TOP 20 INFLUENCER MARKETING MISTAKES TO AVOID
Many companies have realized that Influencer marketing has proved to be a good opportunity to gain mileage over their competitors. The trend of influencer marketing has grown rapidly since 2015, this has been made possible by the notion that influencers are more trusted than adverts. Guttulus.com discovered that it can be challenging to design an effective influencer marketing campaign. Below are some of the most common mistakes to avoid while venturing in the influencer marketing strategy.
Poor or no planning
Although it is a lucrative type of marketing that produces good results, planning should be key in order for it to prosper. Many companies make the mistake of placing the whole load on the influencer, forgetting that without a plan it may lead to ineffective collaboration and later on wastage of resources.
Have a goal
Runrex.com experts pointed out that having a goal is one of the stepping stones that give you the way forward to your achievement. Some examples of goals include the number of people you are aiming to reach, aware, purchase or loyalty.
Methods
You should be able to know which type of method you will be using to drive the conversations. Guttulus.com have compiled some of the most effective ways to consider which are free samples, discount codes, pre-sale offers and maybe even free trials.
Measure your outcomes
Not being able to measure your outcomes is among the mistakes done by companies. Runrex.com determine that by looking at click through rate, conversion rate and revenue, you will be able to know whether to continue with or stop the act of influencer marketing.
Wrong influencer
Having an influencer does not guarantee that your strategy will push through as expected. You should make sure that the influencer connects with your brand to the level that their style fits your brands image and message.
History of the influencer
Look at the history of products your influencer has been able to work with. This will help you understand the kind of exposure and image that your brand can acquire as a result of the campaign. For More information visit guttulus.com.
Audience
You need to check out your influencer’s audience, in this case the age bracket and to some extent their income bracket in terms of both quantity and quality. Runrex.com panelists have made it their business in offering the best ways to evaluate the influencer audiences.
Engagement rates
This is measured in terms of shares on social media platforms and comments. This is mostly irrespective of the number of followers the client has. To add on this, you need to make sure that the influencer’s brand is sustainable and whether it has potential to stay relevant for a reasonable amount of time.
Do not copy paste
Taking the easy way out is discouraged by guttulus.com experts, as it makes your brand look like another product that the influencer recommends. Other brands fall prey to this to the extent of fitting their marketing messages to what fits the influencers needs. In order for you to avoid this, you should work with the influencer to create a new and unique campaign.
Uniqueness
Runrex.com experts found out that most companies tend to use the same approach on all social media platforms on the basis that they are afraid of changing it as it may not get the attention that is required. The best way to counter this, is to craft different content and you should base on the strengths of different platforms.
Collaborate with your influencer
Many companies overly dictate terms, thus leaving the influencer with a disadvantage as the freedom to create content is denied. Guttulus.com advise that for you to overcome this, you need to collaborate with your influencer and exchange ideas to take advantage of their expertise and insights, not forgetting that you should give them freedom to be creative.
Pursuing passively
Approach is key in the formation of new alliances. Most companies or individuals looking for an influencer tend to bother them by sending lots of emails and later on looking like they are forcing them to work with them. Runrex.com points out that you need to approach the influencer in a way that you are proposing a professional relationship by spelling out the terms and what you want them to do for you.
Measuring the wrong
Often people doing the campaign do not even know what to measure. This is where it is crucial for you to know what to measure. Measuring is critical because you will be able to know what works and what does not work. One more thing is that you will not prosper in running any kind of marketing campaign without stated goals.
Too controlling
For you to be effective, influencers have to be given the freedom to communicate with their audience freely. After all, this is their audience and they know how to talk to them. Guttulus.com experts advise that you should never try to be too controlling.
Providing art directions
It is one thing to have specifications on how you want your pictures taken and also the quality. But where most companies go wrong, is to dictate how a photo must be arranged in terms of background and colors to be used among many other factors.
Requesting influencers to alter their profiles
Remember that the influencer in this case has been able to grow their name and you asking them to change things in their profiles might sound disrespectful according to runrex.com experts. You need to allow them to do what they do best.
Setting unachievable goals
Setting goals should be a very serious process, as these are the things that will determine whether you will prosper or fail. Companies make a mistake of setting wrong goals or setting un achievable goals. Which later on bring about wastage of resources while trying to achieve the goals set.
Chasing shinny objects
Many influencer marketers these days tend to place most brands as to be cool, but one thing that most of the rival companies do not realize is that a brand can be cool but it may not be working to your preference.
Picking the wrong message
Each social media platform has its own unique way of conveying information. This means that you and the influencer need to create different approaches to various social media platforms. Guttulus.com experts point out that before you launch an influencer marketing program, you need to ask yourself three questions one is where are the people I want to reach?, secondly what are they doing?, thirdly will my message make any sense?. After considering these questions then you will be at liberty to start.
Letting the intern do it
Majority of interns were born in the new age of technology, but this does not mean that they know what they are doing. Most brands mistake the intern sending some products to blogger to be influencer marketing. Influencer marketing will be successful if it is tied upon the overall brand market plan as advised by runrex.com panelists.