Influencer marketing is the next big thing in marketing brands online, but how do you go about doing it right?
What are the mistakes that people make when they attempt to create successful influencer campaigns? And what are some of the solutions to avoid them?
In this post, we’ll look at five mistakes with influencer marketing strategy and how to avoid them. Let’s dive in!
1. Not Having a Concrete Goal With Your Influencer Marketing Campaigns
You cannot measure the success of an influencer marketing campaign without a set goal. What exactly are you trying to accomplish?
Make sure your goal is very specific and that it directly relates to your brand, product, service, etc.
Maybe you want to raise awareness about your brand and its values through narrative posts on Instagram. Or you want to convert readers into customers through sponsored content on influencers’ blogs and social channels. Decide what your primary goal is for this campaign, then grow from there.
2. Not Determining Your Budget Before Creating Campaign Content
There are many ways to create an influencer marketing campaign, and each one will take some level of investment. So before reaching out to your potential ambassadors, be sure you have a budget set aside for this project.
Think about how much money you want to spend on the whole process and break it down into chunks. Start with the communication costs (email outreach), then move onto creative costs (photography/videography), and finally, production costs (editing). And don’t forget to add hidden fees.
If you do not have a finite number in mind, you’ll never know if your campaign is profitable or not.
3. Not Creating a Clear Process to Best Approach Influencers
Some influencers are easy to reach out to, but others are nearly impossible.
The key is having a clear process before sending the first email. A good place to start is listing all of your top target ambassadors on a spreadsheet and ranking them by their follower counts, how often they post about similar content, and so on. Then create specific strategies for targeting each one based on your research.
4. Not Understanding the Influencer Marketing Process
Just because you have a plan doesn’t mean the campaign will run smoothly. If everything isn’t laid out beforehand, it can turn into a hot mess.
Have a diagram of the entire process, with small details and steps labeled for each type of “influencer” you work with (purchase intent, niche-specific). It’s best to be as detailed as possible. The more steps you can nail down ahead of time, the more organized everything will be.
5. Failing to Measure Results
Hello Convo says influencer marketing should plainly show results. Tracking the number of views, likes, and comments on a post is one thing, but what about the lead generation from those posts? Were there conversions after each piece of content was posted?
It’s also important to see how many followers gained or lost over the course of the campaign. This can show if your ambassador was effective at acquiring new followers for you. And this will help inform your decision for future campaigns.
Avoid These Mistakes With Influencer Marketing
Influencer marketing is not rocket science. If you put in the time to create a clear plan, approach brand ambassadors thoughtfully, and have a system to track results, you’ll be successful.
Mistakes with influencer marketing like these can be made by anyone doing influencer marketing for the first time. Don’t get discouraged. Just remember to take it slow and be thorough with your strategy before you begin.
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