Agree to an in-store appearance that you can promote in advance
• Host a giveaway of your product on their social channels
• Create content for you to share on your own website and social channels

When it comes to putting together the actual agreement or offer, here are a few things to consider and include.

• What are you willing to give in terms of deliverables and what are you looking to receive from the influencer? Is this realistic?
• What is the time frame of the agreement? What deadlines do you need to include?
• Is the proposed agreement or arrangement mutually beneficial?

This last question is important both in the initial stage of crafting an offer and at any point when you may need to revise that original offer. Don’t be afraid to walk away if you feel like your time and investment are not worth the effort. Which brings us to tracking ROI.

HOW TO TRACK ROI FOR AN INFLUENCER PARTNERSHIP 

At the end of the day, it all comes back to return on investment, right? So how can you know if your influencer marketing is bringing in that return and helping you hit your goals?

While tracking an influencer’s ROI is not always an exact science, it is possible, depending on your goals. While increasing your brand awareness is difficult to put a number on, tracking tangibles like in-store and online traffic or a boost in sales and social media followers can be done.

To track your website traffic, using a tool like Google Analytics can help you determine where that traffic is coming from. Google Analytics will show you if visitors are coming from a specific site — like a blog — or a specific social media channel. Though this tool doesn’t specify a specific social media account, looking for spikes in traffic around the time of a specific social media post is a key indicator. If the influencer shares a link to your site on social media, another option would be to give them a UTM Code or tracking link that can be tracked in the platform it was created or on Google Analytics.

Giving the influencer a discount code can also be useful for tracking. Not only is it an incentive to turn potential shoppers into customers, but it also helps you gauge how well the influencer’s campaign worked. Discount codes for online purchases can be set up through NMG’s OneShop platform. And asking people to mention the discount code in-store allows you to track traffic and sales offline as well.

And lastly, for any social media goals, looking for those spikes in followers or engagement — especially on or around a collaboration post or contest with an influencer — will give you a general idea of the campaign’s success.

If the one thing holding you back from pursuing influencer marketing is not knowing where or how to begin, let this guide help you navigate each step — from initial outreach to execution of an official agreement.

Watch NMG Member, Castle Rental & Pawn, talk NIL deals with local college athletes.