Do’s & Don'ts Of Influencer Marketing - Brad Hoos
Influencers can mean the difference between a humdrum, typical promotion and something that really catches and keeps the consumer's attention. All too often though, businesses don't know how to make the most of their influencer partners, and end up wasting the potential through misunderstanding and misusing the talent they've hired.
Here are strategy-expert Brad Hoos' Do's and Don'ts of Influencer Marketing
- 1:50 DO Let Creators Be Themselves - Trying to micromanage your influencers or use them to try to recreate your brand's voice will be a waste of your money and their time. You hired them for their presence and personality, not to just repeat the same copy you produce everywhere else. Let them handle the message, you don't want a second rate brand conduit, you want a first rate messenger for your brand in their own voice
- 4:25 DON'T Mistake The Scope Of Your Campaign. Influencer marketing is a full funnel marketing program that doesn't fit cleaning into any branding or acquisition buckets. This can mean many businesses will have misaligned expectations for their campaigns, resulting in promotions that fail in their eyes because they were mishandled from the start
- 5:50 DO Understand Where influencer marketing exists in your marketing organization. While influencer marketing is certainly no longer the new kid on the block, they're still pretty fresh, and few brands really understand yet where they fit in their strategy and company, resulting in misuse and mismanagement. Take the lesson of scope from earlier, and approach influencer marketing as an umbrella that reaches into every aspect of your business, rather than trying to restrict it and reshape it into something your brand already understands.
- 7:28 DON'T Underestimate The Importance Of A Landing Page. The entire point of partnering with an influencer is to gain the access and trust of their already interested audience, and a landing page that clearly and unquestionably links the influencer to your brand is absolutely necessary.
- 8:17 DO Get Involved With Influencers Even If You're A Legacy Brand. No one is too big or too well known not to enjoy the benefits of influencer marketing. Often big-named brands can come off stale and detached from their consumers, consistently providing a reliable service without much fanfare, often to the same customer base. Influencers can break your brand out of that rut, find you a fresh voice and approach, and help you reach audiences you never even considered.
There is no company too big or small and no product too common or unique to not take full advantage of influencer marketing today, and turn their novelty & familiarity craving audiences into your new customers.
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