May 18th 2018
4 WAYS INFLUENCER MARKETING CAN TRANSFORM YOUR BRAND
“Out with the old and in with the new” is the saying, right? Well for influencer marketing that certainly is the case as it has quickly replaced traditional marketing as the most effective method of reaching potential customers. Hence, influencers can be immensely helpful for your e-commerce business in not one, but several ways.
Don’t believe us? Consider this:
According to this article, “51% of marketers believe they acquire better customers through influencer marketing”.
A study by eMarketer indicates “84% of marketers accepted that they are going to incorporate influencer campaigns to woo their target customers”.
In research conducted by Search Engine Land, “72% of consumers trust online reviews as much as they trust personal recommendations from real people.”
Additional influencer marketing stats:
The rise in influencer marketing is partly due to the unprecedented increase in popularity of social media platforms. As a result, businesses of all sizes have felt the need for the increased visibility of their brands across these channels to which millions of people use daily. However, today it is very hard to market to consumers who are keen to modern marketing tactics, thus, businesses have turned to influencers. Influencers are individuals who are very impactful within their industry and trusted by thousands, even millions sometimes. This can be a very advantageous aspect to a brand that wants to improve traffic to their site, increase conversion rates, and subsequently increase revenue. Sounds too good to be true, right? Well, it gets better. Influencer marketing is far cheaper than its traditional counterparts and also goes very nicely with our word-of-mouth culture.
So, how do you find social influencers?
Actually, the question should read “How do you find good social influencers?”. After all, if you are investing in your marketing strategy then you might as well get the best bang for your buck! The best influencers must have the following attributes:
∙ Reach – a significant number of followers
∙ Relevance – your target audience
∙ Authority – a high degree of reputation among their followers
∙ Engagement – their posts are thriving and generating social interactions
With these attributes in mind, you will still need to take a balanced approach and enlist the right mix of influencers in your strategy. They shouldn’t be all celebrities or all customers. In order to get the right mix, you will need to strategically select from previous customers, niche experts, celebrities or well-known people. Often, strategists will try to enlist the biggest influencers they can; this does not ensure success. Sometimes it may be a beneficial strategy to approach lesser-known but up-and-coming influencers because they are more likely to make the extra effort for your brand. Also known as micro-influencers, these individuals have significant reach but are highly relevant to their audience. They are thought of as the leaders of their followers and are regarded as those whose opinions can be trusted blindly.
Once you have identified ideal and relevant influencers and established a working relationship, it is time to develop a strategy. Both parties will have strategies in mind, but in general you will need your influencers to get on board with the following:
Ask them to create unique content as social proof
Share your content with their social media followers
Ask them to write reviews regarding your product or service
Replicate their standard influencer campaigns in your own strategy
How can influencers transform your e-commerce business?
Influencer marketing has effectively replaced traditional and alternative methods of brand promotion and individuals today are doing this job quite constructively. Therefore, influencers can be incredibly beneficial to your e-commerce business in the following ways:
- Improved Brand Advocacy
Influencers that have established their authority and credibility within a certain industry make for very effective brand advocates. Their recommendations and opinions carry a lot of weight; therefore, they are quite capable of affecting the purchasing behavior of the average consumer, especially one that follows them.
- Increased Brand Awareness
Brand awareness is crucial to the growth of your brand. More and more consumers get to know who you actually are, and what your product is all about. In fact, consumers are now less responsive to sales pitches, and tend to trust recommendations from industry experts. The right ambassador can add credibility to your brand and eventually improve your position in your market, as well as increase brand awareness regarding your product.
- New Target Audience Acquisition
Today, influencers are not limited by their geographical locations; they have reach that extends worldwide. So, their recommendations are more likely to influence audiences once believed to be unattainable.
- Improved Sales Conversion
The main job of influencers working for a brand is to provide positive information regarding the company. In doing so, your audience can get a better understanding of your product and how it can benefit them. Your influencers can indirectly prompt their audiences to give your product a try, making them even more valuable.
- Increased Number Of Lead Generation
Influencers have a very strong connection to their followers which provides you with a great opportunity to tap into your niche industry and form a perfect distribution channel for your content. The more leads your influencers produce, the more chances you will have at converting a sale.
Today, influencers have emerged and risen in a big way. Their sheer potential of shaping people’s purchasing interests is being seen as an unprecedented opportunity for many businesses to incorporate them into their marketing strategy. Don’t wait to increase the success of your brand, Bloom Social extends free brand audits and specializes in the acquisition and implementation of social influencers. Contact us today to find out how you can make your brand BLOOM!