Faced with the seemingly irremediable decline in advertising display, it’s fashionable to think of influencer marketing as a panacea. But it is very often considered in a strictly theoretical way or from afar, in broad outline. However, if it is formidably effective when it is carried out with a master’s hand, it can become deficient and not fulfill its promises in case of misuse …
In either case, the skilled marketer or on the contrary the culprit is generally the same actor: the advertiser – or his service provider, like a web marketing agency. Now is the time, if ever, to wonder about the part of responsibility that a brand has in the success or failure of its campaigns ofinfluence marketing, both on social media and via influential blogs and websites. A subject rarely discussed, but oh so beneficial to avoid many disappointments!
Gaps too often noticed …
Just about all of the digital gratin of marketing has been talking about months and months of the business windfall that influencers represent. Unbeatable ROI (between 7 and 10 € gleaned for 1 € invested!), Boosted brand image, occupation of the field of digital visibility, improvement of referencing… By a virtuous circle, theinfluence marketing would be – and it is indeed – a gold mine for brands!
As a result, many companies are rushing in this direction, which they are right in principle. Unfortunately, some of them make mistakes they should have avoided …
The main shortcoming that any internet user can observe while surfing the web is to copy from influencer marketing considerations straight out of the display and corporate. An advertised press release is not a pretext for placing a banner ad containing a link. It is also not an advertising flyer wildly presenting the virtues of a product: the advertiser should not confuse the showcase offered by his partner with his own blog or business site!
In the same vein, we find the abuses induced by the exclusive search for SEO and netlinking. The avalanches of links, the anchors optimized to the extreme, the stupidly repeated keywords: so many strings which certainly work a little, but which annoy the reader and are more and more threatened by the algorithms of Google & Cie. Site publishers are therefore right to be more and more likely to refuse such partnerships.
Consequently, a sponsored article bought from a truly influential site will have to fall into another category by positioning itself in a decidedly high-end register. It takes more effort at first, but ultimately results in an exceptional result.
The discreet qualities of the perfect advertiser
Above, we did not want to paint a strictly negative picture of SEO, netlinking, content corporate, etc. But all these things must stay in their place! Above all, it must be understood that state-of-the-art influencer marketing will deliver these much-desired fruits in other ways, with a tenfold increase in yield. First, look for quality partnerships with influencers, and all of these other things will be given to you.
The good advertiser is supposed to understand that the remarkable return on investment promised by theinfluence marketing is dependent on the popularity and professionalism of influencers on the one hand, and its intrinsic originality on the other. The brand should not land with its big clogs, an ultra-advertising text all in hand, chaining advertisements not even worthy of a shop flyer … The publication of such content would be clearly counterproductive in addition to ‘be consented to lost funds! No interest therefore in the long term, nor in the short term insofar as with the same initial investment we could have allowed the production of a real sponsored article, worthy of the name.
Thus, the advertiser is expected to listen to the web editor and give him a lot of leeway, even carte blanche. Moreover, the more influential an influencer (sorry for the redundancy!), the more he will seek partnerships of this type, where his freedom becomes the pledge of his digital aura. If he accepts an order, it is not to do anything. A company or a marketer must therefore always seek advice from its partner. He must also open his eyes and notice the slightest discomfort or uncertainty in the influencer, who sometimes does not know how to tell the advertiser that he is on the wrong track!
That said, the advertiser still has a role to play or a say. To mention only a minimalist example, an additional – even spelling – proofreading is always good to take …! 1,500% more commitments and a jump of 500% in terms ofearned media value (BrAndCelebrities statistics), that’s the price you get!
We must not forget to give ourselves the means…
You will understand: to succeed on the path of influencer marketing, so promising, it is necessary to respect the few principles that we have stated. If some are obvious and common sense as regards their theoretical aspect, it is sometimes difficult to put them into practice in the heat of the moment … It is obvious that advertisers have a natural tendency to want to be very – too much? – present in their webmarketing partnerships. This is easily understood and it is to be attributed to the desire to do well. But don’t we just say that “hell is paved with good intentions”?
Therefore, unless you have a great experience or an outstanding mastery, it may be interesting to delegate all or part of your campaignsinfluence marketing to intermediaries. Among these, we find in particular marketing and web marketing agencies, but also innovative solutions emanating from dynamic start-ups, like the platform getfluence.com which proposes to connect thousands of editors of influential sites and advertisers, all tailor-made.
In these different cases, there is naturally a certain additional financial cost at the start (despite a precious saving of time), but which is not necessarily found on arrival. This magic trick is indeed made possible thanks to the expertise of intermediaries, who know the terrain on which they operate and avoid the shortcomings of beginners and the traps inherent in the commercial world.
It is logically in this kind of delegations that the best ROIs are obtained, especially since this track makes it possible to carry out diverse and sustained influence marketing campaigns, by implementing a real overall strategy, punctuated in time. And that’s often the difference between the good and the bad hunter, between the successful advertiser and the one who remains hungry …!
Article written in collaboration with getfluence.com.