Influencer marketing - that is, using people with a social influence in a particular field is here to stay. It is essentially establishing a relationship with a person so that they help you create relationships. Influencer relationships work. One pitfall, in fact, is probably not using one. That said, here are common mistakes marketers make in their influencer marketing, and how to steer clear of them.
Bad briefs
The quality of your communication is everything. A lousy brief will waste everybody's time: the influencer's because they have to edit it, and yours, because of the to and fro feedback loop. So make sure you write clear, concise, and accurate information. It's also key to give your influencer creative freedom. Provide the necessary information, not copy. Also, do not micromanage.
Choosing a Name, Rather Than Relevance
Most marketers fall into the pitfall of choosing big names as opposed to relevance. Remember, the audience of the influencer is the audience you are targeting. That's why if, for example, you are marketing new software, a leading expert in technology influencer with 15k followers is better than a food blogger with 100k followers.
Relinquishing Content Control
While it's essential to give the influencer creative freedom, it's crucial to stay on the same page. Reading from different scripts can cause disappointment and fallouts, situations everyone wants to avoid. Give the influencers a list of clearly defined deliverables. Articulate your expectations from the very beginning of the campaign. Have them include a call to action, specifying exactly what the audience should do. Again while doing all these, allow them freedom. Remember, they know their audience better than you.
Failure to Stick With the Right One
75% of marketing teams agreed that finding the right influencer is a challenge. If your influencer ticks all the right boxes of what you value in one, hold tightly to them. A long-term relationship with an influencer ensures consistency and also cements your brand's relationship with the audience.
Treating Your Influencer like an Advertisement Agency
Working with your influencer should be about a relationship, not a transaction. Get them involved with your brand. Give them the complete experience, and not only will they be grateful, but they will also feel more connected with your brand. This is powerful because the quality of the content they share will be earnest and impression-making.
So there you go. Influencer marketing is a way to go above the basics and reach niche audiences. Avoiding these pitfalls will keep your influencer marketing game strong, and everybody wins.
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