YouTube Influencer Marketing Mistakes To Avoid

We can say, YouTube Influencer Marketing is one of the best ways to increase a Brand’s reach. But, if and only if we do it the right way.

In 2016, there are up to 75% of marketers are now investing in influencer marketing, 60% of brands will increase the amount they spend on influencer marketing. However, the recent research shows that YouTube has the best ROI than any other social media platform, knowing that YouTube is the second largest search engine and it has the monthly user base of more than 1 Billion users. Impressive, right? It’s no surprise that YouTube sponsorships are one of the present’s top-ranked customer acquisition tool.

YouTube Marketing could offer you huge rewards. However, the way to reach the success from its uncharted territory can be bumpy. Here are top marketing mistakes that are often encountered and strategies on how to avoid them:

Goals Without Strategy. This is one of the common mistakes a marketer makes when launching YouTube Influencer Campaigns. They only focus on their goals and objectives. Some marketers focus on achieving a goal of a certain amount of views and interactions, specifically likes, comments and shares per video they conduct across several channels.

An ROI positive YouTube Influencer campaign requires a well-analyzed strategy. Aside from numeric campaign goals, a marketer should consider defining KPIs or key metrics which indicates whether a campaign’s performance can achieve the set goals. In this case, this will allow for better decisions and strategies not just to meet the ultimate objectives, but to reach the goal higher than the expected.

Discovery. This is a crucial stage that will define the campaign’s success. In this stage, marketers often fell into a very common trap which is choosing a talent based on the channel’s number of subscribers and latest video views.

YouTube hosts much larger amount of data on video watching. The increase of Big Data analytics could provide online tools to help the marketers dig deeper to find the highest-quality talent for their brand. Several key data-driven aspects should analyze when choosing a talent. These are:

  • Relevance. Is determined by keywords and audience overlap. Which also identifies whether a channel’s audiences will be authentically interested in your service or product.
  • Reach. The average number of view per video. It is calculated as the average number of views during a set period of time.
  • Engagement. It is usually computed using total views and interactions. It measures how actively the audience interacts with the channel’s content.
  • Influence. It is calculated based on how content is shared on the channel and if viewers are turned into subscribers. It also indicated whether a channel stimulates action and audience growth.
  • Consistency. It is measured by averaging various channel performance metrics from video to video. It analyzes how often the channel is delivering meaningful content.

If a marketer fails to analyze any of these crucial parameters, the campaign may result in a poorly targeted audience, low conversion rates, and washed budgets.

Popularity. Any industry has its most popular YouTube celebrities with millions of subscribers. It seems like the fastest and easiest solution for a brand, but remember, they only represent 1-5% of all influencers.

Hundreds of new channels are created and published every day and marketers are playing it safe, they activate the largest channels to secure the best results and keep on ignoring smaller channels. This may lead to disappointment, there are more opportunities from smaller channels. This strategy provides only mediocre outcomes. Why?

  • Lack of Authentic Admiration. There is a lot of things going on for the most popular influencer. They cover a variety of topics, experimenting with different video ideas, in fact, they often treat brand partnerships as just another business, Isn’t it true? They also spend a big amount of time on marketing. The result it: Those brands do not get any special interest or authentic excitement about their product or service. Smaller and niche channels are sincerely interested in the particular topic and products, which could lead to higher quality endorsements.
  • Lack of Targeting. For example, when a channel has a large scattered audience, it’s difficult to predict which portion of subscribers would actually be interested in the particular brand and/or topic. This may result in subscribers can see videos that are irrelevant to their interests, which could hurt both the influencer and the brand. However, small and mid-sized dedicated channels attract a homogenous audience of highly engaged followers.?

Marketers must explore the small and middle-sized niche channels, which can become the most loyal and dedicated brand ambassadors that open doors to a highly targeted and engaged audience. More or less amount of marketing dollars, brands can reach a greater variety of audiences and produces multiple pieces of content.

Losing Control. Marketers still fall into the trap of treating an influence as an actor and editorial content as video ads. The Brands underestimates how keen their users are, how fragile their trusts are and how shortsighted it is to fake authenticity.

Case Studies prove that the more authentic the content is, the better users react to it. This leads to higher reach, better engagement and ultimately, stronger campaign results.

Agency. As the number of YouTube influencers arise, agencies also rise to help brands with campaigns. Marketers can fully outsource the efforts and simply reap the rewards. But there are a lot of pitfalls hidden in this strategy.

  • Limited Access. The agency only has the access to talent in its network, those channels may not always be the best fit for the brand’s needs. Marketers should not fail to assess channel’s value and not to limit their reach to only one ideal partner.
  • Connection. Lack of connection is what marketers often underestimate, especially the level of personal connection which is required for a brand and an influencer. Influencers do seek strong relationships and connection with a brand so they could truly understand its values and speak on its behalf.
  • Niche Understanding. The majority of agencies cater to brands within multiple industries and don’t fully understand the subtle differences of particular spaces. The brand manager should step in and make sure that both talent and video content choices are taken to consideration industry specific aspects.?

