When and when not to use influencers in your marketing strategy
Influencer marketing is a strategy that identifies people who have a strong influence on a brand’s industry or target audience. In an influencer marketing strategy, a brand forms a partnership with the influencer wherein the influencer agrees to expose their audience to the brand’s messaging or content. It involves brands collaborating with online influencers to market products or services.
Some influencer marketing collaborations are less tangible than that – brands simply work with influencers to improve brand recognition. The important thing here is that the online collaborators are genuinely influential.
Influencer marketing may also be considered a form of digital PR since it aims to build brand awareness and connect the brand with its relevant audience.
- Why Should You Use Influencer Marketing?
- When to Use Influencer Marketing
- You’re Trying to Reach a New Market
- You Have a Disconnect with Customers
- You Need to Broadens Your Brand’s Reach
- Working with the Wrong Influencers Can Do More Harm than Good
- Influencer Marketing Mistakes Can Cost Your Brand
- High Risk Involved
- It is Difficult to Measure Results
Why Should You Use Influencer Marketing?
Influencers serve as a loophole and simplify the process of getting in front of a niche target. Content created by influencers works similar to user-generated content. Instead of an ad, it comes off as a more credible testimonial or product review. Your audience processes the reviews as unbiased and will be more likely to use your product than if they had viewed an ad.
Influencer marketing can allow you to promote your product on a shoestring budget. It works because it uses tactics like word-of-mouth marketing and social proof, which are now critical aspects of any successful marketing strategy. Customers trust their peers, friends, and people they admire more than the companies selling the products and services they buy and use.
The beauty about influencer marketing is that the audience is already there, all you need to do is establish a win-win partnership where both parties are offering amazing value to each audience.
The question is, do all brand need an Influencer Marketing strategy? Is it always beneficial? In this article we will tackle when you should and when you shouldn’t use an influencer marketing strategy.
When to Use Influencer Marketing
Influencer marketing can be incredibly beneficial for startup brands or those that have been struggling gaining traction on their social media marketing accounts.
Although influencer marketing may not be the right track for every brand, there are cases where the tactic can be quite beneficial.
If your brand is experiencing the following you might want to consider influencer marketing.
You’re Trying to Reach a New Market
Entering a new market is a risky move, but sometimes necessary in order to grow and expand. Starting a new business means to enter a new market.
Influencer marketing strategy works on this if you’re doing it right, because your influencer is a trusted figure in a niche community who actually knows what they are advertising. Prospects and existing customers simply trust a real, tangible person over a omnipresent advertisement.
You Have a Disconnect with Customers
When there’s a disconnect between your company and your customers, perhaps you need an influencer to bridge the gap. When their followers see the influencer mentioning your brand, it builds social trust and increases your brand recall value. Peer recommendations carry a lot of weight. People are more likely to buy a product or service when recommended by those they trust, such as influencers they follow.
You Need to Broaden Your Brand’s Reach
You can reach thousands, even millions of the followers of influencers, whom you could not have reached on your own.
Influencers can help you add new potential customers to your basket.
Through relevant influencers, your content is placed in front of social users that are already interested in your niche. You don’t have to spend additional funds on testing and finding your audience – the influencer has already fostered this audience on social media.
There are many benefits of influencer marketing, Although influencer marketing is a popular and often successful tactic, it may not be the best marketing choice for your business and can lead to some dis advantages so we need to know when not to use this strategy.
Working with the Wrong Influencers Can Do More Harm than Good
Influencers have become powerful, so much so that bad marketing can actually pose a misleading claims. For example when you use influencers to promote your product like supplements and pharmaceuticals. An influencer may go on Instagram and praise a supplement’s effects. However, that influencer may not be an authority on drugs or supplements. They may not accurately represent the side effects or the reasons someone should not take the supplement. The influencer may use language that boasts health benefits, which would be against FDA rules.
Influencer Marketing Mistakes Can Cost Your Brand
What works for one brand may not work for another. This uncertainty leaves them more susceptible to making mistakes.
Some of the most popular influencers charge a lot of money to talk up your product. You can easily invest thousands of dollars without seeing a return on your investment.
There is no handbook to a successful influencer marketing strategy, so most of the time, brands learn from their hits and misses.
Some common mistakes that influencers make, which can affect the brand, include:
- Not disclosing that a post is sponsored
- Posting content that does not resonate with their target audience
- Ignoring the FTC endorsement guidelines
- Inflating followings and engagements using bots
High Risk Involved
If an influencer lacks the ability to create impressive content, they might fail to resonate with your target consumers. In such cases, the time and money you invest will be in vain.
It is Difficult to Measure Results
Even though the end goal of all marketing efforts might be sales growth, the individual campaign’s objectives are diverse – from increasing brand awareness to website traffic generation.
However, measuring results can be a bit tricky when it comes to influencer marketing.
You need to analyze if an influencer is able to deliver the desired results. If not, you need to stop working with them.
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