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Influencer Marketing for Ecommerce: Beginners Guide to Finding, Vetting, and Working with Social Media Influencers
Picture this: you’re scrolling through your social feed, and you see a post by well-known athlete endorsing a sporting goods store. It’s a great photo, but it also feels very salesy because it looks so perfect (almost too perfect). Not to mention, you’ve seen this celebrity in various other advertisements.
Now, let’s imagine the same scenario, but this time instead of the celebrity photo, you see a post by your favorite fitness blogger. It’s also a promotional post for the same sporty brand, but it feels more authentic. The blogger clearly took time to craft an engaging caption that connects with their audience.
Which of the photos would compel you to check out the said sporty brand?
If you went for the second scenario, then you’re part of the whopping 92% of consumers who trust influencers more than traditional celebrities.
The tide has shifted in the world of advertising and endorsements. Consumers today no longer trust polished ads promoting products and services. Instead, shoppers are turning their attention to influencers — relatively normal people who have amassed lots of followers.
If influencers aren’t part of your ecommerce marketing mix, you could be missing out on opportunities to get in front of your target customers.
In this guide, we’ll show you the ins and outs of influencer marketing for ecommerce. You’ll learn how to find influencers, what tools you should use, and how to ensure that you select the right ones. We’ve also included some tips on working with them and cultivating harmonious relationships with your collaborators.
To help keep your campaigns on track, we’re also giving some good and bad examples of influencer marketing.
Let’s dive in!
Start with audience research
Get to know your target customers before attempting to search for influencers. Be clear about who you’re targeting. This is particularly important if your products appeal to multiple types of audiences.
For example, a store that sells fitness apparel may attract consumers ranging from 20-something single women to mothers who are looking to get back into shape. If this is the case, then select one market segment per influencer campaign, so your messaging stays on target.
Once you’ve decided on your market, put their key demographic and social info down on paper. How old are they? What’s their educational level? What websites do they visit?
If you’re already collecting customer data, then most of these things should be fairly easy to find. But if you want to go deeper, you could try the following:
Send surveys – Survey your customers to discover additional psychographic and social info that you may not be aware of yet. You can also take this opportunity to ask about the websites they visit and the influencers they follow.
Look into a handful of shoppers – If you know some of your customers personally, then do a bit of online and social media digging. Which social networks are they active on? What types of content are they sharing? What hashtags are they using? These are just some of the questions you should be asking.
Why go through all the trouble of audience research? Getting to know your target audience will help multiple aspects of your influencer campaign.
Deep audience research will help you craft the right messaging.
It will enable you to identify the best influencers (more on this in a bit).
It will help you identify the best platforms for your campaign.
Determine your platform
Speaking of which, determining the platform on which to run your program is a critical step in influencer marketing. Should you do it on Instagram or Snapchat? What about Twitter and YouTube?
The answer depends on two things: your audience and objectives.
First, figure out which sites or apps are popular with your target audience. Which networks do they frequent and how are they using different social platforms? Then you have to consider your campaign goals. Are you looking to drive awareness? Do you want traffic and sales to come out of the campaign?
To give you more clarity on this step, here’s a quick overview of the popular social platforms for influencers, and how you can use them in your campaigns:
Instagram Influencer Marketing for Ecommerce
Great for reaching younger demographics, as more than 90% of Instagram users are under 35, according to Business Insider.
Instagram is better for growing your social following and brand awareness.
While you can generate traffic and sales from Instagram, the process is still quite cumbersome on the app.
Instagram Stories continues to gain popularity, making it an excellent platform for delivering real-time or spontaneous content.
Snapchat Influencer Marketing for Ecommerce
Great for reaching even younger audiences. According to Statista, as of 2017, 83.4% of U.S. mobile phone users aged 18 to 24 years were active on Snapchat. Additionally, 78.6% of users ages 18-24 were active Snapchat users, while less than half (47.6%) of 25 to 34-year olds were active on the app.
Snapchat is also ideal for promoting real-time content. As BigCommerce puts it, “Snapchat influencers work well for building awareness and creating buzz around real-time events like product launches or products targeting young audiences (think gummy bears).”
If you’re looking to drive traffic or sales directly from your campaign, Snapchat may not be the best choice.
Twitter Influencer Marketing for Ecommerce
Twitter is excellent for reaching millennials. Hootsuite cites, “Thirty-six percent of Americans aged 18 to 29 years old use Twitter, more than any other age group. Usage drops as age increases, with 22 percent of those aged 30 to 49 using the service, 18 percent of 50- to 64-year-olds, and just 6 percent of those aged 65 and up.”
The jury’s still out on whether Twitter influencer campaigns can drive sales directly. But a Nielsen study (commissioned by Twitter) found that “one in four new vehicle purchasers in the U.S. used Twitter as an input to their vehicle purchase decision.”
Twitter is ideal for driving conversations. Twitter chats continue to be popular, and they help influencers and brands tell stories and inform their audience about particular topics.
