Influencer marketing is no more anything new for businesses with a digital presence. Internet marketing has introduced influencer marketing as one of the vital components of monthly marketing strategy that has the potential to deliver quality results.
Numerous industries have tried to promote their business/product/services via influencer marketing. Unfortunately, some of them failed, while some succeeded with flying colors. This brings in the point, i.e., what decides the success or failure of your influencer marketing campaign.
Below are the prime factors that play a vital role in deciding the future of influencer marketing.
Key Performance Indicators: Most people know these as KPIs. Yes, these are the factors that help marketers analyze the effort vs. results. KPI are the factors that are considered to evaluate the outcome of influencer marketing. Before starting your influencer marketing campaign, you must know what KPIs will be considered.
KPIs are a strong component of calculating the ROI and deciding whether this marketing has potential for future investment or not.
Sync between Influencer & Your Brand: This is a major aspect where most businesses fail and hence end up spending massive amounts with unsatisfactory results. Experts always recommend working with a potential influencer who matches your business niche and creates high-quality content with a high engagement rate.
However, some businesses fail to consider this factor and only rely on followers count to shortlist an influencer. Throughout the marketing process, you must ensure the brand and influencer are bound together, which will help deliver the above-satisfactory results.
Credibility of Influencer: Checking the influencer’s credibility is always a good practice to ensure you have hired the right person to promote your marketing campaigns. Before finding an influencer by raw search or via third-party tools, you should always consider the below-listed points.
- Level of profile completion
- Owns a website or not
- Engagement rate of daily posts
- Frequency of posts
- Average posting speed, etc.
All such queries will help you evaluate the credibility of any influencer and decide whether they can deliver the expected results.
Quality of Followers: Any influencer with tons of followers does not always mean (s)he is the perfect person to collaborate with. Most first-time marketers fail to distinguish between genuine and fake influencers and end up spending a lot on fake influencers.
FYI, fake influencers are those account holders who have used unethical practices to grow their followers count. Most of the followers in such cases are bots that don’t make any activity on the posts. The best way to filter such influencers is to track their post engagement.
Wrong Selection of Social Channel: Today, you have Facebook, Twitter, LinkedIn, Pinterest, Instagram, and many other social channels to promote your content. This brings a bombardment of confusion for first-timers as to which channel best fits their need and has a high potential to benefit the most. Some of them end up selecting the wrong channel resulting in a negative outcome.
Remember, the wrong implementation of influencer marketing can even harm your brand. Hence, you should strictly consider the points mentioned above and take the right actions to get benefits from influencer marketing.