Updated: Apr 28
The Devil’s In The Details
When product and service based businesses decide to try out influencer marketing for the first time, they get excited about the idea of rapid growth and exposure and sort of get stars in their eyes about all the benefits of hiring an influencer. Some of the biggest benefits include new touch points between the brand and customers.
There’s a direct line of customer service to a new potential customers base. Not only is there a real person there to give feedback and answer questions, but there is a new association between your brand/product/service and someone influential and well-liked. That direct voice and face is an effective marketing and customer service tool that allows people to put a face and name to the product you sell, building interest and trust much faster than other marketing strategies.
The first takeaway here is that it’s important to really dig into the details of the goal you want to achieve with a campaign and using that to guide your decisions on which influencers to use. It seems like a pretty obvious tip but you’d be surprised at how many brands trip here at the starting line.
Mistakes To Avoid
Because of those benefits, it can be easy for a brand to jump in without taking the time to understand how to run an influencer campaign efficiently and effectively and without first defining the goal. A common mistake is to overlook the fact that exposure campaigns and conversion campaigns require different strategies.
Biggest issue I see from a brand to an influencer is unrealistic expectations. They have all these hopes and dreams that an Influencer will be able to sell 75 products in 24 hours. They forget these creators are not salespeople, but rather are there more so as talented customer service representatives who engage, inform, and help answer questions. As long as the brand who is hiring the influencer in the first place remembers this, expectations will be properly managed and things will work out more smoothly. Without first having defined expectations that actually match the strengths of the people doing the “representing” of the brand, product, or service, there can be no accurate measure of a successful campaign.
The key is to be working with the right influencers. With so many factors to consider, like the size of your brand, the size of your budget, the most important campaign for the type of business and goals you have and all the details in between, knowing the right person to work with can be challenging. If you have absolutely no idea what level your influencer should be on that’s most optimal for the results you’re hoping for, luckily there’s already a guide waiting for you RIGHT HERE in this post. Grab it to help work through what route to take when you’re looking for an influencer for your next campaign. Nailing down the right fit can save you from so many headaches later. And if you’re still overwhelmed, you can offload the effort of finding a curated list of influencers to us with a CUSTOM LIST-PULL. We can help make sure you not only know exactly what you are looking for in an influencer but we make the selection process even easier.
Another big mistake Brands make is that they will make a VERY niche-specific product and decide to go hire an extremely niche influencer to promote it. The problem is that an influencer who is constantly talking about several of the same type of products over and over again, they are not capable of driving as many sales. However, if you are purely running an exposure-based campaign, using niche influencers to honestly compare your products to the competition is a good way to go. As a general rule of thumb is if you’re new to the market and you want to get your brand name out there, work with bigger influencers who have a super high reach. This can be confusing and counterintuitive because you would think that the opposite is true from a traditional marketing perspective. Since I could go on forever on this point alone, there's another dedicated blog post HERE all about why brands shouldn’t use niche-specific influencers to sell niche-specific products if they are looking to run a conversion campaign. Nevertheless, this is a huge pitfall many brands make when they try using influencer marketing for the first time.
About The Author
Katherine Pereda is the Founder and CEO of The Influencer Grapevine, a boutique Influencer Marketing agency based in South Florida. Her clientele list ranges from luxury houses such as Gucci, Roberto Coin, Acqua di Parma, Vacheron Constantin, Jitrois Paris, Cartier LatAm, and Jimmy Choo to beauty, home design, fashion, lifestyle, and wellness companies like Maisons Du Monde, Tampax + Always PURE, Home Made Simple by Procter & Gamble, Target, MintedLeaf CBD, and Agnes & Dora. Katherine has also worked extensively in experiential marketing for WantedDesign, New York Fashion Week, DesignMiami/, Glossier, Create & Cultivate, Miami Swim Week, Funksion Fashion Week, and Art Basel Miami. Now specializing in talent management, and brand campaigns, she helps influencers and businesses from all over the world gain exposure, connections, and collaborations to build lifelong relationships.