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How To Get Influencers To Promote Your Product

By Brett Farmiloe

For promoting a brand, influencer marketing has become a key tool for digital marketers. So how can a small business find influencers and what are best practices to get them to promote your brand and company? From ensuring that your product aligns with the influencer’s brand to making them the protagonist of your compelling story, 14 entrepreneurs and marketers share their best advice.

How to get influencers to promote your business

1. Turn to influencers in compatible industries

“To find influencers to promote your product, you need to find people in similar industries who have similar target audiences. For instance, if you’re a healthy food and beverage company, it makes sense to partner with an Olympic athlete. Or, if you sell products for the home, then a partnership with a well-known interior designer would be a good fit. Create professional relationships with compatible influencers and it won’t be a hard sell for them to promote your brand.”

—Melanie Edwards, Olipop

2. Send PR packages to influencers

“For any new product launch, be sure to add influencers to your send-out list. In the shipment, include a handwritten note to the influencer so your message feels more personal than a sales pitch. List the benefits of your product and how to use it, as well as the social media handle, so they can tag you in their post if they do decide to promote it.”

—Natália Sadowski, Nourishing Biologicals

3. Utilize a bespoke affiliate marketing strategy

“Many influencers will not work with affiliate programs on traditional commission structures, and are far more likely to respond positively to a proposal of a bespoke commission structure from the outset. Higher commission rates encourage them to mention or review your product across their entire sphere of influence, meaning that you as the business…


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