Three Reasons Your Influencer Marketing Campaign Failed... and how to make sure it doesn t happen again www.findyourinfluence.com
Three Reasons Your Influencer Campaign Failed... and how to make sure it doesn t happen again Overview The numbers don t lie - influencer marketing is here to stay. In fact, 74% of marketers are reporting that they are planning some type of influencer marketing campaign in the next 12 months, making it one of the fastest growing marketing trends of 2015. But when is a trend no longer a trend? When is it just accepted as part of marketing best practice And a more pressing question how do you know when you re doing it right? Or wrong? Done correctly, influencer marketing has been proven effective for example, the industry accepted ROI for influencer marketing is 6.5:1, and at Find Your Influence, we see higher click through rates on influencer posts than on industry-standard Facebook ads. But it has to be executed correctly. If your influencer campaign didn t go as planned, here are three things you might have done wrong.
Three Reasons Your Influencer Marketing Campaign Failed Reason #1 You didn t choose influencers that know your fans One of the key reasons influencer marketing exists is that the right influencers are already reaching your potential customers. They have a fan base of your consumers, so instead of forcing yourself into your customers web experiences, you can leverage influencers who are already there. Seems simple enough, except we regularly see brands completely missing this point. If you only focus on site traffic, social media reach or some other metric that you consider key, you ll likely be missing the opportunity to find influencers and brand ambassadors that would relish the opportunity to work with you. You need to first focus on whether or not an influencer s interests and his/her fan base s interests align with your brand messaging. Ask yourself, does this really popular fashion blogger have fans that are interested in my sports equipment? Maybe. But they re not looking for your equipment there. You re now interrupting their experience. Start with content then move on to metrics. Reason #2 You didn t make your campaign engaging enough A professional influencer will meet all the campaign requirements and put in some extra effort to make the blog or social posts strong. But have you ever read a promoted post that seems forced or boring? That right there is the result of an unengaged influencer. Engagement partially goes back to number one is your influencer actually interested in your products? But assuming you picked the right influencer for the job, you might just be launching boring campaigns. Besides the obvious monetary benefit, bloggers don t really benefit from sponsored posts on their site. Sponsored posts don t bring in more readers necessarily or improve their brand. So where s the incentive to make the post awesome? That s up to you. Find a way to get the influencers excited about your campaign whether it be through a giveaway, fun activity, Twitter party or partnership. If your influencers are excited about the campaign, they ll produce better content.
Three Reasons Your Influencer Marketing Campaign Failed Reason #3 You didn t measure your campaign correctly Understandably, we have a tendency to rely on conversion. If the campaign was successful, we ll see an increase in revenue, right? For some campaigns, yes. But for some, it s a bit more complicated than that. First of all, conversion can be a long game. If your campaign is more about education or if you were branching out to new audiences, you might see conversion trickle in over the course of several months. People are doing their homework before they buy. Influencer marketing is also fantastic for branding purposes. If you re trying to get your brand message, voice or mission out there, then you should be measuring reach. You can then measure the success of the campaign with a CPM-style metric. Finally, things like new email subscribers, clicks through to your site, use of a hashtag and more can be fantastic ways to measure efficacy of a campaign with branding or lead nurturing goals. In fact, it really comes down to your goals. Make sure you set clear, specific goals before the campaign and cater your campaign to those goals. If you want to drive conversion, consider using a promo code and ensure that you re reaching people that are already likely to buy, people in the consideration stage of the buying cycle. Add a turnkey influencer marketing program to your next campaign At Find Your Influence, we re constantly looking for dynamic and connected bloggers, as well as social media mavens, and thought leaders within the social space to join our award-winning team of influencers. We work with a wide variety of influencers, including small bloggers just starting out, established influencers with massive reach, and also celebrities with millions of followers. What makes each of these influencers unique, though, is the authentic connection they have with their audiences. These relationships are not only incredibly important to us at FYI, but also to the advertisers that we work with. From small businesses to Fortune 500 companies, advertiser and brand managers are always looking for new and influential ways to communicate with their customers, and that s where you and the power of influencer marketing steps in. Put the leading influencer marketing platform to work for you today - visit www.findyourinfluence.com/advertiser for more information