Why Don't Brands Respond To My Pitches?
Your pitches aren't successful because you're selfish. It sounds harsh but it's true.
Most influencer pitch emails are full of I want, I need, I deserve. So much me me me. If the person opening your email doesn't know you personally they could care less about what you want, you need and you deserve.
But it doesn't have to be this way. If you know what brands are looking for you can have amazing success pitching them.
When brands see a pitch they only care about two things:
What am I going to get out of this?
How can I show my boss the ROI (return on investment)?
In order for your pitch to stand a chance you must be able to answer "yes" to these three questions:
#1: Is my content beautiful and on-brand?
This is especially true when pitching hotels. They only have budget for a few big photoshoots each year but need tons of content to keep their social properties fresh. This is where influencers come in. If your photo wouldn't fit on their feed, you're probably not the best match.
#2: Do my audience size, engagement rate, and demographics work in my favor?
Just because you have a high engagement rate doesn't mean you're a good match. 10% of 10,000 people is 1,000. 1% of 100,000 people is 1,000. But in the second case it's reasonable to think that way more than 10,000 people saw the content and absorbed the message but just didn't engage for whatever reason. In the first case, that's pretty much impossible.
If you do have a small audience it should be targeted. People usually focus on race, age and location, but hobbies, life milestones and purchasing patterns are more interesting. But in order to know this information, you need to get it from your audiences. IG polls and blog surveys are your best friend for this.
#3: Will I be able to show that this worked?
Since brands are hip to the fact that you can buy likes and random comments, they are prioritizing those metrics less. They want to see swipes up, clicks to site, REAL comments and DMs that show working with you was worth it. Lindsay Silberman has a folder of every DM someone has sent after purchasing something she recommended. She knows she converts and can back it up. At the end of the day someone will need to justify to their boss or client why paying/gifting you was worth it. The easier you can make their job, the better your chances of getting hired.
(BONUS for if you're trying to exchange products/services for content)
#4: How does my rate compare with the value of what is being offered?
If you would normally charge $500 for an Instagram post, you should not expect to receive a product or trip worth $5,000 for that same post. Now can it happen, but this is by far the most common complaint in private influencer marketing groups. You should always know your worth but that knowledge should be accurate! Conversely, why are you trying to get a $4 ice cream for free? If you were offered $4 to post about that ice cream, you would be livid. Stop making us all look bad.
Now of course, there are exceptions to every rule, but these guidelines will help you. If you need more help, you can attend my brand building workshop (which will be MAJOR) or book a 30-minute session for $99 (discount only valid this weekend.)
Remember this is a marathon, not a sprint. You'll get there!