If you’re an e-commerce site, you’re probably always open to new ways to get more sales. And finding social media influencers to promote your brand is one path towards this goal.
In fact, 87% of consumers say they’ve bought something after seeing influencer content promoting the product. If you’ve already run influencer campaigns, hopefully, you saw similar results. And if not, now’s the time to try it out.
In this article, you’ll find five influencer marketing tips for your e-commerce business.
Choose the network and audit your profile on it
If you want to launch an influencer campaign, you need to have social media accounts. You don’t need an account on every network. But you need an active profile on the networks where you’re planning to run your campaign.
First, determine your target audience and where they spend their time. If you’re targeting Generation Z, try working with TikTok creators. Want to reach gamers? Consider Twitch streamers.
Next, audit your profiles on the chosen networks to make sure they’re updated and appropriately branded. If your profile isn’t complete, influencers might not want to collaborate with you.
Here are some tips for making sure you have a good profile:
- Your biography or about the section is complete.
- You have a link to your e-commerce website.
- You have contact information for how to reach you.
- You have high-quality content so your profile doesn’t feel empty.
Also, whenever possible, you should convert your account to a business account. This makes your profile look more professional and also gives you access to analytics information. On Instagram, for example, you can do this by accessing Settings.
Define your campaign goal
For e-commerces, the most common goal may be to increase sales. But influencer marketing campaigns are also great for boosting brand awareness, gaining new followers on social media, and penetrating new niches or locations.
Think about what you want to achieve and set your goal. Then, choose some key performance indicators to measure your progress towards your goal. If you want to gain awareness, for example, you may want to track impressions, clicks, and engagements.
Alongside your goal, establish a campaign schedule and budget. Make sure to break down your budget into influencer incentives and other marketing costs. And remember that incentives can be free products and/or fees.
Target the right type of influencer for your brand
Before you start looking for influencers, think carefully about what you’re actually looking for.
You should find someone from the same category as your brand. If your e-commerce sells clothes, look for fashion influencers. If you sell houseplants, find plant influencers. And so on.
Next, consider your budget. If you can only offer free products, look for nano influencers, who have 1-5K followers. They’re the most likely to accept these types of collaborations.
If you also have a small budget for fees, consider micro influencers (5-50K followers). They’re considered experts in their field and offer great ROI. And if the sky’s the limit, feel free to explore influencers of all following sizes.
Analyze influencer profiles and performance metrics
Before contacting influencers, make sure they have good performance metrics. Check out their follower growth and engagement rate to make sure they have growing, interested audiences.
Do a fake followers audit, too. Look out for suspicious spikes in growth or unusually high engagement rates. If you’re using influencer software, check which percentage of their audience may be suspicious.
Also, look at their audience demographics. Make sure this data makes sense with your target audience. You don’t want to make assumptions here and waste your budget on someone who can’t connect you with the people who matter.
Last but not least, make sure the influencer aligns with your brand. You’ll want someone who embodies your brand values. You’ll also want someone with a similar aesthetic style, in order to maintain a sense of coherence in your branding.
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Use influencer discount codes
Influencer discount codes are great for two reasons:
- They incentivize sales among the influencer’s followers
- They help you track which influencer brings in the most sales
These codes are unique to each influencer, who shares them with their followers when posting content for your campaign. People love deals, so a discount is a good way to get people on your site.
Even when these codes don’t result in sales, they might get curious bargain hunters on your website checking out what types of deals they could get. And that’s good for branding.
A few tips for optimizing these codes:
- Use block caps so they stand out and are easier to read
- Don’t make them overly long or complicated
- You should be able to quickly ID an influencer from their code
And that’s it! Hopefully, these 5 tips help your e-commerce out with its next influencer marketing campaign. Remember to keep your goal at the forefront of your mind and use it to inform your decisions.
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