Are you getting ready to hit the top influencer platforms for micro-influencers with your business marketing plan? Well, your brand needs influencer marketing to amplify the conversion rates. So, you might be thrilled to collaborate with the top-notch micro-influencers out there on social media channels.
But do these influencer marketing campaigns always work for branding your products? Of course, they would work correctly but only if you know what not to do during those marketing campaigns. Unfortunately, that means people often overlook certain aspects that can ruin the entire marketing strategy for the brand.
Confused? Check out this list of don’ts that brands should be mindful of while performing their influencer marketing campaigns:
1. Don’t Select Just Any Influencer Out There
The first thing to avoid about your influencer campaign is to select any random influencer that appears on your feed. Well, choosing anyone randomly from any influencer platforms for micro-influencers would be a wrong approach.
First, the micro-influencer has to fit the exact requirements of your brand. Next, he must share common values and strong beliefs in your product.
To get someone as the brand ambassador, you need an excellent track record and a strong digital presence. Most importantly, conduct background checks properly before hiring any professional to brand your products.
2. Don’t Proceed Without Having a Proper Set of Marketing Goals
Why do you even need to start selecting the influencers if you haven't prepared a proper layout yet? Digital or social media marketing isn’t only about hiring the best faces to promote your brand. And if you just limit to some of the sponsored posts on Instagram and YouTube, it is challenging to get measurable returns.
Before even shortlisting them on influencer platforms for micro-influencers, define a proper marketing strategy. Identify your target audience, marketing objectives, and budget appropriately. Once done, it's time to research and select the right influencer for your campaign.
3. Don’t Let Those Vanity Metrics Fool You
Try to look beyond the number of followers while selecting the right influencer for your campaign. People primarily focus on the subscriber count and get excited to hire the professional without proper research.
Some questions that you might want to ask before shortlisting the right influencers are:
- What is the engagement rate of this influencer?
- Will they be delivering the same messages as per your brand requirement?
- Is this influencer involved in any past crimes?
- Do these influencers do many paid promotions?
- Do their target audiences align with your targets?
- How were their previous marketing performances?
4. Don’t Have Trouble Allocating a Proper Budget
You cannot onboard any professional without having a proper budget set aside for the same. Therefore, your marketing budget will be the determining factor for selecting the right influencer for your marketing campaign. And it is essential to understand that depending on popularity and current influence, these professionals can be pretty expensive.
Defining the right influencer platforms for micro-influencers or influencer tiers gets easier when you have a budget in mind. Macro-influencers charge tens of thousands of dollars, while mega ones might charge even six-digit figures.
The scene changes when you select nano or micro-influencers as they are quite affordable than the previous ones, especially if you choose the right micro-influencers using a platform such as SocialBook. And sometimes, these latter influencers might be profitable for marketing your brand than the former ones. So, your budget is responsible for determining the influencer tiers that can work with your brand.
5. Don’t Focus On Quantity Rather Quality
Another common mistake that many marketers tend to make is going for quantity instead of quality. You do not need the influencer to post thousands of paid promotional images on social media. If these images cannot engage the audience and increase your conversion rate, it's pointless to invest any resources.
Creating high-quality content that can establish a brand name and motivate people to buy can be a painstaking job. And since the influencer is responsible for that, you need to focus on the content quality than its quantity.
6. Don’t Micro-Manage Influencers
Yes, it is your brand, and you know the chief details of branding more than anyone else. But that doesn't give you the authority to micromanage or even create content for the influencers. So you aren't dealing with the audience directly.
The followers or subscribers know about the influencer and their behavior and skills. So if you change the writing style or their basic mannerisms, it changes the entire relationship with the audience. And that won't be quite profitable for your marketing campaign.
Well, of course, you need to keep a close tab on the content. And even let the influencers know about the talking points or giveaway instructions about your business. Or make sure to convey every little detail of your brand and its USPs properly. But when it comes to content creation, trust your influencer.
7. Don’t Put Multiple CTAs as They Are Confusing
Single action would be perfect for your direct response campaign. However, giving out multiple CTAs can confuse your audiences. Understand that giving multiple instructions within one post can be confusing, ineffective, and overwhelming for the consumers.
If you want to grab the attention, stick to single-action with every post. Not only does it help to engage the audience, but it also gives them explicit instructions to follow.
8. Don’t Hide Anything From Your Audience
Well, if you aim to create a genuine bond with your consumers, there is no point in lying to them. However, you must let the audiences know that the brand collaborates for paid promotions with the influencer. Not disclosing this fact can mislead the followers, which can be pretty harmful to your branding.
9. Don’t Fail to Calculate ROI Properly
Why do marketers still struggle to assess the returns on influencer marketing campaigns? That's because they aren't calculating the ROI based adequately on factors like production expenses, legal fees, sponsorship costs, agency fees, etc. Understanding the factors governing the ROI rates can help you determine your business profits correctly.
Final Words
With more marketers investing in influencer marketing, it is advisable to remember these points while planning the strategy. Keeping familiar pitfalls in mind will ensure that you stay on your course and launch successful marketing campaigns. Also, it is always best to approach the right influencer platforms for micro-influencers to make your influencer marketing plan actually work for your business. So keep this in mind to achieve the optimal outcome.
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