Complete Guide to ecommerce influencer marketing in 2021

Complete Guide to ecommerce influencer marketing in 2021

Influencer marketing practices have gained acceptance across the globe due to their effectiveness in targeting the right customer, generating more engagement and yielding better ROI.

Many organizations have a misconception that only big brands with heftier budgets use media personalities for their marketing efforts - let me tell you, nothing could be further from the truth. These social media creators can be an invaluable asset for any company’s ecommerce Influencer marketing strategy when appropriately utilised. With the help of an influencer marketing agency you can find the best people to represent your business.

In the past, businesses like glossier and audible have successfully achieved their goals by capitalizing on the reach of popular social media creators within their niche. An influencer's words hold a lot of weight - enough to convince the audience of a brand to purchase their products and become loyal consumers. Additionally, the content produced by online creators has a personal feel which merits a high engagement rate - this differs from the static corporate feel of a brand's social handle. When we consider all this, I think it is safe to say that any ecommerce brand can benefit from one of the most innovative means of digital promotion.

Steps before undertaking Influencer marketing for ecommerce brands

Define social media platforms

Define social media platforms

Different businesses have their target audience based on specific social media channels - my guess is your brand is not different.

If you know your ideal platform, then you can move to the next step away. However, if you don't, you might want to pause and define it before you proceed.

We cannot stress this enough - finding the right social media platform is vital for success. For example, if your potential customers are active on Instagram but you decide to execute an ecommerce marketing campaign on Twitter. then It is highly implausible to get the result you are expecting.

So now the question on your mind would be, ”how can I find my ideal platform”? - start by analyzing your customers and jotting down your campaign objective.

  • What type of content does your audience prefer?
  • What is your goal? - Do you want more traffic, sales, awareness or engagement?.
  • What kind of sites do your consumers frequently visit?

The content of Instagram gets the most engagement than its other network counterparts. If your goals resonate with the photo and video sharing application, then IG is your go-to platform. On the contrary, if sales are on your mind, Facebook or YouTube is your best bet.

Find the right ecommerce Influencers

Find the right ecommerce Influencers

Finding the right social media platform was the easy part. The real challenge starts now.

Even if you know your destination, you can't reach your audience without the help of the right Influencer - cutting any corners in the Influencer discovery process can render your campaign ineffective. It shouldn't come as a surprise that 73% of marketers consider finding influencers their number one obstacle.

An effective influencer is one whose activities coincide with the brand's messaging, objective, mission, and style - If you find someone who checks on all of these factors, never let them go. These creators are ideal candidates for your ecommerce influencer marketing efforts.

So, what is the procedure to find them? - you can go at it by yourself. You can start by scouring social media sites.

You also have the option of picking someone from your dedicated customer base - word of mouth is a powerful marketing tool. People heed recommendations and suggestions from fellow consumers more than any advertising outlet.

Mention is a perfect social listening tool that helps you find influential people who are talking about your products on various social media platforms.

The strategies listed above are effective but also time and resource-intensive - we don't recommend it if your in-house staff lacks the necessary expertise. Fortunately, you can task Grynow - a top agency, to find ideal candidates for your ecommerce influencer marketing strategy. 

Hand the reins over to your Influencer

Hand the reins over to your Influencer

Trust your Influencers. We say this because many brands are often sceptical of giving creators a free hand during content creation. Restrictive actions like scripting events beforehand or asking for something obstructive can act as mental blocks to the Influencer creativity and reduce the authenticity of your content.

If you have followed all the mentioned steps, you will have an influencer suitable for your project. These people connect with your brand's target audience at a personal level and have won their loyalty. I think this should be reason enough to give influencers the freedom to do what they know best for the sake of your ecommerce Influencer marketing campaign.

Of course, you may want to play a role to take your campaign in the direction of your end goal. Suppose your objective is to get more sales - \ you can ask your Influencers to share a discount code (that you provide) to their audience.

If more engagement is your target, you can take over the internet celebrities’ social media handle and produce content showcasing your brand or product.

For more brand awareness, organizing contests or giveaways are a viable option.

Now that you have made your campaign plans known to your Influencers let them run with it however they see fit. They know how to get their audience to take action.

Evaluate your goals and ROI

Evaluate your goals and ROI

All the best ecommerce Influencer marketing campaigns have one thing in common. Brands that executed them had well-defined goals from the start. Ask yourself this, Do I want to generate more brand awareness? Higher sales? Or launch a new product?. When you know what you want, you can effectively evaluate your return on investment.

Let us look at some standard Influencer marketing metrics.

  • Total website traffic
  • The total number of conversions happened through affiliate links.
  • The total increase in the number of followers on your brand account.
  • The total number of new email sign up.
  • Brand hashtag performance

If you work with a single influencer, it is easy to track metrics associated with his performance.

However, as your business needs start to grow, you tend to employ multiple Influencers - now, extracting data from social network sites gets a tad more challenging. Fortunately, you have management tools that automatically track important campaign-specific metrics needed to determine the success of your Influencers marketing ecommerce venture.

Social media platforms change frequently. By reviewing the data acquired, you can position your campaign to work optimally in any situation. You can adapt to changes or continue doing activities that generate a desirable outcome.

Not all influencers generate similar results. The insights you gain will help you decide who you want to retain for future campaigns and who you want to let go of.

When should you use influencer marketing for ecommerce

Launching a new brand

When you set up your new ecommerce store, your reach is limited to your friends, family and colleagues. These social media personalities can come to your assistance. They have the audience you want, and with their help, you gain exposure to hundreds if not thousands of potential customers.

Let's see how you can do that.

Sponsored ads

Sponsored ads

When an influencer speaks, their audience listens. Hence, just a mention of your brand will get lots of eyes directed towards your company's offerings. 80% of online consumers have purchased something based on an influencer's recommendation.

Sponsored posts come in handy when you want to showcase your product or provide necessary details about your brand. They are even more effective when associated with an Influencer - resulting in more engagement, click-through and conversion rate.

Contests and giveaways

Contests and giveaways

Who doesn't love free stuff? As part of your ecommerce influencer marketing campaign, ask your creators to organize a competition, and the prize to be won can be one of your products. People will actively interact with your brand when there is some to be gained at the end.

Of course, you need to set some criteria for entry. For instance, ask your contestant to share your posts, tag a friend in the comments or follow your brand on social media.

Launching a product

Are you a prominent brand within your industry? Do you think influencer marketing for ecommerce brands is a thing of the past? - think again. Launching a new product can be just as challenging as launching your first one - even more if the market is saturated with suppliers. 

If you can help generate more sales, link clicks and awareness by using the following methods.

Product unboxing videos

Product unboxing videos

Unboxing videos are a surefire way to get more comments, views and overall engagement. The process is relatively simple. All you need to do is send your products to your Influencer and ask them to create/upload content on platforms like Facebook, YouTube and Instagram.

In the video, the ecommerce influencer will speak about your product's features and benefits and how its usage will help your consumers.

Product reviews

Product reviews

Put yourself in your customer's shoes. Suppose you are presented with two scenarios. First, a brand is advertising its products directly. Second, the Influencer you trust is endorsing the same brand.

Now, between the brand and Influencer, who prompted you to purchase the product? - I think the answer is obvious.

91% of millennials trust Influencers the same way they trust their family and friends. How can you use this to your business's benefit? Well, for your ecommerce influencer marketing strategy, you can have your social media stars create blogs or videos where they review your brand's offerings - this results in more awareness and adds to your social proof.

Thank you for staying with us till the end. We hope you have gained valuable insights from our article.

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