Influencer marketing is one of the hottest ways to get the name of your brand out there right now. Pick the right influencer, and you can drastically improve your reach, seemingly overnight. However, there’s more to influencer marketing than you may think. There are many common mistakes that many marketers make when it comes to influencer marketing. Here’s what you need to know before you get into it.
- Not having proper goals at the beginning
Just like any marketing activity, you want to have an idea of what you want to happen with influencer marketing. However, there are so many marketers out there that simply go with an influencer and set up a deal, without even having goals in place. Like any marketing campaign without clear goals, you’re not going to get good results from it.
Instead, make sure you have an idea of what you want to get from your influencer marketing campaign. Do you want to increase the number of followers you have? Do you want to improve your conversion rates? This is something you need to know before you get into influencer marketing. When you have a clear goal, that will help you pick the right influencer to help you achieve it.
- Picking the wrong influencers
Speaking of influencers, it’s so easy to pick the wrong one for your campaign. You could look for the influencer that has the most followers that your budget allows and hire them, but that’s not always the best choice. That influencer may have a niche carved out in beauty products, but in fact, your product is fast food. Their audience isn’t going to be that interested in what you have to offer.
Budget should be a factor in who you choose, but it shouldn’t be everything. Take a look at what the influencer focuses on in their social media feeds, as well as their relationship with their audience. When they’re taking the time to engage with their audience, they’re going to have higher engagement rates and that’s something that you can benefit from.
- Not watching the competition
Of course, you want to be doing something different from your competition, as you want to stand out and be noticed. The problem is, you do need to be keeping an eye on what they’re doing. Many marketers go for an influencer without doing any checks on who they’ve worked with before, as they can work with anyone and they could well have done a deal with a competitor in the past.
Watch your chosen influencer’s feeds, and see who they work with. If you see your competitors there, you’ll want to find someone else to work with.
- Not giving a useful brief
Creating a brief for an influencer is a balancing act. If you give too much leeway, they may not describe the benefits and features properly, and so they won’t get across what you want from them. If you go the other way and make it too detailed though, you’ll stifle their creativity and again not get what you want.
Keep in mind what you want their posts to get across when you write a brief. Ensure all the main points are there but allow some wiggle room for an influencer to be creative.
- Not using analytics properly
Once you’ve found the right influencer, given them the brief and then got them to create the content for you, you need to be able to analyse the results. This is where a lot of companies fall down, as they measure the outcome but don’t do anything with that data. You can’t succeed if you don’t know what worked and what didn’t, and so your influencer marketing campaign won’t be as successful as you’d hoped.
Spend time going over the data from your campaign, and looking for what changed. Did you meet your goals? Did you not? If not, where did you fall short? This is all critical info that you should be looking for.
- Dropping the influencer after the campaign
Many marketing firms have a bad habit of dropping an influencer as soon as the campaign is finished. They think that the campaign is over, so they don’t need to work with them anymore. That’s bad form though, as you should be thinking of an influencer as another employee at your company.
When you build up a good relationship with an influencer, you’ll be able to create multiple campaigns with them and really reap the results. There’s no reason to drop an influencer after one good campaign. Give them credit and applaud them on the work they’ve done for you.
These are some of the most common mistakes you’re making when it comes to your influencer marketing. Take the above steps to rectify it, and you’ll see much more success in future campaigns.