Doing something newsworthy? Taking a stand on a particular issue? Twitter is the platform for you. Seventy-four percent of US adults using Twitter say they get their news from the site.
YouTube Influencer Marketing for Ecommerce
YouTube is ideal for reaching millennials and (younger) boomers. Research has shown that people ages 25-44 watch the most YouTube videos.
Sixty-two percent of YouTube viewers are male, and 38% are female. It’s important to note, though, that YouTube’s user base is incredibly huge (over 1 billion users) so the audience is significant either way.
YouTube can be used both for branding and traffic campaigns. As BigCommerce notes, “YouTube is particularly special because it works well at every part of the funnel — offering both visual branding opportunity and attributable traffic to your site.”
E-commerce Influencer 🤑
What are influencers in ecommerce?
Definition: Influencers are people who are well-respected in a given industry or by the greater public; they are categorized by their ability to influence others' beliefs or opinions. On social media, influencers can help ensure the success of a post, tweet, event or product by lending their authority to it.
The affect of influencers on ecommerce
Pitching the media for press coverage and exposure is important, but but building relationships with influencers is also beneficial. An influencer who mentions your brand or product is essentially carrying out a marketing campaign for you, minus the limitations and costs of a traditional initiative.
Evidence shows recommendations that come from influencers, whether on social media or outside of it, tend to be effective. According to a survey conducted by Nielsen, 92 percent of consumers around the world trust word-of-mouth and recommendations from friends and family above other types of advertising, a proportion that has risen over the years. And according to Shane Barker, 88.5% of marketers consider influencer marketing to be valuable for their overall strategy.
As consumers grow more sophisticated and come to better understand the kind of advertising methods they're targeted with, they trust traditional forms of marketing less and less.
The beauty of influencer marketing is that it's not tarred with the brush of traditional advertising, particularly if an influencer posts or tweet about a particular topic of their own accord. Consumers are therefore not only more inclined to listen due to their pre-established trust in the individual; they're less likely to suspect the person of having a hidden agenda.
In some cases, some of the aura of the influencer in question can even end up rubbing off on your business by association. This could be especially useful for startups or young businesses - established brands have had years in which to build trust with the consumer. The right influencer can help do this in a much shorter amount of time.
One of the biggest advantages of influencers is their endorsement can create a ripple effect. Influencers have other influencers as followers and friends - if they promote a particular product or brand, these other influencers may end up taking up the cause too, spreading it even further out.
Moreover, even if you pay for your influencer, if they take a liking to your business, they may continue to promote it after their sponsorship is done - 88 percent of influencers tell friends about the brands that sponsor them.
It's no wonder influencer marketing is growing. A 2015 Tomoson survey found 59 percent of marketers planned to increase budgets for their influencer marketing efforts over the next 12 months.
Identifying influencers
Influencers and their endorsements can come in a variety of forms. The most common types of influencers are celebrities, who have sponsored products for decades. They can also be voices of authority, such as industry analysts, academics and other experts.
Influencers can also be ordinary users who happen to have large followings on social media. Such users are typically more active online than the average individual, posting, sharing, retweeting, liking and doing just about anything one can do on social media at higher rates. According to the same Tomoson survey, Facebook is considered the most effective platform for influencer marketing by 25 percent of those surveyed.
In first place, above Facebook, are blogs, with 37 percent of the vote. A blog with a devoted audience can be incredibly influential, with many consumers trusting advice and information they receive from blogs. Blogs straddle the line between professionally produced content and user-generated content. As such, they occupy the best of both worlds - they are accessible and viewed as trustworthy, yet also seen as knowledgeable and authoritative.
Examine the habits of users in your social media networks and try to pinpoint who the influencers are. You can also use Google to see if there is a pre-existing list of influencers in your field, or type in certain keywords or phrases to see what comes up. You might also consider using social media listening tools to identify key users. Remember that just because someone has a large following, they're not automatically an influencer.
Marketing through influencers
Though it can happen organically, mentions from influencers often come as a result of outreach efforts. It's good to first establish a social media acquaintance with them, by following or adding them as a friend. Create a connection by liking or sharing their posts.
One way to solidify a connection with an influencer without paying them is by providing a free sample. If they'll like it, they may end up sharing it on social media. Make sure to follow up on this by continuing to post relevant links to their posts and otherwise engaging with them online.
You can also take the effort offline. Organize industry events such as launch parties or invite influencers to come to your workspace. By creating a real-world connection with the influencer, you'll strengthen the one you have on social media.
This can be particularly useful to combine with cause marketing. If you have a particular cause or issue that you are promoting, try and get an influencer to help you spread the word - especially if they're already associated with that cause. Because it's a good cause, it'll likely require less prodding.
Influencers are a key demographic when it comes to selling your business in the world of social media and beyond. If your business can forge a connection with an influencer, you've won half the battle.
Wednesday 22 September 2021
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