5 Mistakes to Avoid with Influencer Marketing
Let’s start with some statistics that clearly demonstrate why influencer marketing should be part of your marketing mix:
- 92% of people trust recommendations from individuals over brands.
- 74% of consumers use social media to make purchase decisions.
- 81% of marketers who implemented influencer marketing described it as effective.
- 51% of marketers believe they get better customers from influencer marketing.
So you decide you want to move forward, get in on this major trend that doesn’t seem to be losing any steam. You’ll find plenty of information on how to go about that, but you should also be aware of some of the common pitfalls to avoid as you enter this brave new world.
Mistake #1: Ignoring the rules
Yes, influencer marketing has caught the eye of the U.S. Federal Trade Commission (FTC), which mandates that brands must specify endorsements and sponsored content. Your influencers may not know this — or they may find it a triviality — so it’s your responsibility to provide them with specific instructions on appropriately labeling content associated with your products and services. Failing to do so can get you in trouble. If you need advice or language in communicating this to your influencers, we can help.
Mistake #2: Failing to plan
Traditional marketing plans are put together only after significant thought. That should also be the case with influencer marketing. In addition to listing all the important points to cover in a detailed plan, you must set up measurable and realistic goals — something that will help you and your influencers. Without purpose and accountability, you’ll end up with random posts that don’t accomplish your marketing goals – a serious waste of your time and money. Check out our recent webinar where we walk through the MAGIC 5 considerations of an effective influencer marketing campaign.
Mistake #3: Focusing only on number of followers
You’ve probably heard this one before: more is not always better. While it’s not a bad idea to seek influencers who have large follower counts — in fact, it’s a good thing — that shouldn’t be the only determinant of someone’s likelihood to be a valuable influencer for you. Don’t overlook influencers’ engagement rates; after all, would you rather have an influencer with 5,000 followers and a very low engagement rate or one with half that number but a much higher engagement rate? Ideal influencers are those who motivate and engage their followers.
Mistake #4: Getting stuck on one
There are two things to watch out for focused on one: using just one social media platform and using an influencer for just one campaign. With the respect to the former, it’s never a good idea to put all your eggs in one basket — even when you have a particularly strong presence on one platform. You should consider choosing influencers from different platforms to increase traffic there. As for the latter, once you’ve had success with one influencer, it’s much more practical to focus on establishing a long-term relationship than to see who else is out there. Our influencer network has worked with us for some time, so we know their capabilities and commitment to our brands. When one of our clients request a new influencer campaign, it makes it easy to find just the right fit to reach their target audience and influencer aesthetic.
Mistake #5: Thinking like an owner
Influencer marketing is dependent on forming relationships where both sides have equal power — because you need each other. If you take the position that you “own” influencers because you’re paying them, you’re bound to be disappointed. A better approach is to collaborate with influencers, exchange ideas, get to know them personally and above all else, trust them. There’s a reason they attracted so many followers, and you need to use that to your advantage by letting them be their creative selves, with a little guidance from you. Plus, the more personalized and authentic their content, the more engagement and results your brand will get from the trust they build.
Still thinking online ads are your best bet? You might want to consider that 47% of internet users have ad block apps on their browsers.
With your target customer spending over 2 hours per day on social media, it’s time to reach them through this ever-expanding strategy that has a proven 650 percent return for every $1.00 spent.
Contact us today for a free strategy session – ask the experts!
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