The Biggest Challenges in Influencer Marketing
Influencer marketing has become a hot-button topic recently as more digital marketers are realizing the benefits of tapping into audiences that are already engaged with an influential brand or personality. Unfortunately, emerging markets are always difficult to predict and influencer marketing is no different. Read on to learn the biggest challenges business are facing when trying to implement influence marketing campaigns.
The Biggest Challenges in Influencer Marketing
Finding the right influencer
The biggest challenge is, not surprisingly, finding the right influencer to work with. You need to find a personality who has an engaged and active audience who will also be responsive to your brand/products/services, which can be no easy feat. You want to work with influencers who bring both knowledge and contacts to your business.
Measuring impact
Calculating your ROI when working with influencer marketing is another major challenge.While this has been a major challenge for many marketing avenues, including social media marketing and content marketing, it is especially difficult to measure with influencers as much of the value they provide in exposure rather than direct financial gain. Often, influencer marketing will bring in traffic to your website or increase brand recognition, both of which are difficult to assign a dollar value to. Still, money is not the only way that value should be calculated so these benefits should not be underestimated.
Engaging with influencers
The last challenge in influencer marketing is getting the influencer(s) you want to notice you. Once you have found the right person, it can be difficult to catch their attention and convince them to work with you on a campaign. As this form of marketing becomes more popular, influencers are more in-demand, which means they can be especially picky about the brands they work with. The best way to catch the attention of the influencer you want to work with is to offer not only a financial incentive, but also to ensure that your campaign is in line with their audience so that they can easily envision how your content will fit into their feeds.
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