By: Courtney Moser
You know those little mistakes we all make that go largely unnoticed? A typo here, a quick after-post edit there? That’s not what this is about. The mistakes we’re talking about today go far beyond any minimal “oops” moment – and right into professionally unspeakable territory.
We’re not trying to scare you, but these mistakes could cost an influencer a campaign, their audience or even a partnership with a brand. How so? Keep reading to learn what to avoid as an influencer in the marketing industry.
1. Not paying attention to Google updates
If you’ve worked on campaigns as an influencer, you probably already have at least a basic knowledge of search engine optimization (SEO). The tricky part about thinking you know SEO? It’s always changing!
SEO is highly dependent on Google algorithm updates, which occur regularly. You have to pay attention to industry news, set an alert for “Google algorithm updates,” or make sure you have a tech publication in your reader. Once an update occurs, it’s important to determine whether it impacts your blog or strategy – and then make the needed changes immediately.
In theory, Google updates their algorithm often so that they can provide users with a better search experience—higher quality content, more relevant content, and less spam. However, these updates aren’t foolproof, and it’s possible that you’re doing something unintentionally on your blog that Google is filtering for. You have to stay in the know, because if your blog includes some sort of link or tactic that Google has deemed negative, your traffic could plummet.
2. Not paying attention to the social media campaign instructions
If your site is performing well and you’re partnering with brands, you’re probably feeling pretty confident about your influencer status. But to keep growing and succeeding, you have to make sure your new confidence doesn’t result in carelessness.
Let’s look at this scenario, for example: A campaign offer comes in. Since you’ve done this a million times, you quickly scan over the instructions, skim the blog prompt and grab the hashtag. You’ll have this done in no time.
Flash forward two weeks and you’re suddenly receiving not-so-positive feedback your brand. What gives? As it turns out, those instructions you barely skimmed were important.
Is this really a big mistake? Yes. Brands trust you to follow instructions and act professionally so that they can accurately track the performance of the campaign. We’ve seen bloggers forget everything from a special link, no-follow tags and specific content instructions to announcing an event or meeting a certain deadline. These mishaps can burn bridges. Brands depend on campaign performance, and if they don’t feel like you did your job, they’ll move on to someone who will.
3. Writing low-quality content
This one seems obvious, but we see it every day. Bloggers are creating content constantly – some even juggling several brands and requirements. It can get hectic, and it’s tempting to rush assignments to try to fit more in. Bad choice: Quality always overrules quantity.
“We want the story to be great and the whole reason we work with influencers is to accelerate the sharing of the story,” Karin Timpone, global marketing officer at Marriott International, said of their focus on content excellence.
As a blogger, you’re typically both the content creator and publisher. It’s clear to everyone involved if your post is just thrown together—the brand, your fans and the communities you’re working with. A poor-quality post could mean you never work with that brand again. But even worse? You could lose the trust of your fans and connections. After a few rushed or low-quality posts, you may see your readership start to dwindle.
It’s critical to treat each campaign with respect, think about what the prompt really means to you, and write a high-quality post. Success in influencer marketing is as simple (and complex) as that.
If you need help, we hope you’ll check out what Find Your Influence (FYI) has to offer. FYI helps influencers of all levels connect with brands and manage their campaigns more efficiently. Get the details here.