Nowadays, influencer marketing is one of the most effective methods by which diverse brands address their target audiences. But if done right, influencer marketing is just a good use of time and money. To better avoid them, one should consider some of the most typical influencer selection mistakes brands do. Here are five common mistakes to avoid in your influencer marketing strategy:
One of the most significant pitfalls brands fall for is choosing the wrong influencers. Just identifying the right influencers with a massive audience will not work. It only means that you must ensure their audience matches your target audience. Consider factors like:
Niche: Is the content created by this influencer relevant to your brand's industry and or focused niche?
Engagement: Are the metrics such as likes and comments high for the particular influencer?
Authenticity: Do they understand the value of your product/service?
To get the best out of your influencer marketing efforts, influencer marketing mistakes should be avoided.
In other words, even running an influencer marketing campaign, you can only set specific milestones for success if your goals are clearly defined. To get the full benefits of working with influencers, first, know what your goal is going to be. Do you want more brand recognition, sales, or leads? When you have clear goals, the next step is to put in place how you will monitor/measure their performance and in this, Celebfluence can help you.
Many brand management leave influencers to their devices or offer very unclear instructions. That results in posting information that may not reflect your company's vision and corporate image. To ensure that your influencer content is on brand, provide clear guidelines, such as:
Brand guidelines: Ensure that you share your brand values, the kind of language your brand uses and the overall look of the brand.
Content brief: The more detailed the content you wish to have from the influencer, the higher your chances of getting what you desire.
Key messages: Emphasize what you want the influencer to pass to the target audience.
Providing adequate guidance ensures that your influencer content is compelling and aligns with your marketing strategy.
Being close to a brand's target audience is also critical in influencer marketing. If the influencers do not have a favorable opinion about what you offer or sell, they cannot post content that seems natural. To foster authenticity, consider the following:
Give influencers creative freedom: Let your influencers post what they feel is right or in a manner that suits them best.
Encourage honest feedback: You are commissioned to ask influencers for their thoughts about your product or service offering.
Build genuine relationships: It is essential to have professional partnerships with influencers, which are mainly characterized by trust.
They found that focusing on authenticity would yield better results in the kind of influencer content produced.
The most significant sin companies commit is not assessing the value of their ROIs, specifically those of influencer marketing strategies. To determine the effectiveness of your campaigns, track metrics such as:
Website traffic: Estimate the improvement in the flow of web visitors due to the generated influencer material.
Social media engagement: Monitor the status, post likes, comments, shares, and followers.
Conversions: Track the number of sales, leads, or sign-ups from these campaigns through influencers.
Brand mentions: Keep count of the times your brand name appears on social media.
You can define effective campaigns that further improve influencer marketing best practices by measuring these factors.
14 Oct 2024 