Why your Influencer Marketing is not working.

Imagine this:

you’ve got a fantastic new product, and it’s your key sales period. Your budget’s approved, and you’ve assembled a group of promising influencers and brand ambassadors. You’ve sent them your product for promotion, anticipating a flood of excitement and engagement from their followers. You can’t wait to see your product taking over social media, sparking conversations and driving sales.

But, instead of a wave of buzz and enthusiasm, you’re met with disappointment. The content feels uninspired, almost like an afterthought. There’s no heart in the storytelling, no authentic connection with the audience. The engagement is dismal – just a few likes and sparse comments. To make matters worse, the sales aren’t moving as expected.

If you’ve ever felt this frustration, you’re not alone. We know from our experience working with thousands of influencers and brands that come to us to improve their influencer results – the many pitfalls that led to this point and in this article we share the most common ones.

Where did it all go wrong?

It can be disheartening to invest time, energy and budget into influencer marketing only to see lacklustre results. What seemed like a sure thing turned into a missed opportunity, leaving you wondering what to do next.

Ultimately, we have seen this come down to 5 Influencer Marketing mistakes:

1.xInadequate Education and Lack of Clear Briefs

Brands often assume that creators inherently understand their expectations, resulting in a lack of coherence in the campaign and content that doesn’t align with the brand vision. To avoid this, provide influencers with proper campaign objectives, key brand messaging, product information and a clear call to action within detailed brief.

2.xInsufficient Pre-Screening of Influencers

Selecting the best brand ambassadors that reflect your values, target demographics and desired content style takes time, and we often see marketing teams overlook this crucial due diligence. The right influencer will have the right audience for your product, create content you can repurpose at scale and will achieve meaningful engagement, beyond the ultimate reach or follower size.

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3.xNot Using Influencer Content as Boosted Content

Influencer content is inherently relatable and engaging, making it an excellent choice for boosting on social media platforms. This can significantly improve conversion rates as it carries authenticity and social proof of the endorsement and promoting this to a wider audience can drive traffic, engagement and conversions. Maximise your impact by allocating a budget to boost strategically. And save more on costs otherwise spent to produce other content!

4.xFailing to Repurpose Content

When brands leave influencer content solely on social media they miss the opportunity to create a cohesive brand experience across different platforms. Repurposing content across multiple channels including your website and EDMs ensures consistent messaging and extends the reach of the original content, strengthening brand identify and increasing ROI.

5.xLack of Measurement & Analysis

Many brands struggle with KPIs and assessing true ROI from influencer campaigns. Inadequate measurement leads to missed opportunities for improvement and difficulty justifying the budget for future campaigns. Establish clear tracking for each campaign including reach, engagement and conversions via established analytic tools to optimise results.

That’s where we come in. At Mumpower, we specialise in turning influencer marketing challenges into success stories. It takes strategic planning, a carefully chosen influencer network with a clear understanding of what resonates with your target audience and detailed metrics and reporting to get the best ROI.

If you’re ready to avoid these common pitfalls and ensure your next influencer marketing campaign is a success, we’re here to help. With our expertise, you can be confident that your brand will not only be seen but also felt by the right audience, creating engagement and driving sales.

Let’s get started on crafting an influencer marketing strategy that works. Click here to learn more about our services.

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