The Do’s and Dont’s of Influencer Marketing

The Do’s and Dont’s of Influencer Marketing

Let’s delve into The Do’s and Dont’s of Influencer Marketing! In today’s digital age, influencer marketing has transformed into a compelling and authentic method of reaching out to potential customers. This is especially the case in the wellness and lifestyle industry. It’s often one of the strategies I recommend to brands for their social media strategies, even with limited budgets. Using influencer marketing effectively requires a well-thought-out strategy. That strategy should encompass a keen understanding of your audience and a fitting choice of influencers.

The Do’s:

1. Choose the Right Influencer: Imagine hiring a gamer influencer for a fitness campaign. It doesn’t make sense, right? It’s crucial to select influencers whose values align with your brand and industry. They will need to genuinely connect with your target audience. Furthermore, this relatability is vital in the wellness industry, where customers value credibility and trust.
2. Create Value-driven Partnerships: Influencers should offer more than just their reach. For your intended audience, collaborate with influencers who can provide engaging, high-quality content that resonates. These partnerships should bring value to your brand, the influencer, and the audience. It’s a win-win when done well.
3. Set Clear Expectations: Define the objectives and KPIs of the partnership from the outset. This includes deliverables, deadlines, messaging, and campaign goals and making it a requirement for the influencer to share their reach/impressions/etc after the campaign has finished. Brand Awareness, another MAJOR benefit, might be more challenging to quantify. However, it can be measured by conducting surveys or using social listening tools to track the increase in mentions or discussions about your brand online.
4. Encourage Authentic Storytelling: Encourage influencers to express their genuine experience with your product. Authenticity creates a real connection with the audience, generating trust and long-term brand loyalty. As a former fitness influencer, I have been on campaigns where the brand wanted me to say/do things that didn’t really fit my personality. The campaigns fell flat, because the audience could tell that I was posting in a manner that wasn’t my true self. Summed up- inauthentic.

The Dont’s:

1. Don’t Overlook Micro-influencers: Not sure what the micro means? It’s for influencers with a following of 10,000- 100,000 followers. While celebrities and mega-influencers (100k+) may have broad reach, micro-influencers often have a higher engagement rate and a more intimate relationship with their audience. Hence, they can be a valuable asset, especially for niche wellness brands.
2. Don’t Micromanage the Content: While you need to ensure the influencer understands your brand’s voice and objectives, allow them creative freedom. Consequently, their followers appreciate their unique style and voice – let them maintain it. This relates back to the story I shared in the Do category under #4 under. Make sure to encourage the authenticity of your influencer and trust this will all be for the better of your branding campaign.
3. Don’t Ignore Analytics: You must regularly measure and analyze the performance of your influencer marketing campaigns. Additionally, keep track of engagement rates, follower growth, and conversions to evaluate ROI and inform future strategies.
4. Don’t Neglect Long-term Relationships: Building a long-term relationship with influencers can yield tremendous results. Continual collaborations can lead to a more authentic association with the brand, contributing to increased trust and credibility.

Thoughts on The Do’s and Dont’s of Influencer Marketing

Leveraging influencer marketing in the personal and wellness industry can be a game-changer for your brand if executed strategically. Keep these do’s and don’ts in mind to ensure your campaigns resonate with your audience and yield desired results. Remember, the aim of influencer marketing is not only to reach a larger audience but also to create a deeper connection with them through trusted voices in the industry.

Influencer marketing, when done correctly, can be a highly effective way to foster brand awareness, generate trust, and ultimately drive growth for your personal and wellness brand. With that said, I’m here for it and most definitely encourage as a tool for business growth!

XOXO, Natasha