One of the easiest ways to work with brands is to reach out to them directly. But how do you get their attention while sounding professional? Creating a brand pitch is the best way to initiate conversation and work with your favorite brands. Increase your chances of landing a brand partnership by following these essential dos and don’ts for your next pitch.
Do Be Selective
Choosing the right brand is important. In order for your partnership to look authentic to your audience, a good relationship with the brand and its products or services is necessary. This partnership could last anywhere from a few months to a few years, as well. It’s essential to approach a brand you feel comfortable with, like and trust.
Ask yourself a few of these questions before approaching a brand with your pitch:
- Do you share similar values with the brand?
- Does the brand reach a similar target audience to yours?
- Have you used the brand’s products or services before? Do you like them?
- Does the brand’s style or aesthetic align with yours?
If you answered no to most of these questions, then the brand is probably not a good fit for you. Brand and influencer marketing partnerships need to be authentic. And your followers will definitely be able to tell if you don’t vibe with a certain brand. Stick to pitching to brands that you’re interested in and value.
Don’t Skimp on Research
Start by researching other influencers the brand has worked with. Reach out to these individuals if possible to get a better read on the brand. If they had a negative experience with the brand, it’s probably best to avoid pitching to it in the first place. Everyone’s experiences are different, but if the brand has multiple negative interactions with customers and influencers, then it’s time to move on.
Presenting a pitch doesn’t necessarily mean you have to work with the brand, either. Research also involves learning more about the brand through its press kit, promotional materials, target market details and influencer partnerships. All of these items can give you insight into whether you’re a good fit for the brand.
Do Engage With a Brand’s Content
After you’ve done your research and you’re sure you want to work with the brand, engage with its content daily. This important step can help you gain traction with a brand before you even pitch a partnership to it. It lets the brand know that you love its products or services and are already somewhat invested.
Prior to sending your pitch, try these ideas for engaging with your favorite brands:
- Share their feed or story posts to your story
- Comment on their photos
- Feature them in one of your posts and explain why you like them
- Post about a product or service that you have used
Creating organic content about the brand prior to reaching out for a partnership gets the brand excited about collaborating with you. It also shows you have a genuine interest in the brand, outside of potentially getting paid.
Don’t Be Generic
You’re almost ready to send your pitch. However, there are a few things to keep in mind before you hit “send.”
First, make sure you’re contacting the right person. Avoid generic company addresses or a general team address. Oftentimes, these inboxes see a lot of daily messages. You don’t want your pitch to get lost to the inbox void or end up in spam — yikes! Use your research skills to locate a specific email address for influencer inquiries. If it’s a smaller brand, direct messaging the owner or manager is a common practice, too.
Include a specific call to action for your pitch, as well. Include your preferred method of contact and ask them to reach out by a certain time. Be sure to include a direct link to your content, media kit and rates. The more direct you are, the more likely you’ll get a firm answer to your inquiry.
Don’t Make It All About You
In your pitch, mention what you like about the brand as well as reasons why you think a collaboration would be beneficial. Emphasize that your content would not only help the brand, but your audience too, since you’ll be introducing it to a brand you trust.
Information such as your content creation skills and pricing should appear in your media kit. However, if you already have some collaboration ideas, you can mention them directly in the email as well. If you know the brand is hoping to generate buzz around a new product, you might offer to create a review video. If you know the brand is looking to increase brand awareness, you might offer to create a sponsored post on social media.
Do Polish Your Media Kit
Your media kit acts as your digital CV or portfolio. It helps potential partners understand your style, experiences and audience reach. As is the case with a traditional CV or resume, you can customize the format of this document to suit your needs. However, most media kits tend to be one to three pages in length, and you should aim to include at least some of the following sections:
- About You – This is a brief introductory section that describes your background, values and interests. Include a professional headshot in this part of the media kit.
- Audience – Brands will want to know about the size and demographics of your audience on each social media platform. This allows brands to assess whether there’s overlap between their target audience and your following.
- Website Stats – If you run a website or a blog, include metrics such as the number of page views or unique visitors.
- Collaborations – This is like the “work experience” section of a resume. Describe your past brand partnerships and how other clients have benefited from your services.
- Services – Describe what kinds of content creation and promotional services you can offer. Include pricing information.
- Contact Details – Let brands know how they can reach by phone or email.
If you’re not sure how to format your media kit, you can look through templates offered by products like Canva or Adobe Spark. Whether you use a template or create yours from scratch, Adobe recommends using colors and typography that are consistent with your personal brand.
Do Follow Up
If you don’t receive a response from a brand, temper your expectations and don’t give up just yet. Wait a week, and then write a follow-up email. It’s possible the recipient overlooked your original pitch or forgot to respond. You might even want to double-check the email address for errors.
Keep your follow-up message shorter than the first. And if you don’t receive a response, focus on pitching to other brands. Persistence is key, so don’t feel discouraged if your pitch doesn’t lead to a collaboration.