Influencer marketing may not be as old as SEO or SEM, but it is still a very effective internet marketing instrument to use. Whether you’re trying to promote your social media pages or you want to reach the right target market and increase sales, influencer marketing is a good way to do it.
Being relatively new, it is not surprising to see a lot of mistakes happening when brands and businesses start integrating influencer marketing into their existing campaigns. In this part, we’re going to take a look at some of those mistakes and discuss how you can avoid them easily. Let’s get started, shall we?
Focus Too Much on Exposure
Exposure is a good key performance indicator to use when doing an influencer marketing campaign. It is a relatively easy KPI to measure, especially on social media. There are plenty of analytics tools to support this key measurement as well.
Unfortunately, focusing too much on exposure and reach is not the way to do influencer marketing. In fact, exposure should only be a portion of your influencer marketing goals. There are several reasons why focusing on exposure is a mistake:
- It is easy to cheat the numbers. Just because an influencer has 1 million followers, doesn’t mean all 1 million of them read the posts about your brand.
- Exposure doesn’t indicate anything more than the amount of people who read your messages.
What’s more important than exposure is engagement. Measure the number of people that react to your messages and you’ll have a much better view of your influencer marketing impacts this way.
One Message for All Channels
This is another wrong approach to take when starting an influencer marketing campaign. Unfortunately, it is also one of the most common mistakes today. You can’t expect people on Twitter to react the same way as those on Facebook. For your campaign to be effective, each platform needs to be approached differently.
The same goes for blogs and YouTube. These channels are unique and must be treated as such. YouTube, for instance, is more than just about good visuals. It is about telling stories and keeping viewers engaged.
Doing Everything In-House
Just like SEO and content marketing, influencer marketing requires you to invest a lot of time and energy for it to be successful. Fortunately, you don’t have to make the mistake of doing everything yourself.
There are marketing agencies that can help you with connecting with – and managing – influencers, formulating a suitable campaign for your brand, producing great content that viewers actually love and measuring the impact of the campaign down to the very last detail. Working with the best digital marketing agency may be exactly what you need to be successful.
There is no doubt that influencer marketing is a very good marketing instrument to use. People listen to the influencers they follow and adore, which is why sending brand-related messages through influencers is often more effective than placing ads on top sites. You too can benefit from influencer marketing by starting a campaign today.