Influencer Marketing Guide: What Not To Do

31 Oct ยท 6 min read

Influencer Marketing Guide: What Not To Do

A few years ago, everything about influencer marketing was novel. Influencer marketing campaigns have gradually become the norm for most brands and businesses. Almost every social media campaign you see has been done before, albeit with a twist.

Everything from influencer selection to implementation must fall into place for an influencer marketing strategy to work. The success of the campaign is also dependent on the audience's psychology. Many times, brands have implemented very thoughtful campaigns, but they have failed to connect with their customers.

Even after implementing all of the new trends, social media brands are struggling for engagement, which is a major challenge for almost every influencer campaign.

This blog will concentrate on what NOT TO DO in an influencer marketing campaign.

While there is no one way to implement these campaigns perfectly, there are a few things that all marketers should avoid at all costs.

Mistakes To Avoid In influencer Marketing

Collaboration with influencer content creators is an excellent way to increase your reach and engage new and existing audiences. This can assist your influencer marketing strategy in achieving the success of many other brands, some of which reportedly earn $6.50 for every dollar spent on influencer marketing.

It appears to be a no-brainer. Companies, on the other hand, lose millions of dollars each year as a result of bad campaigns and mistakes.

Not only do these harm a company's net worth and make managing affiliates more difficult, but they also harm a brand's reputation and image, which can have long-term consequences.

Avoiding mistakes like these in your influencer marketing strategy should be a top priority. The following are some of the most common errors that businesses make during campaigns:

  • Brand Centric Approach

Because it is the authentic and honest voice that drives visitors and keeps them engaged, influencer marketing campaigns are more successful than traditional approaches. While branded content increases sales, it is frequently perceived as biased and deceptive. This is why people go online to learn more before making a purchase decision.

According to Nielsen's Global Trust in Advertising report, people trust recommendations from friends and family more than branded advertising. Similarly, 70 percent of respondents say they trust customer reviews, and 58 percent read newspaper articles and other types of editorial content. When it comes to traditional advertising, nearly half of users (47%) trust ads in magazines, brand sponsorships (47%), and newspaper ads (47%). (46 percent). Text ads on mobile phones (29%) are the most minor trusted sources, followed by ads on social networks (36%), and online video advertising (36%). (36 percent).

Businesses can also overemphasize their brand, leaving little room for influencers to develop the best strategies and approaches. The key to running a successful influencer marketing campaign is to approach online audiences more subtly, highlighting the influencer's credibility and character.

  • Wrong Channels

Influencer marketing does not work equally well across all brand channels. The effectiveness of each track will differ depending on your customer focus (business to business or business to consumer) and target audience.

For example, an influencer marketing campaign aimed at Generation Z members will be less effective if carried out on Facebook and Twitter rather than Instagram. This is because the Generation Z market prefers to use Instagram and TikTok. An influencer marketing campaign aimed at engaging Generation X customers, on the other hand, will most likely be more effective on LinkedIn or Facebook.

  • Limiting Social Media

Depending on the niche of your brand, you'll most likely require an influencer who is active on at least two major social media platforms. They'll almost certainly have different numbers of followers on each account, which provides additional benefits in terms of tight-knit communities or broad exposure. However, influencers can promote your product in places other than social media. Depending on your industry, you may also want to consider paying your chosen influencers to participate in email marketing campaigns, in-person events, podcasts, and other marketing endeavors.

  • No Defined Goal

Influencer marketing can be a great tool for increasing brand awareness, shaping brand image, and increasing sales - but not all at once.

Assume an influencer tries to direct their followers to a brand's website, follow their Instagram page, and participate in a giveaway at the same time. In that case, the follower will most likely become confused instead of responding to the call to action, and the collaboration will be ineffective.

The campaign's goal determines the influencers chosen, the structure of the collaboration, the selection of KPI-s, and the evaluation of results - all of which are essential components of a successful influencer marketing strategy! Without a goal, the entire campaign is a shambles.

  • Wrong Influencers

Even if you're running an influencer marketing campaign, focusing on organic content creators will pay off in the long run. You will have multiple channels to promote your brand if their followers increase in number. However, to keep them motivated, you must provide something in return. Assume you're a game designer. Tickets to exclusive events, access to new builds, social media presence, graphics, fonts, assets, or in-game currency are all examples of perks. Perks may be granted based on criteria such as high-quality content, a minimum number of views, or regular posting.

  • Not Including CTA

At its core, influencer marketing is about harnessing the power of individuals with large audiences to persuade them to help you achieve specific goals. This is why having a CTA (call to action) is so important.

The influencer's role is to raise brand awareness and promote it positively within a community of people. But their work does not stop there. Your ambassadors must persuade their audience to do whatever you want them to do, whether it is subscribing to a service or purchasing one of your products.

Adding a sense of urgency (for example, this deal expires tomorrow!) is a good way to entice potential customers to buy from you. However, you mustn't script what your influencers say, as this can undermine the credibility of the promotional message. Authenticity is essential: allow your influencers to speak for themselves. Giving them creative freedom is far more likely to persuade their audience. Affiliate marketing automation is a good way to structure your marketing campaigns. Use the power of content strategies such as CTA to increase brand awareness and sales.

A common mistake is not including a call to action, which you should avoid if you want your prospective buyers to become loyal customers.

Final Thoughts

When valued and used correctly, influencer marketing can work wonders for a brand. These top crazy mistakes to avoid will go a long way toward assisting you in doing so.

It all starts with appreciating the medium's worth in the first place. Then it's all about earning the Influencer's trust. That is the only way to create authentic and meaningful content. Engage in regular dialogue with them, encourage them, and don't undermine their trust once you've connected with them (and now you know how if their following is genuine).

Combining all of this will give the Influencer the confidence to be creative (albeit directed by you), resulting in unprecedented brand engagement. All of this will result in increased ROI and, best of all, bragging rights as the creator of the Influencer Marketing Campaign in front of all your friends.

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