Strategies Most Marketers Misunderstood In Influencer Marketing

Influencer Marketing has become one of the most powerful tools in a marketing teams’ toolkits today. It is not expected to disappear anytime soon with most of the majority brands using this effective strategy. Research shows that is probably going to continue throughout the years, why? People no longer trust the brands. A lot of people are no longer influenced by these traditional marketing techniques and they are now influenced by those people whom they trust and respect. On the other hand, there are still numerous brands who still misunderstand what is “influencer marketing,” thus making it an effective tool. Truth be told, 74% of purchases are made by word-of-mouth recommendations, and influencer marketing is one of the most effective ways to drive word-of-mouth sales. It is no wonder that marketers are increasingly embracing influencer branding and marketing strategies to achieve their business’ goals and objectives.

This article outlines the most common influencer marketing mistakes to steer clear in order to be successful and avoid overlooked cost.

Fail to understand the audience

Your audience is your critic, if they want your product, they will be your customers. You will never be able to create a long-term and effective influencer marketing strategy if you don’t know your audience/customer. Marketers who have not yet flourished a genuine marketing personality are suggested to place their programs on hold until they understand who are their customers and what are their interests in order to achieve and interaction with the brand. It is to be noted that marketers need to understand purchasing habits, demographic information, pinpoints and psychographic information in order to create a marketing persona and conventionally, all of these statistics can be gathered through customers’ reviews.

Using Influencer Marketing in the wrong influencers/channel

Your marketing would not work unless you are working with the right influencer for your campaign. Influencer marketing is not identically effective across all channel, niche, and the target audience. If you are promoting a beauty product, much recommended working with YouTube Influencers since it is much effective in videos than a plain picture of your product and a post on Facebook, Instagram or Twitter.

Expecting results in a short period of time

If you have just started doing the influencer marketing, you cannot just expect a good result in just one snap. In some cases, for a powerful influencer, marketing campaigns can produce results overnight. But mostly and especially for brands and companies that are not using E-commerce, Influencer Marketing should take time to effect. Trust and patience are advisable. It is to be noted that effective influencer campaigns help the improvement of brand awareness. When a candidate is aware of your brand, they will still need to undergo the process of your marketing funnel, the consideration and decision making stages before performing the purchase. So yes, it takes time to get the results.

Forgot to use the Analytics

Using analytics is one of the most accurate ways to get updated and determine whether your influencer marketing is effective or sat to say, ineffective. Monitoring and measuring the performance of your campaign is required in all types of platforms, from there, you will be able to know which part of your marketing campaign needs to be improved. You can find lots of platforms online that can help you measure your campaign insights and progress.

Failure in conveying expectations with your influencers

Upon working with influencers, it is much important to construct your expectations clearly. You should give your influencers a summary that includes the goals and objectives of your campaign. Collecting and including the marketing personal you have collected will help your influencers to become more successful. You may also want to include analytics information that you find valuable when marketing to the target audience.

Focused on the wrong KPIs

Influencer marketing is a powerful marketing method, but everything in this world has its own limits. Marketers need to ensure that they are using influencer marketing the right way. It is advised to focus on the KPIs which fits your brand, product, and activity, don’t just focus on getting sales, start being genuine! An influencer marketing campaign designed to influence KPIs related to bottom-of-the-funnel behaviors is not generally perfect.

Avoided this strategy because you failed “once”

Just because you failed once in this marketing strategy doesn’t mean you should give up. Marketers don’t just quit marketing because one of their marketing campaigns was not successful. Instead of quitting, if you have failed, use that failure to improve your marketing. You must understand why did the campaign fail so that you could implement better strategies and ideas the next time you set an influencer marketing campaign. Remember: Failures are one of the challenges you will face upon entering Influencer Marketing and learning from it is the key to success.

Neglected the call to action

Before you launch your campaign, make sure you have considered this question: Where should my audience click to take action upon engaging with my I.M. content?

