Influencer Marketing has become one of the most powerful tools in a marketing teams’ toolkits today. It is not expected to disappear anytime soon with most of the majority brands using this effective strategy. Research shows that is probably going to continue throughout the years, why? People no longer trust the brands. A lot of people are no longer influenced by these traditional marketing techniques and they are now influenced by those people whom they trust and respect. On the other hand, there are still numerous brands who still misunderstand what is “influencer marketing,” thus making it an effective tool. Truth be told, 74% of purchases are made by word-of-mouth recommendations, and influencer marketing is one of the most effective ways to drive word-of-mouth sales. It is no wonder that marketers are increasingly embracing influencer branding and marketing strategies to achieve their business’ goals and objectives.
This article outlines the most common influencer marketing mistakes to steer clear in order to be successful and avoid overlooked cost.
Fail to understand the audience
Your audience is your critic, if they want your product, they will be your customers. You will never be able to create a long-term and effective influencer marketing strategy if you don’t know your audience/customer. Marketers who have not yet flourished a genuine marketing personality are suggested to place their programs on hold until they understand who are their customers and what are their interests in order to achieve and interaction with the brand. It is to be noted that marketers need to understand purchasing habits, demographic information, pinpoints and psychographic information in order to create a marketing persona and conventionally, all of these statistics can be gathered through customers’ reviews.
Using Influencer Marketing in the wrong influencers/channel
Your marketing would not work unless you are working with the right influencer for your campaign. Influencer marketing is not identically effective across all channel, niche, and the target audience. If you are promoting a beauty product, much recommended working with YouTube Influencers since it is much effective in videos than a plain picture of your product and a post on Facebook, Instagram or Twitter.
Expecting results in a short period of time
If you have just started doing the influencer marketing, you cannot just expect a good result in just one snap. In some cases, for a powerful influencer, marketing campaigns can produce results overnight. But mostly and especially for brands and companies that are not using E-commerce, Influencer Marketing should take time to effect. Trust and patience are advisable. It is to be noted that effective influencer campaigns help the improvement of brand awareness. When a candidate is aware of your brand, they will still need to undergo the process of your marketing funnel, the consideration and decision making stages before performing the purchase. So yes, it takes time to get the results.
Forgot to use the Analytics
Using analytics is one of the most accurate ways to get updated and determine whether your influencer marketing is effective or sat to say, ineffective. Monitoring and measuring the performance of your campaign is required in all types of platforms, from there, you will be able to know which part of your marketing campaign needs to be improved. You can find lots of platforms online that can help you measure your campaign insights and progress.
Failure in conveying expectations with your influencers
Upon working with influencers, it is much important to construct your expectations clearly. You should give your influencers a summary that includes the goals and objectives of your campaign. Collecting and including the marketing personal you have collected will help your influencers to become more successful. You may also want to include analytics information that you find valuable when marketing to the target audience.
Focused on the wrong KPIs
Influencer marketing is a powerful marketing method, but everything in this world has its own limits. Marketers need to ensure that they are using influencer marketing the right way. It is advised to focus on the KPIs which fits your brand, product, and activity, don’t just focus on getting sales, start being genuine! An influencer marketing campaign designed to influence KPIs related to bottom-of-the-funnel behaviors is not generally perfect
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