In short, influencer marketing is when brands collaborate with influential people to increase sales and brand awareness among the target audience. Influential marketing has become one of the most preferred marketing strategies in recent years, with 89% saying that the return on investment from influencer marketing is comparable or better than other marketing channels. But how do you use influential marketing for your e-commerce brand?
How To Develop Your Brand For E-Commerce
Here are some tips you can use to use influential marketing to grow your e-commerce business.
1. Have a marketing personality
Don’t just start, have a marketing personality first. The marketing personality is a detailed report for your target audience. May include demographics such as location, gender, interests, etc. The more you know your audience, the better you can choose influential people. But why should you choose influential people according to your niche?
Suppose you own a brand of women’s shoes and want to take advantage of the marketing of influential people. Now, will you hire a man, an influential person from the cooking niche, to help? No.
You need someone who is popular with women your target age, otherwise, it won’t help. Find out who your target audience is and create a marketing personality. Once you have created it, select the influencers accordingly.
2. Select your platform
Choosing the right platforms is just as important as choosing the right influential people. While Instagram ranks first in terms of the most effective marketing channel for influence, YouTube and Facebook are also influential channels. Once you know your audience, it’s time to know where your target audience is most of the time.
If you are into B2B, LinkedIn is best for you, and for B2C, Facebook and Instagram are your places. YouTube works for both B2B and B2C. You can also try experimenting with platforms to find out which one works best.
3. Choose your influential people
Not that the larger the audience an influencer has, the better he/she is. Micro-influencers generate 7 times more engagement than the average generated by macro-influencers. It is obvious that macro-influencers have more followers than micro-influencers.
However, micro-influencers generate more potential customers because the people who follow them are really interested in their content.
4. Monitor your competitors
Your competitors are your biggest source of knowledge. Check your competitors and find out what worked for them and what didn’t. This way, you can research which strategies work best for them, and then you can easily change those strategies to create a better marketing strategy for your brand.
To create a better marketing strategy, find out what their benefits are and then write down yours. Use your plus points to show people why choosing your brand is a better option. In addition, this way you will find the pitfalls of your brand, and then you will be able to change it. There are many tools that can help you in the process.
They are influential people for a reason and no one can know their audience better than themselves. Allow them to be creative and promote your stuff in their own way. Don’t bombard them with multiple outlines of content and CTA. Tell them about your product or service and tell them what your marketing goal is. Your marketing goal can be something like:
- Creating brand awareness
- Increasing potential customers and sales
- Increase website traffic
- Build an audience for your brand on social media
Choose your goals wisely, and then ask influencers to add a specific CTA to their posts to tell people what to do next. The clearer the CTA, the more likely people are to choose it.
6. Measure the results
Did you know that 76% of traders say that measuring ROI is the biggest marketing challenge for influential people? Still, measuring results is an essential part of any marketing strategy. After all, unless you measure the results, you won’t be able to tell if it works or not, plus if it works what the ROI of the campaign is.
There are many software and online tools that can be used to determine the scope of your entire marketing campaign for influence. Here’s how to measure the return on investment of an influential marketing campaign:
a. Define the scope of the campaign
Here are the indicators that fall into this category:
- Impressions – The number of impressions received from the influencer’s post
- Followers – The number of followers the influencer has to determine how many people can see the sponsored post
- Traffic – The number of people who clicked on the link added to the influencer’s post
b. Determine campaign engagement
It includes indicators such as:
- Likes – The number of likes of the received post
- Clicks – The number of people who actually showed interest in the sponsored post
- Comments – The more comment a post gets, the more engagement it gets
- Shares – The number of people who found this post interesting
° C. Revenues generated
To define revenue verification metrics as:
- Affiliate Links – The link that was added to the post can be used to track how many people clicked on it
- Google Analytics – Can be used to track all sales
- Promo Codes – You can track all people who have used the promotional code provided in the post to purchase the product
Influencer marketing completely changed the whole scenario of online marketing. And this change has led brands to collaborate with several influential people on different platforms. However, many brands are still unaware of this. Now, if you want to grow your e-commerce business, running an influential marketing campaign will be your winning strategy.