What are the most effective strategies for pitching to brands that are not currently working with creators?

Conduct a competitive analysis to identify gaps in the brand's current influencer collaborations. Explore whether their competitors have successful creator partnerships and evaluate the strategies employed. This insight allows you to position yourself as a unique contributor, offering a fresh perspective or untapped audience that aligns with the brand's objectives but has not been explored by competitors.

Nothing beats a personal connection. Try to identify key decision makers in the company - and build rapport, or offer something of value to them: eg. a free audit, or even share some examples of your past work portfolio and how it has helped past clients achieve great outcomes aligned to business goals. Also, be clear about how you are differentiated - for Independents for instance, we take pride if matching teams and starting work within 48 hours, and many of our MNC clients appreciate that swift turnaround.

Your first step should ALWAYS be thorough research. Understand their products, their market positioning, and their brand values. This knowledge allows you to tailor your pitch to align with their goals and demonstrate how you can help them reach a new audience or strengthen their brand in a way they might not have considered. For instance, if you notice a brand emphasizes sustainability, you could highlight how your content focuses on eco-friendly lifestyles and can attract like-minded consumers. This shows you've done your homework and aren't just sending a generic pitch.

Create compelling case studies from your past collaborations to provide tangible evidence of your ability to deliver results. Showcase instances where your content contributed to increased brand awareness, engagement, or sales. Utilize specific metrics, such as click-through rates, impressions, or conversion rates, to quantitatively demonstrate the impact you've had on previous brand partnerships.

Nothing builds credibility faster than testimonials from existing clients, as well as snapshots of the work done and outcomes achieved. Even when choosing what to share, strive to share examples of clients and work done within comparable industries *eg. B2B, show the value of the work done in as transparent a manner. Eg.: Industry, brief shared by client, work developed and snapshots of work done, and outcomes - aligned to business goals. Throw in metrics that you're proud of: eg. client retention, diversity of projects per client, and short turnaround projects within tight timelines and more.

personalize your pitch by aligning your content strategy with the brand's ethos. Understand their target audience deeply, demonstrating how your unique style not only resonates with your community but seamlessly integrates with their brand identity. Leverage your adaptability, illustrating how you can evolve with the brand's messaging to stay relevant and capture evolving trends. Furthermore, propose collaboration beyond individual content creation, suggesting long-term partnerships that foster brand loyalty and community engagement. This approach positions you not just as a creator but as a strategic partner invested in the brand's sustained success.

Showcasing your value is crucial when pitching to brands. Highlight your strengths, expertise, and audience demographics. Showcase past collaborations and success metrics to reinforce credibility. By articulating your value clearly, you position yourself as a valuable partner, increasing your chances of securing a partnership.

Jon Buchan has an amazing series called Charm Offensive that educates business development and sales teams on how to nail cold email pitches. I find a powerful cold email to include 3 things: 1) an attention-grabbing subject, 2) a concise pitch that outlines value offered, track record and why this should matter to client/ his company (if possible in 3 lines max) 3) a call-to-action: offer call / offer a free analysis if you can Make the call to action as easy and seamless for clients as possible. Eg. Just reply to this email and we can chat about how to make this work for you.

Enhance your introduction by including a concise elevator pitch video alongside your written communication. A brief video provides a personalized touch, allowing brands to see and hear your enthusiasm directly. This method is particularly effective for visually-oriented content creators, offering a quick and engaging preview of your personality and communication style.

Brands not yet working with creators might be unsure about how these collaborations typically operate. Show your flexibility by suggesting a range of collaboration ideas, from sponsored content to affiliate partnerships or even co-created product lines. This not only demonstrates your creativity but also your willingness to work in a way that feels comfortable for them. For example, propose a small-scale pilot project that involves minimal risk for the brand, such as a single sponsored post or a story takeover, to give them a taste of what you can offer.

It's essential to tailor your pitch to each brand's unique needs and objectives. Research the brand thoroughly to understand its values, target audience, and marketing goals. Then, propose creative ideas for collaboration that align with the brand's identity and objectives. Offer flexible partnership options, such as sponsored content, brand ambassadorship, or product reviews, to accommodate the brand's budget and preferences. By demonstrating flexibility and creativity in your pitch, you show the brand that you're willing to go above and beyond to create value for them, increasing your chances of securing a partnership.

Building a relationship with a brand goes beyond the initial pitch. Even if they're not ready to collaborate right away, maintaining contact can keep you top of mind for future opportunities. Attend industry events where the brand is present, interact with their content on social media, or send them updates about your work that might interest them. For instance, after making your pitch, follow up with an email thanking them for their time and include a recent piece of content you created that aligns with their brand values. It's about nurturing a connection, not just closing a deal.