If you planned to drive traffic to your website using I.M, make sure to construct a webpage that will allow your visitors to utilize the next action. Importantly, make sure to test the constructed web page if it is perfectly working and responsive both on mobile and PCs. Associating the call to action with an I.M. campaign and securing that it is optimized for your target are keys to success with I.M.

Chosen an inappropriate agency to manage influencer relationship

Influencer marketing has become affected and is on top of the line. Marketing agencies are also crawling and offer I.M. services. But guess what, not all of these agencies have valuable experience with I.M. strategies, I mean they do have a bit, but not on its deep understanding. Therefore, they can not make your marketing successful. Be sure to choose an agency that has experience working with influencer marketing methods that are related to your business.

Misapprehension of Influencer Marketing process

If you wanted to start influencer marketing, make sure to learn what is the process and activities involve on this strategy. This will guide you to your success.

10 Content Marketing Trends Everyone Is Talking About

Every year seems to bring a new set of marketing trends, those “can’t miss” opportunities that scream out for attention. If we were to hop on every trends, we’d certainly grow dizzy from exhaustion. Nevertheless, there are some trends that we’d be foolish not to recognize.

As we begin the last chapter of 2017, many companies are still working through the creation of a bona fide content marketing strategy. If that’s you, here are some hints: Native advertising continues to be the gateway drug to success, and mobile continues to be the flavor of every month.

That said, Smart Insights reports that content marketing is THE single most important technique for driving incremental sales in 2017. In an industry that’s all about experimentation, some key trends stand out.

Here are 10 content marketing trends that everyone is talking about.

1. Brands Will Continue to Invest in Original Content

Recently, it became public knowledge that tech giant Apple is planning to invest of $1 billion in original content. Though some gossip states that Apple is making this move to take on Netflix, we believe there’s more on Apple’s mind than video streaming. As competition in this space heats up, brands need to stay relevant. Valuable, original programming can help companies grow an audience and keep current customers satisfied.

Google is also purchasing original content from media companies and brands to fill in content gaps, while Facebook is investing huge amounts of capital on original video. Not to be outline, online shopping giant Amazon will perhaps be the largest investor of all. Though the consequences remain to be seen, one thing is for sure: content marketing is taking the spotlight.

2. Transparency Will Reign King (or Queen)

Consumers are becoming increasingly desensitized. We want — and often expect — companies to be transparent, authentic, and dedicated to giving back. After all is said and done, however, many consumers are reporting frustration with brand advertising, environmental claims, charitable contributions, and corporate support for various causes. Though such efforts have been successful for some brands, this type of promotion is increasingly being perceived as desperate or dishonest.

Moving forward, brands need to focus on transparency and disclosure to close this gap as much as possible. Enter: Influencer Marketing.

Yet, working with influencers can be sticky. The Federal Trade Commission continues to take measures to protect consumers from companies who aren’t transparent enough, including work with influencers. Take what happened with Machinima. In 2015, the FTC slapped Machinima, a YouTube gaming network, with a warning for not disclosing paid endorsements to YouTube influencers.

And this is far from the only instance. A quick Google search shows that a lack of disclosure and transparency have caused trouble for many brands. To build (and maintain) the trust of your audience, the next phase of influencer marketing and branded content needs to ensure that every piece of content created is transparent.

3. Content Marketing Budgets Will Continue to Increase

Across the globe, companies are spending huge amounts of money on content marketing. What serves as great news for content marketers also presents challenges for businesses with a limited staff. This is propelling the likelihood that companies turn to freelance writers and others who can produce content for a price.

4. Content Marketing Duties Continue to Overlap

Often, it’s difficult to determine exactly who is in charge of content within a company. Roles and duties shift within marketing departments and even in other areas of the business. PR and communications may have separate content creators, social media managers, and other writers that are not integrated with the official content team, leaving no one really in charge. Such disarray can lead to a very disjointed content strategy.

5. Internet of Things Will Take Content Off-Screen

Customers are no longer limited to the screen in the way that they view content. Although different content formats have long been available, the IoT has made it so content is interwoven into our lives in brand new ways. Consider how we current interact with technology, such as Apple’s Siri. When users speak, Siri responds with call-and-response content wherever and whenever they need it. Alexa, Amazon’s voice service, is becoming a digital doorway to content as well.

