Influencer marketing can increase the brand’s outreach significantly, but there are also pitfalls businesses should know how to avoid before getting started
The new method of marketing – Influencer Marketing can be highly effective if done well. However, making mistakes here can spoil what a brand has been doing right, no matter how minor they seem.
Many businesses have witnessed a positive ROI trend that accompanies influencer marketing. A majority of the marketers find the impact of influencer marketing better than or at par with most other marketing channels. But, the issue arises when influencer marketing is done incorrectly.
The mere fact that this form of marketing depends on the viral nature of social media content means that a faulty job can easily ruin a brand’s image at a startling speed.
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Check 2021 Influencer Marketing Techniques as below:
Clear Campaign Goals
Sometimes brands make the mistake of launching an influencer marketing campaign without a set goal in mind. Businesses need to set explicit targets for Influencer marketing, just like developing a typical marketing campaign.
One of the biggest mistakes that brands make here is that they fail to set up an end goal. Setting a goal enables them to measure the success of the influencer marketing campaign and monitor key metrics that help determine the real ROI.
When it comes to setting a specific goal, brands need to first figure out the KPIs that they need to monitor and the approach that they are going to be employing. However, it is crucial that brands ensure that their metrics align with the comprehensive goal of the campaign.
The Right Influencer for the Campaign
The significant metrics brands must consider when choosing an influencer are engagement rate, reach, authenticity, relevance, content quality, and frequency, and reliability.
One other major influencer marketing mistake that brands make is failing to conduct enough research to ensure that they get the right influencers before starting on their influencer marketing campaign.
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Collaborating with an influencer who is incompatible with the business or the brand motto can prove costly. Hence, it is wise to find an influencer whose beliefs and behavior align with that of the brand.
Businesses need to research enough to ensure that they get the right influencer that suits their campaign demands. It is also crucial to keep an eye on the budget and see that they don’t overshoot it.
Another major mistake brands make is that they go live with a few micro-influencers and start expecting a huge impact on website visits and sales. It is important to target both micro-and macro-influencers and create a balance in their volumes.
Micro-influencers may not be hugely popular, but they are the experts in their niche. Though they may have fewer followers, their content is impactful and gets more significant ROI. Hence, if brands choose barter deals with micro-influencers, they need to do it with a good number of them.
Most importantly, brands need to maintain transparency with their target customer; failing to reveal their relationship with the influencer for maintaining authenticity could be costly. This could endanger both the brand and the influencer’s reputation and could lead to losing the trust of the followers.