The brands that make marketing through the influencers that are loved in the digital world achieve their targets and achieve success by reaching very wide mass in a very short time. Despite being a source and a vehicle for dozens of brand-to-market inflencer brands, many brands are still failing. What are the mistakes that Peki brands make in influencer marketing campaigns and how can they get in the way of these mistakes?
1. Markers Selecting Incorrect Influencer
Choosing the right influencer for your brand is more important than the number of followers of that influencer. Collaborating with an influencer that has no relevance to the target client, but with millions of followers, will not give you any benefit, but it will also harm your prestige and brand. Before collaborating with an influencer, you should be aware of the target customer as well as the influencer by analyzing criteria such as common values, interests, market segment profile, demographics, attitude and personal image adaptation. Mass Amplify founder Britt Michaeliansuggests that you follow the steps you take when hiring a new member of the influencer selection. According to this; you need to do online reputation analysis, investigate the success processes of influencer's online campaigns with brands, learn the speed of returning to e-mails and phones in the communication process, and display behavior that makes brands obsolete in the past.
Try these steps to choose the most accurate influencer for your brand:
- Know your target customer well and clearly identify the message you want to give.
- What is the message you want to give the target personaMake a chart of your influencer by analyzing what it can convey. Do not forget! Your influencer will be your brand in digital. So it should be the person who can convey the message in the most natural way.
- Note that Influencer is a person who makes original sharings, uses quality images, and builds trust with followers using a sincere language.
- Check out the submissions that Influencer shared with brands in their collaborations. Note that these senders are unique, sincere and cinsten who connect with the consumer.
- The important thing is not to be influencer's millions of followers, but to those followers. Stay away from fake tracking accounts. Consider the quality, not the quality.
- Consider the correlation between Influencer's share frequency and followers feedback. Evaluate interaction rates well.
- Be careful that Influencer is a genuine and trustworthy person who produces quality and niche content.
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2. Do not Do Cricket Handling for Influencers
One of the biggest mistakes marketers make in influencer marketing is working with so many influencers, especially in one-off campaigns. Although it turns out to be a fun show, it is like flirting with someone else every week. It does not earn respectability in the long run and can not be related to both the influencers and the target audience. Because establishing a genuine relationship requires long time and effort to create brand loyalty. Do not expect your influencers to apply the same scenario each time. Remember, The mass of influencer is not the mass of your mark and the influencers know their followers better than you do. What is important is; is to express the message you want by adapting it to your own followers. Sometimes they can even reject your offer. If you act only on the motive of popularity, you will have given the wrong message to the wrong mass, which is backward. Moreover, influencers' continuous sharing of products of different brands, especially in the same category, will also reduce the lending in the eyes of followers. Although one-time campaigns are easier, Long-term work with influencers is a higher investment return.
When the influencers give you the impression of "paid work" when you express your brand in one go, a more authentic sharing environment is provided because they transfer their own experiences when you represent your brand in the long run and at intervals, so that the trust in your brand - target group - influencer triangle is built on solid basis.
3. Do not depend on meaningless metrics
Many brands that make campaigns with influencers usually engage in interaction rates, or numbers. Do large numbers of impressions, click-throughs or view rates show true success? Does the size of the numbers indicate that the right target group has been reached, or does this kit increase brand awareness? Did the metrics your brand spoken changed the view of your target brand, or convinced them to buy your products, services and services? If you have identified the right target, if you do not match the rightful influencer for your mark, then all these metrics have no meaning and your money is wasted. It is important that your message is communicated correctly, perceived and adopted by the target audience, and transformed into targeted buying behavior.
Bonus: Do not accept anything, deny everything
One of the notable features of unsuccessful campaigns is denial. Many brands do not realize what they're doing wrong with their influencer campaigns. The main reason for this is that they have to switch quickly from one campaign to another, which they think is perfect, and in this process they have no opportunity to go back and figure out what is good and what is not. In this case the first step to be accepted is not everything perfect. What to do after each influencer campaign develop meaningful strategies for the future by making qualitative and quantitative analyzes. For long-term gains, instead of pseudo-metrics, from the demographic features of the target kit to a wide range of interests permanent interactions through influencers It should be aimed. Most importantly, brands should invest in establishing a long lasting relationship with target groups and influencers instead of experiencing short-term flirting, and should take both the desired actions and strengthen brand loyalty while creating brand awareness.
- Dilek Erdensoy, after his language education in America, after his license on philosophy; design, digital media and marketing. The writer who continues to write on various sites; science, technology and philosophy, closely following the media and advertising industry.