9 mistakes that advertisers are turning to bloggers
His Work / / December 26, 2019
Michael Karpushin
Marketing Director of the online platform for brands and bloggers GetBlogger.
Acquainted with Stepan. He 32 years old, he is the founder and director of a furniture company Furniture Line. And yet Stepan - a fictional character, who has to go through the horrors of unsound work with bloggers and opinion leaders.
Here is how it was. Furniture Line launches the affordable furniture for young families with children. Stepan has decided that it is better to advertise with bloggers, and in the process of stepping on a rake nine times. How is it that he got?
1. Assume that popular blogger = faster results
Stepan thought that the more subscribers blogger, the better. If at least a couple of percent of fans blogger million-turn to the services of the brand, the efforts spent.
As a result, Stepan spent a lot of money and get a lot of likes and comments, but not all clients.
What to do
Do bloggers millionaire low involvement of the audience, advertising expensive, and the content is already saturated with advertising. Regular subscribers are used to it, so the integration is rewound. Advertising popular bloggers image-more a thing than a conversion.
Cheaper and more efficient to order advertising in 10-15 small bloggers (up to 50 thousand subscribers). They have a higher involvement of the audience, the prices do not bite, and audience trust is not undermined. These opinion leaders are more willing to communicate with small and medium-sized businesses.
2. Needless to trust
Stepan decided that the blogger does not necessarily control. There are brief, and then let them work independently. But here's the rub: Placed post heavily distorted message, and a link to the website of the error crept in.
I had to ask the blogger to alter the post. Everything went fine, but the sediment remained.
What to do
Bloggers do not like the advertisers monitor their every move. However, the brand has the right to agree on the final product before publishing. Blogger may not know the nuances of new furniture Furniture Line, it is another task - to pack the idea for its subscribers.
Pre-negotiate with the blogger order of content negotiation. There inflyuensery who fundamentally do not go to the dressing. In this case it is possible and it is necessary to suspend work.
3. Misjudge the audience
Stepan collected meeting. After tedious disputes decided to promote the family through the furniture "instamam" who write blogs about motherhood and children. In fact, such accounts are watching other young parents, they are interested in buying a safe and comfortable furniture.
Advertise with two "instamam" hit the target, but it was not enough, because to effectively promote the need to cooperate with at least 10-15 bloggers. So the audience learns about the product from several sources that are trusted.
What to do
This idea works only on the condition that specific audience "instamamy" coincides with the Company's auditors. Furniture Line management is better as soon as possible cease to judge the content of bloggers.
Is much more effective to advertise in the community of bloggers with a suitable, not paying attention to the topic. When you select should be oriented more towards the target audience, and not the content.
4. Considered "Who pays the rights"
Stepan loses patience. It turned out that the cooperation with bloggers requires time, attention and thought-out strategy. Work will now be built in a new way: the company pays a silent performer does. Stepan is not available in the real sector, and blogger at hamming camera. Suppose now listens to what he is told.
As a result of Stepan fell out with 10 bloggers, but admitted wrong.
What to do
Stepan ideas to anything good could result. Blogger is primarily a creative person, not a slave. He knows better than your audience. If the blogger believes that the conditional Challenge will look alien and does not work, it is worth considering. Challenge If you really want, better to find a blogger that something similar has already held and whose audience is familiar with the format.
Keep a dialogue with both a full partner, listen and offer. By manifestations of politeness no one was hurt.
5. Do not take into account the reputation and other marketing integration blogger
Stepan had ordered promotion in blogger advertises everything. "It does not matter - he thought. - But cheap. " However, Stepan studied inflyuensera account, but in vain. Now blogger advertises pyramidsCasino and Furniture Line.
Accommodation from dubious bloggers has not brought results, but Stepan has long been waiting for nothing.
What to do
To draw conclusions about the quality of the blog by the number of subscribers or other dubious figures wrong. Blog - it including reputation and content, not just the numbers, as it may seem from the outside. In addition, the blogger's reputation is applied to the promoted brand. If you are lucky, an unsuccessful integration will quickly be forgotten. If not - fall into the selection of PR-flops.
To avoid reputational costs, enough to pay 10 minutes of studying other ad integrations blogger. It is also useful to check inflyuensera on Google and "Yandex". Suddenly come out a few nasty scandals?
6. Bribe opinion leaders against competitors
Stepan thought that all means are good in competition. In the end, many bought negativeSo why be shy?
As a result of anti-competitive orders Stepan written in the local pablike "Overheard ...". Now mocking the post appears in the search results when potential buyers are looking for information about Furniture Line.
What to do
Even if not to mention the ethical side of the issue is still the possibility of draining the order information against a competitor.
Forget about ordering the negative and never remember.
7. To think that the bright save overview of a failed product
Stepan read about packing effect. If a product sounds better than it actually is, when associated with a lot of positive things. "If the right to present our products, no one will notice problems with the assembly," - thought Stepan, forming the budget for promotion.
However, bloggers have refused to continue to cooperate with Furniture Line. No wonder - they were accused of partiality and concealment of poor product quality.
What to do
Advertising bloggers effective, but not omnipotent. Cheating will inevitably lead to negative. Strange that he does not want to modify the production technology.
First - a product bearing the benefit to customers. Everything else then.
8. afraid to experiment
Stepan breaks to cry. "What a photo shoot in nature? The table must be in the living room, not in the woods, "- he shouts. Here is a response from a tired businessman on offer blogger.
So Furniture Line received another communicating integration. A pity, because it was possible to use creativeTo present the best quality products to customers.
What to do
Unusual advertising is better remembered and has the potential to become viral. It is the courage and creativity to make a song about the "Tantum Verde forte" hit.
Be bold. If you are bored of advertisements, why the target audience should be interested?
9. Underestimate the amount of markups
Stepan decided to stay bloggers, which he found in Instagram and who advised colleagues. A selection out rather big.
15 of about 12 bloggers did not work from the word at all. Stepan could not even suggest that those who seemed to him popular, could so plausibly cheat subscribers, views and activity in your profile.
What to do
Stranded audience blogger profile is difficult to determine. Typically, this in vivo profile inflyuensera many meaningful comments and discussions, the audience is actively involved in the projects. But to make sure, it is better to check a blogger account with the help of special services.
Marketing influence requires care and knowledge of the materiel. Do not repeat the mistakes of Stepan, be thoughtful.
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