Ten Mistakes Brands Make With Influencer Marketing
A successful business knows how to take advantage of the latest marketing techniques while avoiding the pitfalls that doom others.
Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the large market. Rather than marketing directly to a large group of consumers, you instead inspire, hire, to get out the words for you. Influencer marketing is also built on the notion that the audience already exists- the brand is simply using the influencer as a vehicle to send the message. Simply put influencer marketing has the ability to reach niche audience and create a greater impact than traditional advertising methods. However, here are a few of the most common mistakes brands are making when it comes to influencer marketing.
1. Approaching the wrong influencer
Getting influencers that connect with your brand is important in keeping your goals intact. To ensure you are approaching the right influencer, create a website and include all necessary information.
2. Lack of knowledge of who you are talking to
Before you reach out to every influencer in your industry, make sure you know who you are talking to. Be sure to avoid the common mistake of giving out emails that aren’t targeted. Before you do any reach, get to know their work and ensure your brand is the right fit for their audience. Take the time to comment on the blog post. These little actions go a long way in showing the blogger you’ve taken the time to get to know her.
On a platform such as Instagram, for example overly branded images can come across as unnatural and disruptive to the style of the field. So, while it’s important for branded messages to be included, it’s also crucial that influencer’s incorporate them in a natural and subtle way.
4. Non inclusion of measurement mechanisms
According to a lunch Metrics Study, performance analysis of influencer marketing programs is one of the top three challenges that 53percent of marketers struggle with.
When measuring your influencer marketing campaign, try to keep your goals in line with the three stages of marketing funnel: Awareness, Consideration and Action.
5. Lack of communication with your influencer
You need to build a relationship with your influencer; you need to talk to them. They should be someone you can trust. Influencers are people so learn to treat them well.
6. Expecting the Wrong Results
The ideal result of an effective influencer campaign is multi-fold. You want your product to stand out among others-with a blink of your eyes.
Always expect the best. Learn to work with influencer’s, find the right one for your brand, give them the freedom they need and watch as your product becomes the first among equals.
7. Lack of knowledge about Bloggers and their prices
Once you start more conversations with bloggers you’ll familiarize yourself with what price ranges you can expect with varying audience sizes. You should also take the opportunity to work with bloggers of varying sizes so you can get a sense of what to expect and what works the best for your brand.
8. Campaign overkill
This occurs as a result of the flooding users with multiple messages relating to a campaign. Subtle campaigns such as one-off post can be more effective. Alternatively, using multiple influencer’s in a campaign hosted marketing channels would be better.