As challenges with digital marketing is becoming prevalent, most companies are eyeing influencer marketing to reach their target audience.
Influencer marketing is a marketing approach that involves working with individuals who have a large & engaged following on social media platforms like Instagram, Facebook, Twitter & blogs. These influencers create content that resonates with consumers, with a considerable percentage of people stating they would purchase an item after seeing it used by an influencer.
However, implementing an influencer marketing strategy can be complex & requires careful planning. To achieve success with influencer marketing, it is critical to executing your campaigns correctly. Surely, it can be challenging, but with the right guidance, brands can avoid common pitfalls & be able to successfully navigate this marketing approach & achieve their desired results.
The Do’s in Influencer Marketing
Before you start reaching out to influencers, it’s necessary to do your research to identify the right individuals to partner with. It’s crucial to choose influencers that align with your brand values & target audience.
Look at the influencer’s follower demographics, engagement rates & content to make sure they are a good fit for your brand. Also, make sure the influencer is not already working with competitors, as this can lead to confusion among their followers.
Establish clear guidelines and expectations
It’s vital to establish clear guidelines & expectations prior to initiating any partnership. Create a detailed brief outline of your goals & expectations for the partnership & make sure the influencer understands & agrees to them before moving forward. Be sure to provide any necessary assets, such as product images or information & make yourself available to answer any questions the influencer may have.
By setting clear expectations, you can ensure that both parties are on the same page & that the partnership will run smoothly.
Encourage genuine relationships
Influencer marketing is not just about paying someone to promote & post about your product or service. Building genuine relationships with influencers will not only lead to more successful campaigns, but also to long-term partnerships. When influencers feel valued & respected, they are more likely to be excited & passionate about promoting your brand.
Choose the suitable type of influencer you need
There are different types of influencers & it is wise to pick the one that will best fit your campaign to increase the effectiveness of your marketing efforts.
- Mega-influencers have a large following on social media, often over a million followers. They may include celebrities, musicians, or public figures. Partnering with a mega-influencer can gain significant exposure for your brand, but it can also be costly.
- Macro-influencers typically have between 300,000 & 1 million followers. They can be more affordable & accessible for brands compared to mega-influencers. If you want to raise awareness for your brand on a smaller budget, macro-influencers may be a good choice.
- Micro-influencers usually have between 10,000 & 100,000 followers & often share niche content. They may be perceived as thought leaders & trustworthy voices within a specific community. Micro-influencers can be a good choice for small- to medium-sized companies with smaller budgets who want to target specific niche communities.
- Nano-influencers have a smaller following, typically between a few hundred to 10,000 followers. They are typically new to being an influencer & are growing their communities. They may provide value by having a higher engagement rate compared to influencers with a larger following & they may be a good fit for local small businesses to promote new releases or promotions at a lower cost.
Choose the right platform
When choosing a platform for your marketing efforts, it’s important to consider where your audience spends their time & why. Different platforms have different strengths & can be used for different purposes.
- Instagram is popular & well-suited for visually appealing content, building brand awareness & driving traffic to your website.
- Facebook is effective for paid advertising, reaching older audiences & leveraging groups.
- YouTube is a good choice for educational content & storytelling for high-priced products, as well as for building trust & driving research-based purchases.
- TikTok is effective for reaching younger audiences & promoting product discovery through collaborations with creators.
- Twitter is useful for joining conversations around sports, news, education & gaming, as well as syndicating content.
- Twitch is great for tapping into the gaming community, product integrations & giveaways.
- Pinterest is good for long-term brand awareness & visual inspiration-driven purchases through Pinterest influencer marketing.
- LinkedIn is useful for promoting subject matter expertise in B2B communities.
The Don’ts in Influencer Marketing
Engaging in fake followers
With the rise of influencer marketing, there has also been an increase in the use of fake followers. A large follower count doesn’t necessarily mean that an influencer is a right fit for your brand.
Influencers that invest in fake followers can potentially damage your brand’s reputation, hence avoid it at all costs. That said, make sure not to choose influencers based solely on their follower count & always check the influencer’s follower count & engagement rate to ensure that they are legitimate.
It’s mandatory to disclose any sponsored partnerships with influencers in order to maintain transparency & trust with their followers. Neglecting to disclose can lead to negative backlash & damage to your brand’s reputation.
Many countries have regulations about influencer marketing, such as disclosing sponsored content. It’s obligatory to be aware of these regulations & ensure that your campaigns are compliant.
Overspending on influencer campaigns
Influencer marketing can be expensive & it’s easy to get caught up in the excitement of working with a popular influencer. But it’s important to remember that not all campaigns require the use of high-profile influencers.
Overusing influencer marketing
While influencer marketing can be highly effective, relying too heavily on it can lead to oversaturation & diminishing returns.
It should not be the only marketing strategy that you rely on. It should be part of an overall marketing mix that includes other tactics such as email marketing, content marketing & paid advertising.
Measuring the success of your influencer marketing campaigns is essential in understanding what works & what doesn’t. Neglecting to track & analyze key metrics such as engagement and conversion rates can lead to the ineffectiveness of your campaigns. Always keep an eye on the progress of your campaign & make adjustments as needed.
Expecting the campaign to be a one-time fix
Influencer marketing is a long-term strategy, don’t expect it to be a one-time fix. Building relationships with influencers & keeping them engaged over time is key to achieving long-term success. To avoid this pitfall, companies should focus on developing long-term partnerships with influencers & engage with them on an ongoing basis.
Banking on a quick ROI
It’s important to evaluate your campaigns & assess their effectiveness after they have run. Use the metrics gathered during the campaign to determine the return on investment & adjust future campaigns accordingly.
Influencer marketing is not a one-off campaign, it requires time & effort to build a relationship & get the desired ROI. Be patient & persistent with your campaign & measure your progress over time.
Forcing influencers to create content that doesn’t align with their brand or style
Influencers have built their following based on their unique style and content. Forcing them to create content that doesn’t align with their brand or style can lead to a lack of engagement & a poor campaign outcome.
Ignoring the influencer’s audience
Influencer marketing is all about reaching a new & specific audience, don’t ignore that audience & only focus on the influencer. Make sure to engage with the influencer’s audience & respond to comments & questions.
Underestimating the power of micro-influencers
Micro-influencers are individuals with a smaller following, but they tend to have a more engaged audience. They may not have the same reach as a high-profile influencer, but they can be more effective in driving conversions & promoting your brand.
Influencer marketing can be an effective tool for businesses looking to reach their target audience & drive conversions. However, by following the do’s & don’ts outlined in this article, companies can ensure that they are using this strategy in an ethical & effective way, thus, increasing conversion & encouraging an optimal return on investment in the long run.
Meet the Author
Benj Hernandez is not a rookie in the influencer marketing industry. He has a proven track record of creating successful influencer campaigns for a wide range of clients, from small businesses to large corporations. He has a deep understanding of the ever-evolving influencer market & is well-versed in the latest trends and strategies. Benj is passionate about helping businesses connect with their target audiences through the use of influencer marketing & is dedicated to helping his clients achieve their marketing goals.