How to Leverage Influencer Marketing
Influencer marketing is one of THE best, and cost-effective, ways to reach new audiences. Partnering with one influencer could twofold your brand awareness, engagement, and sales.
Within social media, there are thousands of influencers who attract millions of followers. So, why not partner with some to boost your eCommerce business?
But where to start? You can’t just select the first influencer you find online to drive conversions. Influencer promotion is like any other marketing strategy. You need to know how to set up a plan and work out the details.
That’s why we’ve prepared a quick guide to break down the ins and outs of influencer marketing. Here you’ll find what it takes to set up a compelling influencer-driven campaign.
What is Influencer Marketing?
Influencers are social media stars who’ve established great credibility and engagement within a specific niche’s audience. Read about Social Boost to know more in respect of niche audience. The most important influencer channels are YouTube, Instagram, Facebook, blogs, Twitter, and most recently, Amazon Live.
Social Media is not going away. Statista reckons that around 2.95 billion people used social media channels worldwide in 2019.
Users listen to influencers because they trust them. These stars can truly influence the shopping decisions of their followers.
Therefore, influencer marketing is a strategy to work with popular social media users to expose your brand. It means teaming up with leaders of a specific market and showcase your products to a niche audience.
Let’s say you want to advertise a new hair or skincare product. You can partner up with an established lifestyle influencer, who’ll recommend the product and its benefits to their followers.
The right influencer will drive their loyal audience to you. They already trust them, so it’ll be easier for them to trust you.
When an online celebrity gives your products an endorsement, you’ll see sales soar in no time!
Why Use Influencer Marketing?
Modern consumers dislike ads. They’d rather listen to recommendations. That’s what makes influencer marketing so effective for brands. So, followers will do the marketing for you.
Of course, you need a proper strategy to set your influencer marketing campaign in motion. Here is what you must work on:
- Choosing the right influencers for your brand
- Finding the right social media channels for your products
- Gaining trust and creating meaningful content
Find the Right Influencers
The number of followers isn’t the most important factor. Seek out influencers who’ve amassed followers that would be interested in your brand.
For example, micro-influencers have around 1,000 and 100,000 followers. But they’re well established as experts within niche communities.
Sponsored posts from micro-influencers are quite affordable for eCommerce Businesses. WebFX estimates that the average influencers marketing pricing goes as follows:
- YouTube – $20 per post per 1,000 subscribers
- Instagram – $10 per post per 1,000 followers
- Facebook – $25 per post per 1,000 followers
- Twitter – $2 per post per 1,000 followers
Micro-influencers are relatable individuals who tend to have highly engaged followers. Plus, they are more likely to receive, and reply, comments.
And as we said, micro-influencer target niche audiences, who share their passions. This means you can work with stars who appeal to the exact demographic of your business.
This means they can drive more conversions. When micro-influencers make a recommendation, they stake their reputation on it. That’s why consumers trust their insight.
Choose Your Platforms
Don’t go into every social media platform at once. Successful influencer promotions are driven through specific channels.
You must identify the best platforms for you. Study the target audience to find out where they are located.
Also review your objectives. If you want to increase brand awareness, then Instagram may be your best bet. But if you need it to boost sales, then go to YouTube and create promo codes.
Facebook boasts 2 billion+ active users. This platform is a great funnel for eCommerce brands. Instagram is often cited as the best platform for influencer marketing.
However, the biggest may not be the best for you. As we said, the key is to pair up your products with the right influencer and social media site.
Here’s what you need to consider when selection your platform:
Find your audience
Before you select an influencer, review the user engagement in the platform. Views and impressions are not enough, better to go for interaction.
Check the number of comments and replies and influencer manages. This will tell you if you’ll engage with an active audience.
Also review the number of shares or reposts. It’s a great way to rate the engagement level of followers.
The product defines the platform
Take the product to your audience. Some industries fare better on specific platforms.
For example, YouTube is great for kitchen appliances. Influencers can create food recipe videos showcasing the product’s benefits.
Beauty and fashion products are best suited for Instagram. One influencer can model a new outfit and link it directly to your store.
Consider all options
Influencer marketing success is not always on the big platforms. Perhaps you can team up with an influential blogger.
Many users prefer to read detailed reviews about the products that interest them. They want details before choosing to make a purchase.
Bloggers are quite popular influencers with very loyal followers. Plus, they are highly active across many social media platforms.
You can read blogs related to your products and determine the best blogger for your influencer campaign.
Great bloggers also perform keyword research and SEO optimizations. They want to rank high on search engines and reach as many niche readers as they can.
Need another example? Amazon sellers can boost their sales using the Amazon Influencer Program.
This tool helps brands and influencers showcase their favorite products. The program allows content creators to monetize their web traffic.
Influencers can use their social media channels to promote new items. Plus, they can also create their own Amazon storefront and URL.
This way, when users buy promoted products, influencers earn referral fees from Amazon.
Create Meaningful Content
You may feel the need to control the narrative, and that’s not bad. But don’t try to force the feel of an influencer campaign.
It’s better to take a step back and trust the influencer. Let them know your brand, and best of all, choose the products to advertise.
You can also pair items with specific influencers. Either way, the content will be more authentic if the promoter is genuinely interested in the product.
Then, let influencers do what they do best: create meaningful content. It’s what earned them their audience in the first place. Here are a few examples of engaging content:
This is a favorite feature of Instagram influencers. Stories create high engagement, and help you stay in touch with your customers and grow awareness.
Instagram stories are deleted after 24 hours. It’s a great content channel to create awareness, without overwhelming consumers.
Users love when influencers give away free products to a lucky few. That makes social media giveaways one of the most effective influencer strategies.
Users just have to complete simple steps to enter a giveaway. In turn, influencers can draw many new followers and boost brand awareness. It’s a win-win situation for everybody.
3. Promo Codes
Influencers can post permanent promo codes on their channels. And when a follower wants to purchase a product, they can submit the code to get a discount.
Promotional codes are another great incentive for consumers, besides giveaways. It’s quite a simple strategy to increase sales.
Let influencers develop direct connections with your customers. For example, an Instagram user may share a picture with your product. Then, influencers can reach out and ask to post the image on his page, and yours.
Engagement is key on platforms like Instagram. Comments and likes signal the site’s algorithm that an influencer posted quality content. Since the algorithm has total engagement, it’ll prioritize the post’s display on the feed.
As you can see, influencer marketing is booming. On Instagram only, the influencer marketing industry is worth $1.7 billion. But if your budget is limited, you can always turn to micro-influencers; who, on average, already have the trust of 1,000-100,000 followers.
Effective marketing does not have to cost a lot, but it does need the proper allies. Do your research and find which influencers are gaining momentum. Follow their content closely to make sure your product fits into their marketing strategy.
Many brands have built up their customer base from influencer campaigns. So, why not give influencer marketing a go? These individuals are natural allies for eCommerce brands to attract new customers. It’s time for you to seize their potential!
Esteban Muñoz is an SEO copywriter at AMZ Advisers, with several years’ experience in digital marketing and e-commerce. Esteban and the AMZ Advisers team have been able to achieve incredible growth on the Amazon platform for their clients by optimizing and managing their accounts and creating in-depth content marketing strategies.