3 Biggest Influencer Marketing Challenges and How to Overcome Them
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Influencer marketing has recently become a hot topic in the digital marketing industry and marketers are realizing its benefits. The term “influencer marketing” has seen a 325% increase in searches on Google.
A study found that 36% influencers spend less than $5000 per campaign. Not only is it extremely cost-effective, it is also driving incredible results.
But like any other strategy, there are risks and challenges associated with influencer marketing.
Influencer marketing is simple enough if you have done your homework. If you have experience with influencer marketing campaigns, you know how time-consuming and challenging the whole process can be.
Firstly, the whole influencer marketing industry is not regulated by one specific body. This makes it extremely difficult for marketers to identify influencers. Nor are there any laid down steps on how to create a campaign.
Secondly, there are no set benchmarks that define an influencer. Hence, no one knows the standards that a person needs to achieve in order to be called an influencer. Example: A person having 40,000 Instagram followers may qualify as an influencer. But someone with just 1,000 followers may also qualify.
These simple things create bigger challenges when it comes to implementing an influencer marketing campaign. To overcome these challenges, you must identify them first. Only then can you create action plans not only to address but overcome them.
Let’s take a closer look at three of the biggest challenges marketers face while creating influencer marketing campaigns, and how to tackle those challenges.
#1. Understanding the Stages Involved in an Influencer Marketing Campaign
An AdWeek study found that 82% of consumers consider recommendations made by social media influencers when it comes to purchasing decisions. This has lead influencer marketing to become one of the most effective strategies to reach out to online audiences.
Many marketers have started adopting influencer marketing over traditional marketing methods to promote their brands and products.
However, you should not forget that launching an influencer marketing campaign can be an overwhelming task – especially if you don’t know the stages involved.
Here are the 10 stages of an influencer marketing campaign:
- Develop Your Strategy – This is not only the very first, but also the most important stage of an influencer marketing campaign. Here, you develop your strategy by identifying your target audience, and establishing your goals and key performance indicators (KPIs).
- Determine Your Social Media Channel(s) – It is essential that you fully utilize your influencer marketing campaign to increase your returns on investment(ROI). Choosing a social media platform that provides you not only a large but relevant audience is extremely crucial.
You need to understand which social media platforms will allow you to reach the right audience. The audience that will help you achieve your campaign goals. Determining the social media platform(s) that will help you get the desired results is crucial to your campaign’s success.
- Determine Your Publishing Schedule – For the best results, create a publishing schedule that coordinates with the social media platforms you’ve selected, as well as key dates and marketing initiatives.
- Assess Influencers – To find the right influencers, you need to first assess potential influencers before you reach out to or choose to partner with them.
- Prepare Campaign Briefings – One of the best ways to facilitate the creative process is by preparing briefings for your campaign. Your briefings will include campaign requirements and goals, talking points, and creative guidance for influencers. Creating briefings will help you make sure that the influencers’ content not only looks native but is also engaging.
- Negotiate Rates and Sign Contracts – Before launching your influencer marketing campaign, you should negotiate compensation with your influencers and sign an agreement with them. The agreement will contain compensation details, campaign deliverables, publishing schedules, and licensing rights. This will help ensure that you and your influencers don’t have any disagreements on compensation and deliverables while working on the campaign.
- Review Content -This is to ensure that your influencers provide you the promised deliverables. Review content to check if your influencers’ content touches key points, aligns with your brand’s message, and follows FTC guidelines. Brands should allocate time for reviewing content in order to make changes to it, if necessary.
- Publish Content – Once the content has been reviewed and approved, your influencers can start posting the promotional content on social media. During this time, you should monitor your campaign’s accuracy, and document all social engagement.
- Amplify and Optimize – Start promoting your campaigns both before and after launch. This will help you to amplify your marketing efforts to large-scale audiences.
- Record and Analyze – Gather and record all metrics such as impressions, views, and engagements. This will help you to analyze how successful your influencer marketing campaign is.