In working with agencies, managers need to carefully evaluate the emerging costs compared to the delivered value, the differences between the overhead associated with launching campaign in-house and the agency fees, the key competencies and resources the team is missing and if they are provided for by the partner. Managers need to find out answers to these variables before hiring an agency.

Lack of Transparency and Standardization in Pricing Models. This is one of the biggest challenges for marketers in YouTube Influencer marketing. Marketers end up getting unreasonably high quotes and overspend. Not realizing the room for negotiation in the market.

  • Payment Models. Different channels and agencies work on different payment models like pay per view, pay per action and/or pay per activation. Most of agencies or talents work solely on pay per activation model and often do not tie their fees to guaranteed campaign results.
  • Marketplace. YouTube influencer marketing is still in its infancy, with a lack of benchmarks, the market has not determined average rates. Influencers and agencies currently charge anywhere from $0.02 to $0.20 per view so there is a lot of room for negotiation.
  • Secret Transactions. Agencies share their pricing structures rarely which lead to partners offering different fees for the same talent or campaign. Marketers are required to compare prices across space and negotiate aggressively to get the best deal, this will secure an ROI positive campaign.

Top Influencer Marketing Strategies for the Social Business

Influencer Marketing is a modern marketing technique in which concentration is mainly placed on particular individuals rather than the entire target market. These individuals, termed influencers, are identified as people having a profound influence on the marketing activities of many other potential buyers of a brand. The explosion of social media over the last ten years has remarkably revolutionized communication and is making a similar impact in the business world. This has brought about the emergence of many potential influencers, often people very active on social media (having many followers) with respected opinions due to industry expertise.

The concept of influencer marketing is more about positively impacting sales and not just increasing awareness. Therefore, the selection of a productive influencer is very brand and/or brand campaign sensitive. Most present-day consumers do not respond well to billboards, newsletters, digital adverts, commercials and other conventional marketing schemes. They often prefer independent brand research or hearing about it from a trusted person. As a result, the use of influencers in marketing is turning into one of the most successful ways to pull clients and customers for all businesses including social business (Social enterprises, social benefit companies, social initiatives, non-profits etc.).

Marketing for non-profits and other social businesses demands meeting the needs of both their donors and the clients they serve. Every social organization, regardless of their source of funding, requires effective marketing to enable them to continuously meet the needs of donors and clients while earning positive value in return.

In this modern business era, fundraising consulting, non-profit consulting, and the hiring of profit consulting services uncover and reveal some evolving key marketing techniques including influencer marketing strategies. The strategies of influencer marketing are constantly evolving. However, aligning with the right influencer opens the sales door to their loyal audiences and those of their networks, providing the chance to relate with these audiences non-stop.

An essential factor in the establishment of an efficient influencer marketing system is identifying and engaging the most capable and best contextual fitting influencers for the brand. Social entrepreneurs can successfully improve their value in the eyes of donors and at the same time satisfy the clients they serve by effectively making use of these traits for ideal influencer targeting;

1. Audience and Reach:

Targeting potential influencers with huge followings on various social media platforms is advantageous.

2. Relevant Connection:

This highlights the importance of targeting people with posts, comments, and messages that possess some degree of cohesion with the brand’s fundamental interests and keywords.

3. Quality and Trust:

Quality and trusted followers for Influencers provide greater capacities for potential clients. This is measured by taking special notice of audience members who actively interact with influencers in promoting the brand.

4. Activity:

How frequent an individual posts or comments and their general activity as a whole plays a major role in influencer targeting as it serves to predict potential reach before a campaign is started.

Although influencer marketing is typically employed as a tool for consumer brands and their partnerships, these strategies and features best apply to the marketing of social businesses;

Authenticity

Influencer campaigns won’t achieve their marketing goals if the audience is aware that the influencer is getting paid. Therefore, it’s very important to work with individuals with a true passion for your project. This only emphasizes that the key to a successful influencer campaign is being extremely authentic. Influencer marketing and Social Businesses are a perfect fit with respect to authenticity because potentially targeted influencers are often already outspoken about causes they support. This simplifies their identification, facilitates the establishment of a smoother relationship, and creates a more natural fit for your message.

Strategic Planning

It’s always very important to have a clear vision of what you plan to achieve before engaging with any influencer project- especially for social businesses. Also, the process of achieving these set goals and the scale on which success will be measured is of similar importance. Conducting a strategic analysis results in productive decisions on influencer action issues like; mediums with most relevance to brand audience and whether sharing brand content to as many people as possible is the primary objective or cooperating to generate new content to deeply connect with people. Early engagement with influencers is advisable to seek their opinions on how best the partnership will work.

Targeting Relevant Audiences

Statistics and experience have proven that engaging with individuals and personalities with the largest social media following and fan bases as influencers to provide an endorsement for your mission doesn’t necessarily guarantee the best results. Statistics instead suggest that more audience engagement and the highest conversion rates are provided by niche social influencers with generally smaller followings. These individuals often referred to as micro-influencers possess highly targeted and more online interactive audiences. Micro-influencer inspired marketing for non-profits and other social businesses produce impeccable results. These Micro-influencers serve as passionate advocates for their brands, playing major roles in awareness and the driving of valuable action.

