Influencer Marketing: 7 Common Mistakes You’re Making

Unless you’re living under a rock, you would have come across the term ‘Influencer Marketing’ at least 817 times in the last week!

Speaking about Influencer Marketing, you would know that it is one of the hottest buzzwords spoken by marketers for building your brand online. Honestly, Influencer Marketing is pretty simple – a business partners a popular individual on social media (referred to as Influencer) and the Influencer Tweets, Instagrams, makes videos, or blogs about the business’ products or services – that’s it.

So what makes Influencer Marketing so popular?

Studies show that this new form of word of mouth marketing can be highly effective. According to TapInfluence, Influencer Marketing can increase sales ROI by 11 times! [Though I have my reservations with this]

A poll of marketing professionals conducted by Tomoson, claims that businesses are earning $6.50 for every $1 spent on Influencer Marketing.

Having said that, Influencer Marketing isn’t just about selecting an Influencer and laughing your way to the bank. We look at the 7 most common Influencer Marketing mistakes you must avoid to run a successful campaign.

  1. Starting without a campaign goal
    It’s said that ‘failing to plan is planning to fail’. This applies to Influencer Marketing as well. You shouldn’t launch an Influencer Marketing campaign just because your competitor is doing one.Before you get started, you must have a clear vision of the goal of the campaign and how will you measure success and track the key metrics. The metrics must be in alignment with the campaign objective and these could include engagement, website traffic, online sales, etc.
  2. Picking the wrong influencer
    According to a survey by Econsultancy, the biggest challenge faced by 73% marketers was identifying the right influencer. This is understandable, since the selected Influencer literally becomes the face of your brand. So, make sure you select an influencer who fits your brand and shares your values.Picking an influencer who is not the right fit, could be highly damaging for your brand and result in you losing the trust of your consumers.
  3. Not understanding the influencer’s audience
    Influencers attract followers based on their personality and the unique content they create. Once you’ve shortlisted potential Influencers for your campaign, it is essential to study their followers and see if they match with your Target Audience. While it’s impossible to find a perfect match, there should be a sufficient overlap to make the partnership worth it.
  4. Selecting influencers based on fan following rather than engagement
    One of the most common mistakes marketers make is choosing Influencers based on their fan following. While it is important for an Influencer to have a sizeable follower count, it is not the only deciding factor. To make your campaign successful, make sure you look at the engagement rate when selecting the Influencer.
  5. Giving too much or too little freedom
    The success of Influencer Marketing depends on collaboration between the Influencer and the brand. It’s important to understand that Influencers are creative people who need freedom to create engaging content. If you have too many restrictions, it will stifle the creativity of the Influencer, whereas giving them too much freedom could result in losing focus of the campaign objective.
  6. Not selecting the right KPIs
    Influencer Marketing can help your brand build the right connect with the target audience. The only way to understand the success of your Influencer Marketing campaign is by measuring the right metrics. Make sure that the KPIs and the metrics for the brand are decided based on the overall campaign objectives.
  7. Expecting instant results
    While Influencer Marketing can work wonders for your brand, it takes time. So, you must not expect overnight results. Instead, focus on using it as a long-term strategy.

Looking to add Influencer Marketing to your Digital Marketing efforts? We can help! You can get in touch with us here.

5 Ordinary Link Building Strategies that Leave Your Site Exposed

Link building continues to be one of the most important SEO strategies you can implement. This has been the case since Google took over from Altavista as top search engine.

5 Ordinary Link Building Strategies that Leave Your Site Exposed

It will continue to be important in the future. Why?

Links are an incontrovertible way for the search engines to check the veracity of your website.

A Google Search Quality Strategist survey found that one of the most important aspects of SERP is link building, with the other being quality content or having a great blog.

If you are not building links, then you are losing ground in the highly competitive world of digital commerce.

However, this system is not perfect. There are always bad marketers who know how to get around the system. Because of this, Google and the other search engines are always changing the rules for link building.

The strategies that worked even 6 months ago will not work today. What’s more, some link building strategies may even create a security risk for your website.

Let’s take a look at some of the old strategies that may have aged out (or never been viable in the first place).


1. Listing in Every Web Directory

Listing in web directories used to be not only viable SEO, but necessary for good SEO. This is not the case now. There are very few directories that are worth the time to list in.

Basically, when you compose a link building strategy by using directories, you are investing in a mutual fund of their backlink profile. If the directory does not have a good backlink profile, then your site loses out by being listed on it.

Under no circumstances should you use the web directory listing as a scaled strategy. If you are going to list your website in them, you must vet them thoroughly.

Use directories that are in your industry, and make sure those directories are high quality.

2. Link Building through Automated Software

In previous business generations, the amount of links that you had connecting to your website was a vital part of your online profile.

Today, Google and the rest of the major search engines put much more emphasis on the quality of your links than the total number.

Automation would be a perfect solution if things were still the same as three years ago. Using software dedicated to the task definitely gets things done more quickly.

However, the landscape has completely changed. It has done a complete 180. Using automated software with no filter is a very, very, very bad idea.

Neil Patel did state that the quantity of links pointing to a site accounts for 22.33% of its SERP profile. However, this is not an excuse to spam your link building, because Neil was talking about quality links only.

The Skyscraper Technique from Brian Dean is a great application of link building in the right way. He increased his search traffic by 110% in 2 weeks, but he definitely focused on quality links.


