Influencer Marketing Strategy: 7 Common Mistakes

influencer marketing strategy

It has become telling that consumers are getting increasingly tired of the numerous ads regularly forced on them. As a matter of fact, all social network users; including Twitter, Instagram, Facebook, YouTube and even Snapchat, are all bombarded with ads on a daily basis. Notwithstanding, social media remains the most effective way to reach your target audience.

How then can brands promote themselves without seeming too pushy? How can they catch the attention of their target audience long enough to convert leads? The simple solution is to hire social media influencers. These influencers will be responsible for sales campaigns amongst other things. Hiring social media influencers and creating a strategy is not straightforward or simple. This is why you must draw a good plan, ensuring to avoid the seven mistakes discussed below.

Choose Wisely

It is important that you do not simply choose the first influencer that comes on your radar. As a matter of fact, an influencer being in your business niche does not make them fully qualified for the task. You should choose an influencer rgar will share your ideas and vision. The best way to find such person is by being thorough in your selection process. First, make a list of potential candidates for the role; Google will this easier. After drawing up a list, the next step is to do a background check on each Influencer. Check their track records and customer reviews, this will provide you with a clear idea of the values each Influencer represents. Look out for someone whose social media page is compatible with the values of your brand.

Generic First Contact

This comes after you must created a strategy and chosen the influencer who you want to work with. As influencers usually receive a lot of messages on a daily basis, you have to send a proposal which is eye-catching and stands out. There are a number of things which you want your proposal to do. First off, your proposal should prove that your brand is legitimate, as influencers receive a lot of con messages. For this purpose, your page should have unique branded content.

The second thing to do is to find the best channel oh which to contact the influencer. Some influencers prefer using emails for business transactions. Keep your proposal short and straightforward, while also including the necessary links.

Stingy Influencer Marketing Strategy

For most influencers, their social network accounts is where they make their living. Also, they are experts whose services come at a price. This is why you should avoid underpricing them if you are expecting the best results. You must be prepared to provide enough funds for your influencer marketing strategy, in order to improve your conversion rates. Getting a positive ROI is largely dependent on the amount of resources which you put into your campaign.

Improper Communication

Improper communication here is quite different from what it means in normal terms. Communication between the brand and influencer is very important in influencer marketing strategy, as it allows for a shared sense of direction. Improper communication in influencer marketing strategy covers two types of miscommunication.

The first one is inconsistency in communication. Any influencer you hire automatically becomes your partner in executing your influencer marketing strategy. It is for this purpose that your communication has to be consistent. You should establish rules to govern the regularity of your communication. You should also be accessible at all times to allow for effective communication.

The second one is over-communication. This refers to the act of keeping your influencer on a tight leash by smothering them with too many messages. You must give your influencer enough room to be creative on the strategy, as having an input in every aspect might make your campaign too promotional.

Not Paying Attention to Analytics

By this time your strategy should be out there already, with your influencer promoting it as expected. At this point, you must keep an eye on the important metrics of your campaign. These metrics include page visits, the number of hits on daily basis, changes in number of followers and likes on your social media accounts amongst others. Ignoring these metrics is one of the worst mistakes to make in influencer marketing. The metrics help you in determining if your strategy is working out. It also determines whether you made the right choice of Influencer, as well showing how you can improve your campaign.

Expecting The Impossible

You must keep it at the back of your mind that an influencer is not a miracle worker. The outcome of your strategy is affected by many factors asides your influencer which include quality of products, timing, interests of your target market. As such, you must consider all these factors if you want to become a popular brand on different social networks. Provide your influencer with the tools they need to carry out the strategy with ease.

Lack of Influencer Marketing Strategy

The first part of creating a marketing strategy that will work is to draw up a plan. You must have a clear sense of direction, with clarity of thoughts on what you want for your brand. This way, it is easier to share your vision with the Influencer, thereby bringing the best out of your work relationship. Influencers are usually very busy individuals and approaching them with a skeletal plan or no plan at all, will not only delay but might jeopardize your sales campaigns. You must therefore ensure that your influencer marketing strategy is entailed first contact with the influencer.


Influencer marketing is the 21st century equivalent of word of mouth advertising, as almost everyone is active on social networks. This makes it easier to reach your target audience using a good strategy. You must therefore ensure to avoid these seven mistakes listed above in your strategy and you can be sure to have a successful campaign.

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