Last week, we outlined the “Do’s” of influencer marketing with tips to consider as you are creating an influencer marketing campaign. This week, we’ll be focusing on the opposite end of the spectrum. Here are some things to avoid while finding and working with brand influencers:
Don’t Forget to Monitor
Once you’ve defined your trackable details, set up your NUVI monitor to track the conversation. Monitor the reach and spread of posts, links, and hashtags used by your influencer to gauge the impact. NUVI can also help you understand how the posts are received by the public by tracking sentiment. You can also compare timelines to see spikes in conversation and spikes in revenue. If you use promo codes, you’ll also be able to track promo code usage through your e-commerce portal. This data will help you create informed campaigns in the future.
Don’t Forget to Follow Up
Plan to have a debrief with your influencer after the campaign to discuss results and insights. This can help build a strong relationship with the influencer and shed light on new ideas for future campaigns. This also helps to keep both parties accountable for any terms in the agreement.
Don’t Be Afraid to Adjust your Strategy
As you monitor your influencer campaign, don’t be afraid to pivot and adjust your strategy if something isn’t working. The best thing about social media marketing is that you’re able to see the analytics quickly and clearly. Social media posts are also much easier to edit, share on a different platform, and eliminate if they aren’t generating positive results (as opposed to traditional marketing like billboards and print ads). There’s no sense wasting your time and money on content that is not performing.
Don’t Overlook your Advocates
It’s easy to get hung up on factors like follower count and “celebrity” status as you are looking for potential influencers. Keep in mind that while these people may have a lot of influence and reach, they may not be the best advocate for your product and could be very costly (some influencers charge up to $500,000 to $1,000,000 per post). Look for an influencer who interacts with their followers. These influencers will be more likely to curate posts that can speak to their followers on a personal level. As the post gains traction, this type of influencer will continue to engage with these followers in a way that is beneficial to your brand, the follower, and the influencer. These advocates should also share your brand’s values and exude a persona that your target audience can relate to.
Don’t Limit Yourself to One Channel
Consider where your target audience is most likely to surf the web. If you aren’t sure of which platforms your audience uses, test an influencer’s post on multiple platforms. By strategically adding a variety of platforms, you can reach new audiences and monitor the response per platform to make data-driven decisions on future campaigns. Depending on who your influencer is, you can also test different types of content to see what resonates per platform.
Using influencer marketing can help you reach new audiences and build trust for your brand. As you search for and approach influencers, keep these tips in mind to maximize your results.
For more information on how you can monitor and identify impactful influencers, contact us for a demo.
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