Why your ‘influencer’ marketing strategy isn’t working

Struggling to make the right connections online? Fear not, here are a few tips and tools to help boost your brand.

Ragan Insider Content

“Influencer” is a buzzword.

Despite that, “influencer marketing strategies” have become immensely popular. They’re also extremely effective.

Trying to jump on the bandwagon, but something isn’t working?

Here are a few reasons why that might be happening:

1. Your influencer isn’t followed by your target audience. Be careful when selecting your brand ambassadors and marketing partners. If someone with a wide online following agrees to cooperate with you, make sure your target audiences align. If not—and your campaign goes bust—he or she might lose followers, and you will probably lose money.

2. You do not have control . Some influential social media users like to work on their own. Although giving them creative freedom can be beneficial, it’s important keep them in check—and on brand. Maintain an open line of communication throughout your partnership.

3. They’re using the wrong platforms. Research various social media platforms before pinning down which influential user to work with. Make sure your prospective partner understands how to engage on your target audience’s preferred platforms.

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