Influencers can be a powerful tool for your ecommerce marketing campaigns, helping you reach a wider audience and ultimately drive more sales. With that said, many etailers jump on the influencer bandwagon without having a clear plan in place. Simply finding bloggers or Instagrammers with the highest follower count and giving them free products in the hope of getting visibility to your store may seem like a good idea. This can end up doing far more damage than you realise, however – to your brand and to your sales.
There are many things that can affect your success with influencer campaigns, from your choice of influencer all the way to the metrics you choose to track. When you plan carefully, you will see just how much value influencers can add to your ecommerce marketing success.
Simple Ways to Optimise Your Ecommerce Marketing Influencer Efforts
How do you go about getting the most from your ecommerce marketing influencer efforts? For starters, here are some simple but effective steps to keep in mind.
Know your audience.
If you are a small online store that specialises in outdoor and camping gear, you will likely have an audience that is largely male. Your ideal customer may be adventurous and active, into hiking, camping and various other outdoor type ventures. If you are a larger online store specialising in handmade baby clothing, your audience would be comprised of moms. The more insight you have into your target audience, the more effectively you will be able to find influencers that are best suited to your brand.
Choose your influencers wisely.
With that in mind, the best way to choose influencers is to think carefully about your target customer first and then begin your search for influencers that fit within your target audience. It’s also worth noting that influencers who do frequent sponsored posts with very little organic posts may not always be the best fit. Ideally, you want to find influencers who can promote your store in a way that aligns with their own social profiles as well as your brand.
Have your campaign in place.
Once you have identified potential influencers, make sure that you have your campaign in place. Whichever channel you are focusing on, have everything ready for action. Plan your content carefully so that you have a clear message in place. Don’t forget about the smaller details such as clear labelling of sponsored posts. Keep track of products and think about how you will track posts.
Focus on the right metrics.
Finally, once your influencer campaign kicks off, make sure that you focus on the right metrics. Instagram has been talking about removing Likes from posts, which could certainly lead to changes in influencer marketing. Other metrics to consider include reshares and comments or even overall reach and visibility. These can all be just as effective than Likes – comments, especially, as these indicate engagement.
With a bit of planning and thought, you will soon see why influencers have become such a useful tool as part of your ecommerce marketing strategy.