Bad examples of influencer marketing
Many companies are changing their marketing strategy to join the online digital platforms. Bad influencer marketing explains why some companies are stumbling. Here’s some influencer marketing examples of bad influencer marketing!
1 No Content Marketing Strategy
Content marketing needs Strategy- a clear picture of the Why, Who, What, How and When and Where. This is important, focus on your strtegy first then look into the techniques.
Having a content marketing strategy helps to direct and guide your team’s efforts. You have something to look forward and back on.
What is a strategy?
Map out the Why and How clearly. Keep that in mind, so that every day you are taking action which is focused and on target. Always keep the big strategy in mind when you link it to your online image.
2 Not Linking Content Marketing back to the big marketing idea
Just having content marketing strategy is not enough. Content marketing is an integral part of inbound marketing. There are a lot more substance to it.
When your content marketing strategy is not aligned with the overall marketing strategy, then you run the risk of your efforts falling part.
Paint a consistent image
When the content marketing strategy is developed, make sure all the teams are working together with everyone aligned. This ensures that the marketing qualified leads are passed on smoothly to the sales for them to close the sales.
If different parts of your marketing strategy are moving in different directions, your customers may get a confused picture. Worse, those customers who have started moving through your marketing funnel may drop out if the conversion is not optimized.
3 Not Having a Written Content Marketing Strategy
Not a physical piece of paper, but it is something like a formula that everyone understands and follow. The strategy, the steps and responsible personnel for what and when are clearly outlined. Hence, having a checklist and roles clearly defined is a must.
Why is this important?
This removes any errors which may happen due to miscommunication. Also, a documented content marketing strategy means that you will have a clear idea of what you are testing and how you will measure it. Remember what you will measure, will happen.
A written content marketing strategy also means that you and everyone in the team will have a content calendar to work out.
4 Not having a Content Calendar
At one glance, you can see how the week and month is going to unfold. Also, you can align the content calendar to your business calendar accordingly. Seeing how the content amplifies these events or works around them helps in the team being very clear about the big picture. The content calendar also helps in planning and executing content which you love.
5 Over attachment with One’s Content
You post the content and expect to win the applause you think you deserve. Instead, reality differs and no one is engaging or watching your content. Well, it happens.
How to improve?
- Confirm your buyer persona – does your content reflect their problems and their journey?
- Reflect on the amount of ideas – it is just aesthetically pleasing with many unconnected ideas?
- Does it lack emotional content – emotional content is engaging, data is boring if it does not tell a story
- Refer to the day and the time you posted – sometimes other events may have absorbed all the attention or the time you are posting coincides with heavy workload and your prospect is not online at that time
6 Focus on relevancy
Relevancy trumps. Make content which reflects the buyer’s journey and their problems and your proposed solutions. Technology is only a support. Developing content with the right technology is just the start, what is your promotion plan?