From big to small businesses, entrepreneurs are opening up to this form of marketing tactic. This could be because it leverages the ready audience of an influencer to drive quick results in brand awareness and business growth.

However, this seemingly very effective marketing strategy also has some downsides. That is why it is important to weigh both the pros and cons before plunging into it.

If you are thinking of using an influencer to market your products, this article will help you make an informed decision.

Pros of influencer marketing

1.It centers on a relevant market

If you work with an influencer who works in the same niche as you, it allows you to reach a more relevant market. That is because the influencer’s followers are already interested in what he or she has to share. That way, your message reaches a ready market without you lifting a hand in finding it.

2.It builds trust quickly

Building trust between an organization and its customers takes time and effort. However, the process is much quicker when you use an influencer. You see, an influencer is an individual who is trusted in his or her niche by the followers. The same people are bound to trust your message when you pass it through a person they trust.

3.It reaches a huge audience

As said earlier, influencers command a large following in social media platforms. When an influencer shares about your brand, it reaches a large audience, even to millions of people. This increases your online positioning and you are able to tap into new and larger markets that you could have otherwise not reached on your own.

4.It doesn’t appear pushy

It is easy for people to ignore or even distrust a product if a marketing tactic appears pushy to them. A majority of people mostly use ad blockers to stop seeing annoying ads. However, people following an influencer do so out of their own will. That is why a post from the influencer can never be annoying or pushy to them.

5.Lowers your marketing budget

Most influencers work remotely, from home or coworking space, such as Upsuite, which lowers your overhead costs. That is unlike in-house marketers who need a permanent space in your office and all the amenities that come with a traditional office. If yours is an online business, you can host business meetings and brainstorm with your influencers on high-value projects from a coworking space, so you don’t need to have an office at all.

Cons of influencer marketing

1.Mistakes can be costly

If you are expanding your products to international markets, one of the best ways to reach the people is to localize your marketing strategy. This might mean using an influencer from those countries. However, this calls for you to understand the laws and regulations of those countries, including tax and labor laws. A single mistake with such can be very costly for your business.

To avoid making mistakes with the logistics, it is better to use a partner from those countries. For instance, if you want to enter the market in the UK, it makes sense to hire a British influencer who will understand the market and the audience better.

2.It’s not easy to find the right influencer

As said earlier, for an influencer marketing strategy to drive results, you need to match with an influencer relevant to your niche. This is not an easy thing to do, and you might take months before you land one. The results of influencer marketing might be instant, but it takes a lot of time and effort before launching the campaign.

3.You risk your reputation

Influencer marketing is relatively new in the market, so it is more of a trial and error for most brands. If you land a wrong influencer, your time, effort and resources are highly likely to go to waste without any results to show for it.

In addition, the success of the campaigns largely depends on how the audience perceives the collaboration. If the audience doesn’t resonate with it, it can badly damage your brand’s reputation and that of the influencer. Unfortunately, restoring a brand’s reputation with the public takes time and money.

Conclusion

In a nutshell, there lies a thin line between a successful influencer marketing strategy and one that is a failure. The secret, however, lies in landing a relevant influencer who is credible and is trusted by his or her followers. It is not an easy feat to do so. You might need to have a team in place to help you do the vetting. You also need to have a team monitoring the results and tracking progress.

**About the Author: Rachel Eleza is a marketing director and a writer for different websites. She has been working for different companies such, NHGlobal Partners  and few others for more than eight years now. She loves reading and travelling. She is an ambitious woman and a hard-worker. When she’s not writing, she’s usually baking up a storm or trying to find new ways to get inspired.

*Photo by Austin Distel on Unsplash