Common Pitfalls in Influencer Marketing, and How to Overcome Them

Common Pitfalls in Influencer Marketing, and How to Overcome Them

31 August 2022

Successful influencer marketing campaigns can boost brand exposure and increase sales. According to a survey done by Tomoson, data revealed that companies make, on average, $6.50 for every $1 invested in influencer marketing.

However, many influencer marketing campaigns still fail to deliver results. Why?

There are several reasons why influencer marketing campaigns may not be successful. But most importantly, most influencer marketing campaigns miss the mark because they fail to include auxiliary marketing efforts after the influencer marketing placement has gone live. Marketers and brands miss out on big opportunities (and potential cash flow) if influencer marketing is not part of an integrated marketing strategy.

Why is this?

Unfortunately, influencer marketing campaigns are often thought of as a one-time effort. Marketers invest all of their time and energy into securing influencer placements and then they move on to the next project.

But the truth is that influencer marketing campaigns should not be a one-time effort. For them to be successful, they need to be part of a larger integrated marketing strategy that includes auxiliary marketing efforts pre and post influencer placement.

According to, auxiliary marketing efforts are important because they help to amplify the influencer’s message and reach a wider audience. They also help to build trust and credibility with the influencer’s audience.

Influencer marketing company, MoreInfluence, also suggests the importance of complementary marketing efforts on influencer marketing strategy, “Any time a social influencer posts something favorable about your brand, you should build as much momentum around that as possible. Share the post on social media, share it with your current and prospective customers, and mention it in your email newsletters. Now is not the time to be shy about self-promotion.”

Including auxiliary marketing efforts in your influencer marketing campaign will help you to achieve better results.

But how do you know which auxiliary marketing efforts to include?

Here are a few ideas:

Blog posts

You can write blog posts that highlight the influencer’s campaign and link back to it. This will help to drive traffic to the influencer’s campaign and increase its visibility.

Social media posts

You can create social media posts that promote the influencer’s campaign. Be sure to use hashtags and tagging to reach a wider audience.

Email newsletters

You can include a link to the influencer’s campaign in your email newsletters. This will help to increase its visibility and reach.

Paid ads

You can use paid advertising to promote the influencer’s campaign. This will help to reach a larger audience and generate more leads.

Targeting the right influencers

While auxiliary marketing efforts are important in having a successful marketing campaign, influencer targeting is just as critical in achieving influencer marketing goals. Simply put, if the wrong influencers are targeted, the entire campaign could be for naught.

Thus, marketers must take the time to identify and target the right influencers for their campaigns.

You can do this by:

  • Taking a look at the influencer’s audience. Are they the right people for your product or service? Do they have the ability to influence your target audience?
  • Consider the influencer’s reach. How many people do they have in their audience? Do they have a large enough audience to make an impact on your target audience?
  • Looking at the influencer’s engagement. Are people interacting with their content? Are they liking, sharing, and commenting on their posts?

By taking the time to target the right influencers, you’ll be able to generate better results for your influencer marketing campaigns.

The bottom line

Most influencer marketing campaigns fail because they don’t include auxiliary marketing efforts. This is a mistake.

For influencer marketing campaigns to be successful, they need to be part of a larger marketing strategy that includes efforts such as blog posts, social media posts, email newsletters, and paid ads.

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