As a business owner, we plan and strategize on how to reach our target customers through a variety of marketing campaigns. Perhaps, you’ve already tried advertising including TV, radio, print ads and even Google. Well, these are good but they are very traditional in a way that it might not keep up with the current trend and could have a lesser impact on your prospect consumers.
What if I tell you that there is another strategy, which is more effective in building brand awareness, persuading people to buy your products or services and eventually increase your sales?
Well, you should definitely invest in Influencer Marketing!
Influencer marketing has definitely reached new heights! Most of the top brands today use influencers to tell their stories in a compelling way far outweighing the performance of their traditional marketing ads.
Why? Influencers often have millions of subscribers – think Felix Arvid Ulf Kjellberg, a gaming influencer with a whopping 107 million YouTube subscribers or one of top beauty influencers James Charles with 18 million plus followers on Instagram.
If the influencer promote your products in a creative and convincing manner, you could definitely turn their followers into potential buyers. It works almost like magic making your sales drastically increase in just a short period of time—if done strategically.
Why does it deliver real results?
Psychologically, if we see other people doing or using something, we’re more likely to do or use it as well. What more if we see our favorite personality using a certain brand, we’re way more likely to use it too.
Followers want to be just like the people they respect or look up to, that’s why influencers are powerful. They also have an uncanny emotional connection to their audience, having built followers on both their ability to be incredibly entertaining and maintain a degree of vulnerability.
Despite the fact that influencers have proven as a great marketing asset for brand growth, many companies continue to make major mistakes when it comes to influencer partnerships. By choosing the wrong influencers, failing to establish appropriate terms of collaboration, mispricing posts, and failing to consider outside help (i.e. social media agency), brands may fall short of realizing positive influencer marketing ROI.
Below, we highlight the biggest mistakes to avoid when trying to work with influencers:
1. Choosing the wrong terms
One of the first things to think about well is the collaboration terms, as often times, this is what brands tend to make a mistake. They choose to go the sponsored route when gifting may have been more appropriate route. The sponsored route includes an offer to purchase an ad space from the influencer. On the other hand, gifting involves a review where the influencers can receive products they like in exchange of posting and tagging the brand. Considering the size of the company and the marketing budget, gifting is a better option.
2. Picking the wrong influencers
More followers doesn’t necessarily mean more influence. However, companies often choose influencers with large following instead of focusing on those who may be a better fit when it comes to target demographic. Influencers with a niche following may be a lot more desirable as they allow brands to address their specific audience. Those influencers often focus on one industry and excel in attracting particular types of viewers. Moreover, the integrity of the influencer
3. Choosing the wrong posting time
Timing is everything! Posting times can significantly impact the impressions of the post. By providing specific time for posting and asking influencers when their audience is most active, we can ensure that the post receives maximum amount of exposure. For example, many influencers’ audience are most active in the mornings or in afternoons, so posting between 7AM to 9PM and after 5PM may sometimes double the amount of impressions that an influencer receives on a given post.
4. Lack of product photo clarity
A photo can speak a thousand words but then, if influencers fail to convey their message thru a photo, their purpose as brand ambassadors is not served. Some influencers tend to take photos with products often having low visibility. The product can be too far away, or the focus may be on other branded items on the post. When this occurs, the messaging can become conflicting –audience may focus on the wrong product and start asking the influencer questions about other items. In order to maximize exposure and provide clarity, brands should instruct influencers to stay away from branded clothing and/or other logos that may distract the main point of the post.
5. Missing Instastories
“Instastory swipe-ups” are an excellent way to provide a link to a landing page where the company can measure directly the response of the campaign, i.e. the interest of the influencer audience in the product. Failing to include swipe ups as a part of the influencer campaign may signal a missed opportunity for brands to effectively measure the success and the ROI of a specific sponsored post. Thus, brands should discuss this with the influencers they plan to partner with.
Depending on the size of the brand and the type of product, general rule is that smaller brands and newer brands should opt for gifting or other type of non-sponsored collaborations. They should work with influencers with smaller size of following who are less demanding when it comes to collaboration terms and avoid those who only provide sponsored reviews. By working with niche influencers, brands are able advertise directly to their target demographic and achieve a positive ROI.
It’s important to learn from the mistakes of other brands to improve your marketing strategy and avoid some pitfalls. Therefore, when crafting your influencer marketing approach, keep all these things in mind to help you achieve your business goals.
Pic Credit: Mreenal