I’m amazed how often really talented marketers ask me: “I paid an influencer to promote my product, why didn’t it sell out?”
There are so many reasons why an influencer campaign can fall short of expectations. The first is that your expectations were too high in the first place. There’s still a perception that influencer marketing is a silver bullet that you can aim at pretty much anything for instant results.
Expecting a single post to sell out your product is like running one TV ad or radio spot, on one channel, one time only. It might work, but it’s pretty unlikely. Obviously, a targeted campaign backed by strong assets and messaging, plus appropriate spend across a number of channels or timeslots, has a much greater chance of success.
Think of using influencers in the same way. You need a cohesive and well-considered strategy, not ‘I have some money left over this quarter, let’s get some influencers to do some posts’.
If your influencer campaign didn’t work here are reasons why, and the questions you need to answer before starting your next campaign.
You’re not sure what you’re trying to achieve
Is it ‘brand awareness’? Are you a new brand, hoping to make potential customers aware of who you are? Is it ‘interest and consideration’? Are you using influencers to share more product information, aligning with them for positioning and for positive endorsement? Is it ‘intent and evaluation’? Are you using them to drive traffic to a landing page with more information on the product/service, using coupon/discount codes? Or is it ‘retention and reactivation’? Are people already familiar with your brand and products/services, and you want to use influencers to stay top-of-mind, build further loyalty, target inactive customers?
Your assets aren’t ready
Is your website ready for the traffic from your Instagram campaign? Have you set up a landing page to send the traffic to? Is the mobile experience of your website fantastic? (Social media users will most likely be on mobile or tablet.) Can customers easily transact via mobile – can they enter card details, add items to their cart, easily input their address and shipping options? Have you set up UTM links for each influencer so you can check traffic that they drive to site? Is your Instagram page ready for an influencer campaign – is the campaign landing page link in the bio of your Instagram, and have you set tracking on this so you know what traffic is being driven to your site from your Instagram page? Does your Instagram account include images and video of the product/service you are promoting, with shoppable links if relevant?
Your team isn’t ready
Are your team or agency ready to respond to questions, comments or DMs on pricing, availability and shipping? Is the rest of your marketing configured to leverage an influencer campaign? Is retargeting set up for customers who visit your website and social pages? Do you have campaigns ready to move them through the funnel, retargeting them with discount codes, free shipping, testimonials, and case studies? Do you have other marketing (print, TVC, online) ready to support the influencer campaign? Have you allocated paid spend to boost each influencer post beyond its organic reach?
You don’t have the right influencer
Did you vet the influencer by checking their engagement rate, where their followers are based and the age and gender of those followers? Did you look at the influencers’ interests and content and see if it aligns with your brand and desired target audience? Did you check to see if they have worked with a competing brand recently? Have you checked their follower growth over time to make sure it’s authentic?
Your influencer isn’t set up to succeed
Did you provide them with a brief that included the brand information, hashtags and key messaging? Have you ensured they set up the brand handshake/’In Paid Partnership with’ feature on Instagram, and have you approved their request in your Instagram? Have you briefed them of your requirement to submit content for approval before posting, to ensure it meets your brand guidelines and tone of voice? Did you reshare the content across your socials to drive further social proof?
Your product/service is wrong for this medium
What is the purchasing process for your product? Is it a big-ticket item like a mobile phone, that users are unlikely to ‘click to buy’ in the first transaction? Is it an item that people purchase infrequently like a bed mattress, that is going to have a longer sales cycle and more touch points before they make a purchase decision?
– 54% of users on social media use it to research products
– 49% of consumers depend on influencer recommendations, and 40% purchased something after seeing it on Twitter, YouTube or Instagram
– According to an influencer marketing study by Tomoson, businesses earn $6.50 for each dollar spent on influencers
– 22% of marketers say influencer marketing is the most cost-effective method of obtaining new customers
– 67% of marketers plan to increase their budgets in the next 12 months, particularly on Instagram
– 74% of consumers trust opinions they find on social media, including those from friends, families and influencers, to help make decisions about buying a product or service.
If your influencer campaign hasn’t achieved the results you were expecting, it’s worth going back to the fundamental questions and structure. We have found that with a strategic and methodical approach, influencer marketing can deliver incredible rewards.
Find more marketing guides and articles right HERE.
LinkedIn Makes its 20 Most Popular LinkedIn Learning Courses Freely Available Throughout August
Looking to up your skills for a job change or career advancement in the second half of the year?
This will help – today, LinkedIn has published its listing of the 20 most popular LinkedIn Learning courses over the first half of 2022. In addition to this, LinkedIn’s also making each of these courses free to access till the end of the month – so now may well be the best time to jump in and brush up on the latest, rising skills in your industry.
As per LinkedIn:
“As the Great Reshuffle slows and the job market cools, professionals are getting more serious about skill building. The pandemic accelerated change across industries, and as a result, skills to do a job today have changed even compared to a few years ago. Professionals are responding by learning new skills to future-proof their careers and meet the moment.”
LinkedIn says that over seven million people have undertaken these 20 courses this year, covering everything from improved communication, project management, coding, strategic thinking and more.
