Influencer Marketing: Who Hasn’t Heard Of It Yet? It’s about connecting with the right people to deliver your message authentically. However, when strategies are poorly executed, a few mistakes can prevent your business from harnessing their enormous potential. So these most common mistakes to avoid are the best brands when it comes to influencer marketing!
Mistake #1: Not setting goals for your influencer marketing campaign
Every marketing campaign should have a defined goal, whether it is to achieve conversions, increase customer loyalty, or increase brand awareness. Some make the mistake of launching an influence marketing campaign without a specific objective!
Since they do not know what they want from the campaign, they do not know how to measure their performance. So they will not know whether their campaign is successful or not. They also won’t know if their campaign is generating the desired ROI because they don’t have a clear idea of what metrics are to measure their performance.
Mistake #2: Prioritizing field over context
Influencer marketing is not just about partnering with content creators who have a lot of followers. Many brands make the mistake of working with an influencer because of their number of followers and neglecting what really matters: Content suitability and engagement rate.
Numbers aren’t everything, so when looking at your influencers make sure to look at the full influencer picture and don’t pick someone just because they have a lot of followers. Check out the number of comments on her blog posts and her social media engagement rates to see how active she is.
Mistake #3: Finding Non-constructive Campaign Concepts
Many brands hire an influencer and give them generic content to post in the hope of amazing results. Result ? Usually, nothing really spectacular! No one wins when a campaign lacks creativity. You need to think of a fun and engaging campaign angle if the partnership with influencers is to be long-term. Think of ways to include contests, gifts, Q&A, etc. The more you engage the influencer, the better the results.
Mistake #4: Lack of Authentic Communication
Communication and authenticity play a big part in influencer marketing, just like any relationship for that matter. In fact, the best 1:1 relationships are created when the brand thinks of building real relationships with real people. Avoid “crafted” or worn-out statements and personalize each message.
Mistake #5: Hiding Your Partnership
Don’t hide your relationship with influencers and make sure influencers don’t hide your relationship. When your followers find out (and they will), it will destroy your credibility! If you pay the influencer in any way, they must disclose that relationship. If they don’t, you are risking your reputation and losing the trust of your followers.
Mistake #6: Not trusting influencers
As a brand, you must recognize that influencers are first and foremost the content creators. Instead of bombarding them with too much detail, give them some space. Influencers know their stuff very well. They produce high quality content that has generated good levels of engagement. When partnering with an influencer, don’t set rules that are too specific or you risk creating poor quality content. Influencer marketing campaigns that are too detailed will result in content that looks unauthentic because the influencer loses his style in an effort to meet your expectations.
Mistake #7: Setting up a partnership for the short term
Influencer marketing should not be a one-time approach. If you think you’re doing well with an influential person, why not keep it? In short, a long-term partnership is essential to success in influencer marketing.
Ultimately, influencer marketing can be a very good thing for your brand. No matter who you are and what your brand is about, influencers can help you if you do it the right way.