Influencer marketing can work wonders for your dropshipping business when executed effectively.
With the marketplace being almost saturated, you need to stick out from the tons of dropshipping businesses out there using your marketing strategies. One strategy that you can’t do without is influencer marketing. Your competitors are likely using it to gain an advantage over you which is why you should have an influencer marketing program in place to stay competitive.
With some brands earning $6.50 for every $1 spent on influencer marketing according to a Tomoson survey, wouldn’t you want to be one of those brands too? The Instagram influencer community continues to thrive and the industry is forecasted to reach $2.3 billion by 2020.
However, despite the influencer marketing being of a hot industry, not all brands have been successful with it. The failure in their influencer marketing strategy is caused by brands making mistakes in implementing this strategy. To know what they are and how they can be avoided, read on the rest of this article.
Mistake #1: Working with the wrong influencers
Choosing influencers should not be done primarily because of the number of followers they have. The follower count does not conclude the success of an influencer marketing campaign. You have to choose the right influencer for the job to get the results that you want. Don’t ignore the engagement rates because it is more important than follower count when it comes to influencer marketing. Micro-influencers with lower following count have higher engagement than macro-influencers based on this Social Media Today infographic.
How to avoid it: Vet your influencers like you assess new employees. You don’t have to drain your budget engaging the services of macro-influencers, the right micro-influencer can keep your campaign costs down while giving you good results. Check out this article to learn how to pick the right influencer for your brand.
Mistake #2: Not having a detailed campaign plan
Don’t rush into collaborating with influencers without a battle plan. Everyone else might be doing it but it doesn’t mean that you have to implement one without thinking about how it will be done and what your goals should be. You’ll just be wasting time and resources if you do.
How to avoid it: Figure out your vision of the campaign and be decisive about it. Establish measurable and realistic goals and jot down all the critical points to cover. When you have a detailed plan, there will be purpose and direction to make sure that both you and the influencer can work toward reaching a scalable goal.
Provide the knowledge and links that the influencer will need to talk about your brand properly. This is to avoid misinformation that may hurt people’s perception of your brand. Measure the results of your influencer campaign every month. Based on the data that you gathered, brainstorm on how to improve your program.
Mistake #3: Viewing influencer marketing as a one-time deal
Many dropshippers make the mistake of finding another influencer once their first influencer campaign became successful. They believed that working with different influencers can lead to more brand exposure and traffic to their sites. Yet this is not very practical. It also does not guarantee success just because you have one campaign that ends as you expected it to be.
How to avoid it: Once you found an influencer that fits all your criteria and expertly promotes your dropshipping business, you have to establish a long-term relationship with him or her. When you do, your future campaigns would feel natural and not forced or fake because they truly understand your brand. The more consumers learn a brand recommendation from the influencers they follow, the level of trust in their recommendation grows.
Mistake #4: Judging success only on sales
Influencer marketing can generate sales for your dropshipping products but it can achieve other goals too. Don’t make the mistake of judging the success of the influencer collaboration merely by the number of sales you are getting. Influencer marketing can get more awareness for your brand and get you more user-generated content that you can use for your marketing materials, website, and social media channels. Some viewers of your influencer posts may not impulse buy but they may decide to purchase from you later.
How to avoid it: Don’t get too hooked up on the sales your campaign brings in. Adapt other metrics as well so you can measure completely the results of your influencer marketing program. These metrics are estimated impressions, new social media followers, traffic to your site, and the number of collected user-generated content.
Mistake #5: Not complying with the FTC endorsement rules
The US Fair Trade Commission (FTC) required influencers to label endorsements and sponsored content. Failure to comply could lead to big trouble for both you and the influencer.
How to avoid it: Give your influencer specific instructions on how to tag content connected with your dropshipping products because it’s your responsibility. Make sure that all published posts contain the hashtags #ad or #sponsorship and there should be a phrase “Paid partnership with XYZ brand” on top of the photos and videos.
Influencer marketing is an effective strategy that you have to explore in your dropshipping business. To get the desired results, make sure that you avoid making the 5 influencer marketing mistakes discussed in this article. Now that you know which common pitfalls to steer clear of, it’s time to resume your marketing efforts using influencer marketing.