Not only traffic generation but brand visibility, authority, influencer marketing, credibility boost and site ratings are impacted in a big way.

3. Spamming Your Favorite Keywords

Using variation in your anchor text is definitely a great idea. Google knows how to read now, and simply trying to spam a keyword will do nothing but get your site ignored by the search engines.

You will get blocked even more quickly if you try to attach links to this keyword, so do not do it.In general, if the writing on your site looks unnatural to a human, then it will look unnatural to Google as well.

The easiest way to use variations on your keywords is to simply write well. Getting a copywriter for your site is a great way to do this if you do not have time to write yourself.

4. Commenting on Blogs

Are you kidding? Now you can’t even comment on blogs? Well, if you are using it for link building purposes, no.

Feel free to comment on blogs if you are naturally attracted to them and want to say something about the content. However, if you are doing it for link building, your comments run the risk of destroying your online profile.

This strategy is especially bad if you are using blog commenting as a singular strategy. There are still ways to use it to your advantage.

However, it can be a very difficult pathway to trek without a guide who knows what he is doing.

If you must do it yourself, then make sure that you only comment on high value blogs. Make sure that the comment is relevant, and follow the same keyword strategies that you would for on site content.

Blog comments also have a rate of diminishing returns. The case study below shows how a commenter found that her work was not bringing the same kind of results as she kept going, although she was commenting with greater frequency.


5. Submitting to Article Directories

Yes, content marketing is still king. It will be for a long time. However, do not try to stretch this content out farther than it would naturally go.

Submitting to article directories is the same as submitting your URL to web directories. It used to be a great strategy. It is not any more. Why?

The article directories are starting to become low quality investments. They are just looking to get as many articles as possible, and they do not have the money to lobby for quality.

You are the company you keep online. If you get surrounded by low quality articles on a directory, then Google and the rest of the major search engines are going to consider you low quality. Keep this in mind.

Final Words –
Right SEO practices bring benefits multifold. Refer to this case study of a liquor retailer. Following correct techniques considerably increased its revenue in no time.

These five best practices will keep your site out of the gutters of Google and the other major search engines around the world.

Follow them, and make sure that you are keeping your ear to the street for the next new changes.

37% of company owners are spending anywhere from $10k to $50k on link building, so make sure that you are making a significant investment as well.

Remember – if you are standing still, you are losing ground in the digital world!

Join the new trend in videos – GO VERTICAL! 

The digital world is forever changing. Technology is always adapting itself to the needs of its users. Initially, the only source of content for videos was YouTube. The digital world was largely text based, then moved to images with people uploading pictures from their daily adventures on it. The instant sharing pictures of everyday life led to the birth of Instagram. Even though it seems as though videos have always been around – initially they were uploaded to the Facebook timelines (previously known as Facebook wall).

The success of Snapchat, pushed Instagram to develop the Insta Stories, where users could upload and share bite-sized videos of upto 15 seconds of length. The staggering number of Insta stories being shared daily, prompted Instagram to start IGTV.  YouTube had previously introduced vertical videos. The home videos, mostly captured on smart phones, sometimes make their way into the YouTube users channel at times.  In recent times, however, popular music artists such as Selena Gomez started releasing vertical versions of their latest music videos:

The History

Vertical videos are those that were shot with mobile phones or cameras in portrait mode – wherein the videos are taller rather than wider. The popularity of mobile apps, such as Snapchat and Periscope allowed its users to upload videos in vertical mode. In fact, in 2015, according to Mary Meeker’s (a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers, Internet Trends Report, the use of vertical videos went up from 5% in 2010 to 29% in 2015.

One of the forerunners of vertical videos was of course the short-lived short form video hosting service, Vine, where users could share six second-long looping video clips. It was eventually bought by Twitter a few months after its launch in October 2012. A funny video by Viner Thomas Sanders and YouTuber Jon Cozart highlights the basic differences between the two platforms:

Vine eventually shut down in 2016, and all the viners where forced to abandon ship and join YouTube. Perhaps that and the rise of vertical video usage promoted Instagram to finally launch their own IGTV.

So,  why IGTV?

IGTV is a long-format video application within Instagram which also has its own stand-alone app. It allows users to set up their own IGTV channel and post video content that can span upto as long as an hour. It’s built for watching videos on the phone, so you get to watch full screen, vertical videos instead of square, horizontal ones that are too tiny to please the eye.

Instagram shared a blog post where they talk about IGTV in detail:

Moreover, when it comes to brand building, IGTV is a game changer!

Over the years, brands have invested a lot in the traditional format of YouTube videos i.e. horizontal video, with the launch of the vertical video format i.e. IGTV, what happens to all the content created to engage with the audience?

Well, YouTube, for one, didn’t want to stay behind (being one of the top platforms for video viewing) and immediately responded by introducing vertical videos. Click here to get see one. Don’t forget to view it on your mobile:

Move on to the current trend with BC Web Wise Productions.

Don’t get left behind on the trend – convert your horizontal videos into vertical ones!

We present to you, a good opportunity to repurpose all the videos for your brand, in a format convenient to your target group, in a cost efficient way. Here at BC Webwise, we bring brands closer to their audiences by creating videos that inspire, engage and compel. We have created everything – from brand films and corporate videos to short films and web series – we know how to make a video that will work for you!

You can check out the work we have already done, right here.

So, let’s make the best out of it together, for your brand and your audience.

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