As you get started engaging in influencer marketing, whether you are the influencer or hiring influencers, you want to avoid making mistakes. Remember that others have gone before you and succeeded. All you have to do is follow their path, and you’ll be successful too.
- Focusing on Reach Over Impact – While you do want the influencers you choose to have an active and engaged audience, you don’t need them to have million-plus followers for the campaign to be effective. In fact, having a smaller audience can indicate a better return on investment due to the higher engagement smaller influencers enjoy.
- Not Providing Influencers the Right Information – What information does the user really need to make a buying choice? Look at everything you do from the buyer’s perspective and where they are in the journey but, at the same time, consider the influencer and what info they need to make decisions about the direction of the content they produce.
- Not Allowing the Influencer to Showcase Their Creativity – The worst thing you can do when you contract with an influencer is micromanaging them to the point that they cannot be creative. You do want to provide some guidelines of what to avoid, but you don’t need to tell them everything to do.
- Not Being Product Focused – The product is what you want to promote, so if the influencers you choose don’t focus on the product and what it does for the viewer, it’ll be hard for the audience to make a buying choice.
- Having Unrealistic Expectations – If you’ve never run an influencer campaign before keeping your expectations realistic by realistically looking at the numbers. Set your goals using the SMART goal technique so that your goals are specific, measurable, attainable, realistic, and timely.
- Choosing The Wrong Influencers – Don’t just pick anyone to promote your brand. Instead, pick someone who already fits your company brand in voice, personality, principles, morals, and values.
- Rushing a Launch Campaign – Don’t just launch an influencer campaign without being ready. If it works and you get a lot of traffic from it, you need to be totally prepared for the impact on your business so you can serve your audience better.
- Not Expanding Across Platforms – You want to be on all the platforms your audience is responsive to. You don’t have to personally have an account on these platforms to work with influencers successfully.
- Not Following Up – When you work with an influencer, you always want to debrief when a campaign is over so you know what can be improved next time. In addition, if you gained new followers, you need to be prepared to communicate with them.
- Not Serving Your New Customers Well – If an influencer sends new customers your way, you must serve them and take care of them well. No one wants to turn their customers over to someone who mistreats them.
As you go forward with your influencer marketing campaigns, keep these tips in mind. You want to be as authentic as possible while also serving your audience in new ways, and influencer marketing can help you achieve more faster than you may have ever experienced.
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