10 Remarketing Tools For Reengaging & Winning The Conversion Ep. 538
10 Remarketing Tools For Reengaging & Winning The ConversionRemarketing can help get your brand in front of a more relevant audience. Here are 10…
Agency & Business Growth
6 Influencer Marketing Mistakes That Waste Your Budget by Lucinda Honeycutt #436
Influencer marketing can return $11.20 per paid media dollar but wastes budgets when marketers chase follower counts, skip ROI tracking, neglect FTC disclosure, or over-restrict an influencer's authentic voice.
Key takeaways
- Engagement rates matter more than follower counts because high follower numbers with low engagement often signal bought followers.
- Do not automatically pay influencers. Send a free product sample first and build a relationship before writing a check.
- Give each influencer a unique trackable link so you can identify which ones are actually driving traffic and sales.
- FTC rules require posts to be clearly labeled as ads. A simple hashtag ad can satisfy this without hurting engagement.
- Avoid putting influencers in a corporate straight jacket. You are paying for an authentic voice, so let them use it.
You're paying for an authentic voice. Let them use it.
About this episode
6 Influencer Marketing Mistakes That Waste Your BudgetInfluencer marketing is the process of identifying, researching, engaging and supporting the people who create high-impact conversations with your customers. Here are some influencer marketing mistakes you should avoid.
Questions this episode answers
What is the biggest mistake brands make with influencer marketing?
According to the article discussed in this episode, the top mistake is being seduced by follower numbers. Large follower counts do not guarantee reach or relevance. Engagement rates drop as follower counts rise, and many large audiences fall outside a brand's target market, making the spend wasteful.
How should you track ROI from influencer marketing campaigns?
Provide each influencer with a unique trackable link rather than distributing the same link to everyone. This lets you pinpoint exactly which influencers are driving traffic and sales, so you can allocate more budget to the ones that actually perform.
Do brands need to disclose paid influencer posts?
Yes. Businesses in the United States must follow Federal Trade Commission guidelines requiring that any advertisement be clearly labeled as such. The episode notes that adding a hashtag ad works and that engagement does not necessarily suffer when posts are labeled as ads.
Should you always pay influencers upfront?
No. The episode warns that automatically paying is a common mistake. If your product is strong, sending a free sample and building a relationship first may earn authentic, permanent posts at little or no cost, rather than paid posts that may be taken down quickly.
In their words
Engagement levels actually fall dramatically as the number of followers rise.
Host
Ads that look spontaneous, like spontaneous endorsements are powerful, but disclosure is required.
Host
Don't just distribute the same links to all your influencers. Provide each of them with a different trackable link so you can keep track of exactly where your traffic is coming from.
Host
Terms defined in this episode
- Influencer marketing
- A marketing method that uses individuals with devoted followings to promote a product or brand, potentially returning $11.20 for every paid media dollar spent when used properly.
- Trackable link
- A unique URL assigned to each individual influencer so marketers can identify exactly which influencer is driving traffic and contributing to sales.
- USP (unique selling proposition)
- The distinct benefits or features of a product that marketers must teach to influencers who are unfamiliar with what they are promoting.
- FTC disclosure
- A Federal Trade Commission requirement that any post or image functioning as an advertisement must be clearly labeled as such, for example with a hashtag ad.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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