The Power of Influencer Marketing in Ecommerce
It’s almost impossible to imagine e-commerce without influencer marketing. Somehow we already take it for granted that influencers are essential partners of all online stores, especially with the rise of Instagram marketing. Everyone wants to stand out and make their mark in the highly competitive arena—and influencer marketing is one of the most powerful strategies to do so.
But, what is influencer marketing exactly?
Simply put, influencer marketing is a strategic partnership between online retailers and influencers. These influencers can be individual people with a large social media following, celebrities, or even industry-traditionalists—they all have large, loyal followings that are more likely to answer the call to action from the influencers they trust.
In this article, we’re going to explore the power of influencer marketing in e-commerce, why it’s invaluable for stores of any size, and provide actionable advice for getting started.
What is Influencer Marketing?
As previously stated, influencer marketing is the process of forming relationships with influential people and having them promote your product or service.
Here’s a step-by-second breakdown of the influencer marketing process:
• Identify and analyze potential influencers online
• Establish contact with the influencer either in person or online
• Ask the influencer to promote your product/service through their channels
• Develop a mutually beneficial agreement between you and the influencer
• Monitor the success of the influencer’s promotion
• Analyze post-promotion results
• Adjust influencer strategy as needed
Why is Influencer Marketing Valuable?
Gone are the days of traditional marketing strategies that require companies to create various campaigns and promotions; now, influencer marketing takes the best of all worlds. If leveraged correctly, influencer marketing can provide anything an online retailer needs, from increased brand recognition and product awareness to sales growth and customer loyalty.
Here are the top reasons why influencer marketing is valuable for any e-commerce business:
Increase in Brand Awareness and Recognition: An effective influencer marketing campaign will create buzz and expand the reach of your brand’s message to a larger audience.
Target Audience Engagement: Influencers have expertise in engaging target audiences and inspiring them to take action. With the right influencer, your brand’s message can reach an even larger, more quality pool of potential customers.
Higher Quality Leads: Quality leads are those that are targeted, out of those leads, a higher percentage result in purchase.
Boost in Social Media Influence: Influencers can help increase the number of followers and engagement on your social media channels, as well as help drive website traffic.
Trust and Credibility: If a brand has the trust of an influencer, it naturally passes to the influencer audience, which means more trust and credibility for your brand.
Increased Loyalty and Retention: Influencers can help increase overall customer loyalty and retention for your brand. They can often assist in maintaining customer engagement, keep your brand’s message top-of-mind, and provide ongoing support.
Integrating Influencer Marketing into Your Ecommerce Strategy
Integrating influencer marketing into your ecommerce strategy is the foundation of any successful campaign. The most important first step to setting up a successful influencer marketing strategy is to put together a strategy that is customized to the needs of your brand.
If you’re new to influencer marketing, start by identifying and analyzing potential influencers. You’ll want to research who’s already talking about your brand and take note of who has a following that’s most relevant to your target audience. Additionally, create an internal list of any influencers you prefer working with.
Once you’ve identified potential influencers, next you’ll want to establish contact with them, whether it be in person or online. Make sure you have an initial agreement in place that makes it clear what each party is getting out of the relationship.
Next, discuss dates for campaigns and any other details that need to be worked out. Make sure to remain mindful of your chosen influencer’s style during the process—this will ensure your message is carried over properly.
Finally, track the success of your campaign through analytics. Track conversions, impressions, and engagement to receive the best insight into which influencers are driving the most value for your brand.
The power of influencer marketing in ecommerce should be taken seriously and should not be overlooked. It’s an effective method to increase brand awareness, drive conversions, and build customer loyalty.
It’s important to ensure that influencer marketing is integrated into your e-commerce strategy with the utmost care. Start by identifying and researching potential influencers, then establish contact and form agreements, and then track and analyze post-promotion results.
With patience, dedication, and the right influencers, you can make influencer marketing a successful part of your ecommerce strategy. By following these steps and advice, you will be well on your way to taking full advantage of the power of influencer marketing to grow your business.