5 Things That Can Go Wrong with Influencer Marketing And How to Avoid Them
Influencer marketing is a cost-effective way that you can get your brand out in front of more people, generate more business, get more positive reviews and testimonials from customers, and broaden your customer base. But there are certain mistakes and things that can go wrong when you implement an influencer marketing strategy. Continue reading to learn about them and how to avoid them.
1. Not Using the Right Software
The right influencer marketing software will play a vital role in helping you keep everything organized and making your campaign as successful as it can possibly be. With the right software, you’ll find it easier to find influencers who are appropriate to your brand.
2. Not Having an Agreement in Place
When using influencer marketing to promote your business, you need to have an agreement, or a contract, in place. Any influencers who aren’t willing to sign a contract shouldn’t be hired. After you’ve found an influencer who’s qualified and interested in becoming a part of your marketing plan, submit a contract to them that will make your working relationship an official one. Always plan ahead, and expect that you may need to negotiate to make the contract work for both parties. Make sure the compensation in included, along with payment schedules and methods, and set the goals, deliverables, dates, and post-campaign expectations as well.
3. Failing to Focus on an Influencer’s Engagement Rate
In addition to looking at how many followers an influencer has on his or her social media pages, you also need to look into their actual engagement rate. After all, what’s the point of having someone with tens of thousands of followers promoting you if they can’t actually get anyone to click through to your website and make a purchase? You want someone who’s popular, but also respected, and who can entice people to listen to them. In this way, you’ll be paying someone who will really be able to deliver results, rather than making posts about your brand that don’t lead to any conversions.
4. Excluding a Call to Action
Whenever your influencer posts something about your brand, there should be a call to action, also known as a CTA, in the post so that people will know what’s expected of them. You should determine what you want people to do when they read your influencer’s post, and you should tell your influencer what your expectations are. Beyond that, however, you also need a way to measure the success of every CTA, so have a good analytics system in place.
5. Using an Influencer Who Doesn’t Fit Your Brand
Finally, when it comes time to find an influencer, make sure that he or she really fits your brand and has a lot in common with what you’re all about. In this way, his or her followers will already be open to what your company offers, and you’ll more likely have someone at your side who will know exactly what to say to promote you.
By avoiding the above mistakes, you can make every influencer marketing plan a success. Be sure to keep these tips in mind so you can avoid wasting time and money.