eCommerce Influencers: How to Bring Your Products to the People? --[Reported by Umva mag]

influencer – definition: a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.

Over the past 20-odd years digital marketing has experienced a cataclysmic explosion (there are over 170 million regular users) with a corresponding increase in social media influencers. These influencers have become to social media marketing what television, radio and print media once were to advertising.

eCommerce influencers are now a vital component in marketing strategies because they take out the guesswork and scattergun approach of the past. They hold an engaged and loyal following with no global borders, opening up a world of possibilities to businesses seeking sales and brand recognition.

The ultimate marketing goal

All marketing strategies are aimed at one goal – attracting an audience and transforming that audience into sales conversions.

With eCommerce Influencers, audience attraction and retention have already been established. Their subscribers have made a conscious decision to connect with them and this loyalty is gold to any marketer. In a world where people feel increasingly disenfranchised and isolated, influencers have become surrogate friends to their followers. This has handed them the power to leverage the relationship and influence the purchasing choices of their followers in the particular niche they have built.

Measuring success

Interestingly many businesses who partner with eCommerce influencers, measure the success of the relationship by reach rather than conversions to sales. Research has shown that micro-influencers (<100k followers) may have a smaller niche market but greater connection to their audience. Macro influencers on the other hand, may have a more casual relationship with subscribers – less engagement and more ‘scroll through’. Micro-influencers will be more affordable than Kim Kardashian or Taylor Swift yet can offer a significantly better Return on Investment (ROI).

That of course raises the question of how you quantify or track the success of a campaign to gauge the return on your investment.

A discount code is the perfect method to track the conversion rate of a particular influencer. Discount codes are handy if you have multiple influencers promoting your product acting as a clear identifier as to which influencer your customer originated from.

Influencer marketing

There are a multitude of methods you can use to sell your products using an eCommerce Influencer.

Sponsored content is a straightforward method in which the influencer weaves promotions into their content. Naturally, the products must align with the influencer’s platform. If the influencer’s content specialises in makeup they’re not going to be the ideal platform for promoting car seat covers.

Aside from directly sponsored content, influencers have the option to use one or more of the following techniques to market a product:

• Unboxing videos
• Brand ambassadors
• Giveaways
• Contests
• Product reviews

Symbiotic relationship

Unsurprisingly there are now over 60 million influencers across all social media platforms as an increasing number of people turn what used to be a side hustle into a full-time business. That is good news for brands looking to connect with someone who has the attention of their potential customer base. Brands and influencers can also cross-promote each other across multiple platforms – TikTok, Instagram, YouTube etc. to gain even further reach.

These content creators have built a relationship based on trust and authenticity with their audience. Tapping into that relationship is a marketer’s dream. The secret to linking with this market share is through an Affiliate Influencer Program.

What is an Influencer Affiliate Program?

As mentioned earlier, simply connecting with the influencer with the largest follower numbers is not the best strategy to promote a product. Identifying the perfect influencer for your brand can be like searching for a needle in a haystack. Just like the dating world, if you’re looking for a life partner, sometimes a matchmaker can filter out the do’s from the don’ts and align you with the best collaborator to sell your product. In the world of marketing, this matchmaker is known as an Influencer Affiliate Program.

The best Influencer Affiliate Programs will hold a significant database of tens of millions of influencers and Key Opinion Leaders. They will offer additional services to align you with the optimal product fit through:

•  Influencer casting
• Campaign management
• Analytics
• Reporting

Influencer marketing is one of the fastest growing advertising industries with 3.8 billion annual sponsored postings on Instagram alone. Over the past 20 years influencers have grown to be one of the most powerful methods for brands to connect with their target audience. If you want to boost your bottom line and increase product sales, you need to explore the myriad of opportunities a social media influencer can offer.

The post eCommerce Influencers: How to Bring Your Products to the People? appeared first on Insights Success.

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