5 ways online marketers normally misunderstand how influencer marketing works

5 ways online marketers normally misunderstand how influencer marketing works

When you talk about infulencer marketing, you're talking about one of the most powerful marketing tactics of our time right now. There's no shelf life of this type of marketing, so you might as well start using it now just in case everything goes south because of a Google update, and you know they would do something like that. Influencer marketing doesn't seem to be slowing down, so you should probably be reading up on what to do and what not to do, but since you're here you probably are doing just that and I'm going to help you along the way

The jump in influencer marketing came about because people are losing trust in big brands and are now looking towards your every day person posting a review about their experiences with a service or product. This carried over to people building accounts and testing out products and services, for a fee of course, and they will then post for you on their social media accounts to help you with your business. A lot of big brands, and smaller marketers, still misunderstand how to do this and waste a good amount of money each day paying the wrong people to post for them. This means if you do it right, you can capitalize on the fact that everyone else might be doing it wrong

Keeping all of that in mind, I'll be going over 5 ways online marketers normally misunderstand how infulencer marketing works and how you can benefit from it.


Influencers aren't affiliated with the media
When you're talking to an influencer, you're not talking to someone who works for the local news station or even a national one at that, you're talking to someone who is an expert in their field who also knows how to do good marketing. They post regularly about what they know and they interact with their followers whenever they can, making them inflencers in their fields. Most of them get into social media because they want to post quality content that people will love, some of them want to make money from it right away while others don't think about money until someone offers them $15, $40, or even $750 for a post on their Facebook or Instagram accounts

The main thing you need to remember is that influencers aren't evaluating the most common marketing metrics like we do. Influencers are more focused on posting what will get a reaction from their following, not how many sales they will make for a certain post. If you're a marketer like myself, you are probably thinking "Well that's not a great way to run a business!" and I thought the same thing. After sitting down and learning even more than I already do about influencer marketing, I came to the conclusion that they likely have better results because they're not pitching to their following and they're not expecting a sale, which actually increases their profits because their following trusts them even more for how they post and act


Influencer marketing doesn't mean you can relax and watch the sale roll in
If you're paying for influencer marketing, you probably know that you need to stick with it even after you have some posts live and sending in traffic. You can't just sit back and relax after you get some posts going up on Facebook, Instagram, Pinterest, Twitter, etc. You need to respond to anyone asking a question on these platforms because those will be the people who will open up their wallets and give you money in exchange for your product or service.

The best way to get the most out of your inluencer marketing campaign is to work with the influencer and see what they think will work best for their users in order to get you more followers, clicks, traffic, sales, etc. If you boil it down, it takes a lot of work to do influencer marketing becasue of all the stuff you have to add onto your already cramped schedule and work load. If you're just paying an influencer to post for you and not doing anything else after that, you'll simply be wasting your money.


Infulencer marketing doesn't mean you need to target celebrities.
A few years ago, just having a big name would make you an influencer since you'd likely have a bigger following. The problem with this though, was that the bigger names were the big brands selling the products and not people who were simply interested in the industry. People know that celebrity accounts and big brands are run by teams of marketers in hopes to increase awareness for themselves. For this reason, people are catching on that celebrity and brand accounts on social media aren't very authentic, and they are now moving over to the everyday person who is posting their own reviews on products in the industry.

Micro Influencers, the ones who have a much smaller following compared to the bigger brands and celebrities, are the ones who have a dedicated following. They are usually industry leaders with a well established background in terms of posting online about what they love. This means they're typically more respected when they post because they are more genuine and trusted because of it. This also means your ROI will be much better working with the smaller influencer compared to the one who is considered a celebrity and doesn't care much about the industry, they only want money.


There's no short term when it comes to influencer marketing
So many people think that you can just pay an influencer one time and that's it, they will post for you and you'll make money from the clicks. What they aren't realizing is that your own brand needs to build trust with the influencers following and one post won't do it. You will need to work with the influencer multiple times and get your service or products in front of their following in order to build your own credibility. If a credible and trusted influencer is posting about you, they are giving you their vote of confidence, which their following will see. Just one post won't get them to trust you, because the post could have been a fluke by the influencer, so you'll need that influencer to do multiple posts over the course of 30 days in order to get everyone to trust you and open up their wallets

You'll also need to work with your influencer so you can build a relationship with them. You're not just building a relationship with their followers and hoping they follow you, you're building a business relationship with the actual influencer to have a better campaign down the road.


Influencer marketing isn't a quick money grab tactic
A lot of people see influencer marketing as a one time quick money grab with great potential, but it's not like that at all. You need to use influencer marketing as a sort of branding play that will likely bring in a few sales, but not a ton since you're not yet branded or trusted yourself. This is a long term marketing strategy that takes many posts on the same influencer profiles before it will start to yield any positive results.



In Conclusion
You've likely seen plenty of positive reviews from people who have been using influencer marketing and making a good amount of money from it. What they don't tell you is they've been doing it for 6+ months and only now are profiting because they've built up their own authority within their industry after working with the influencers. Erase the misconceptions there are out there about influencer marketing because it doesn't take one post to make you a millionaire. It's better to work with a regular person instead of a big brand or celebrity, because those normal people have a more trusted following than the brands and celebrities who have teams managing their accounts. If you want to be successful with influencer marketing, you need to stick with it and work with your influencers as well as engage with your following.



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