A guide to avoiding pitfalls when promoting with overseas influencers in 2022!

What are the pitfalls of overseas influencer marketing ? How to avoid it?

Here we mainly summarize some questions that users have asked in the past when doing overseas influencer marketing.

Pitfall 1: I don’t know how to promote and I don’t know where to start with influencer marketing

We shared a general logic: first find internet celebrities in the vertical category, penetrate the vertical category, and then find a general category to expand the volume.

When formulating a promotion strategy, you can use the brand analysis function of the influencer marketing platform to analyze your competitors’ actions in influencer marketing as a reference. Enter competitor keywords into the tool to quickly find the overall performance data of competitors in social media promotion, and then find out which countries other brands are in around the world, how many influencers they have cooperated with, and the investment intensity of different platforms. We can also think about whether we should compete in the markets where our competitors have an advantage, or avoid these markets and adopt some differentiated strategies.

Pitfall 2: Low response rate of influencers, difficulty in launching projects

We have also given our own thoughts on this question that users ask most frequently. The first point is whether the email was sent successfully: this is usually reflected in the email being returned due to an incorrect email address or the recipient's mailbox being full. The solution is to check whether the influencer has left an email address or instant messaging contact information in the profile area of ​​their SNS homepage. Instant communication tools, in particular, can help us establish connections quickly and communicate more confidently.

The second point is whether the influencers are a good match: If we are promoting an APP and invite influencers related to religion or political news, they are most likely not interested in our appeal.

The third point is whether the invitation requirements are clear. Here we recommend using the principles of five Ws and one H to express cooperation needs. Who am I, what time, region, platform, and product should I promote? What do internet celebrities need to do? In this way, influencers can understand advertisers’ needs more intuitively, allowing them to quickly assess the difficulty of cooperation, thereby increasing the probability of responding to advertisers.

Fourthly, language factors also have a great influence. Although English is widely used, the difficulty of communicating in English varies in different countries. For example, in India, the Philippines, Malaysia and most European countries, internet celebrities have a relatively good command of English. However, when communicating in English with internet celebrities in Indonesia, Japan, France and South Korea, you will basically not receive a reply.

The fifth point is whether the budget meets the cooperation expectations of local Internet celebrities. Darren suggested that advertisers need to refer to the national conditions of the target country when designing their budget. The reference standard is the local CPM, which is used to estimate the cost of cooperating with the internet celebrity. This data can be obtained on the influencer details page on our website. The factors that affect CPM are mainly the local economic level and consumption capacity.

Pitfall 3: Bargaining becomes more difficult when faced with influencers who ask for sky-high prices

I also shared my own experience in this regard. The first technique is the temptation for long-term cooperation. When negotiating prices with influencers, you can tell them that you have a long-term promotion plan in their area and that you hope the price will be lower for the first cooperation. If the effect is good, you will continue to cooperate with them.

The second tip is to compare prices. If an advertiser invites 300 people and gets quotes from more than 100 influencers, it turns out that the influencers with fewer fans ask for sky-high prices and offer higher quotes than those with more fans. Advertisers can use this price to negotiate.

The third technique is to use project arrangements to exert pressure. For example, you can set a fixed budget and tell the influencer that if they do not accept it, the money cannot be spent. Internet celebrities may eventually compromise with the mentality of "it's a waste if I don't make any money."

The fourth tip is handling fees. The success rate of the handling fee technique is not high, but it is also a method. You can tell the other party that you will cooperate multiple times, but the handling fee to be paid each time will be very high. However, if the internet celebrity is willing to offer a lower price, the handling fee can be borne by the brand.

Pitfall 4: Unclear requirements lead to excessive communication overhead. How to solve this problem?

If the advertiser's needs are not clear, it may cost a lot of money for both parties and even affect the relationship between the brand and the influencer. In this regard, Darren recommends that everyone put the promotion needs into writing, from confirming the cooperation to the final launch, to form a document, and make these clear in the contract.

Pitfall 5: There are also hidden pitfalls in content creation for promotion

Although marketing needs to be as soft as possible, overly soft advertising will make users lose sight of the point. Therefore, based on years of marketing experience, there are a few points to keep in mind, divided into things you must do and things you must not do:

First of all, promotional links must be embedded in the content; the logo must be placed to increase users' visual memory; the picture must be clear, otherwise unclear pictures may make users look down on the brand; the creativity of the promotional content should be softened, as users are very resistant to hard advertising; the product selling points must be emphasized in the key implantation part; the last one is to use real people to create a good trust relationship.

There are also three things advertisers should remember not to do: Do ​​not let influencers recite words, as this will directly affect the promotion effect; advertisers should not excessively change the creativity of influencers and try to listen to their suggestions as much as possible; when promoting, do not let influencers mention other products to prevent their exposure from being divided by other products.

Pitfall 6: It is difficult to control the progress of promotion projects. How to solve it?

Advertisers may collaborate with a large number of internet celebrities in one collaboration. Then management and controlling progress becomes a problem. Here, trying to use some marketing management tools can help advertisers easily implement visual project management and more intuitively control the overall progress.

Pitfall 7: It is difficult to recover promotion data and track marketing results

When tracking marketing effectiveness, many advertisers often go to the influencer’s channel every few days after the promotion goes online and manually update the data, which is time-consuming and laborious. Try using some marketing tools with data monitoring functions to help advertisers achieve visual promotion data monitoring.

Author: I am not Chris

Source: I am not Chris