From this list, you should realize the amount of time needed to create and execute a successful influencer marketing campaign.
With Grin’s influencer marketing software, you can quickly and easily create and execute your influencer marketing campaigns.
Grin’s influencer search tool helps you find the right influencers for your brand. Our filtering function allows you to search by location, engagement rates, and social network. And our campaign management, reporting, and ROI measurement features allows you to effectively calculate your campaign’s success and manage collaborations.
#2. Reaching Out to Influencers
This is one of the biggest influencer marketing challenges, and you need to overcome it in order to collaborate with your desired influencers.
With influencer marketing on the rise, influencers are in high demand. This makes them extremely choosy when it comes to deciding which brands they want to collaborate with.
Here are some ideas that will help you to engage with the influencers of your choice:
- Learn more about your potential influencers. What are their interests and hobbies? Which brands have they partnered with before?
- Understand the type of content they enjoy creating and sharing. This will give you insights into their aesthetic and tone. Are they funny and innovative? Sleek and professional?
- Follow influencers on social media or subscribe to their blogs. Then start liking, sharing, and commenting on their posts.
These things will make you visible to your potential influencers. Once you feel that your potential influencer recognizes you as a fan, you can reach out and contact them directly with your proposition.
Although there are many ways to contact influencers, I personally suggest you contact them via an email outreach. Remember, your outreach email to potential influencers should not only be genuine, but should also be personalized.
Here’s an example:
“Hi [INFLUENCER’S NAME],
My name is [NAME]. I am [JOB TITLE] at [YOUR COMPANY’S NAME], and I’m a huge fan of your work. I regularly follow your social media posts, and find your content really engaging. Your last post on [TOPIC] was not only informative, but also engaging.
We have previously worked with [PREVIOUSLY PARTNERED INFLUENCER’S NAME(S)] on our [NAME OF CAMPAIGNS] campaigns [PROVIDE LINK] and they have enjoyed working with us.
We have finalized plans for our upcoming social media campaign and would really love to have you on board.
If you’re interested, please reply to this email so we can discuss this further. Hope to hear from you soon.
Thanks in advance!
#3. Persuading Influencers to Work With You
As the path of influencer marketing is newly paved, most of its processes are still being developed. For this reason, brands tend to use their own methods when it comes to accomplishing the goals they set for their campaigns. Likewise, there are no by-the-book steps when it comes to convincing an influencer to work with you.
Below are the three best practices you can follow when to help convince influencers to work with you:
- Be Precise and Specific – Influencers are busy people. So you shouldn’t send them lengthy emails explaining everything you want to achieve from your collaboration. Try to keep your pitch short and simple. Greet them, introduce yourself, and then get straight to the point. Then include a sweet and short call-to-action. The above sample can act as a perfect example of a precise and to-the-point pitch.
- Set Clear Goals – Once you have your influencer(s) on board, set specific goals for them. This will help them understand their important role in the campaign. Also allow them to give you their suggestions and feedback. They may have some awesome ideas that you had not thought of, which can help make your campaign more effective.
- Show Value – Keep in mind that influencers are also human beings, and will want to be appreciated and compensated for their efforts. Your ideas alone may not be persuasive enough to persuade an influencer to work with you. You prepare to offer them fair compensation. This will make them feel that you really believe in their work and eager to collaborate with them.
Although there are many influencer marketing challenges, the above-mentioned ones are some of the most commonly faced by marketers. And now you know how to prepare for and overcome these challenges.
Also keep in mind that influencers need creative freedom to give their best to the brand and make the entire campaign more authentic. It is authenticity that has made influencer marketing a popular strategy. Campaigns that lack authenticity will likely fall flat.
And if you wish to get the best out of an influencer, the right compensation model is the key. Before jumping on a deal with the influencers, make sure that you discuss fair compensation with them that fits into your budget.
You may face unique challenges while creating and running your own influencer marketing campaign. However, the above-mentioned tricks and tips will help you tackle them.
Have you experienced any other influencer marketing challenges? Feel free to share them in the comments section below.
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