{"id":138165,"date":"2021-09-07T16:00:00","date_gmt":"2021-09-07T15:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=138165"},"modified":"2021-09-07T15:47:24","modified_gmt":"2021-09-07T14:47:24","slug":"why-youre-not-getting-results-from-your-influencer-marketing","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/online-pr\/why-youre-not-getting-results-from-your-influencer-marketing\/","title":{"rendered":"Why you\u2019re not getting results from your influencer marketing"},"content":{"rendered":"

Businesses have a tendency to make many of the same mistakes when collaborating with popular social influencers, errors that prevent them from getting the results they crave<\/h2>\n

Influencer marketing has been around for as long as marketing itself. Only in the modern age, the term influencer marketing is invariably used to describe the sort that occurs on social media, with Instagram tending to be the platform of choice. Chances are you\u2019re already familiar with the concept of influencer marketing and, since you\u2019ve found your way onto this blog, I\u2019d wager that you\u2019re not exactly thrilled with the results.<\/p>\n

Don\u2019t worry: you\u2019re definitely not alone. Businesses have a tendency to make many of the same mistakes when collaborating with popular social influencers, errors that prevent them from getting the results they crave. Whether these missteps are a result of an ineffectual recruitment process or the actual campaigns is another question \u2013 but we\u2019ll get into that. Read on then to learn about the common mistakes that hamstring your influencer marketing campaign, as well as best practices for running high-performance campaigns going forward.<\/p>\n

Marketing strategy for success<\/h4>\n

If you're looking for a marketing strategy to reach and acquire more customers, why not book a free consultation to kick off your strategic planning? Identify your problems, and discuss solutions that work for your business. Find out more about the RACE Framework, and integrated marketing strategy tools covered in this blog. Book in your call to get started today. <\/span>

Need a winning marketing strategy?<\/h3>

Book your free 1-2-1 consultation to develop your new strategy with the RACE Framework<\/p>Book consultation<\/a><\/div>\"Grow<\/div><\/span><\/p>\n

Typical influencer marketing mistakes<\/h3>\n

Paying a high-profile influencer a generous sum is all well and good, but it doesn\u2019t guarantee results. If your influencer campaign hasn\u2019t paid dividends, it\u2019s likely you\u2019ve made one or several of the following mistakes.<\/p>\n

Relying on follower numbers only<\/h4>\n

It\u2019s often said that social media is a numbers game. And while that\u2019s true to an extent, there\u2019s so much more to it. For example, some influencers have hundreds of thousands of followers but surprisingly little influence and sparse engagement.<\/p>\n

Follower numbers tend to be the first thing that draws the gaze, but much more important is the quality of those followers and how much they trust or even idolize the brand advocate in question. What\u2019s more, you must ask yourself how relevant the influencer\u2019s followers are to your business. Do they broadly fit your buyer persona? Are these supporters following the influencer for the right reasons? For example, you might recruit David Beckham to sell a suit. But how many of his followers are hardcore football fans who don\u2019t really care about fashion? Your influencer needs to have the same audience as you do, and you need to get busy in Analytics to ensure you\u2019re targeting the right people.<\/p>\n

To gauge influence from the outset, research the engagement rate on your shortlisted candidate\u2019s page (as well as on their blog, if they have one); consider how much they interact with followers on a day-to-day basis and compile insights about the kind of people who constitute their audience.<\/p>\n

Thankfully, many influencer tools<\/a> are starting to see the importance of looking at audiences rather than follower numbers; now, you can use tools like Brandwatch Audiences<\/a> to find influencers by carefully examining their online audience:<\/p>\n

\"Brandwatch<\/p>\n

It\u2019s also worthwhile finding out which other brands they might have worked with in the past, to make sure you\u2019re on the right track. If you\u2019re a health store, you won\u2019t want to use an influencer who was touting McCain Oven Chips last month!<\/p>\n

Hiring the wrong influencer<\/h4>\n

Perhaps you have followed step one and are completely satisfied with the quality of your influencer\u2019s followers. The advocate, for their part, is engaging and appears to inform his admirers\u2019 buying decisions.<\/p>\n

