10 Big Mistakes Brands Make In Their Influencer Marketing Strategy
Traditionally, consumers have relied on word-of-mouth referrals and recommendations from people they know about a brand's marketing and advertising efforts. With the emergence of online influencers, the concept of WOM has become a versatile method of communication in digital markets, and partnering with the right marketing influencers can be an effective method of reaching a highly targeted audience.
However, to see the best results, brands need to know what the influencer's social media landscape is like and what their goals are before entering into a partnership. Below, the 10 members of the Forbes Agency Board discuss some of the biggest mistakes brands make in the process of defining their influencer marketing strategy. Read on to learn about the pitfalls and pitfalls to avoid when strategizing to reach your influencer audience.
1. Access is for tried and true members only
Brands can get in trouble if they only look for tried and true partners. Consumers are savvy and want their brands to stay up-to-date. Diversity is an area that marketing leaders must embrace or risk losing their true audience. - Christine Faulhaber, Faulhaber Communications
2. Chose actors who don't cater to the right audience
The most common mistake brands make is choosing influencers who don't reach the right target audience. Before incorporating a particular thought leader into their influencer marketing strategy, I recommend brands analyze the influencer's customer demographics, manually review how they engage with their audience, and ensure the influencer's brand safety. -Michael Kuzminov, HypFactory
3. Job candidates don't vet influencers like you
When researching influencer followers to ensure their authenticity, you should take the time to understand the brand of the influencer you are partnering with. How do they communicate with their followers? Make sure there is alignment. Consider selecting influencers when you screen candidates for positions in your agency. Get to know them deeper to avoid disappointment in the future. - Mary Ann O'Brien, OBI Creative
The Forbes Agency Council is an invite-only community for successful leaders in public relations, media strategy, advertising, and creative agencies. What am I qualified for?
4. Invest money in big name influencers
I've seen big brands pour money into big name influencers only to see little return because celebrity endorsements are so common and confusing. I recommend that brands focus on micro-influencers, who can make a bigger impact on a wider audience by creating real relationships with their online community. -Brooke Weller, REQ
5. Thinking that all 'influencers' have influence
The biggest mistake is believing that all "influencers" have influence. Following and participating in them does not guarantee your ROI. The best influencers are micro-influencers because they are actively involved in building their community. Once you find the right influencer, be sure to create a unique campaign for brand engagement or real-time feedback and click-through results. - Monica Alvarez-Mitchell, Pulse Creative, LLC
6. Provide information to producers about overly restricted content
Not giving influencers enough freedom to create content that speaks to their audience is a big mistake. Let's face it, everyone is sick and tired of content like ads. We often see brands offering content curfews that are too strict for creators, making content seem forced or untested. When working with creators, make sure you listen because they know their audience best. - Anastasia Cecchetto, main character
7. You don't research to build a great foundation
Brands should always do their research before contacting them. Coming to an influencer deal with influencer knowledge will show your prospects that you've done your research and give you more confidence to secure a partnership. Yes, it takes more time, but if you want to be an advocate for your brand, it's important to build a solid foundation quickly. - Marilyn Cowley, Love - Public Relations and Social Media
8. Not analyzing messages from potential agents
Finding the right influencers for your industry through the right influencer research is key. Does their message match yours? Even if it seems perfect on the surface, do it in past posts, activities, and sponsors. Investing time in research and enlisting the help of your social media team will go a long way. - Natalia Andrechuk, Viseven
9. Certain shipments without prior approval
Not agreeing on certain results before starting a campaign can confuse cloud expectations and relationships. Make sure your brand and influencers are on the same page, then spell out those terms in a binding contract for all parties to review and sign. - Bernard May, National Officer
10. Trying to micromanage every aspect of content creation
A big mistake brands make is expecting to micromanage every aspect of the content creation process. By depriving an influencer of their autonomy to connect with their audience, you jeopardize the success of your campaign. Striking the right balance between providing guidance and allowing creative freedom is critical. Give them space to experience their content. - Ismail El Qudsi, SocialPublic
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