Dos and Don'ts of Influencer Outreach for Small Businesses

Imagine your small business landing a shoutout from an influencer your target audience adores... Sales start rolling in, your follower count climbs, and suddenly, your brand is being talked about a lot. Sounds like a dream, right?

Influencer partnerships can make this happen if, and only if, you know how to do it right. And let’s be real: one wrong move, like sending a generic pitch, can hurt your reputation more than it helps your brand.

This guide is here to make sure you’re on the winning side. From proven strategies to avoidable mistakes, you’ll learn the dos and don’ts of influencer outreach that can set your small business up for success. Keep reading.

Posted on December 03, 2024

The dos: Building strong influencer relationships

If you want influencers to take your brand seriously, you’ve got to approach them the right way. Here’s how to get that crucial part right.

Do your research before reaching out

It’s actually a good thing that not all influencers are created equal. Your job here is to find those who align with your brand’s niche, values, and audience. Most importantly, look beyond follower or subscriber count.

Instead, focus on engagement rates, audience demographics, and authenticity.

For example, if you run a sustainable skincare brand, collaborating with an influencer who promotes eco-friendly living makes far more sense than chasing after a fashion influencer with millions of followers.

Do personalize your outreach

Nobody likes a copy-paste pitch, and influencers are no exception. Take the time to address them by name and reference specific details about their content or brand.

Did they recently post something that makes them a great fit for your product offer? Mention it.

For instance, instead of “Hi, we’d love to work with you,” try:

“Hi [Name], I loved your recent post about eco-friendly morning routines. Your audience’s engagement on that really stood out to me. I believe our brand’s sustainable skincare line could be a perfect fit for your audience!”

Do clarify expectations upfront

Transparency is vital to a smooth collaboration. Clearly outline the scope of work, timelines, and compensation from the get-go. Not only does this establish professionalism. It also shows respect for their time and effort.

When both parties are clear on deliverables - whether it’s an Instagram Reel, a blog post, or a series of stories - everyone wins.

Do focus on long-term partnerships

Quick one-off collaborations are fine. But long-term relationships build trust and consistency. Audiences are more likely to trust recommendations from influencers who promote your product repeatedly over time.

Take Glossier. The brand has thrived by building ongoing relationships with micro-influencers who genuinely LOVE their products. This approach doesn’t just amplify reach - it strengthens brand loyalty.

Also read: Employee Influencers: How to Turn Your Team Into Brand Ambassadors

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The don’ts: Mistakes to avoid in influencer outreach

Messing up your outreach can cost more than you think. Let’s talk about the common mistakes and how you can avoid them.

Don’t send generic pitches

Imagine receiving an email that starts with an underwhelming “Dear Influencer” or offers a vague partnership without addressing your content.

Would you be glad to respond?

Multiple influencers won’t either. Generic pitches scream laziness and make it clear you haven’t done your homework.

Example of what not to do:

“Hey! We love your content and think our brand would be a great fit. Let us know if you’re interested!”

Instead, take the time to tailor your message. Influencers appreciate effort - it shows you value the work that they do.

Don’t undervalue the influencer’s time

Offering “exposure” instead of fair compensation? That’s a fast track to a lost opportunity. Influencers, even smaller ones, invest considerable time and effort in creating content that resonates with their audience.

While your budget may be tight, you can offer value in other ways, like revenue sharing, free products, or creative collabs. Respect their time and they’ll respect your brand.

Don’t ignore the influencer’s audience fit

Not all large followings equal success. Collaborating with an influencer whose audience doesn’t reflect your target market is a wasted effort.

For example, promoting baby products through a travel influencer with no parenting content won’t yield results, no matter how popular they are.

Focus on relevancy over reach. A micro-influencer with a dedicated following in your niche often delivers better ROI than a celebrity with millions of followers.

Don’t pressure influencers for quick results

Building trust takes time for both the influencer and their audience. Expecting immediate spikes in sales or engagement from one post can set unrealistic expectations and strain the partnership.

Influencer marketing is about relationship-building and fostering brand awareness over time. Patiently play the long game and the results will follow.

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Pro tips for crafting a winning influencer outreach strategy

Want to stand out in a crowded inbox? These tips will help you craft smarter, more effective outreach that influencers actually respond to.

Leverage micro-influencers for big results

Don’t underestimate the power of smaller creators. Micro-influencers - those with around 10,000 to 50,000 followers - often have highly engaged audiences. Their followers trust their recommendations because they feel more authentic and relatable.

For example, a local coffee shop could collaborate with a food blogger in the same city rather than a national influencer. You can expect the outcome to be a focused, loyal audience ready to check out your business.

Use the right tools to streamline your outreach

Managing influencer outreach can get overwhelming. That’s where tools like Upfluence or BuzzSumo come in. These platforms help you identify influencers in your niche, track outreach, and manage campaigns all in one place.

If these prove overwhelming, you can also Invest in a team of influencer marketing professionals like Trelexa to do much of the heavy lifting for you.

We can connect you with the right influencers and manage the campaign so you can focus more on running the day to day of your business.

Track and measure campaign performance

Don’t just dive into influencer marketing without a way to measure success. Use tools like Google Analytics or even the built-in analytics from social media platforms to track metrics like:

  • Website traffic

  • Conversion rates

  • Engagement on influencer posts

This data doesn’t only validate your investment. It also helps refine future campaigns for better results.

Foster authenticity over transactionality

Influencer marketing works best when it feels genuine.

Encourage influencers to showcase your product in a way that blends naturally with their content style. Avoid heavy scripting or controlling their creative process - for it can come across as forced.

Audiences can tell when influencers wholeheartedly love a product. The more authentic it feels, the better the results.

Read next: Diversity and Inclusion in Influencer Marketing: Why It Matters

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Final Thoughts

Influencer outreach involves, among other things, building genuine relationships. By focusing on thoughtful, tailored approaches, small businesses can leverage influencers to amplify their reach without having a massive budget.

In the final analysis, it’s about finding the right fit: influencers who genuinely connect with your brand AND the audience you’re trying to reach.

Take the time to research, personalize, and foster meaningful partnerships. Your next big brand advocate could be just one great email away.