Four Reasons Your Next Influencer Marketing Campaign Will Fail

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Let’s get one thing out of the way – influencer marketing isn’t new anymore. In fact, with brands big and small now leveraging influencers, or audiences with audiences, to build authentic content buyers crave, the focus turns to finding the right influencers to motivate your target customers.

And while that may be easier said than done, it’s key to ensuring your campaign. Whether it be who you’re choosing to work with, what you want to do, or what audience you want to reach, there’s virtually an end-less amount of factors to take into consideration.

So before you start, it’s crucial to examine each option to make sure you take your influencer campaign in the direction it needs to go. There are a lot of things that can go right – but there’s also a lot of things that could very, very wrong.

Want proof? Here are four things that could sink your next campaign:

1. Picking the Wrong Influencer:
The right influencer isn’t always the one who meets the eye. And don’t get fooled by large numbers of fol-lowers or fans…just because they have a big audience, doesn’t always mean that the influencer is right to advocate for your product.

In fact, the wrong influencer doesn’t care about your product or service – they only care about the paycheck, which betrays the authentic bond they developed with their audience. When that happens, it’s your brand that suffers the most.

“Your choice of influencer is going to make or break the way your brand is perceived, it’s crucial that the person you work with aligns with what you’re looking for,” said Jamie Reardon, CEO of Find Your Influ-ence, a leading influencer marketing platform that connects influencers and brands. “Spending time vet-ting your influencers to ensure their audience is your audience, and that they offer the third-party en-dorsement your brand needs is crucial.”

So how can you tell if you’ve found the right influencer? Find someone who’s excited about your product, not just the money you’re giving them to be excited. They should have a general interest in either the brand you’re trying to sell or the message you’re trying to send.

2. Inauthentic Content
There’s a difference between paying someone to say nice things about your brand and a whole other to have them experience your brand— and it’s palpable.

The entire point of influencer marketing is authenticity; that is, having the influencer advocate for your product in a genuine way and not in a way that comes off as forced.

In order to achieve this connection with your brand and audience, you need to allow for some flexibility. This may be hard to do because it’s your campaign, but these influencers have a following for a reason: they’re good at what they do. If you allow them to use their own voice and make it their own, it’s going to be way more effective and appealing to the audience then it would be if you were to set the criteria.

How can that work against you? Forcing an influencer to use the same canned content that doesn’t reflect the influencer’s true voice – or opinions. Trust me – the audience will know the difference.

3. Doing It By Yourself
Influencer marketing is a multi-step, mufti-touch process. Finding someone who matches your audience demographic considerations. Contacting them. Discussing their potential interest. Negotiating prices. Building a marketing platform. Ending the campaign with a good relationship with the influencers.

All told, it’s a lot to do by yourself, and your day is already full enough. Fear not – there are a number of influencer marketing tools that can help shoulder some of the load. In fact, there are a couple of turn-key tools that can take the load completely off of your shoulders.

“These days, almost everyone claims to be an expert in influencer marketing, so it’s important smart mar-keters are doing their research to find their right technology partners,” Reardon said, noting that Find Your Influence’s platform was the result of a collaborative effort led by marketers and technology strategists over a six year period. “During your vetting process, it’s essential that you find a balance with these com-panies, working with them to build connections for your platform and come up with ideas while still mak-ing the campaign yours.

“The best part? When you find the right company to collaborate with, your campaign can work seamless-ly,”

4. Not being able to measure your success
So you’ve activated your influencer marketing campaign, ad you’re positive you’ve found the right influ-encers, and even more positive you’ve got the right context mix. You’re anxious to take advantage of in-fluencer marketing’s vaunted 6.5:1 ROI, so you can show the C-suite how successful your campaign has been. But how?

Surely you remembered to build in an analytics platform to your campaign, one that tracks social shares and outreach, and follows your content from influencer to platform to end-user, and back again. And sure-ly you’ve got a team dedicated to tracking each share to ensure your influencer team is fulfilling their con-tractual obligations. And I’m positive you’ve reviewed content and placement to ensure everything is run-ning on message. Right?

Again, if measurement isn’t your strong suit, but you’re still committed to demonstrating the efficacy of your influencer marketing campaign, ROI and analytics is something you can turn to your platform partner for.

It’s true that influencer marketing is the next big thing for smart marketers, and it may very well be the next big thing for your brand. By paying attention to these four tips, you can make sure that your campaign is ready to succeed.

By: Megan Janetsky for Find Your Influence 

 

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How To Choose The Best Campaign For You

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You have many options when it comes to marketing your business. Naturally, you might be wondering where you should start or what channels you should use to achieve the best results, right? Well, deciding to delve into the world of Influencer Marketing, is a great way to maximize the leverage of your business.

There are 150 million blog readers in the U.S alone, and 31.1 percent of consumers say that blogs influence their purchase decisions. Similarly, 57 percent of marketers say that they’ve acquired customers via their blog.

Making people aware that you/service exist helps drive traffic to your business and creates a buzz in the market. So how do you start this buzz and keep it spreading across the interwebs? With Influencer Marketing campaigns of course! But which one is right for you and your product? Well, we’ve included four types below to help you decide!

  1. Brand Awareness – A brand is the meaning behind your company’s name, logo, symbols and slogans. Thanks to the evolution of the internet and digital technology, the importance of brand awareness has become increasingly significant. The public is more equipped with mobile and social media tools to communicate quickly about your brand. In other words, it’s instant feedback.  By using this Influencer Marketing strategy, your brand will reach exposure not only in your own backyard, but across the globe.
  1. Product Awareness – Using Influencer Marketing to help develop product awareness is a creative way to get your product in front of the eyes of millions. When a blogger vouches for your product and tells their readers how much they enjoy it, they are increasing your product’s visibility. Ultimately, a strong online presence enhances the company’s trustworthiness and credibility.
  1. New Product/Service Launch – Influencer Marketing is a great way to launch a new product or service. This type of campaign is great for increasing exposure and upping the credibility of your brand. The influencers will help you gain the feedback you’re looking for in terms your new product/service almost instantly.
  1. Seasonal Campaign – The holidays are the busiest times of the year and what better way to market your new seasonal campaign than using Influencer Marketing and FYI. Some of the most popular posts for influencers are during the holiday season, as their readers are looking to them for guidance of what is the latest and greatest must haves during the holiday season.

Ultimately, choosing the right influencer campaign for you and your brand is crucial and the success of your campaign depends on it. Here at FYI, we’re experts in this space and we’re happy to help you pick the perfect campaign for you and your Influencer Marketing needs.

Post Written By: Kailey Loud for Find Your Influence 

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