Steve Ellis doesn’t want you to be a troll.
The WHOSAY CEO wrote a post for Mobile Marketing Watch titled “Trolling for a Match isn’t the Way to Generate Influence,” where he talked about brands and agencies that are “simply reaching out to any and all potential influencers, without examining the impact of a potential partnership.”
In other words, some brands and agencies are focusing solely on a robust social media following and trying to recruit influencers via frantic social media comments without really knowing whether the talent in question is the right fit.
“Brands are being sold on the idea of influencers as a bullhorn for their message; a paid placement that lacks the sort of personal relationship needed to form a working partnership,” wrote Ellis.
With that in mind, here’s 3 mistakes that are killing your influence marketing campaigns:
1. Not knowing your talent:
Ellis believes that “respect builds trust and trust builds high quality engagement.” Even before contacting potential influencers brands need to ask (and answer) questions such as “who are they?” “Do they have any pre existing conflicts that could harm the brand?” And “are their public opinions reflective of values your brand would like to be associated with?”
2. Not fostering relationships:
The WHOSAY CEO says personal relationships “are needed to form a working partnership.” By knowing and developing a rapport with influencers and their audience brands can ensure campaigns are based on mutual respect and professionalism, which in turn will result in positive returns and sentiment.
3. Thinking of influencers as media outlets:
Influencers are people, and so are their followers. Some brands and agencies’ focus on numbers alone reinforce the industry’s transactional stereotype, which might render inauthentic and ineffective campaigns. As Ellis wrote, “influencers with the best followers for the brand or campaign [are] going to generate the most meaningful engagement.”
So, stop focusing on follower count and trying to randomly engage potential influencers online. Instead, follow and get to know them by developing a relationship based on mutual respect and trust. The results will speak for themselves.