For Brands | Common Pitfalls of Influencer Marketing Management

Influencer marketing is one of the most effective channels to reach consumers. 92% of marketers agree with the latter. The search for the word “influencer marketing” has increased by 1500% over the past 3 years on google alone and and about 63% of businesses and brands have increased their influencer marketing budget for 2019.

So, why is there so much buzz around influencer marketing?

Well, the answer is short and simple. Because it works! Marketers are seeing great results when collaborating with the right influencers because:

  • IT’S RELEVANT
  • IT’S DATA-DRIVEN
  • AND IT GENERATES HIGH Return on Investment (ROI)

77% of businesses and brands claim that they run their influencer campaigns in-house. If you also want to dab into in-house marketing, then before running your first campaign, it’s a good idea to know some of the common pitfalls when it comes to influencer marketing management.

1) Lack of alignment between the brand and the influencer

One of the most important factors that guarantees success in influencer marketing is collaborating with the right influencer. Lack of alignment between the influencer and the brand whether in terms of aesthetics or target audience can definitely backfire. Most brands don’t have the resources or patience to search through Instagram and hashtags to find relevant influencers. And since everyone with a public profile uses hashtags the search for relevant influencers becomes even more time-consuming and a lot of times impossible. 

So what can you do?

at Sidebuy we have over 150k influencers and you can easily search for relevant influencers based on Location, Categories and Number of Followers. Sidebuy’s search is totally FREE and you can see the engagement rate and approximate cost per post for each influencer. 

2) Lack of clear cut KPIs and objectives 

As with any marketing campaign, it is essential to define your KPIs and objectives before the start of the campaign to help you identify the type of campaign that can achieve those objectives.

To set your objectives, ask yourself what are you trying to achieve when it comes to collaborating with influencers? Is it brand awareness, sales and conversions, increase in social media following? Make sure to clearly document your objectives and that your objectives are SMART (specific, measurable, attainable, relevant and timely).

3) Focusing on short-term results rather than long-term 

Influencer marketing should not be a one-time thing and if you are only focusing on the short-term results then influencer marketing is not the best channel for you. Influencer marketing works because of the human effect so it is integral to create long-term and meaningful relationships with influencers rather than sending out a product for one post. When a relationship is built, the influencer will put all their effort into creating content for your brand because there is a connection that drives them towards working with you.

4) Not involving influencers in the campaign’s creative development

Each influencer is different and they know their audience quiet well, so involving the influencers in the campaign management and especially the creative process can significantly help you create a campaign that the influencer’s audience would highly resonate and engage with. Don’t just send photos of what you like and ask the influencer to create content similar to what you prefer. The influencer’s content should be in line with their feed and aesthetics. They are the creator and their followers follow them because they love seeing their content.

So try to avoid the above-mentioned pitfalls for your upcoming campaign and see how it will affect the results. Keep us in the loop too and comment your thoughts and ideas.


Reference: https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/

 

 

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