Recognizing Mistakes In Your Influencer Marketing Strategy
With 48% of marketers boosting their 2017 influencer marketing budgets, there’s no doubt that influencer marketing is the strongest strategy for brands in today’s digital age. In today’s world of online information overload, consumers look to influencers for everything: from clothing to software to everyday snacks. Consumers want to be sure they are getting something valuable and with a recommendation from an influencer, they feel more assured that they are getting the best deal for their dollar.
But there’s a chance that influencer marketing can backfire if you don’t take the right steps to guarantee its success. Here are a few mistakes to avoid when implementing it for your brand:
Mistake 1: Reaching For the Stars
Although it would be great to have some of the top influencers in your industry praising your brand, they often receive too many requests to answer or require large budgets for strictly paid endorsements.
Instead of celebrities, turn your attention to micro-influencers. Micro-influencers don’t have the massive reach of celebrities, but they more than make up for it in hyper-relevance to their audiences. Their followers take their thoughts and opinions seriously, making micro-influencers highly influential among niche groups.
Take a look at the rising micro-influencers or citizen influencers in your industry that are slowly, but surely growing a hyper-relevant audience. Rather than just aimlessly following their content, their audiences are often actively engaged. And since they’re establishing their personal brand, they’ll be more than willing to collaborate with a company to mutually benefit.
Mistake 2: Having a “Gimme” Attitude
Would you expect an acquaintance to go above and beyond for you if you asked for help out of the blue? Most likely not — so don’t be surprised if the spray and pray method doesn’t lend results.
Instead, you’ve got to give before the get. After choosing the right influencers for your company, get to know them better by reaching out to them about potential opportunities for collaboration. Showing interest in getting to them and what they believe can be the beginning of a great professional relationship.
Mistake 3: Not Building A Reputation With Their Audience
A one-time tweetchat will most likely get lost in the noise of social media. With influencers, it’s important to go with multiple campaigns over a period of time that can utilize their reach and develop more content for your brand to share. If consumers consistently see your brand’s name in conjunction with the influencers they admire, they’ll develop a positive outlook on your brand and be more willing to engage with you.
These are just a few common mistakes marketers can make when implementing an influencer strategy into their marketing campaigns. The most important tidbit to remember is to always remain authentic in your efforts and to stay consistent in your brand’s messaging while the addition of an influencer gets your brand over the content hump and finally noticed by the right people.