YouTube is known to be a popular marketing social media platform for many businesses today. Ever since videos are discovered to be instrumental marketing components, businesses have been proactive in manipulating YouTube for their marketing objectives. Businesses can now deploy YouTube Influencer Marketing to build branding and extend consumer circles to grow bottom lines.
More and more companies are engaging in influencer marketing with higher marketing budgets allocated in this marketing option. Recent market research reveal YouTube to offer the best of ROIs compared to other social media platforms. This social media network is now the second largest search engine for marketing purposes with over one billion base users.
YouTube marketing is a highly coveted marketing strategy with huge rewards for the company that indulges into it accurately. Certain marketing mistakes need to be avoided to enjoy higher success in influencer marketing for any business.
1) Goals without Strategy
One common mistake which business owners or marketers make in YouTube Influencer marketing is a strong focus on goals and objectives without the right marketing strategy. They may come up with some measurable goals to indicate their marketing campaign success, but forget that these goals need to be underpinned by specific vibrant strategy that meets the needs of targeted consumers.
It is insufficient to know the number of web visitors to the website without having an increase in sales or conversions. The high number of likes may not be translated to purchases which defeat the marketing purpose of the company.
A successful Influencer campaign must have a proper marketing strategy which incorporates clear key metrics or performance indicators that a marketing campaign could achieve.
2) Desperate for Customers
YouTube offers much more than video viewing to captivate targeted audiences to the business shore. This social media platform has plenty of online tools to assist business owners or marketers in identifying the best of potential business leads and customers for their business. It is possible to discover the right consumer crowds through the proper application of relevant keywords and keyword phrases used in any online search.
Business owners or marketers should not be desperate for customers to reach out to anyone plying the platform. There must be a proper engagement of these web visitors to determine their interest towards the brand or business offerings at the start before wasting time and money through the process.
Influence marketing requires an accurate identification of business leads which would respond favorably to the brand or company through implementing marketing strategies such as content marketing. This would readily convert web viewers into business subscribers to grow the business sales and profits.
3) Deploy any Promo Video
Although YouTube is famous for its dynamic video contents, it is not guaranteed that any video would generate the desired quality and quantity of web visitors to the business site. There needs to be a careful production of videos with useful, up-to-date and interesting contents presented professionally to attract targeted audiences.
The chosen channel of distribution also determines the generation of business leads at the right time and place. Without a properly produced video, companies would fail to influence targeted niche markets despite the resources invested. Securing the wrong audience would bring about low conversion rates and high costs that waste away allocated marketing budgets.
4) Herd Mentality
It must be understood that “one man’s meat is another man’s poison” where marketing techniques and solutions are concerned. What works for one company may not for another. The popularity of YouTube marketing may be overstretched by many businesses to cause others to run headlong without considering various factors to success.
The herd mentality amongst companies in the market to try successful marketing strategies of their competitors may cause their downfall if various factors are not considered properly. Hundreds of new marketing solutions or channels could emerge in the market to entice businesses of different industries regardless of size and reputation. The larger marketing channels may seem more lucrative than the smaller choices, but more business opportunities could be created with the proper implementation tools.
5) Reliance on Agencies
As the YouTube influencers increase in the market, there would also spring up many service agencies claiming expertise and professionalism in their services to build brand and hike up lead generation.
An over-dependence on influencer services agencies could cause the marketers to release control over their business and lose sight of business objectives to make critical decisions that would safeguard the business survival in the market. Marketers or business owners need to learn and unlearn many marketing aspects of influencer marketing to reap the appropriate rewards at the right season.
There may be limited access to relevant resources by substandard influencer services agencies to provide better services to the company. There may also be a lack of dynamic connectivity with low level service agencies to position the company rightly in the market.
Many agencies are ‘a Jack of all trades’ where they serve multiple industries with limited resources. They do not experience niche expertise for specific industries or businesses which differ in many aspects. Marketers and business owners who want to work with Influencer agencies need to evaluate emerging costs carefully with the delivered value to ensure favorable outcomes.
6) Lack of Transparency
Another potential influencer marketing mistake for marketers to avoid is the lack of transparency in pricing for services to be rendered. High quotes may be given without substantial evidence or guarantee on the returns by a specific timeframe.
There may not be a standardized payment model to prevent companies from paying more than what the market is charging generally. A lack of transparency in pricing would have unscrupulous service providers jacking up prices unreasonably through various payment models such as Pay-per-View or Pay-per-Action. Most agency fees are not linked to guaranteed campaign results.
YouTube influencer marketing may be at its infancy stage in the market where companies are not well versed with its dynamics. There may be a lacking in benchmarks and proven results to assure businesses a safe journey through.