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Why big businesses typically fail at influencer marketing



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Why big businesses typically fail at influencer marketing

Almost 80% of marketers who dabbled in influencer marketing said that figuring out the exact number for an ROI was a challenge.  Many companies are targeting influencer marketing because it makes sense.  Why not get someone who is already popular in your industry to spread the word about your service or product?  They already have a massive following on their social media platforms, so hiring them to push your website and business just makes sense.

Some brands, many of them being the biggest in the world, fail miserably when it comes to influencer marketing.  Maybe it's because the person setting up the campaigns is just out of touch with what people want, or the business just doesn't know what they're doing.

I've recently launched a website and I can pay between $10 and $20 for a "Sponsored Post" with an Instagram influencer in my niche.  It's much less than most niches, but the payoff isn't as high either lol.  I've invested around $100 in Instagram Influencer Marketing and I've made around $70.  Some of you will think that's a failed campaign, but I don't because people are seeing my posts and spending money on my website Why big businesses typically fail at influencer marketing  I just need to tweak it a bit so that I can get more money than what I'm spending.  I could make more in the next few weeks with my abandoned cart emails going out, so my ROI isn't 100% accurate just yet Why big businesses typically fail at influencer marketing


But let's get back to the big brands failing with influencer marketing.  Here are my theories on why they are failing.


1. They don't focus on niche influencers
Big brands will usually have the bank roll to spend on the biggest influencers, but that's not always the best.  It's not the best because bigger isn't always better in this type of marketing.  I paid a broad niche influencer $20 to give me a post and $10 for a much smaller niche specific influencer to post for me later on, and I made more profits from the niche specific influencer than the broad match.  Now my profits aren't that much right now, and I haven't done a whole lot of split testing, but at first glance it seems that the niche influencer is better to target even though they had less followers.

What you'll need to do is build relationships with the niche influencers now so that you can always have a spot with them after they gain another 50k or 1,000k followers Why big businesses typically fail at influencer marketing  They will remember you when they get huge and they will usually cut you a discount Why big businesses typically fail at influencer marketing

If you're spending $100 on a broad match influencer to post to his 1,000,000 followers... Just imaging the affect of paying $15 to 10 different niche specific influencers Why big businesses typically fail at influencer marketing


2. They aren't spread out
Most people who start out with influencer marketing are targeting just Instagram.  I myself love Instagram for this type of marketing, but it's not the only platform you can work with.

You can also target Snap Chat, Pinterest, Facebook and even YouTube.  The list goes on and if you can find niche specific influencers on each platform, you're golden Why big businesses typically fail at influencer marketing


3. They Never Learn
Most big brands will just see a number of total followers and throw money at the influencer.  This is the wrong approach because those numbers could be fluffed up and not work well because it's not niche specific.  The big brands will do this time and time again, throwing money away at anyone with millions of followers just to have a chance at getting some fish to bite.

The big brand won't ask about how the influencer is going to pitch their business, they just pay them and give them some content to work with, that's all.

What you need to do is figure out what you'll get for $XXX and get examples of what the influencer has done in the past.  A lot of times you'll see influencers posting something with just a link and no content, which never helps you as much as it could have if they just added some content and tags along with the post.

You'll want to get what you pay for, so be sure you're paying the right people.




What you'll need to do is look over every influencer of interestes profile and see what they're doing for other businesses.  If you're not too impressed with the content or engagement with the post, move on to another influencer and start the background check again lol.  After you find a handful of these top notch influencers, ask them if they have other platforms or profiles they can post to within the same niche.  Usually they will have something going on each platform, but they might not always be as popular.  That's not a huge deal though because you can get discounted rates to post to their less popular platforms and profiles Why big businesses typically fail at influencer marketing



In Conclusion:
If you want to be successful with influencer marketing, you need to know what you're getting into before you start throwing your money around.  Get niche specific and learn from what you're investing in.  Do your due dilligence and you will be able to figure out what you'll get from the influencer before you even pay them Why big businesses typically fail at influencer marketing


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Thanks!

Razzy

Comments

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DarthHazard
3 is such an important point. Brands need to do a lot more research and find out more about the person because just because they have a lot of followers does not mean that they will be effective at advertising your brand. There was actually an instance over here in the UK where a brand got some reality TV stars to advertise their products on their Twitter page. The problem was that people did not take these "stars" seriously so it ended up being a bit of a joke which I'm sure the brand did not like



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Corzhens
There mere number of followers of an Influencer is not a gauge for the effectiveness as endorser for a product. I have noticed in tv commercials that most of the endorsers for laundry soap have the look of a typical house and some even has the look of a housemaid. For products that are intended for children, there is no need to mention that children are used as endorsers. I can say that influencers also have their niche and that is the most important factor when using an Influencer to promote your business.



