In 2020, influencer marketing will be one of the most important aspects of every marketing campaign.
“Influencer marketing is effective and it is very popular for businesses in 2020 it because it seems more genuine,” said Issa Asad Florida entrepreneur, businessman since 1996, and social media expert. Mr. Asad is the CEO of Q Link Wireless, Hello Mobile, and Quadrant Holdings, all located in South Florida. He is also the author of 4 e-commerce and marketing e-books that can be purchased on Amazon.
Every company can use it to improve e-commerce, but don’t be burned. Here, Issa Asad Says Don’t Be Burned by These 6 Influencer-Marketing Pitfalls:
Influencer marketing has a greater reach
In the past, traditional marketing channels such as TV or billboards were used to reach the audience. Today those channels are not enough because they are not successful when it comes to reaching younger generations. Influencer marketing not only reaches further but it was proven to be more authentic. People trust more a genuine person over a brand.
Influencer marketing can be much cheaper than traditional marketing and it can still generate better results. Companies no longer have to spend fortunes in order to create an effective marketing campaign. They can hire an influencer who will talk about their product and share a personal story on how did the product help him. If you hire a celebrity influencer that can be very expensive, but there are a lot of low-profile influencers whose followers trust them and that is the most important part.
You have to choose a relevant influencer
Many businesses fall into the trap of hiring popular influencers with thousands of followers without doing detailed research. Those campaigns usually don’t generate the desired results because their audience simply isn’t your target group!
For example, if you are selling baby clothes you should never choose a young influencer who doesn’t have kids and whose profile is all about parties and traveling. Even though he or she might have millions of followers who will see your product, they won’t buy it because they are simply not interested in it. It would be better to choose a mum influencer, whose audience resonates more with your brand.
Micro-influencers can help you reach new markets
Influencers that have more than 3,000 but less than 50,000 followers are usually considered micro-influencers.
“Micro-influencers can have a great impact on their audience because they seem more genuine and that’s why the audience trusts them,” explained Issa Asad.
The campaign will be more effective if you carefully segment your customers and than decide which segment would you like to target. You can hire more micro-influencers and each of them should be covering one targeted group. This approach requires more planning but it has been very successful. Even very big companies started using micro-influencer marketing to target different groups of customers.
Influencer marketing has to be authentic
People can detect when someone is promoting your product just because he has been paid to do so. They won’t buy those products and the company might even gain a bad reputation. There is a way to avoid it, by hiring influencers who genuinely believe in your product.
Look for influencers whose lifestyle is similar to the lifestyle of your target audience. Find someone who believes in your product and who is willing to share a genuine story with their audience. The campaigns that seem natural and authentic will give you the desired results.
Be careful when choosing a platform
When we think of influencer marketing we usually think of Instagram or YouTube. Those platforms are great but it is very important to choose a platform where your target audience spends the most time. There is no universal platform that would be great for every product.
For example, if your target group mostly consists of corporate workers you should try launching your influencer campaign on LinkedIn. The majority of office workers gather there and it may be the perfect place to promote your work-related product or service.
Don’t underestimate the importance of quality
Companies that have a limited marketing budget usually look for the least-expensive influencer. Although the price isn’t always an accurate reflection of quality, you should be careful.
There are a lot of influencers who are buying followers in order to seem more influential. The number of followers isn’t the only thing you should pay attention to. In fact, it is more important to see the engagement rate and whether the followers comment and engage with the influencer. Active engagement is one of the best signs that the promotion will be effective.