5 reasons why your influencer marketing isn’t working
Did you jump on the influencer marketing band wagon in 2022?
Are you now kicking yourself contemplating why you haven’t yet seen ROI?
Did you assume that paying an influencer with a large following would change the face of your business?
Are you now wondering… why are influencers good for marketing?
Don’t worry! I did the same thing. Back in 2020, I started my business and I needed to tell mass audiences that I’d launched. I found an influencer in the space, well respected, over 100K following, did all the filming and was ready for my business to blow once this influencer posted on their page…
Right there. Misconception. Why on earth did I think that my business would drastically change and boom from one influencer post? It’s a common misconception.
The reality is that yes, I did receive a great deal of traffic, but sales take a lot more time, nurturing and consistency.
Here are 5 reasons why your influencer marketing isn’t working and what you can do to make influencer marketing work for you:
1. You are targeting the wrong audience.
Identifying your target audience is paramount to ensuring your business has consistent sales and builds a brand. If you’re marketing to the wrong audience, this may be why your business is stagnant.
How do I identify my target audience?
Many marketers use targeted demographic information such as age, sex, socio-economic status, interests to create marketing campaigns that are specific to the needs and interests of their target audience. This is a great starting point!
User-generated creators should become your best friend. These creators ARE YOUR CUSTOMERS! This niche is rapidly growing because their content is 10x more engaging than influencers as they are customers. EndorseMe is a great tool to help you find UGC Creators.
2. Your content is not engaging enough.
Have you found that your content isn’t seeing the engagement you thought it would?
If you’re working with creators, I would urge you to hand over creative control to them. Send them guides and messaging houses with key words and brand guidelines but let them create the story line, let them come up with the concepts. They know what’s engaging for their audience!
Creators are engaging because they use multimedia including videos. They make their content interactive which is engaging! Providing users with the ability to answer questions, participate in polls or take surveys can help to keep them engaged.
3. You are not providing enough incentives for influencers to promote your brand.
There are a few ways you can incentivise influencers to promote your brand.
1. You could offer them financial compensation
2. Give them product samples
3. Give them preferential treatment when it comes to deals and promotions
4. Provide them with exclusive access to your latest products or ideas.
Remember, exclusivity is everything!
4. You are not tracking the performance of your influencer campaigns.
This is a common mistake a lot of brands make with influencer campaigns. They expect to see immediate results whether it’s website traffic or sales but it’s a much more in-depth process and you need to make sure you know what to measure prior to starting the campaign.
Define your business goals from the campaign. Understand that there are multiple touch points when it comes to purchase decision.
There are now dedicated tools and platforms that can help you track influencer marketing performance in real time, check out: EndorseMe, LTK, Tribe and Influencer.
5. You are not leveraging the right influencers for your brand.
As I mentioned previously, if you leverage the right influencers for your brand, you will find your target audience. These influencers have built their audience over time. There are so many tools out there to find the right influencers for your brand: Heepsy, TikTok creator tool, EndorseMe, Influencer, Tribe and LTK.
The creator economy is consistently changing and becoming more and more cost-effective for businesses. It’s an exciting arena to be in and has now becoming one of the easiest ways to get in front of your target audience.
If you need any help with your campaigns, feel free to contact me: sophia@endorsemeapp.com