Influencers are a great channel for sales, but if you want only sales all the time, you will soon kill that golden goose. We all know about the "banner blindness", so, if you constantly ask influencers for sales only, one fine day you will have to face something like "blogger deafness". What to do? The answer is obvious, it is necessary not to sell directly, but involve the audience in communication with the brand. Creative and viral mechanics can be helpful in this case.
Many advertising campaigns today include the sales funnels that warm up the audience, and other wise techniques of up sales, cross sales and down sales instead of a simple "Buy it!" and "Our sweets are the sweetest sweets in the world!". It is not about the "culture of placement", it is the result of ineffectiveness of advertising campaigns that call to "buy right now".
Influence marketing will inevitably come to the funnels — this fact should be understood and taken into consideration and usage. Today, when planning influencing campaigns, it's necessary to work out proper "keep-in-touch" strategy, which starts with not selling anything, but introducing the product and educating the audience. 5. Not identifying your goals in numbers
As everywhere, opportunities depend on the budget size, but every influencer campaign should have its goals set in numbers. These goals could be different: from simple post-click analysis metrics to large-scale Brand Lift research. What to do? Always set goals in numbers. If you need sales from bloggers and ambassadors — fix them. And if you're working on raising awareness, increasing engagement, or other brand objectives — create mechanics that work for increasing brand outreach and awareness, engagement and keeping your audience. Measure results at the most accessible level and compare with your goals. Then optimize them. 6. Not using instruments
Digital marketing has tools almost for everything! For example, for quick design you can use canva.com, for autoposting — SMMPlanner.com
, for the ads analysis — Mixpanel.com
, for client accounting and marketing automation — CountingWorksPro.com
. You have multitude of instruments to address an ocean of challenges.
We have noticed that some companies start using promo codes. Yes, it's better than nothing! However, promo codes have some significant drawbacks. For example, website visitors can forget or mix up the promo codes, do not enter them at all, if there is not enough motivation, enter a code incorrectly and don't get the promised bonus, and influencers, meanwhile, often can't see when and how many people used their promo codes, which doesn't let them make improvements, doesn't add optimism and desire to work. What to do? Influencers and ambassadors can use the great variety of tools (such as TrendKite.com), that allow you set up the tasks for bloggers in a flexible way with very different aims of the campaign, measure the results of influencer on one or more target actions and even automatically pay to each participating blogger depending on the quantity and quality the customers he or she has brought. Sum-up
Remember that influencer marketing is a complex of various tasks that require analysis, control and result evaluation. Be aware that it's easy to waste your budget by believing the bloggers' and influencers' promises, or by blindly following recommendations and popular methods of influencer selection for advertising campaigns.
Mass looking, mass liking and mass following are the essential part of our lives. Though, Instagram is fighting with mass following and even threatens to hide likes, those who wanted to buy followers — did it a long time ago. So always analyze potential ambassadors' accounts thoroughly before starting working with them and don't forget to evaluate the efficiency afterwards.
And,of course, pay only for your business profit, not for the posts with unpredictable outreach and blurred efficiency.