Here are the top 20 LinkedIn Learning courses right now, which you can access via the relevant links:
- Goal Setting: Objectives and Key Results (OKRs) with Jessie Withers
- Excel Essential Training (Office 365/Microsoft 365) with Dennis Taylor
- Interpersonal Communication with Dorie Clark
- Cultivating a Growth Mindset with Gemma Leigh Roberts
- Project Management Foundations with Bonnie Biafore
- Using Questions to Foster Critical Thinking and Curiosity with Joshua Miller
- Essentials of Team Collaboration with Dana Brownlee
- Unconscious Bias with Stacey Gordon
- Learning Python with Joe Marini
- Communicating with Confidence with Jeff Ansell
- Speaking Confidently and Effectively with Pete Mockaitis
- Learning the OWASP Top 10 with Caroline Wong
- Power BI Essential Training with Gini von Courter
- Strategic Thinking with Dorie Clark
- SQL Essential Training with Bill Weinman
- Developing Your Emotional Intelligence with Gemma Leigh Roberts
- Communication Foundations with Brenda Bailey-Hughes and Tatiana Kolovou
- Agile Foundations with Doug Rose
- Digital Marketing Foundations with Brad Batesole
- Critical Thinking with Mike Figliuolo
If you’ve been thinking about upskilling, now may be the time – or maybe it’s just worth taking some of the programming courses, for example, so that you have a better understanding of how to communicate between departments on projects.
Or you could take an Agile course. If, you know, you don’t trust your own management ability.
The courses are available for free till August 31st via the above links.
Instagram Is Rolling Out Reels Replies, And Will Be Testing A New Feature Which Informs …
Instagram has added a few more social features to the platform, with Reels Replies being rolled out. Along with the Replies, anew feature is being tested that shows when two users are active together in the same chat.
Reels has been performing much better than perhaps even Instagram ever anticipated. The TikTok-inspired new video format (which officially claims to have absolutely no relation to the former) had some trouble really finding its footing initially. However, Reels has grown massively and while it may not be a source of the most direct competition to TikTok, it is indeed a worthy alternative.
Reels has grown to the point that it has a massive creator program attached to it, and the video format has even been migrated to Facebook with the goal of generating further user interest there. Naturally, with such a successful virtual goldmine on its hands, Instagram has been hard at work developing new features and interface updates for Reels, integrating it more and more seamlessly into the rest of the social media platform. Features such as Reels Replies are a major part of such attempts at integration.
Reels Visual Replies are essentially just what they sound like: A Reel that is being used to reply to someone. It’s a feature that’s been seen frequently across TikTok as well. Reel Replies essentially take a user’s comments, and reply to them in video format. The comment will then show up within the Reel itself as a text-box, taking up some amount of space, and showing both the user who issued said comment along with the text. The text-box is apparently adjustable, with users having the ability to move it around and change its size depending on where it obstructs one’s Reel the least.
Overall, it’s a fun addition to the Reels format, even if the credit should be going to TikTok first. At any rate, it’s an example of Instagram really utilizing Reels’ social media capabilities, outside of just serving it up as a form of entertainment.
Speaking of social media capabilities, a new feature might help alleviate one of the most common frustrations encountered across all such platforms. Isn’t it annoying when you see that a friend’s online, but isn’t replying to your chat? Sure, they’ve probably just put their phone down to run a quick errand, but there’s no way for you to know, right? Well, there sort of is now! Instagram is beta testing a new feature via which if both users are active within a chat, the platform will display that accordingly. It’s a work-around, sure, and one that’s currently being tested for usefulness, but it’s still a very nice, and even fresh, addition to the social media game.
— Yash Joshi (@MeYashjoshi) December 10, 2021
5 apps for scheduling Instagram posts on iPhone and Android
Alright, we get it. You’re an Instagram Nostradamus.
You know exactly what you want to post and when you’re gonna want to post it. Maybe there’s a meme or comment you want to make that you know will be totally relevant for a future moment or event. Or it could be that you’re an influencer and you want to make sure you keep a steady stream of content coming, so you want to schedule posts for times when you know you won’t be active (or won’t have internet access).
You’ll be happy to know there are apps that are specialized for just such situations. So listen up, InstaNostradamuses…Instagrostra…Instadam…Insta…uh…you guys (we’ll workshop it. No we won’t. We’ll probably just abandon that effort completely. You’re welcome) — these are the Instagram-post-scheduling apps for you.
While all of the iPhone apps below are free to download, they all have some in-app purchases.
We’ll start with “official partner” of Instagram, itself, Planoly — an Instaplanner that uses a grid to let you plan, schedule, and publish posts (as well as Reels) on Instagram. The app also lets you see post metrics and analytics so you can make sure your post didn’t flop.
Credit: buffer / app store
Buffer is another Instagram post scheduler that helps you plan your posts and analyze feedback once they’re published. Use a calendar view to drag and drop posts into days/time slots for easy scheduling.
Credit: preview / app store
Preview offers typical post-scheduling tools and analytics along with a few helpful extras. Get caption ideas, recommendations for hashtags, and more.
Credit: content office / app store
An Instagram post scheduler with a visual boost, Content Office allows users to plan and schedule Instagram posts while learning “marketing and visual guides to grow your brand on Instagram.” Like aesthetics and using visuals to create cohesive themes? Maybe this is the Instaplanner for you.
Content Office is available for iOS on the Apple App Store.
Credit: plann / apple store
You’ll never guess what “Plann” lets you do…
Aside from scheduling posts, get content ideas and recommendations, as well as strategy tips to ensure you’re maximizing your Instagram engagement. Ever wonder when the best time to post something is? Plann can offer you some help with that.
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