10 Mistakes Small Businesses Make with Influencer Marketing

The most common mistakes small businesses make with influencer marketing include choosing the wrong influencer, not setting expectations, focusing only on follower count, and failing to track results. Avoiding these mistakes will save money and help you get real leads from creator partnerships.

• Mistake 1: Picking the Wrong Influencer

  Don’t just look at big follower numbers. If their audience isn’t local or relevant, the partnership won’t drive results.

• Mistake 2: Not Setting Clear Goals

  Are you trying to increase awareness, get more bookings, or collect content for ads? Define your goal before starting.

• Mistake 3: No Written Agreement

  Even a simple message or brief helps set expectations on what the creator will deliver and when.

• Mistake 4: Ignoring Micro-Creators

  Creators with 2,000–10,000 followers often drive better engagement than larger accounts.

• Mistake 5: Over-Scripting the Content

  Creators know how to talk to their audience. Give guidance, not a script.

• Mistake 6: Not Offering Real Value

  If the trade feels one-sided, the creator won’t be motivated. Offer something of genuine worth.

• Mistake 7: Forgetting About Content Rights

  If you want to reuse a creator’s video or photo in your ads, make sure that’s agreed upfront.

• Mistake 8: One-and-Done Partnerships

  Building long-term relationships leads to more authentic content and repeat exposure.

• Mistake 9: Not Tracking Results

  Always ask new customers how they heard about you, or use discount codes/links to measure ROI.

• Mistake 10: No Follow-Up

  Thank the creator, share their post, and consider another partnership. Relationships drive ongoing success.

Influencer marketing works best when you avoid these pitfalls. Focus on the right fit, clear communication, and tracking results—and you’ll see your investment pay off.

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