Influencer marketing is everywhere, but that doesn’t mean that everyone is doing it right. In today’s digital landscape, it can be difficult to stand out as a brand among thousands of competitors, which is why choosing the appropriate voices for your message is paramount to campaign success.
There’s nothing worse than reading through an entire blog post only to find a completely unrelated pitch awkwardly placed at the end. To avoid this common influencer marketing mishap, encourage your influencers to get creative and think outside the box with their stories.
For example, using food products for unique craft ideas, utilizing storage products for home decor, or incorporating food and drink into a fun family activity are all ways that audiences can naturally relate to your brand and product. By showing your influencer’s unique take on the product you’re marketing, your campaigns will be better received and less “salesy.”
Appeal to the masses.
Keep in mind that not all photos and content items are best for “one-click” sharing cross-platform. Direct your influencers to create content for widespread shareability. Pinterest, Instagram, Facebook, and Twitter all have their own best practices when it comes to sharing content. Video wins the most views on Facebook; flatlays, lifestyle, and stylized photos work best on Instagram; tutorial collage and step-by-step photos attract the most shares on Pinterest; and a natural blend of each tends to work best on Twitter. Be sure your influencers aren’t simply clicking a quick “publish to all” with your campaign messages. A little thought and customization goes a long way in the socialsphere.
Create actionable intrigue.
Not all campaigns have to contain a promo code or giveaway aspect, but there is a good reason why most do. Giving audiences an action item is a surefire way to get more clicks to your website and/or campaign landing page. If you’re not quite ready to commit to giving product away at a discounted rate (or for free), consider using alternate ways to garner interest in your brand. Creating a landing page with featured fan photos, giving audiences a way to be featured on your website, or inviting them to join your email list for upcoming special promotions and special “insider” offers makes people feel important, therefore making them more likely to come back for more.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Weaving words doesn’t always come naturally to high-profile bloggers when it comes to product endorsements. When choosing your influencer(s) to help market your product and brand, look beyond their likes and followers and dig a bit deeper into their stories to see if they’ve mastered the art.
Samantha Jo is the founder and owner of “Write On,” a freelance marketing business. Her friends call her Sam, Sammi, or Sammi Jo. Her two favorite people call her “Mommy.” In her spare time, Samantha enjoys coffee, crafting, camping, blogging at lifebytheGills.com, and sipping only the finest of boxed wines – although not necessarily in that order.