74% of marketers are reporting that they are planning some type of influencer marketing campaign in the next 12 months. If you’re one of the marketers who made the jump in 2014, nice work! Influencer marketing is effective (At Find Your Inflluence, we see higher click through rates on influencer posts than on industry-standard Facbook ads). But it has to be executed correctly. If your influencer campaign didn’t go as planned. Here are three things you might have done wrong.
1. You didn’t choose influencers that know your fans
One of the key reasons influencer marketing exists, is that the right influencers are already reaching your potential customers. They have a fan base of your consumers. Instead of forcing yourself into your customers’ web experiences, you can leverage influencers who are already there. Seems simple enough, except we regularly see brands completely missing this point.
If you only focus on site traffic, social media reach or some other metric that you consider key, you’ll likely be missing the opportunity to find influencers and brand ambassadors that would relish the opportunity to work with you. You need to first focus on whether or not an influencer’s interests and his/her fan base’s interests align with your brand messaging. Ask yourself, does this really popular fashion blogger have fans that are interested in my sports equipment? Maybe. But they’re not looking for your equipment there. Your now interrupting their experience. Start with content then move on to metrics.
2. You didn’t make the campaign engaging to your influencers
A professional influencer will meet all the campaign requirements and put in some extra effort to make the blog or social posts strong. But have you ever read a promoted post that seems forced or boring? That right there is the result of an unengaged influencer.
Engagement partially goes back to number one – is your influencer actually interested in your products. But assuming you picked the right influencer for the job, you might just be launching boring campaigns. Besides the obvious monetary benefit, bloggers don’t really benefit from sponsored posts on their site. Sponsored posts don’t bring in more readers necessarily or improve their brand. So where’s the incentive to make the post awesome? That’s up to you.
Find a way to get the influencers excited about your campaign – whether it be through a giveaway, fun activity, Twitter party or partnership. If your influencers are excited about the campaign, they’ll produce better content.
3. You didn’t measure your campaign correctly
Understandably, we have a tendency to rely on conversion. If the campaign was successful, we’ll see an increase in revenue. Right? For some campaigns, yes. But for some, it’s a bit more complicated than that.
First of all, conversion can be a long game. If your campaign is more about education or if you were branching out to new audiences, you might see conversion trickle in over the course of several months. People are doing their homework before they buy.
Influencer marketing is also fantastic for branding purposes. If you’re trying to get your brand message, voice or mission out there, then you should be measuring reach. You can then measure the success of the campaign with a CPM-style metric.
Finally, things like new email subscribers, clicks through to your site, use of a hashtag and more can be fantastic ways to measure efficacy of a campaign with branding or lead nurturing goals.
In fact, it really comes down to your goals. Make sure you set clear, specific goals before the campaign and cater your campaign to those goals. If you want to drive conversion, consider using a promo code and ensure that you’re reaching people that are already likely to buy, people in the consideration stage of the buying cycle.
Have you had an influencer campaign fail? Tell us what you learned from your mistakes.