How To Create an Influencer Marketing Proposal [Free Template]

Discover how to create a winning influencer marketing proposal that will impress clients, decision-makers, and stakeholders

Lena Young
July 14, 2020

What is an Influencer Marketing Proposal 

Every marketer knows that a proper marketing strategy needs influencers. However, there are still some people that could use a little more convincing or help understand the impact and value. For this, there is an Influencer Marketing Proposal. It will allow you to clearly define your strategy and objective for decision-makers and clients, and frame how influencers will play an integral role in achieving your goals. 

Essentially, an Influencer Marketing Proposal states the “What, How, and Why” of an influencer campaign. It helps maintain full alignment between you and your stakeholders and ensures all parties are entering a project with the same expectations.  

Difference Between a Pitch and A Proposal

While a proposal may sound like a Pitch, the two are quite different. Your Pitch is your introduction. It is a way to present your skills and value to a potential client or partner. The proposal can only happen if your pitch was successful. After you have convinced a client WHY you are qualified, the proposal shows WHAT you will do with your skillset. 

Think of it as a concert. The Pitch is the opening act that gets the crowd excited, and the Proposal is the headline that people paid money for and better show up on time and deliver. It’s your time to shine 

Your Pitch preludes your Proposal, and of course, compliments it. But, without a solid Proposal, your Pitch ultimately falls flat. Imagine going to a restaurant that has received great reviews. You finally get reservations and upon arrival are impressed by the cool, if yet aloof waitstaff, chill playlist, and custom interior. The menu is looking promising, classic dishes with a modern twist, described in a way only a true food lover could concoct. You place your order and wait an hour for the first course to arrive. No biggies, brush it off. It’s finally placed in front of you, looks beautiful but tastes like …NOTHING. No, flavor. Sadly the rest of the meal follows the same pattern. That’s what happens when your proposal doesn’t match your pitch, you look good on paper. 

Create Your Influencer Marketing Proposal 

Your influencer marketing proposal should offer your clients a holistic approach to influencer marketing, and specifically, outline how a campaign will support their brand’s goals. Doing this requires starting Macro and then offering Micro steps. First, outline the concept and goal of the campaign. Next, introduce how influencer marketing will benefit the goals of the campaign and show examples of specific influencers you have in mind.  

Step 1:  Define Your Campaign

The first stage of your proposal is for defining your campaign. What will it look like? What topic will it address, which audience will it reach, and why is this relevant.

Step 2: Outline Your Objective 

Next, explain the goals of the campaign, and set clear KPIs that will help track and monitor success.  

Step 3: Define the Role of Influencers

Explain how influencers will support your campaign goals.  Articulate which type of influencers you’ve decided to collaborate with (i.e. industry and influencer type). Give as much information as possible to support your decision. 

Step 4: Propose Influencers

Don’t just suggest a concept, show how you would execute it. Give examples of influencers you’d wish to collaborate with. Create easy to digest influencer profiles that highlight success metrics like True Reach, Engagement, and past collaborations. This will help your clients understand your decision-making process, and set clear expectations for campaign performance.

Sharing Influencer Profiles

A key part of your Influencer Marketing Proposal is having a method for sharing potential influencers with clients and decision-makers. When sharing a suggested influencer, gather insights that emphasize their ability to generate relevant impact. Such insights include; Ture Reach, Audience Demographics, Engagements, Top Content, and Collaboration Portfolio. 

Gathering all of this information manually can be extremely challenging, especially if you are proposing multiple influencers. But, this is one of the most important parts of a campaign proposal. As the influencer industry is developing, it is important to emphasize data-driven metrics for identifying “influencer”, rather than obvious metrics like follower count. The use of such data will position you as an industry expert, and give your clients confidence in your ability to run winning campaigns. 

Klear automatically aggregates influencer performance metrics into a one-page influencer profile that can be downloaded to a beautiful PDF and shared with decision-makers. Meaning you have more time to focus on what really matters, like creating an awesome Proposal, and leaving nitty-gritty work to us. 

Ready to take your influencer strategy up a notch? Schedule a call with one of Klear’s influencer marketing experts!