If you are a marketing expert, you hear a lot of marketing terms every day. You are probably quite useful with phrases like SEO (search engine optimization), content marketing, and social media marketing. But have you ever used the power of influencer marketing?
Maybe you tried it and it didn't work, or maybe you're playing with the idea. No matter what stage you find yourself in, it is important to understand your strategies to make your endeavor a success.
Start by taking a look at what influencer marketing is and the five mistakes to avoid. And then learn how to leverage influencer marketing to promote and grow your business blog.
What is influencer marketing?
Influencer marketing is the method of forming bonds with your business leaders to help your message reach a more extensive audience. An example of influencer marketing is sending an email to a popular blogger in your niche asking them to tweet their latest post.
The idea is that their customers will turn into traffic just as much as their popularity and strong customer loyalty.
5 common mistakes in influencer marketing
Influencer marketing is a very common concept, but it is often misunderstood. It's not as easy as sending three emails twice whenever you post a new message. Here are five mistakes people make through influencer marketing:
First mistake: Don’t get involved with influencers at first
Introducing an influential person in your last tweet does not guarantee a retweet. Also, if you email an influencer (when they have no idea who you are), your email will probably go to the Trash folder.
Influencers receive many messages that are difficult to follow on a daily basis. Neel Patel, for example, reports receiving more than 400 emails a day.
You can keep your email separate by making sure influential people know you. Wrap up for a month or so (at least) before reaching out to influential people. Here are some ways to do it:
- Comment on their blog and social media posts
- Share their blog posts (and be sure to mention them for them to see!)
- Retweet their tweets
- Send them a user-friendly email that is not self-promotional, such as kindly pointing out a broken link or another issue with their site
These are basic to start with, but feel free to get creative. For example, you can post a photo on Twitter that shows what you use and what you like! Their products. (Be sure to include their Twitter handle in your tweets).
Second mistake: Ask influencers to share irrelevant content
With such a general definition of influencer marketing, it can be very easy to come to the mindset that all you need is just a unique part of any leader in your industry. All you have to do is get a single email and puff, you always get the traffic you want.
But wasting more time than sharing on any old topic. As mentioned, influencers are busy and receive lots of such requests every day. No SEO blogger should waste time sharing fitness posts with his followers. (In this case, you are probably noticing the wrong influencer!)
Even if they recognize your name or face, they need a reason to share your content. You can ask any SEO industry leader to tweet your article about SEO strategies. But if people in your blog post cover the same things they heard before, how would they share it?
For influencers to share your content, it needs to resonate in some way with their readers or their brand.
Here are some blogging techniques that can increase your chances of industry leaders sharing your content:
- You use direct quotes from influential people that you plan to target or highlight in the case study. If you can get quotes from them directly in advance, for example, the position of an expert, the better! When they are mentioned in your content, your blog post immediately becomes relevant to their brand.
- Provide alternative perspectives on influential recent blogs. It doesn’t always work well, especially if you object to the influencer. But if you provide an approach to reasonable alternatives that make people think, the influencer has a better chance of sharing the post. Because it is relevant to their readers.
- Influential Niche is a hot topic blog. If this is the first time you have heard of an influential person in a context, chances are they will share your content as the main source of news. However, for it to be effective you usually have to beat the other in the story. And it has to be stressful enough that the influencer connects emotionally with it and wants their followers to feel the same way.
The third mistake: Think in an integrated way.
Influencers must be clearly involved in all steps of the strategy, not to spread the word on the web. In the pain of failure in the whole campaign. The influencer knows his audience, he knows the medium of communication and the most relevant content for his audience. That’s why it’s important for influencers to get involved and integrate into the whole campaign’s plan before, after, and during the time.
The fourth mistake: Don't stay out ...
A common mistake that some companies make is the idea that they can "stay out" of influencer marketing campaigns. His only job is to leave the influencer alone in the open sea. Not good. On Facebook, Twitter, Instagram, or anywhere else, always remember who to contact when promoting. Users must have someone to ask questions. Also, they can complain, respond, get answers, and communicate in general.
Fifth Mistake: Target the biggest names in the industry
While this isn’t necessary and shouldn’t be a mistake in itself, shooting too much isn’t usually your best bet, so everyone is trying to find the best leaders in their industry to share their message. And most of the time influential people just don’t have the ability to do it all.
This means that the more effort you put into effective marketing, the fewer results you will see if your posts are not shared.
However, if you aim to connect with the micro or macro influencers in your niche, they will probably get a request for a part and really get more time to connect. But remember they are always busy, so stay on your way. Respect their time.
So let us tell you the biggest name. You can get a tweet to a blog post once and see a huge spike in traffic, but how long did it take you to get there?
If you put a little influence or other bloggers just above you, you won’t see the same instant spike in traffic. However, your content will often be shared more which will increase the overall traffic.
Basically, these five mistakes can cost you a lot of time failing your efforts. The key is to create real relationships. Then when the time comes you can request a social share or a mention in their newsletter.
Just remember: industry leaders are busy people and if they want to do any marketing online it is going to be credible content from people they know. You don't have to be your best friend, but if you build a small relationship now, you will see many rewards in the future.