Why Your Influencer Marketing Campaign Isn’t Working
The other day I saw this tweet where a business owner complained about only getting 3 sales after investing a good chunk of money on a popular influencer.
I could understand her frustration because I had been in her shoes countless times. Many of us think that hiring influencers to market our products will be the magic potion our business needs to boost sales but, that's not always the case. This is not because influencer marketing doesn’t work — it does. However, there’s a lot you need to know before investing your money and time in it.
After years of experimenting with influencer marketing, I’ve learned a few things about what works and what doesn’t. Here are some of the mistakes I’ve made in the past that you might also be making with your influencer campaign strategy.
Not having clearly defined goals.
Before hiring an influencer, ask yourself a simple question — what do you hope to get out of it? Do you want more sales? To drive brand awareness? or To generate amazing content? Whatever it is, having a clear goal can help guide your campaign to success.
**Tip: Be as specific as possible with your campaign goals. Having too many goals can make it difficult to hit your target.
Not creating a brief
A brief is one of the most underrated parts of an influencer campaign. Writing a comprehensive brief is the best way to guarantee that you and the influencer are on the same page about everything from the major details (like the content format, the core goals of the campaign) to smaller details (like what colour they should wear or whether they should be sitting or standing in the photos). It’s best to write it all down in a way that’s easy to understand.
- *Tip: Cross-check with the influencer to ensure they have understood ALL the details of the brief. This simple act can make or break a campaign.
Choosing an influencer that is not relevant to your business.
Often, we tend to get carried away with the number of followers an influencer has instead of the relevancy of their followers to our business. For example, it wouldn’t be the wisest decision for an auto repair shop to spend their marketing budget on a beauty influencer even if they have 200k followers.
When you partner with influencers outside your niche, your ROI (return on investment) is prone to be low as the campaign will not resonate as well as it should with the influencer’s audience.
**Tip: One way to find influencers in your niche is to pick a relevant hashtag to your business and search for the accounts with well-performing posts under that hashtag.
Purchasing is too complicated
No matter how amazing your campaign is, if potential customers find it difficult to get what they want when they click on your website or landing page, they will lose interest. You have one chance to make a first impression with new customers, so every step of your campaign must be on point to help you get the sales you want.
- *Tip: Go through your campaign the way you imagine your potential customer will. This will help you see potential issues and fix them accordingly.
Conclusion
Influencer marketing is a great strategy, but it requires a lot more research and planning than most people realize. I hope this article has helped shed some light on why your influencer campaign might not be working and what you can do to fix it.
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