If you’re looking toincrease your influencer marketing efforts, you’re in good company. The vast majority (84%) of marketing professionals are expected to launch at least one social influencer campaign in the next 12 months.
In this article, we address four common challenges marketers cite when diving in to influencer marketing.
1. Are you using influencers for the right reasons?
There are many reasons why your brand might launch an influencer marketing campaign. If you look at current studies, digital marketers are primarily using influencers to increase brand and/or product awareness. What are the driving forces of launching an influencer campaign? To promote content, to launch a new product, and to create more content.
2. Are you identifying the right influencers?
75% of brands cite identifying the right influencers as the biggest challenge when rolling out an influencer engagement strategy. There are certain non-negotiable traits to look for in social influencers. Brand influencers have to have a strong social presence, high traffic to their social profiles, and have followings that reflect your brand’s target demographics.
3. Are you getting these influencers’ attention?
69% of brands cite engaging influencers as the biggest challenge when rolling out an influencer engagement strategy. The problem here is that brands are not necessarily reaching out to bloggers the way that influencers want them to. Currently, agencies representing brands are the most likely to contact bloggers. However, 79% of social influencers would rather that brands reach out to them directly.
The second part of the problem is how brands are incentivizing influencers. Remember that incentives don’t always come in the form of cash. Here is what brand influencers say is actually important to them. (Hint: It’s not about the money.)
4. Are you correctly measuring your efforts?
53% of brands cite measuring the performance on influencer programs as the biggest challenge when rolling out an influencer engagement strategy. Remember that the metrics you choose to measure the success of your social influencer program should be tied to your overall business strategy. Increase in page views and/or page traffic is a popular metric that digital marketers use to measure successful influencer marketing.
The takeaways? Influencers have to be relevant to your customers, appear authentic, and be active on social media. In order to get their attention, reach out to them directly as a brand with incentives other than cash. When it comes to measuring your program’s success, go beyond social engagement and reach. Consider measuring with metrics tied to larger business initiatives.