As with any new strategy, some so-called marketing experts haven’t held back from questioning the success of influencer marketing. They believe brands are risking their hard-earned reputations by putting their products or services in the hands of social media amateurs with techniques that can’t be measured and aren’t as successful as old-school strategies.
And if you believe this, it’s likely you’ve already fallen victim to the misinformation lurking on blogs and podcasts around the internet. It is understandable that the old gatekeepers feel threatened by influencer marketing, but the fact is, a lot of myths like these are just that – myths. In this article, we’re going to walk you through some of the common misconceptions about influencer marketing and show you where they go wrong. We’ll leave you with a clear idea of the sheer potential influencer marketing holds for your brand. Read on to find out more.
1) Old Techniques are Still King
If it ain’t broke, why fix it? We get why this saying appeals to certain people. If your current marketing strategy is bringing in the customers for your product or service, why would you want to change it?
Truth is, whilst the old techniques might still work, buyers are growing increasingly wise to the bricks-and-mortar sales and marketing tactics of the past. And more and more often, when they catch a scent that they’re being sold to, the walls get put up.
Even if you’re bringing in sales with your current strategy, there’s value in taking influencer marketing for a spin, too. In fact, there’s a good chance you’ll be pleasantly surprised at the difference having an influencer promote your products or services can have.
2) It Comes Across as Unprofessional
You’re a expert who has put years of blood, sweat and tears into crafting a brand that oozes professionalism. All of a sudden, you’ve got amateur promoters across social media marketing your products or services, too. Isn’t it going to look a little unprofessional?
Answer – absolutely not. The myth that influencer marketing looks unprofessional couldn’t be further from the truth. It’s actually quite the opposite. When your audience sees other thought leaders in the market that they look up to using your product or talking about your service, it’s going to work wonders for your brand’s image. You’ll maintain your professionalism and boost your brand credibility. It’s win-win.
3) You Can’t Avoid Fake Influencers
It’s a fact of the market – in a world with literally thousands of influencers in every conceivable niche, there are always going to be a couple of fakes. If you’re unlucky, your brand might run across a couple of them, and it’s understandable that this could well put you off. However, thinking that fake influencers are an unavoidable by-product of influencer marketing isn’t right. In fact, if you’ve read any of our previous articles, you’ll know this one is far from the truth.
If you’re finding your influencers by heading out onto Instagram and searching for users with the most followers, sure, there’s a chance you’re going to have a bad experience. However, if you’re using an influencer marketplace to source talent, the risk of catching onto a fake influencer for your campaign is vastly, vastly reduced. So, if you’re apprehensive about launching an influencer marketing campaign because of the chance of fakes, it might be worth investing some of your budget in an influencer marketplace like the one offered by WOW Influence.
4) Influencer Marketing Can’t be Measured
You got it – false. Influencer marketing campaigns can be measured. After all, if they’re not clicking a link, picking up the phone or replying to an email, how can you know that they’re interested in what they’ve seen?.
The answer – influencer marketing software. With the right tools at your disposal, you can effectively track your campaigns from ideation to launch and completion, viewing their performance in a heads-up display. Instead of getting a general idea that your campaign has improved your results a little bit, you’ll get a detailed insight into exactly how well they’ve performed, measuring metrics such as impressions, clicks and conversion rates.
Influencer marketing software removes the grey areas from your campaigns, giving you a precise, reliable way to measure their performance, either leaving you confident in their effectiveness or with actionable information on how to improve them in the future.
5) It Just Doesn’t Work for B2B Brands
B2C brands were the first to adopt influencer marketing on Instagram and since then they’ve massively saturated the market. However, just because you don’t see many influencers talking about B2B products or services, it doesn’t mean that they don’t work.
Influencers for B2C brands typically fall back on their personality and likability to promote products, whereas B2B influencers rely on their market authority and thought leadership. With this, they can convince their audiences that your product or service is worth their time.
Sure, if you’re trying to sell CRM software to cosmetics companies and are using a beauty blogger to get your message out there, you might not see the success you’d like. However, if you can find a key opinion leader with significant experience and market reputation, you’ll be able to get your target audience to turn around and take notice.
6) Reach is the Key Statistic for Success
It seems logical that to maximize the success of your influencer campaign, you would want to choose the influencer who’ll get your product or service seen by the most people, right?
Not necessarily. Although there’s some truth to the fact that high reach can aid results, it shouldn’t be your primary concern. Unless you’re running a brand awareness campaign, you’re not paying for people to simply see your product or service – you want real results in the form of customers. Because of this, the metric you should focus on is ROI. When searching for influencers, don’t go by their average reach – look at their conversion rates divided by the price they’re charging. This will give you a much clearer idea of how well your campaign will perform and how much you’ll effectively pay for each sale or sign-up.
Influencer Marketplaces are Your One-Stop Shop for Busting Myths
Don’t do all of the hard work yourself – let software do it for you. Influencer marketing platforms, like WOW Influence, connect you with millions of relevant influencers, making finding the perfect one for your campaign a breeze. Stop spending hours trawling social media for potential candidates and start saving time and money by accessing all the key contact, messages and metrics you need from one unified dashboard.
Find out how your brand will benefit from WOW Influence. Learn more today.