Influencer marketing is an effective tool for expanding the reach of the audience and finding new customers for brands. To make the most of influencer marketing in-house, you should know about the potential pitfalls and take proactive measures to avoid them.
In this article, we’ll analyze the most important in-house influencer marketing disadvantages and share tips on how to overcome them. After reading this text, you should be able to find the best influencers for your brand and products and arrange your collaboration in the most productive way.
The most apparent in-house influencer marketing risk is its high cost and, as a result, the possibility of not getting the required ROI from advertising campaigns. Recruiting and having an experienced team in-house is usually expensive, but hiring newcomers, training them, and giving them time for experiments will also cost you a significant amount of money and time.
Apart from that, you might face the following challenges:
- Difficulty with proving ROI. You’ll need to measure the results of the campaign and return on investment. You should hire specialists who can do that accurately and provide them with modern tools to perform their duties.
- Many businesses struggle to find managers with the relevant expertise for their campaigns — simply because the influencer marketing industry is relatively young. Any misfire might turn out to be too expensive in terms of both time and money.
- Skill gaps. It is almost impossible to hire a team of 100% skilled professionals. For a successful in-house marketing campaign, you’ll need staff members with the following skills: analytics, design, strategy, communications, and so on. To make up for the lack of certain skills, you might need to conduct training for your staff, so you’ll need to allocate some budget for that.
- Scalability. Because of the limited budget, you might need to discard new strategies, so you might not get your intended benefits.
So if you have made the decision to assemble your influencer marketing team, or you already have one, but you need to improve its effectiveness, pay attention to the following points:
- Terms of cooperation with influencers. You should decide on whether you want one-off collaborations with influencers or recurring long-term campaigns. It should become easier to allocate your time, funds, and other resources once you understand that.
- Right target audience. Make sure that the influencers you choose reach your target group. In nearly any sphere, you might find hundreds of potential influencers — but not all of them will suit your brand and product.
- The correct tone of voice. Instead of telling influencers what to say and do, it might be wise to listen to their opinion because they already know how to reach the audience. Then the advertising will be most effective.
- Measurable and relevant KPIs. These indicators should help you to define the exact goals of your advertising — both for the short and long term. These are just a few examples of the goals that you identify as your priorities:
- Boost sales of a particular product.
- Drive traffic to your website.
- Raise brand awareness in a new market.
- Influencer marketing team. A perfect team should consist of an influencer strategist, an analyst, and a project manager who coordinates all the operational and administrational tasks.
Correctly built processes of in-house influencer marketing play extremely important role in achieving required results
To make the most of in-house influencer marketing, you should focus on the three C’s: cost, capacity, and competency.
- Cost. At first sight, it might seem that outsourcing influencer marketing specialists might be a more cost-efficient approach. You will pay them for the billed hours and not full-time wages. But with in-house influencer marketing, you might be able to put more effort into your campaigns and eventually get a better ROI.
- Capacity. The term denotes the size and scope of the productivity needed to fulfil the influencer marketing campaign’s objective. It makes sense to hire an in-house team of professionals if you’re planning to carry on marketing campaigns continuously. If your team is not too numerous and sometimes you need to switch to other tasks, consider collaborating with agencies or self-service platforms (you’ll get to know more about them in the corresponding part of this article).
- Competency. These are specialists and skills that your business needs to succeed in influencer marketing. If you hire an in-house team, you’ll develop a perfect mutual understanding. Each time you launch a campaign, you won’t need to explain to your team for too long what you expect from them. But if you outsource, the specialist might provide you with fresh insights and unexpected angles. They might be better aware of the latest trends in a particular sphere of business or geographical area. Also, mind that you’ll need to pay for the ongoing education of your in-house team. They might need to complete short-term courses, attend profile events and learn how to use new tools. If you rely on the services of an agency, you’ll be able to avoid these expenses.
To achieve the best results, you might want to combine the two approaches. You can rely on your in-house influencer marketing team in your daily work — and resort to the services of platforms and agencies as often as you find it reasonable.