Many organizations already use Alexa to share content with their audience beyond a laptop, tablet, or cell phone screen. For example, the American Heart Association uses Alexa to provide details about performing CPR, including step-by-step information on how to perform the process in an emergency situation. This content is further embellished with information about warning signs of a stroke and heart attack.

With IoT, most content is becoming digital. Beacon-based proximity marketing, sensors, device pairing, and other features usher in the opportunity for marketers to invest in endless types of content interaction. This type of highly targeted content can help you reach your audience at the right place and at the right time.

6. Pre-Recorded Video is So… Yesterday

It isn’t exactly time to write the obituary for pre-recorded video, yet it is being overshadowed by live video. According to Buffer, 80 percent of marketing respondents to a 2016 survey want to create more video content, with 42 percent specifying live video as their preference.

While live video really exploded in 2017, we predict that it’ll become even more mainstream in 2018. According to Facebook, users spend three times more time watching live videos than videos that are pre-recorded. More, they comment 10 times as often during live videos. A Livestream survey confirmed this, with 80 percent of respondents indicating a preference for live video over reading a blog post. This presents modern-day marketing specialists with a unique chance to hop on the live video bandwagon before competitors do.

7. Blurred Lines

If you look at how content has changed over the past decade, you’ll notice that it has evolved outside of its original “container” of owned media. As social media expands, as well as the ways we interact with and engage audiences, the lines between owned, earned, and paid begin to blur so that they’re almost indiscernible from one another. Content can no longer be confined to these silos.

With the entire buyer’s journey in mind, the content shifts to take on the form of all three approaches. This underscores the importance of each form working seamlessly together to support a company’s growth strategy. That means you must adjust your internal and external teams to handle content development, deployment, and promotion.

8. Strategic Documentation

Ask a marketing specialist about the effectiveness of content marketing, and chances are he or she will be able to pinpoint what makes the cogs turn effectively. That’s because companies are becoming laser-focused on developing thoughtful content marketing strategies.

In 2015, only 32 percent of marketers had a documented content marketing strategy. The following year, this grew to 37 percent. This year, however, the number has ballooned to well over 40 percent. Our prediction for 2018, then, is that developing an effective, efficient strategy will be a job expectation.

To remain competitive in the upcoming year, what strategies will you include? You may want to consider more targeted content, expanded content, more efficient content creation, or other elements that will help you foster greater growth.

9. Interactive Visual Content

We all know that live video is engaging and responsive, yet there’s another type of visual content that allows you to craft an entirely different experience for your audience.

Virtual reality.

VR offers new opportunities for content marketing, as well as customer engagement. Shopify, for instance, has taken this to heart and developed a VR app that allows online shoppers to customize clothing from the comfort of home.

International Data Corporation reports that, based on sales and forecast models, revenue for augmented reality will grow from just over $5 billion in 2016 to more than $160 billion by 2020. Revenue forecasts from Digi-Capital are equally optimistic, reporting an estimated growth to $108 billion by 2021.

While the prospect of virtual reality may seem daunting, it will likely be worthwhile for anyone willing to give it a go. Forbes Global shows that up to 30 percent of consumer-facing brands will experiment with virtual reality marketing by the end of this year.

Keep in mind that it isn’t solely for consumer advertising and marketing, however. Consider what the Golden State Warriors did when they wanted to recruit Kevin Durant to the team roster. Using content marketing in VR, they immersed him in the “Warrior’s Experience,” thereby placing him courtside at Oracle Arena as well as in the thick of talks with coach Steve Kerr in the locker room.

10. Distribution, Distribution, Distribution

While most marketers recognize how instrumental content is for companies now, what still remains uncertain is the means of which content is distributed. And though there are countless other blogs, newsletters, and email campaigns out there, the sure way you’ll have your message heard above the rest is through optimum content distribution.