“Influencer Marketing” – the latest buzz phrase in the marketing sphere – but is your brand doing it right? There are multiple pitfalls, which are easy to miss even if they’re right in front of you. So instead of running towards the finish line, tread carefully and strategically for your brand’s benefit and ensure you have chosen the right influencer with the right tone, brand fit, and appropriate audience.
Avoid these pitfalls along the way:
1. Not understanding the definition of an Influencer
First and foremost, what is an influencer? The word means different things to different people and brands, and rightly so. There are different types of influencers, and your brand needs to decide which ones are right for their brand messaging, their target audience, and the unified effort. For example, celebrities are considered influencers due to their large following on social channels and otherwise. And then you have experts, journalists, personal branders, and topic authorities. So which one is right for your brand and your campaign – #2 should help with that.
2. Forgetting to put together an Influencer Strategy
An influencer strategy, like a social media strategy, channel strategy, and/or content strategy — is significant because it allows a brand to determine which influencers are right for the brand, how they will be reached out to, how they will be worked with, and what the goals and learnings will be from the program overall. Without this, you are just tweeting to random people and pulling at straws and may turn up with the short one. And no brand wants that.
3. Missing the brand fit
When you evaluate your list of influencers it’s important to ensure that the ones you’re considering are not opposed to the brand in any way. For example, it would be poor form to choose an influencer which may have spoken badly of the brand, a product of the brand, and/or some partnership/program that the brand was involved in. Additionally, it’s important that the influencer(s) fits the brand image in a way that isn’t too controversial (unless that’s what the brand is hoping for). For example, if the brand’s image is about being conservative, eco-friendly, and about local efforts, than it may help if the influencer has similarities in those areas or strengths that will help influence those areas as well.
4. Only using tools to find an influencer
This is a huge error that can cause the wrong influencer to be chosen. Although there are many tools out there that will help one get a list of influencers that may fit the brand/campaign, the human touch is still necessary. For example, 10 awesome influencers may be brought down from an initial list of 100 or more, which helps with efficiency and time to get down to the ones that mater and could have an impact for the brand. However, it’s important to look back into the person’s history (especially regarding #3 above), check to see the conversation that the person is having on their social channels, and ensure that the tool was accurate in its assessment. For instance, is the audience of that influencer one that matters to the brand? If not their influence is less likely to make an impact and bring awareness, engagement, and/or positive sentiment towards the brand as it had hoped.
5. Lack of authenticity
Since he or she is an influencer, they’re obviously authentic, right? Not, necessarily. For example, if an influencer is being poked by a brand a second, he or she may be writing sponsored content on a regular basis. Then where’s the original content, the content that matters to their audience. It’s important that the influencer has a balance of content that is still their own because without their own, personal, un-biased opinion, the authenticity is lost, and their influence is less valuable.
Looking for more input to ensure your influencer marketing starts off on the right foot? Reach out in the comments below!
This post was originally written for Socialnomics.