YouTube Influencer Marketing Mistakes To Avoid

We can say, YouTube Influencer Marketing is one of the best ways to increase a Brand’s reach. But, if and only if we do it the right way.

In 2016, there are up to 75% of marketers are now investing in influencer marketing, 60% of brands will increase the amount they spend on influencer marketing. However, the recent research shows that YouTube has the best ROI than any other social media platform, knowing that YouTube is the second largest search engine and it has the monthly user base of more than 1 Billion users. Impressive, right? It’s no surprise that YouTube sponsorships are one of the present’s top-ranked customer acquisition tool.

YouTube Marketing could offer you huge rewards. However, the way to reach the success from its uncharted territory can be bumpy. Here are top marketing mistakes that are often encountered and strategies on how to avoid them:

Goals Without Strategy. This is one of the common mistakes a marketer makes when launching YouTube Influencer Campaigns. They only focus on their goals and objectives. Some marketers focus on achieving a goal of a certain amount of views and interactions, specifically likes, comments and shares per video they conduct across several channels.

An ROI positive YouTube Influencer campaign requires a well-analyzed strategy. Aside from numeric campaign goals, a marketer should consider defining KPIs or key metrics which indicates whether a campaign’s performance can achieve the set goals. In this case, this will allow for better decisions and strategies not just to meet the ultimate objectives, but to reach the goal higher than the expected.

Discovery. This is a crucial stage that will define the campaign’s success. In this stage, marketers often fell into a very common trap which is choosing a talent based on the channel’s number of subscribers and latest video views.

YouTube hosts much larger amount of data on video watching. The increase of Big Data analytics could provide online tools to help the marketers dig deeper to find the highest-quality talent for their brand. Several key data-driven aspects should analyze when choosing a talent. These are:

  • Relevance. Is determined by keywords and audience overlap. Which also identifies whether a channel’s audiences will be authentically interested in your service or product.
  • Reach. The average number of view per video. It is calculated as the average number of views during a set period of time.
  • Engagement. It is usually computed using total views and interactions. It measures how actively the audience interacts with the channel’s content.
  • Influence. It is calculated based on how content is shared on the channel and if viewers are turned into subscribers. It also indicated whether a channel stimulates action and audience growth.
  • Consistency. It is measured by averaging various channel performance metrics from video to video. It analyzes how often the channel is delivering meaningful content.

If a marketer fails to analyze any of these crucial parameters, the campaign may result in a poorly targeted audience, low conversion rates, and washed budgets.

Popularity. Any industry has its most popular YouTube celebrities with millions of subscribers. It seems like the fastest and easiest solution for a brand, but remember, they only represent 1-5% of all influencers.

Hundreds of new channels are created and published every day and marketers are playing it safe, they activate the largest channels to secure the best results and keep on ignoring smaller channels. This may lead to disappointment, there are more opportunities from smaller channels. This strategy provides only mediocre outcomes. Why?

  • Lack of Authentic Admiration. There is a lot of things going on for the most popular influencer. They cover a variety of topics, experimenting with different video ideas, in fact, they often treat brand partnerships as just another business, Isn’t it true? They also spend a big amount of time on marketing. The result it: Those brands do not get any special interest or authentic excitement about their product or service. Smaller and niche channels are sincerely interested in the particular topic and products, which could lead to higher quality endorsements.
  • Lack of Targeting. For example, when a channel has a large scattered audience, it’s difficult to predict which portion of subscribers would actually be interested in the particular brand and/or topic. This may result in subscribers can see videos that are irrelevant to their interests, which could hurt both the influencer and the brand. However, small and mid-sized dedicated channels attract a homogenous audience of highly engaged followers.?

Marketers must explore the small and middle-sized niche channels, which can become the most loyal and dedicated brand ambassadors that open doors to a highly targeted and engaged audience. More or less amount of marketing dollars, brands can reach a greater variety of audiences and produces multiple pieces of content.

Losing Control. Marketers still fall into the trap of treating an influence as an actor and editorial content as video ads. The Brands underestimates how keen their users are, how fragile their trusts are and how shortsighted it is to fake authenticity.

Case Studies prove that the more authentic the content is, the better users react to it. This leads to higher reach, better engagement and ultimately, stronger campaign results.

Agency. As the number of YouTube influencers arise, agencies also rise to help brands with campaigns. Marketers can fully outsource the efforts and simply reap the rewards. But there are a lot of pitfalls hidden in this strategy.

  • Limited Access. The agency only has the access to talent in its network, those channels may not always be the best fit for the brand’s needs. Marketers should not fail to assess channel’s value and not to limit their reach to only one ideal partner.
  • Connection. Lack of connection is what marketers often underestimate, especially the level of personal connection which is required for a brand and an influencer. Influencers do seek strong relationships and connection with a brand so they could truly understand its values and speak on its behalf.
  • Niche Understanding. The majority of agencies cater to brands within multiple industries and don’t fully understand the subtle differences of particular spaces. The brand manager should step in and make sure that both talent and video content choices are taken to consideration industry specific aspects.?

In working with agencies, managers need to carefully evaluate the emerging costs compared to the delivered value, the differences between the overhead associated with launching campaign in-house and the agency fees, the key competencies and resources the team is missing and if they are provided for by the partner. Managers need to find out answers to these variables before hiring an agency.

Lack of Transparency and Standardization in Pricing Models. This is one of the biggest challenges for marketers in YouTube Influencer marketing. Marketers end up getting unreasonably high quotes and overspend. Not realizing the room for negotiation in the market.

