5 Key Mistakes to Avoid When Working with Influencers. Influencer marketing—the use of internet personalities to drive brand awareness—is an effective and often necessary advertising strategy for small businesses that want to grow their audiences. The rise of professional bloggers and social-media stars gives companies an opportunity to speak to specific audiences like never before. Avoid making these five common mistakes when working with social media influencers and you’ll be able to stay on track with your brand management. Be realistic when searching for appropriate influencers to market your company, and look for people with a good amount of engagement relative to the size of their following. Forgetting About a Contract Though relationships with influencers may seem more casual than standard business relationships, that doesn’t mean you should neglect writing up a contract. The best route is to put the terms of your relationship with the influencer in writing. Ignoring Results As with any marketing strategy, influencer marketing should involve quantitative measurements of success. Expecting Too Much Influencer marketing is effective, but it shouldn’t be your sole strategy. This is especially important on platforms like Snapchat, where FTC rules are often followed loosely, if at all.
Influencer marketing—the use of internet personalities to drive brand awareness—is an effective and often necessary advertising strategy for small businesses that want to grow their audiences. The right endorsement can boost conversions tenfold. The rise of professional bloggers and social-media stars gives companies an opportunity to speak to specific audiences like never before.
However, influencer marketing can be difficult to navigate at first—it’s relatively new and uncharted territory. Avoid making these five common mistakes when working with social media influencers and you’ll be able to stay on track with your brand management.
- Targeting the Wrong Influencers
If your company Instagram account has forty-five followers and a small budget, it’s unlikely that bloggers with large followings will be interested in working with you unless you have a product that really impresses them. And that’s okay. Be realistic when searching for appropriate influencers to market your company, and look for people with a good amount of engagement relative to the size of their following.
Remember: an influencer’s relevance to your brand is often more important than the size of their audience. Don’t be wooed by numbers if their content is too different from your company’s message.
- Forgetting About a Contract
Though relationships with influencers may seem more casual than standard business relationships, that doesn’t mean you should neglect writing up a contract. If you want to engage in a professional partnership, you’ll need to do more than mail out a few free products.
The best route is to put the terms of your relationship with the influencer in writing. A solid contract will make note of any required disclaimers and clarify when the influencer should post. A mutual contract will help ensure both parties get what they need from…
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