When executed correctly, Influencer marketing can be one of the most effective ways to increase sales and awareness for your product or service.
Unfortunately, like any other type of marketing, there are some common mistakes that people run into when attempting to run an Influencer marketing campaign.
If one can avoid these common pitfalls, their campaign will be much more successful in the long run.
Mistake #1: Look for Influencers with the Largest Following
Often, when starting an Influencer campaign, people look solely at the Influencer’s following. How many Facebook/Twitter/Pinterest followers do they have? How many people read their blog? They then choose the Influencers that have the most followers. This is a mistake. Often times, Influencers with smaller followings are more useful for an Influencer marketing campaign. Influencers with small to medium sized audiences often have much more personal interaction with their followers, causing their advertising to have a larger impact on their followers then a more publicized Influencer might have. This means that it is often much more effective to have a number of smaller, targeted Influencers over one or two larger Influencers. The bottom line is that for most Influencer marketing campaigns, you will get the biggest bang for your buck by utilizing Influencers with medium to small sized followings, as these Influencers usually exert more influence over their followings.
Mistake #2: Not Working with Influencers Correctly
If an advertiser simply tells an Influencer “write some content about my product,” that content may not be written in a way that the marketer likes. The Marketer may even find their piece in a location that is less then optimal. You know you product better then anyone else, and that means that you have to work with the Influencer to make sure that his content is the best it can possibly be, and is presented in an ideal manner. On the other hand, the Influencer knows his audience better then anyone else, so its important to allow the Influencer to present his material in a way that will get a response out of his audience. A relationship with an Influencer is a give and take, and it is important to be receptive to their suggestions, while putting in your own opinion that comes from knowing your product better then anyone else.
Mistake Number #3: Not Checking the Numbers
One of the amazing things about online Influencer marketing is that there are many different metrics upon which to track the efficiency of an Influencer’s campaign. If you don’t track how a campaign is doing, you won’t know how far your buck is going, and whether or not to continue using that Influencer. Measuring the success of a campaign is important in any type of marketing, but the online environment offers so many programs and application to measure your influencer’s impact, there really is no excuse to not know exactly what’s going on with your campaign.
Mistake #4: Failing to Form Relationships with Your Influencer
It’s important for an effective Influencer marketing campaign to be built on a solid relationship between the Influencer and the Marketer. If one wants a good relationship with an Influencer, they need to know about that Influencer’s content and followers. If it is apparent that you know little to nothing about an Influencer when you communicate with them, then your relationship will be severely impaired. That’s why it’s important to always do you homework about an Influencer before you go into business with them. When a good rapport has been built between the Influencer and the Marketer, the campaign will be more effective.
Influencer marketing is perhaps the most effective way to advertise your products or services, but only if you go about it in the right manner. Avoid these four mistakes and you’ll be on your way to an enjoyable and lucrative Influencer campaign.