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wiseagent
The points are very interesting, but I think only one thing can sum it all up: laziness.

Many of the big companies think they already dominate the market for the recognition and success they have achieved, but they forget that the renewal process has to be frequent and never underestimated.

When they realize the problem, it's sometimes too late to go back to the top.



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JoeMilford
I think that it is also a bit of hubris maybe? If the big companies feel that they are successful enough in this area, then they do not have the incentive to be more diligent there. Some employee at these companies should be seeing the potential and pointing it out right? Laziness, definitely. However, there is also a type of complacency which can come with success that can be very detrimental to a company.



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wiseagent
Maybe a combination of laziness and hubris? Haha!

I think the mix of my comment with yours could explain well this problem of the big companies. A little bit of omission also fits very well in this recipe, don't you think?



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overcast
I think having a good persona to represent the brand matters a lot. Because many business are showing the people in a wrong way. They give them random product and expect them to have influence into sales. That never works out. People have to focus on the sales and think of doing things the right way. I have noticed that influencer marketing takes time. And in fact the persona that is doing the branding needs to be consistent. So it can be done but you have to take effort.

Most of the big companies spend lot of money doing small things but don't pay attention to the result of influence.



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DarthHazard
Having a good person to represent the brand is so important especially nowadays where almost everyone is scrutinised extremely closely. I'm not sure if you know about the PewDiePie situation but he used a racist word whilst he was streaming and it became a massive problem. I'm not sure what else happened but I do believe that one brand dropped him because of this bad publicity.



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overcast
I think a lot of people don't focus on how to monetize their persona. And that's how they are suffering with the influence marketing. And on that case it'd be reasonable to go with the different ways to promote certain brand. I think people need to understand where they fall for and where they can change things. I personally think that big business should focus on the right person for branding. That's how the things should be there as well.



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JoeMilford
This is interesting. I am SURE that I have no idea how to monetize my persona, and I am still figuring out, I think, what my online persona is gonna be or is supposed to be. I think that I could present a reasonable brand once I work out some of the kinks. In any case, what suggestions might you have as to how to properly monetize my persona as you say? I think that is really interesting.



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overcast
Pay attention to some of the Instagram models. They promote anything from bike, car, beauty products and food. So they seem to be promoting a lot. You can do this too. But thing is that physical attributes and the talkative persona attracts people. And that's how they are gaining some help from others too. Collaboration with two people may also add the benefits. So such persona on youtube and instagram definitely helps.



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Barida
I think you're right on this considering the fact that most of these influencer marketers do not spend their time to do a proper research to see what the consumers might be needed in the course of promoting their goods/services. Carving out that niche makes it easier for the big companies that hired them to make big returns on investments as well.



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kgord
Yes, I would agree that most big businesses or influencers don't do adequate research and tend to want to throw money at a problem and hope to solve it that way when truly that may not be the best or most effective strategy. I think they need to take the time to carve out a niche for themselves first.



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wiseagent
I kinda agree with you, but I'm sure most of them are aware of the problems they have, but they prefer to stand by simply waiting for the problems to go away on their own.

The question would be: why do they decide to do this?



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Baburra
I think a big reason why big businesses fail at this type of marketing is that a lot of the people up top who makes these decisions to either go forth with the campaign or not, are not users of these sites themselves. Smaller businesses tend to utilize these sites a lot more because they already use it as consumers, and most of the time, big businesses are run by people from older generations who might not be as enthusiastic or interested in these social sites themselves, so they have to rely on someone who will give them suggestions on what to do, but the trouble is that these people giving them suggestions won't always have all the information necessary since they are not at the executive level themselves. Smaller businesses tend to have all those traits mixed into fewer people and therefore they can come up with more accurate plans.



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Corzhens
For spreading out, my best bet is Facebook because it is the most commonly used social media by 2 billion people. But other social media platforms are also okay although you don’t have to concentrate on just one. If you have an account with several social media platform then that’s good to be used for your purpose. Make a promotional post on each platform once a day or once every 2 days. That will somehow matter when it comes to readership and reaction to your advertisement.



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