Influencer marketing has become a popular strategy for small businesses to reach new audiences and promote their products and services. This is for a good reason, as 92% of marketers feel that influencer marketing is an effective form of marketing, and 50% of millennials pay attention to and trust the recommendations of influencers. Effective influencer marketing can be a valuable tool for small businesses, but to make the most out of it, it's crucial to understand the dos and don'ts of working with influencers.
Partnering with social influencers to endorse products and services can yield vast benefits for small businesses. However, effectively utilizing this strategy can be challenging and time-consuming. It is crucial for small businesses to approach influencer marketing with a clear understanding of what works and what doesn't to maximize the potential of this innovative tool. In this blog post, we will explore the dos and don'ts of working with influencers for small businesses.
Before looking at what to avoid when entering the world of influencer marketing, it’s important to consider the right moves and how you can best utilize this strategy for your brand. Here are some of the most important “dos” for getting this right out of the gate:
Do: Define Your Goals
Before launching any influencer marketing campaign, you should define your goals. After all, if you don’t know what you aim for, how will you determine if you have achieved it? Therefore, the first step of a successful influencer marketing strategy must start with knowing your objectives. This will help you determine the right influencers to work with and help you measure each campaign's success.
Do: Research Influencers Carefully
Choosing the right influencer is key to a successful influencer marketing campaign. Do your research well to ensure that the influencers you choose have an engaged following that aligns with your target audience. You want to make sure that any potential influencer you choose is right for your brand. This means you build a relationship or a partnership with them that is authentic. Speaking of which…
Do: Create Authentic Partnerships
Authenticity is crucial in influencer marketing. Work with influencers who genuinely believe in your product or service and who can create authentic content that resonates with their followers. Also, work on relationship building to ensure that your influencer is compatible with your brand’s message and uses the right platforms to reach your target audience.
Do: Offer Unique and Valuable Content
To create a successful influencer marketing campaign, you must offer unique and valuable content that engages your target audience. Keep in mind that today’s consumers are inundated with content and have seen it all. Therefore, part of the advantage you can get with influencer marketing is offering them something a little different. Keep in mind that at the heart of advertising, little has changed. You still want to give the right message to the right group of people at the right time. However, today’s digital world allows for variety that you should take advantage of to keep your customers wanting more.
Do: Measure Your Results
Measuring the success of your influencer marketing campaign is essential to understanding its impact and identifying areas for improvement. Track metrics such as engagement rates, website traffic, and sales to gauge the effectiveness of your campaign.
Now, it’s important to consider the steps you want to avoid to get the most out of your influencer marketing strategy. Sometimes, knowing what to avoid can be just as important as knowing what to do, so make sure you keep the following in mind and ensure you aren’t making these mistakes:
Don't: Rely Solely on Influencer Marketing
Influencer marketing is just one component of a well-orchestrated marketing strategy. As such, you should never rely solely on influencer marketing to drive sales or traffic to your website. This is actually a good rule of thumb for any individual marketing strategy, as a comprehensive approach always works better than putting all your eggs in one basket.
Don't: Ignore Micro-Influencers
While working with influencers with a large following can be beneficial, pay attention to micro-influencers. Micro-influencers often have a more engaged following, and their content can feel more authentic. They also typically charge lower rates, making them an advantageous choice for small businesses. There are actually four types of influencers today, and each group can have their own benefits. They are outlined below:
- 1K to 10K followers: Nano-influencers
- 10K to 100K followers: Micro-influencers
- 100K to 1M followers: Macro-influencers
- 1M and up followers: Mega-influencers
Don't: Be Pushy
Don’t ever be pushy with influencers or try to control the content they create. Allow them creative control over the content they produce, but ensure it aligns with your brand’s messaging and values. This is why building that relationship and partnership mentioned above is so important. You want to ensure that an influencer you work with represents your brand, but you don’t want to oversee or micromanage their content.
Don't: Ignore FTC Guidelines
The Federal Trade Commission (FTC) requires influencers to disclose their partnerships with brands. Ensure that you and the influencers you work with follow these guidelines to avoid legal issues. A professional influencer should know about the FTC guidelines and already be well-versed in following them.
Don't: Neglect Your Relationships With Influencers
Building solid relationships with influencers can lead to long-term partnerships and a successful marketing campaign. Pay attention to your relationships with influencers after the campaign ends. Stay in touch and continue to engage with them to cultivate a mutually beneficial relationship. Think of them as a business consultant you bring in to finish a job. Consider them part of your marketing team.
Influencer Marketing is a Valuable Tool
Influencer marketing can be a valuable marketing strategy for your small business if you approach it correctly. By following the dos and don’ts outlined above, you can create a compelling and authentic influencer marketing campaign that reaches new audiences and promotes your brand.
To learn more about how to get the most out of influencer marketing strategies, contact us at Zimmer Communications. We are happy to help you learn more about how to implement this strategy into your current marketing strategy. 