Influencer marketing is a trend that’s here to stay.

When done right, influencer marketing can help you get more eyeballs for your content, give your brand more exposure, and boost revenue.

However, all it takes is one small mistake for an influencer marketing campaign to turn sour. To avoid going down that road, you should be aware of its pros and cons.

Also, there are a few points you should remember while launching your campaigns. These include:

1. Be Clear About Your Goals

Before starting with the influencer vetting process, ask yourself what you’re trying to accomplish from the campaign. Without being clear about your objectives, your efforts won’t count.

Chalking out your goals will help you decide the course of your campaign and make it possible for you to measure success.

Here are some of the goals that influencer marketing can help you achieve:

  • Reach a new audience: You cannot grow your social media following overnight. However, with influencer marketing, you can reach out to thousands of people at once.

This can help you reach and engage new audiences and increase your chances of generating quality leads.

  • Build credibility: Influencers have put in years of effort in building relationships with their audiences. So, when they talk highly of a product, their followers are likely to believe it.

Moreover, this type of marketing is way subtler than self-promotions and traditional advertising methods. This can help you build credibility.

  • Generate revenue: Many people rely on influencer recommendations before making any purchases. So, when an influencer in your niche endorses your brand, you’ll be likely to see a spike in sales.

Prioritizing your goals will help you steer your influencer marketing campaign in the right direction.

2. Partner with the Right Influencer

This is where a lot of marketers go wrong.

If you partner with the wrong influencer, you can hurt your brand’s reputation and suffer losses. That’s why working with wrong influencers is often referred to as one of the cons of influencer marketing.

For instance, a company that sells musical instruments can’t benefit by partnering with a food influencer. Similarly, it won’t make sense if the influencer you partner with has a huge following but a really low engagement rate.

In order to find the right influencer, you need to vet their factors. Rushing the influencer vetting process will do your brand more harm than good.

3. Measure Your Campaign’s Performance

To gauge if your influencer marketing campaign is really working, you need to track the right KPIs. While this may seem challenging at first, it will help you optimize your campaign strategy for better results.

When done right, influencer marketing can be a boon.

You can consider leveraging an influencer marketing platform to plan and execute your campaigns in a better way and minimize errors. My post on lists some of the best ones.

To better understand how influencer marketing can benefit you and take a closer look at its pros and cons, you can check out the infographic below.

The Pros and Cons of Using Influencer Marketing for Your Brand
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Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.