If you have an e-commerce business, you always want to find a new way to increase sales. One of the strategies is influencer marketing. A survey conducted by Tomoson claims that companies can get $6.50 revenue for every spent dollar. Influencer marketing is becoming more and more widespread. Moreover, it outdoes such strategies as display ads or paid search.
What Is an Influencer Marketing?
Influencer marketing stands for cooperating with various influencers, i.e. people who actively use their social networks (e.g. Instagram, Facebook, Twitter) or blogs. Usually, during such cooperation, the influencer tells the audience about the e-commerce business, products to sell, and so on.
During the influencer marketing campaign, it’s essential to consider the influencer’s audience because it has to match your target audience. Let’s consider an example. If you have an e-commerce shop focused on selling technical devices, you need to find tech bloggers. In this case, you get an audience that is keen on new technologies and will pay off better.
Below there are some statistics that confirm that influencer marketing is popular and effective. Additionally, there are more reasons to adopt this powerful strategy.
Why Use Influencer Marketing?
Nowadays, people tend to trust the third party (e.g. influencers or celebrities) more than a brand itself. Julius claims that more than 80% of respondents using such hashtags as #ad or #sponsored in their posts. Additionally, 61% of influencers want to create a long-term relationship with brands. As you can see, the influencer marketing strategy is quite widespread.
There are five more reasons why use influencer marketing strategy underneath for your e-commerce business.
1. Influencer Marketing Is An Effective Tool
Nielsen has conducted a survey that revealed that 92% of customers tend to trust recommendations from influencers more than any other type of ads. As a result, influencer marketing can bring a lot of profit to the e-commerce business.
2. Socializing is Important
A lot of enterprises tend to be active on social networks because knowledge of steps to create a website and a great web design can’t guarantee success. It’s necessary to promote your website, and social media accounts give you opportunities to do it. For instance, social networks can be one more channel for gaining new customers. Moreover, useful and beautiful social network accounts can assist in building a reputation and increasing loyalty.
As a result, cooperating with the right influencers can improve your business and increase sales. For instance, according to Hootsuite, there are 3.2 billion social media users daily, which is 42% of the current population. It’s better to mention that social media users expect to find beautiful accounts of their favorite brands.
3. Consumers Chose Social Networks
In the past, there were several marketing channels, e.g. ads on TV, newspapers, and so on. However, with the Internet era, people switched to digital sources. Thus, the marketing did the same.
Of course, we can’t say that TV advertisements are useless, but digital marketing becomes more effective. Additionally, the enterprises spend more and more money on this marketing channel. As a result, it’s high time to integrate the influencer marketing strategy to your business.
4. SEO Optimization
Of course, connecting your brand and audience is the primary purpose of influencer marketing. However, there are several more benefits. For instance, SEO optimization gets a lot from influencer marketing. Ranking on search engines becomes higher because there are more inbound links to your website, and you have a higher social reach.
By the way, you can consider the mentioned signs as evidence of the successful influencer marketing campaign. Additionally, Google or any other search engines are keen on the things mentioned above.
5. Opportunity To Track
Any marketing strategy should be tracked, or you can waste time and money.
It’s quite easy to track an influencer marketing on Instagram due to the unique system developed by the creators. So, the company has introduced the tags for stories that allow collecting ROI and conversion rates very accurately.
There are three aspects that you should track during the influencer marketing campaign:
- Amount of visits to your websites;
- Activity on social networks, e.g. likes, shares, and so on;
- Social conversations.
Examples of Successful Influencer Marketing Campaigns:
A lot of companies have already integrated this strategy into their business and get good revenue. We’ve prepared the samples from different spheres for you to choose and come up with a unique idea for your e-commerce business.
This startup from Manhattan focuses on the beauty industry. The company is actively using influencer marketing strategy. However, the idea is quite interesting because they don’t cooperate with celebrities or influencers. They offer ‘regular women’ to take photos of themselves and tag Glossier’s official Instagram page in these posts.
After that, the Glossier’s team re-shares these photos and answers to the questions about their brand. As a result, the brand is very close to the regular customers that trust the company more in comparison to the Glossier’s competitors.
Outcome: Approximately 90% of the company’s earnings come from this audience, but not from paid ads or other marketing channels.
Nikon is one more company that proves the power of influencer marketing. However, this enterprise has chosen a different way. Nikon decided to cooperate with Warner Music to show all the capabilities of their cameras.
Nikon was one of the sponsors of Warner Music Group’s festival called SXSW. During the festival, specialists and regular users utilized cameras for live performances recording. Additionally, guests had an opportunity to take photos with Nikon cameras and post them on their Facebook pages. Also, music bands used the cameras to record everything that happened behind the scenes and share with fans on social networks.
There was a particular hashtag that participants actively used during the event. Lately, it has become one of the most popular topics on Twitter.
Outcome: There are more than 15,000 posts on social networks with their hashtag. Approximately 500,000 people have already watched the live video. Moreover, there are 46 million media impressions and 166 million social impressions.
This enterprise has been cooperating with influencers for an extended time. This company tends to work with professional photographers that promote Canon’s latest innovations.
Nowadays, Canon is adopting an influencer marketing strategy on Instagram. So, there are approximately 40 social media photographers. The interesting point is that none of these photographers have an enormous amount of followers, but their audience is high-engaged and adored the quality content.
Outcome: Canon got the audience that paid off well. Canon gets 2.9 million engagements every year.
Buick is a car brand that belongs to General Motors. This company decided to show the new car (Encore) on Pinterest.
So, the company has chosen several influencers from the automotive sphere. They created and shared their vision of the interior and exterior of the brand new car.
During the influencer marketing campaign, the participants needed to create boards that show their style and passions. As a result, the new vision of the Buick brand was developed. Additionally, the winning board inspired the creation of fresh color and texture for the Encore car.
Buick chose Pinterest for the influencer marketing campaign because this social network copes with colors, design, and texture. Additionally, the target audience of the campaign was young people, and 45% of Pinterest users are under 45.
Outcome: More than 17M visitors on social networks, e.g. Pinterest, Instagram, Facebook, and Twitter.
Daniel Wellington is a company focused on creating watches. It is actively using the influencer marketing strategy on Instagram cooperating with influencers from all over the world. It’s interesting because this company doesn’t utilize traditional advertisements.
So, the company sends the products to bloggers. After that, they tell the audience about new watches, discounts, and so on. Additionally, influencers offer their subscribers to use the promo code and get a discount on a purchase.
Outcome: Using this kind of influencer marketing campaign, Daniel Wellington gets about 1.5 million engagements per year.
Zara created an influencer marketing campaign on Instagram. The company offered influencers to cooperate and create a design project #iamdenim.
The main aim of the campaign is to show that the company creates affordable clothes in comparison to other fashion brands.
Outcome: Approximately 4.6M new followers on Zara’s official Instagram page.
As you can see, influencer marketing can bring a lot of profit to your e-commerce business. However, you need to prepare an excellent product to advertise. Before integrating the influencer marketing strategy, make sure that your product fits all the customers’ requirements.
Author The Author: Vitaly Kuprenko is a technical writer at Cleveroad. It’s mobile and web app development company in Ukraine. He enjoys telling about tech innovations and digital ways to boost businesses.