But you\u2019ve made one fatal mistake: the influencer isn\u2019t right. Perhaps they are too young or too old or based in the wrong location, or maybe their interests and values don\u2019t align with your brand\u2019s. It could be that the influencer simply doesn\u2019t buy into what it is you\u2019re offering, which then comes across in their delivery. Or perhaps the collaboration is so obviously a result of money changing hands that those usually devoted followers turn cold. Tone and style matter on social media and people hate to be duped. Choosing the best fit is, therefore, the wisest move if you wish to get positive results. Incidentally, there are many tools available to help you pinpoint influencers on social media: it pays to browse.<\/p>\n

Not trusting the influencer<\/h4>\n

Influencer relations entail some degree of collaboration, but ordering your nominee around isn\u2019t the way to go. After all, this person has built up a loyal legion of followers and, being something of a social media star, they will expect to have their own input on the campaign itself.<\/p>\n

Some influencers are actually highly particular about brands they work with, as well as fiercely protective of their reputation. While these traits might strike you as negative, you should know that film stars and catwalk models aren\u2019t exactly shy and retiring either.<\/p>\n

The question is, can you turn these attributes to your advantage?<\/p>\n

Your influencer knows their audience best, so pay close attention to what they have to say about the campaign and harness their expertise. Naturally, if all goes well you can agree on an ongoing relationship \u2013 or ask the influencer to recommend others with similar sway.<\/p>\n

Not planning\/strategizing your campaign<\/h4>\n

Whether your campaign is a standalone project or a lengthy one entailing multiple posts or even videos, you need to put a plan in place. This way, you can ensure that you\u2019re effectively promoting the campaign across all channels and getting the most out of it.<\/p>\n

Needless to say, planning your influencer-led campaign will call for determining realistic and measurable goals; deciding upon and crafting a clear call-to-action; and pre-determining all the relevant steps needed to run the campaign, both from your side and the influencers\u2019.<\/p>\n

By settling on a detailed plan of action, and agreeing upon the means of measuring success early on, everyone involved will know exactly what they are working towards. The goal of the campaign might be to increase your own follow count and build brand awareness; stimulate sales of a forthcoming or existing product; capture new emails, or just generate enquiries.<\/p>\n

The point is, you\u2019re not left scratching your head, wondering whether your campaign has been a roaring success or an abject failure; you need to know exactly what you want to achieve, and you need to come up with the perfect plan to help you achieve it.<\/p>\n

Not checking and respecting the rules<\/h4>\n

Your campaign can go haywire very quickly if you fail to respect influencer marketing rules. Many companies have fallen foul of the rules governing influencer advertising, including social media doyenne Kim Kardashian, whose attempts to persuade<\/a> her loyal fanbase of the merits of, er, doxylamine succinate and pyridoxine HCl, backfired when the FDA got involved:<\/p>\n

\"Kim<\/p>\n

In the UK, social campaigns fall under the remit of ASA, who issued guidance<\/a> for influencers in late 2018. The rules are very clear and easy to follow, with the main caveat being that influencers must make it known when an ad is, well, just that: an ad.<\/p>\n

It all comes back to consumer protection law, you see, and the brand is on the hook for any infringements, too. In short, make sure you\u2019re not deliberately misleading the audience whose custom you want to capture. Transparency is in the interests of everyone concerned.<\/p>\n

If you're looking to optimize your marketing strategy, integrate your digital activities, or just need some help prioritizing next steps to grow your business, I recommend booking a free 1-2-1 consultation call with the team. Our consultation calls are designed to put you in the driver's seat and talk through your opportunities using the RACE Framework, so you can make an informed decision about the best strategy for your business. Book your call to find out more. <\/span>

Need a winning marketing strategy?<\/h3>

Book your free 1-2-1 consultation to develop your new strategy with the RACE Framework<\/p>Book consultation<\/a><\/div>\"Grow<\/div><\/span><\/p>\n

Conclusion<\/h3>\n

If properly executed, influencer marketing can give your brand or product the boost it needs. But unless you\u2019re heeding the aforementioned, it\u2019s unlikely you will get the kind of results you\u2019re hoping for. Do your research and find a credible, authentic and active influencer who\u2019s a good fit to front your campaign; then set about establishing goals and KPIs so your objectives are clear from the get-go. By following best practices, you\u2019ll ensure your campaign resonates with customers in a meaningful way.<\/p>\n","protected":false},"excerpt":{"rendered":"

Businesses have a tendency to make many of the same mistakes when collaborating with popular social influencers, errors that prevent them from getting the results they crave Influencer marketing has been around for as long as marketing itself. 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