Why your mom influencer strategy might not be working.
What’s that you say? You’ve engaged all these amazing influencers (all the experts said you should!) and you’re not seeing any results?
I’m not going to lie; this sounds extremely familiar. We field questions about the ROI or value of influencers on a weekly basis. Influencers can be a powerful component of a marketing plan, but there are many reasons the results may not be meeting your expectations. Most of these reasons start at the strategy and planning phase of the influencer engagement process. Let’s look at some of the ways your strategy may not be delivering the results you intended.
You haven’t set the right expectations of what the campaign will deliver
Start at the beginning – with expectations. Specifically, your expectations of what influencers will do for your business, the results you expect to see. The key here is to start with your goals and objectives to ensure that how you activate influencers will ladder back to your objectives. You need to have a very clear understanding of the role influencers will play and ensure they are a part of your larger strategy (not the only part!). If your expectation is that influencers will drive sales on their own, you likely need to revisit your plan.
You haven’t given moms a reason to care
It’s not enough to simply have an influencer trying your product or open a gift you sent them. While I’m sure many readers are happy that the influencer received free stuff, they’re left wondering what’s in it for them. Smart influencer campaigns have a deep understanding of their mom audience. Start with your end audience in mind to understand what they would want to read, learn or see in their social feed. Considering what’s in it for the audience and work back from there.
Your budget allocation isn’t right
Depending on your objectives, you’ll need to find the right ratio of influencer fees to paid media support. Years ago, an influencer strategy would focus on including more influencers to ensure larger reach. Now, with the pay-to-play structure of most social platforms, having a strong paid media component as part of your strategy is critical to get the reach you are looking for. As an added plus, it can really help with targeting your ideal audience. Ensure paid media is a part of your budget. Perhaps that means that you’ll work with three influencers instead of ten, but it’s still the better mix of your budget.
You didn’t give influencers creative freedom
Influencers are content creators and storytellers (at least the ones you are working with should be!). You want to work with them because of their unique voice and the trust they’ve built with their audience. Giving them a list of twenty key messages they must include in their content isn’t going to give them the freedom to do what they do best. Our rule of thumb? Give them one major message to get across and give them the freedom to tell this message really, really well. Of course, you can give them supporting information they may include if it fits well or makes the content stronger. Good storytelling will resonate with the audience and capture their attention for longer. If you want an influencer to create content that reads like an ad – go pay for your own post on social media.
The above are just some of the ways that you can ensure that your influencer strategy delivers on the results you’re looking for. Remember to always start with defining your objectives and ensure influencers can play a role in helping you achieve those objectives. Influencer engagement can be a great addition to your marketing strategy but should never be your only tactic.