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About Influencer Marketing Blunders
Influencer Marketing Blunders: One of the most common mistakes is choosing influencers with a large following. Many followers may not always result in a high engagement rate. Working with influencers with fewer followers but more engagement is better.
What is Influencer Marketing?
In a shell, influencer marketing is when a brand or business partners with an online influencer to promote its products or services. Why is this relevant? Social media influencers can play a massive role in expanding a brand’s reach; However, successful influencer marketing is not as simple as hiring someone with an online following.
Too many brands embark on this effort without understanding the missteps of their predecessors. Before you continue down this path, learn these common mistakes and save yourself time, money, and headaches. Let this article guide you to avoid harmful influencer marketing mistakes you want to avoid at all costs.
5 Reasons Why Influencer Marketing Blunders
Working with influencers has developed an increasingly popular and essential part of any marketer’s overall marketing strategy. However, the following phrase is often heard: influencer marketing did not work for us.
To our knowledge, there were five common red flags that many businesses have overlooked, leading them to ditch influencer marketing for good:
The Testing Budget was Too Low.
This may be counterintuitive, but allocating more budget could help your campaign succeed. For example, if you’re running multiple marketing campaigns, it might be too noisy to see a spike in your data. Without a peak and proof of success, it becomes challenging to convince your manager that the money is well spent. But it’s not worth it when you have a marketing budget of $100,000/month and want to spend $1000 on a sponsored video. Therefore, it is recommended to have a higher test budget unless you are running your other marketing campaigns for launch day and have a clear plan for measuring organic.
Solution: For a solid test, we recommend spending between $10,000 and $20,000. This allows you to work with one or more influencers of significant size and quality to confirm you get the right results to impress your boss.
Metered Downloads/Direct Purchases Only
In 2019, most brands are now turning to influencer marketing to improve performance, not just brand consciousness. A trackable connection will be added to the first line in the box below the video. The problem occurs when only direct traffic from that link is measured. According to Google Play’s Tobias Knoke, “For every person who clicks the follow link on an influencer video on YouTube, there are four other people who don’t click but download the game anyway within four days of clicking.” see him.” To 10 times the people who will download organically. If you don’t account for this in your results, it’s doubtful that your campaign will measure negative ROI.
Solution: Make sure you create a formula that considers organic downloads. Consider creating a unique in-game/app code with incentives for influential audiences to redeem it.
I Only Worked Once with Influencers
It’s informal to have the perfect influencer in mind. I worked with a company looking for a specific older girl who drinks brand x, has lunch with friends, and owns a French bulldog. Facepalm! It’s not about lowering standards but also about having realistic expectations. Many marketers assume that there are endless influencers to work with within the influencer marketing industry. But you may find that by the time you start with Views, Vertical, Audience, and Geo, it’s only 100. Remember that your competitors will also seek to build relationships with influencers, so some can’t work. Legally with you due to a restriction in your contract.
Solution: If you find an influencer doing well for you, consider developing a strategy that includes working with them again or bringing them on as an ambassador!
Did Only One Campaign
Test, adjust, test, and adjust. Treat influencer marketing as its marketing channel. I wouldn’t run other marketing campaigns without testing them multiple times or tweaking the process, so do the same here. Work across industries with different influencers and channels of different sizes to refine what works for you. Once you catch your perfect formula, you can scale. Don’t get too comfortable, though… just in case, Instagram will launch a new algorithm and bring you back to square one.
As Steven Bartlett, CEO of Social Change, says: The ONLY thing that got us from A to B was trying and failing all the time.
Solution: Set clear goals for your test, analyze the results, and use the learning to improve constantly.
It Didn’t Work with the Right Influencer
Let’s be honest; if you work with influencers, you’ve probably had one or more bad experiences that you could share. There’s plenty of evidence that campaigns with a “skip ad at 2:03” in the comments section of a YouTube video were mismanaged. That is why knowing which influencers work best for you is essential. We’ve already mentioned the importance of testing and optimization, but what’s the point?
It lets you understand the type/size of influencers working for you. The type of content and placement that inspires action from the audience. You know you’re right when not only do you have a successful campaign in terms of performance, but people in the comments are raving about your product. Be sure to pick a data approach, check an influencer’s demographics, and make sure they fit your target audience.
Solution: Take a data-driven approach with a human touch. The meaning lines up with the data but look at an influencer’s videos, tone of voice, and audience interactions.
Key Steps You Should Include in Influencer Marketing Blunders
Developing a plan is essential to ensure your influencer campaign runs successfully. Some of the key steps to include in your strategy are:
- Time window
- Financial support
- KPIs and success measurement tools
The discovery step is the next portion of the plan and the first process to help you find the perfect influencers for your marketing campaigns. It can be laborious and boring, but if you use a proper tool, discovering influencers is as easy as it gets!
Once you’ve shortlisted your influencer marketing campaign candidate, you must contact your influencers and start a conversation with them. In this step, you connect your goals and the brand vision you want to achieve!
In this step of your influencer marketing, you discuss the best strategies to work together. It’s a good idea to discuss the different things you want to achieve, such as B. Schedules, KPIs, schedules, etc.
In this step, you understood the collaboration between a brand and its influencers. It would help if you could support your influencers when required to make their campaign successful.
This step allows you to monitor how you interact with influencers and ensure the campaign is optimized. This ensures that you achieve all of your company’s goals.
Reporting & ROI Analysis
Reporting & ROI analysis are essential as you can monitor your campaign’s performance. Through reports and ROI, you can understand all the shortcomings of your campaigns, such as, e.g.:
- Website Traffic
- Sales data
- Growth in social media
- Sources of supply
- Insights from influencers
Influencer marketing blunders, influencer marketing has been verified to be a marketing tool, especially considering how many people this type of content can reach and how much brand credibility it increases. It would be a loss not to seize the opportunity. And considering that companies make an average of $6.50 for every dollar they spend on influencer marketing, choosing not to take advantage of this opportunity could result in actual financial loss. Selecting the right influencer to work with for your campaign can boost your sales.
It is wise to put more effort into word of mouth as it is seen as the future of marketing that will generate twice as many sales as a paid advertisement. People have gone from trusting old-school marketing practices to trusting the opinions of others. Millennials, in particular, distrust conventional media and base their purchasing decisions on influencers’ ideas. They are the largest generation, so they also play an essential role in your marketing campaign.
85% of consumers said they find visual, user-generated content more influential than branded content, proving that UGC is a very effective and cost-effective way of marketing. If you can find an excellent campaign to encourage your fans to create and post images and videos, you’ll get loads of free content on your social media channels.