Measuring Productivity

The ability to quantify the success of influencer marketing campaigns has always been and remains a great challenge today. It’s anything but difficult for anyone to perceive the reasons why surveys have marketers attesting to the fact that measuring Return on Investment (ROI) for influencer marketing was the greatest challenge they came across in 2017. Tackling this challenge could begin from the initiation of a wide range of metrics like audience engagement, sentiments, and conversions to ensure more is being measured than just fan numbers. Also, the incorporation of hashtags such as #socialgood, #socialenterprise, #socialimpact, #socialchange, #innovation, #entrepreneur, #startup, #impact #nonprofit, #funding, #grantwriting, #charity, etc. into your campaign is easy and encourages people to join the conversation enabling tracking.

To aid in this important quest for success measurement in influencer marketing campaigns, fundraising consulting, non-profit consulting, and profit consulting services would more explicitly advise social businesses to create dedicated fundraising pages for each of their influencers. This provides a unique platform through which connections can be established with their networks, depicts the clear dollar value of donations driven by each influencer and conclusively offers a means to assess the productivity of the partnership.

Legal Boundaries

Understanding the laws surrounding the agreements between influencers and companies during partnership is critically important. Although some influencers promote many social business causes without charge, most influencer endorsements involving highly followed individuals often require payments to safeguard official partnerships.

Influencer marketing is revolutionizing the business world in general and has the potential of optimizing marketing for social businesses.

Selecting Online Content Marketing Service Providers Made Easy

Have you wondered why? In the search for the ‘content gold,’ marketing service providers are ‘heading west’ as more businesses continue their shift towards the creation of their media programs and launching content marketing dominance.

Many types of this are fighting for a content dominance or trying to ‘ride the wave’ to content marketing deliverance.

Still, there are some content marketing agency truths that you must know to explore where it’s all heading!

Most content marketing agencies don’t market content

Yes, it’s a hard fact to swallow that most organizations don’t market with content at all. Marketing organizations are infamous for concentrating on sales-led marketing campaigns where sales relationships and cold calls rule.

Lack of patience or the lack of resource, whatever you may cite the reason, agencies offering content services rarely create great content that attracts and sells and assist to in retaining their base of customers.

Business Lessons – Before you are about to hire online service providers, make sure to dig deeper into their previous work and examine if the content generated serves the purpose or was just to satisfy ‘me too’ blogs that you can find everywhere on the web.

Most SEO agencies don’t know the ABC of content marketing.

Google is smart, and it’s almost impossible to game the system. Getting found through search engines has more to do with incredible storytelling that everything else.

Today, many SEO companies want to divert the entire focus to this marketing, why? The reason being beside real SEO tricks drying up and the value that they used to offer to customers who used to be huge was not the same anymore.

Many SEO companies are in the same position and are making the switch swiftly. Others have left content marketing nickname for their SEO content creation service and calling it text marketing.

Yes, it must be stated that they have added services such as video production, infographics creation, blog content creation, but you must note that content creation is a small part of that services.

As a result, strategic planning elements of audience private gathering, internal content integration, mission statement creation, analytics and measurement outside of content consumptions metrics are missing.

Business Lessons – A comprehensive planning will fulfill many organizational goals. SEO is just a small part covering a few marketing missions. As a result, ensure that this strategy goes beyond the primary funnel considerations.

Most content marketing agencies are concerned about planning and not execution.

It is a good thing that you plan, strategize your content planning, but for who long? When will you correctly implement it in practice to see the projected results? Only planning and not executing to know the results means draining down all efforts.

It is happening with a majority of the online content marketing service providers. What’s more, even some content planning document showcases the recommendations that less content is produced or also stopping of the content program altogether.

Now, with this type of thinking, you can only assume where will these agencies land and in what state?

Business Lessons – Even if you have hired online text marketing service providers just for the content execution, also ask them an executable text marketing strategy. It will help you know what your agency knows about your industry and how they plan to serve the audience because content delivery is more natural than drafting a content strategy.

Most content agencies still consider content marketing as a campaign

Organizations need to understand that unlike any other marketing types, It is an ongoing process and without an end date. It must not be considered a campaign at all.

When you consider content marketing as a campaign, you work for its execution and success within a defined time frame which is a wrong approach.

This is an ongoing process which your online content marketing service providers need to work on full throttle and without an end date to leverage success gradually.

Business Lessons – Keep away from online these service providers who term as ‘campaign’ and not a ‘program.’ It is crucial to do because an agency is terming it a campaign will work for it for a short time and not consecutively.

You just need to come out of the shell that this is only a small part of marketing. No, it has a large chunk of its credit because the more you will invest in a ‘program,’ the more your business will evolve over the time to get the success that your services and products genuinely deserve.