Influencer marketing campaigns are indispensable for brands that would like to achieve the following goals:
- Drive sales.
- Attract new demographics of customers.
- Give inspiration for increased product usage.
- Reinforce customer loyalty.
- Yet you should be aware of certain potential pitfalls and take measures to prevent them.
First of all, don’t let the influencer’s fame misguide you. A certain individual might be very popular now, but they might have little experience collaborating with brands and don’t know how to behave with them and what the brand expects. This often happens with singers, actors, and other celebrities who got famous overnight thanks to some viral piece of content.
Similarly, some companies, brands, and products might seem so cool to the general audience that too many influencers might want to collaborate with you. You should be picky and have enough courage to say no to many candidates, even if you admire them.
Be aware: your private preferences should never affect your business decisions
Second, you should pick influencers with a history of brand friendliness. This means that you should find answers to the following questions:
- Has this person ever made controversial posts when participating in someone’s campaign?
- Were some brands dissatisfied with their behavior?
- Have they ever failed to meet deliverables, content guidelines, and deadlines?
If you hire influencers through an agency, you can get a track record of their campaigns to assess their professionalism objectively. Without an agency, you can do some research yourself, checking the influencer’s blog and the news about them.
Third, try to prevent the causes of any influencer misbehavior in advance. Influencers are live human beings, and sometimes, they might misbehave or make mistakes. This might lead to fines for your brand. Also, some part of your consumers might lose trust in you.
To prevent such situations, you might want to mention the following aspects of your collaboration in the contract:
- Adherence to messaging guidelines.
- Respectfulness of timelines.
- On-brand language.
- Visuals and attitudes.
- Audience-friendly content beyond campaign-specific posts.
You should anticipate any potential mishaps and not panic if they take place. Inform your influencers about penalties and other sanctions that they might face.
Fourth, remember that managing influencers is a full-time job that requires a lot of time and effort. It’s not enough to create eye-catching, engaging content — you should effectively communicate it to your audience and assess their feedback.
After you launch a campaign, you should be ready to customize it on the go, depending on the live response of your potential customers. You shouldn’t regard customization as a disaster because it’s an absolutely normal element of every marketer’s workflow. Spontaneity and flexibility are vital prerequisites for success in this field.
As said above, even those businesses that prefer to work with in-house teams might benefit from collaborating with agencies and self-service marketing platforms. They can help you to select the best influencers for launching your ad campaigns.
BuzzGuru platform is a useful tool for influencer marketing. With the platform you don’t need to search for appropriate influencers manually: BuzzGuru will offer you a well-structured database of over 10 million influencers, over 260K apps, over 1.5M sites, and over 55K games. You’ll be able to explore influencers, analyze your competitors’ activities and plan your campaigns.
This platform is tailor-made for working with YouTube, Instagram, Twitch, and TikTok: easily find complete statistics of any influencer you need.
You can check ratings of influencers in multiple countries, find all videos, games, and streams for YouTube, Instagram, Twitch, and TikTok promoted products or services. For each opinion leader, you can see the important up-to-date performance: number of subscribers, number of views, engagement rate, and others. You can easily analyze in one interface of the BuzzGuru platform and make a list with those individuals who suit you best.
Using the BuzzGuru analytics influencers search section, you can discover and study all apps, websites, and games ever mentioned or promoted by a certain influencer. Plus, the platform enables you to get estimated ad costs based on the efficiency of advertising campaigns.
BuzzGuru allows you to start and try the functionality for free. Then, you’ll be able to choose from the four pricing plans according to your business needs. If you have any questions or need expert advice — write to us in the live chat. BuzzGuru will help you to make the most from your collaborations with influencers!
Despite some minor shortcomings, in-house influencer marketing can be of great help when promoting your goods or services. Marketing campaigns you conduct with their help can significantly raise your brand awareness, expand your customer base, and boost your sales. You’ll be able to maximize your income while maintaining maximum control over your marketing efforts. But if you want to minimize potential in-house influencer marketing dangers, you may just as well use the services of a profiling agency or an influencer marketing platform.