7 Dos and Don’ts of Influencer Marketing

7 Dos and Don’ts of Influencer Marketing

Influencer marketing is something that more companies are making a part of their overall marketing strategy. One of the most important factors that superiors forget about is creating a working relationship with the influencer. Knowing a little bit about your influencer, and vice versa, helps them perform their job duties more efficiently.

Do Choose the Right Influencer

It is important to choose an influencer that has the right audience and personality for your brand. They must also have the necessary skills and proven track record of success to be a marketing asset to your brand. You can take it one-step further in your search by recruiting an industry-specific influencer with valuable knowledge to help improve marketing efforts.

When interviewing influencer marketers, ask for verifiable references. Taking the time to verify that the influencer has worked with listed brands. It is equally important to view the influencer’s social media channels to ensure that there is a balance of marketed content with unique content. A balanced influencer is likely to have a more engaging audience.7 Do’s and Don’ts of Influencer Marketing

Influencer marketing is something that more companies are making a part of their overall marketing strategy. One of the most important factors that superiors forget about is creating a working relationship with the influencer. Knowing a little bit about your influencer, and vice versa, helps them perform their job duties more efficiently.

Do Choose the Right Influencer

It is important to choose an influencer that has the right audience and personality for your brand. They must also have the necessary skills and proven track record of success to be a marketing asset to your brand. You can take it one-step further in your search by recruiting an industry-specific influencer with valuable knowledge to help improve marketing efforts.

When interviewing influencer marketers, ask for verifiable references. Taking the time to verify that the influencer has worked with listed brands. It is equally important to view the influencer’s social media channels to ensure that there is a balance of marketed content with unique content. A balanced influencer is likely to have a more engaging audience.

Don’t Hire Influencers Based on Followers

The number of followers that an influencer has really means nothing if there are not followers of value within the list. Audiences can get bored with influencers that do nothing but share marketing content. Take a look at your potential influencer’s followers and see if there are other industry-related influencers in the mix along with major brands and highly regarded resources. An influencer’s audience should also grow with relevant followers as new brands are brought on and topics increase.

Do Give the Influencer Goals

It helps an influencer work harder and smarter when he or she is given goals to reach. The goals should be data-specific. Cleaning and analyzing data to judge the performance of a marketing campaign or influencer success takes up an average of 60 to 80-percent of the total time spent on a campaign. Goals should be small at first. Once smaller goals are reached, you can stretch them out a little more and give the influencer more to achieve for increased audience engagement.

Don’t Leave out Incentives

Influencer marketing is about more than posting a link and a feature that redirects back to a brand. Companies often reach out to influencers for reviews and valuable content. Some influencers prefer to try the products/services they are reviewing prior to completing the content. While providing a free product or reward such as a gift card or online store credit is a good idea, additional pay for the review should also be offered. The more influencers you have and offer products to, the more correct and effective the review will be to drive consumers to a brand’s website to make a purchase.

Don’t Tell the Influencer What to Say

Do give your influencer guidelines, but don’t give them a script to follow. Your pre-written script may not resonate well with his or her audience and that is who is being marketed to. You have to give your influencers a little bit of creative freedom, but outline parameters of what is not okay to say. The influencer is more likely to achieve success when they can be themselves with their audience.

Do Help Share Influencer Marketing Posts

As a brand or company owner, you should be aware of what your influencer is posting. You should also take a few seconds to share the content on your own social media channels to gain even more exposure. Supporting your influencer is a must. Efficiency, creativity and productivity all increase when an influencer is heavily backed by the brand he or she is working with.

Don’t Crowd the Influencer

Do not be overbearing with your influencer. A daily or weekly check-in is really all that you require. When you constantly follow-up with your influencer, it stresses them out and reduces their self-confidence, which can result in poor performance. It also frustrates the influencer as it comes across as the brand not having confidence in his or her abilities. Give the influencer room to breathe and do things their way as they know how to deliver to their audience the best.

Bottom Line

Most influencer marketers have their own way of doing things. Their way has worked to grow their audience and brands reaching out for their assistance, so let them do it the way they know how. It is also a good idea to ask that your influencer sends a weekly analytical report for performance and engagement to see just how well his or her tactics are working for the business. Make changes based upon analytical statistics in combination with the overall personality/performance of the influencer.


About the Author

I am a regular writer for Forbes, Inc., Huffington Post, Entrepreneur Media (among others), as well as CEO and Chairman of Alumnify Inc. Proud alum from 500 Startups and The University of San Diego. Follow me on Twitter @ajalumnify

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