  • Payment Models. Different channels and agencies work on different payment models like pay per view, pay per action and/or pay per activation. Most of agencies or talents work solely on pay per activation model and often do not tie their fees to guaranteed campaign results.
  • Marketplace. YouTube influencer marketing is still in its infancy, with a lack of benchmarks, the market has not determined average rates. Influencers and agencies currently charge anywhere from $0.02 to $0.20 per view so there is a lot of room for negotiation.
  • Secret Transactions. Agencies share their pricing structures rarely which lead to partners offering different fees for the same talent or campaign. Marketers are required to compare prices across space and negotiate aggressively to get the best deal, this will secure an ROI positive campaign.

What is Marketing, Advertising and Branding?

Marketing is defined by the Wikipedia dictionary as a business term referring to the promotion of products, especially advertising and branding. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.

In professional usage the term has a wider meaning of the practice and science of trading. The American Marketing Association (AMA) states, “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers’ future needs and wants, which are often discovered through market research.

The scientific study of marketing is a wide and heavily interconnected subject with extensive academic publications. Marketing methods are also informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture.

So as you can see marketing is a very complex subject that is linked with advertising and branding. It is ever evolving because human wants and needs are ever changing. Technology is the main reason we change what we buy, but there are other reasons, too. Fads and trends also dictate what we buy. It is the task for marketing experts to discover what these trends will be. One of the primary sources for discovering this is market testing.

Online market testing is done all the time, typically for one product at a time. Checking the search engine tools we can discover what people are searching for online. The frequency that a keyword or key phrase is used gives us an indication of just exactly what people were searching for during the previous month and the same is true of trends.

In the early 1960s Professor E. Jerome McCarthy of the Harvard Business School established the four Ps to be:

Placement and
Product is the process of marketing that establishes the wants and needs of consumers or to be more precise the benefits that the product will produce for the end user.

Price is simply determining the cost of an item done usually through comparison shopping like-products.

Placement is only concerned with the distribution of the product or how it will be delivered to the consumer.

Promotion includes advertising, public awareness, and branding and speaks of the various ways get the word out about the product or company.

So although advertising is a part of marketing, marketing is also a part of advertising, and mixed up in there is branding as well. To market a product you need to advertise it, but the advertisement needs to include some aspects of marketing to be effective. Branding on the other hand is how a company or product is recognized. It also utilizes marketing, but is used in advertising. Branding is simply establishing something unique or exceptional about a product or company.

Branding recognition is accomplished many times by a logo such as the McDonald’s arches or the Nike swoosh. You know when you see them what to expect. In the case of McDonald’s, you think of one of their sandwiches or meals. This instant recognition is what you want, but in some cases it has been taken to far and refers to any product of that kind. To sight an example Kleenex has lost their branding because many people refer to all facial tissues as Kleenex.

Marketing and advertising are the means by which we get branding to work for us, but that is not their only function and certainly not their main function. Their main function is to promote a product or service to potential customers. How this is done is where the problems begins. First off you need to grab the potential customer’s attention. This is done in a variety of ways. Using artwork or having a catchy headline are two ways to accomplish this.

Once you have grabbed their attention, you need to keep it by telling them how they will benefit by using your product or service. This is best done by helping them to envision themselves benefiting from whatever it is you’re selling. One way is to tell a story, another way is to give examples and yet another way is to list the benefits descriptively.

I have been studying marketing, advertising and branding for more than 20 years and I’m still learning. For you to learn more you will need to study more and test the ads and other marketing pieces you come up with to see how well they work. The best advice I can give you is to keep trying, because you will never have 100% success. Just when you think you have it down you will come up with a marketing piece that bombs.

Article Marketing – Advertise Your Products Online

Keeping your business afloat would require a considerable effort in terms of marketing. Advertising in whatever form they take is a proven formula for achieving success for a business. Advertising in many ways can instill influence or effectively sway a customer towards purchasing or acquiring a certain product. It is no wonder why a lot of companies are spending a huge portion of their company’s resources into advertising and promotional activities as a marketing strategy.

With the popularity of the internet and worldwide web, advertising has just found a new face. Search engine advertising and article marketing through ghostwriting service are amongst the newest trend in online advertising.Its importance to a business lies in the fact that internet has been home to the free flow and dissemination of information, and a lot of people are now going online nowadays. Moreover, most article marketing activities are now done online and the abundance of article marketing sites is a clear indication of the current status of this activity.

Article marketing is quite important to a business because it is a cheaper destination for marketing activities like advertisements which can be made through ghostwriting service. Article marketing sites cater to short written articles related to a certain type of industry. These articles written through a ghostwriting service serve as the marketing tool for businesses and are either for distribution or for publication in the marketplace. A well-written content article increases the business’ credibility and can help in attracting new customers.

Article marketing would require the services of a ghostwriter service. A ghostwriting service can bring many benefits to a business especially with regards to time management and writing prowess. An ideal ghostwriting service can construct well-written content articles for effective search engine advertising.With ghostwriting service, a business can get more than well-written content articles, but can also help in gaining places for the business in search engine advertising.

Advertising products through article marketing is a huge challenge for a ghostwriter due to the influx of articles of lower quality. A ghost writing service must provide articles that are as convincing and credible as possible while at the same time, it has to make extensive use of backlinks. A well constructed article must make extensive use of keywords or phrase to increase its place in search engine advertising rankings. The higher the rank of an article in search engine advertising ranking the higher is chance of getting viewed or gaining exposure from web visitors.

The efficiency of article marketing as a form of advertising tool for businesses greatly lies in the capability of the ghostwriter. A ghostwriter service should be able to construct high-quality and relevant articles to be able to get better attention and exposure to online visitors.A writer who offer ghostwriting service must make the article credible enough to help gain the trust of the reader, which could translate into purchase or increase in sales. Aside from utilizing heavily the keywords and phrases which can help the article to gain the much-needed place in search engine ranking, a ghostwriter service must also be able to provide good information to the reader rather than pure marketing articles.