A good influencer marketing campaign can be a great addition to your online marketing campaigns. It capitalises on those who have extreme connections to your target market then influence them to promote your products or services on your behalf. While it sounds like this campaign is a good marketing technique, take note that the actual implementation of it is time-consuming, expensive, and a bit complicated.
This marketing strategy can offer substantial payoff but you also need to remember that it has hefty demands, especially in terms of time, executive involvement and effort. That said, being aware of the following drawbacks of launching influencer marketing campaigns is a must so you’ll know exactly how you can handle them during the actual implementation.
#1 – Quite Costly
The whole process of launching influencer marketing campaigns is costly, especially if you are unable to inspire influencers. In this case, hiring influencers to work for you is the only viable option. In the process, you are like hiring product endorsers who may take a huge chunk of your budget. It’s like you need to pay for ads not with the help of a celebrity endorser but that of an influencer.
#2 – High Competition
There is a great chance that your chosen influencers do not only have your brand under their wings. Several companies that offer almost the same products and services as you may have set their eyes on your influencers because of their huge following. A wise tip is to hire only those influencers who are willing to sign a non-compete agreement. However, take note that such will not give you a hundred percent assurance that your brand will be the only one that will stand out from the numerous names linked to them.
#3 – Brand Image Liability
When choosing your influencers, you have to remember that they also serve as the face of your company or brand – that’s why it is really essential to choose those who emulate your values. All the things they do, as far as their personal lives are concerned, might affect your reputation and brand. Therefore, when your chosen influencer gets involved in a controversial issue or scandal, there is also a risk for your brand to be negatively affected. Such might also ruin your reputation, affecting your following and marketing campaign negatively.
#4 – Difficult to Track Progress
In comparison to social media or traditional marketing, launching an influencer marketing campaign requires you to use a highly advanced tracking tool. This type of marketing does not give you full control over the personal social media account of your influencer unlike when you hire someone for paid ads.
Once you made the decision to use certain influencers to endorse your brand, it would be ideal not to interfere too much with the techniques they use when it comes to communicating with their target audience as doing so might only cause the whole process to look artificial. With that, you might have a hard time tracking progress. Unless you use an advanced tracking technology, what you will get is only a vague impression of the way your target audience receives your products.
#5 – No Guarantee of Success
Launching influencer marketing campaigns will not give you a guarantee that you will succeed. There is even a high risk that you will bet several months of work with several influential people but to no avail. Even if there is a written agreement with your chosen influencers, there are still those who might follow everything in the contract but without having enough passion for your brand, causing them to be unable to generate conversions or buzz.
A wise tip, therefore, is to spend time and effort establishing good relationships with your influencers. Doing such might transform them into more enthusiastic and natural representatives and faces of your brand. However, again, there is no guarantee that they will have the kind of passion you are hoping for them to have.
Launching an influencer marketing campaign is beneficial for your brand, especially if your goal is to generate buzz or conversions. However, you need to learn the ins and outs of it and how it works exactly so you’ll have an idea how you can fight its most common drawbacks.