Most Popular Reads
- 78 Best Ecommerce Website Design Examples & Award Winners
- The Complete Guide to Advertising on Facebook: Strategies That Convert [in 2017]
- How To Write Product Descriptions To Grow Sales [Samples Below + Updated in 2017]
- The Definitive Guide to Selling on Amazon
- Ecommerce Return Policy Template: How to Write a Returns and Refunds Policy to 3X Sales [Examples Below]
Step One: Work with the Right InfluencersThe most important part of influencer marketing is finding the right influencers. That is, having an influencer marketing strategy.
Conduct Influencer ResearchThere are several ways to find influencers. You can conduct a normal keyword or hashtag search on social media, then check out the top accounts and top posts that show up in the search results. You can also use an Instagram analytics tool like Owlmetrics to see which hashtags drive the most engagement.Additionally, there are a variety of tools, such as BuzzSumo and Influence.co, which can help you find influencers.On BuzzSumo, you just need to enter a relevant keyword in the search field, and the tool will give you a list of the top influencers related to that keyword. You can easily view stats like:
- Follower count
- Domain Authority
- Average comments
#1: Are They Relevant?The first characteristic to consider when looking for an influencer is their relevance. Does the influencer have a voice in an industry or niche relevant to your brand? Do they produce content that’s related to your industry?If so, it’s likely that their audience is also comprised of people who have an interest in that industry. By working with relevant influencers, you’ll be able to reach the right audience.For example, Natori promoted their line of sports bras through fitness influencer Sarah Dussault. Natori is a brand that sells luxury lingerie, women’s clothing, and home décor. If they were to promote any of their other products through this specific influencer, it wouldn’t be as relevant.But in this case, the product they were promoting was a line of sports bras, so a fitness influencer like Sarah was a good choice.
#2: Are They Engaging?A high engagement rate is another important metric to consider when choosing influencers. Many marketers make the mistake of prioritizing the size of an influencer’s following over their engagement rate.
For example, let’s say an influencer with 1,000 followers gets an average of 500 likes, 100 comments, and 50 shares for each post. In this case, their engagement rate would be:
Their average number of (Likes + Comments + Shares) divided by (Number of Followers).
This works for most social media platforms. On Instagram, use the same formula without the number of shares included.In addition to the two characteristics above, you may also set up other criteria based on your specific needs.For example, if you want to raise brand awareness, you can first filter influencers based on the two characteristics above. Then you can look at the number of followers each influencer has to see which will work best for you.Similarly, you can also analyze the influencer’s content and tone to see if their voice will be a good match for your brand.
(500+100+50)/1000 = 0.65.
Step Two: Establish Strong Relationships with InfluencersA genuine relationship between your brand and an influencer adds authenticity to your campaign. In an age when people are questioning the authenticity of ads and sponsored content, this is crucial.You need to establish strong relationships with the influencers you work with, right from the start. Here are some tips to help you out:
#1: Be Respectful and StraightforwardInfluencers are human beings too. So even if you’re approaching them for a partnership, you need to be respectful and direct.This doesn’t mean you need to idolize them. Just avoid talking to them like subordinates. Talk to them like you would a friend, or a peer, and respect their opinions and choices.For example, if they’re having some issues with the compensation you’ve proposed, let them know that you’ll review it and see what you can change. Getting defensive, even if you can’t increase the amount of compensation, could leave a bad impression on the influencer.
“We thought you’d like to try our new product”
“I’m reaching out to you because you’re the perfect person to promote our new range of products.”
#2: Provide Influencers with Fair CompensationAccording to Influence.co, the majority of influencers report that less than 50% of brands offer them monetary compensation.
#3: Give Influencers Creative FreedomOne of the biggest complaints from influencers is that brands can be too controlling during the content creation process. They feel that most brands have restrictive editorial guidelines, which can impact the quality of content.For one, the influencer will no longer be producing content in their voice, and this can easily ruin the authenticity of the campaign.Since the influencer’s ideas are ignored, the content may no longer be engaging for their audience. The influencer may also develop negative feelings about your brand if you’re too controlling.
Step Three: Have Influencers Create Authentic, Engaging ContentWhether you decide to execute your influencer marketing campaign via blog posts, social media or both, the content should be authentic and engaging. Authenticity is important for both influencers and marketers alike, according to the TapInfluence and Altimeter study.As mentioned earlier, you can easily achieve this by providing influencers with creative freedom. Ideally, the content should also contain eye-catching visuals, or be in a visual format for higher engagement.Here are a few types of content you can partner with influencers to create.
#1: Content Featuring Your Products or ServicesEven a simple piece of influencer content featuring your product or service can boost your conversion rate. People look up to influencers, and often emulate them. So when consumers see an influencer using a certain product, it can affect their purchase decisions.In fact, a Twitter and Annalect study found that almost 40% of Twitter users have made a purchase resulting from an influencer’s tweet.You could send free samples of your product to influencers, or provide them with free access to your service in exchange for a social media mention.
#2: Product or Service ReviewsConsumers look to influencers for product recommendations because they’re considered experts in their respective niches. In fact, the previously-cited Twitter and Annalect study found that recommendations from influencers are considered almost as trustworthy as recommendations from friends.
#3: Promote Giveaway ContestsOne of the most effective ways to engage an audience is through giveaway contests. And influencers can be a great way to promote your contests. The reason giveaways are so effective is because people will willingly engage with content if there’s a chance for them to win something.There are no set ways to run a giveaway contest, and you can customize the rules according to your specific needs and goals.For example, you could have influencers promote a contest in which users have to create their own content, and tag it with a unique hashtag. Or they could encourage their followers to tag their friends in the comments for a chance to win.Either way, influencers and their followers can help bring your brand more visibility, which can pay off in a boost in conversions.When The Body Shop wanted to promote their new range of Fuji Green Tea products in Belgium, they decided to do so through an influencer-promoted contest. With a goal to increase social media engagement, the brand challenged influencers and fans to share their #HealthyMoment on social media. And they could win the complete Fuji Green Tea product line and a mindfulness workshop.Blogs like BEAUTYMINDED promoted the giveaway contest in posts that featured the product line.
Step Four: Offer Discounts to Drive ConversionsAfter reading an informative review about your product, some people may buy it right away. That may not always be the case, however, especially for high-priced products.
#1: Unique Discount CodesDiscount codes are an excellent way to drive conversions for consumer goods. And when an influencer promotes one along with a review or content featuring the product, it can have a huge impact on your conversion rate.OshKosh B’Gosh was able to get a lot of return on their investment by promoting a discount code through influencers. The kids’ clothing brand wanted to target parents who wanted to buy new clothes for their kids for spring break. They worked with 75 bloggers, who created content that provided tips on planning and packing for spring break.Bloggers like Carly Anderson of Lipgloss and Crayons was part of the campaign. All the influencers in the campaign promoted a generic spring-related discount code for 25% off.According to a case study by Everywhere Agency, the campaign generated 500+ photos, 740+ social posts, and 15,000+ engagements.
Measure Influencer Discount Code EffectivenessYou can also assign a unique code to each influencer to help you keep track of their individual conversions and performance. You can then reassess your campaign based on their performance.For example, you may want to renew or continue your partnership with the influencer who drives the most conversions.Here’s how Tinitell makes this work.
#2: Custom URLs for Free AccessYou can also have influencers promote free, limited-time access to your service. This type of deal is designed to give something valuable to an audience, and provide them with an experience that they’ll likely enjoy.After enticing them with a limited-time experience, you can encourage them to sign up for your full service once the trial period is over.Crunchyroll, for example, promoted a free 30-day trial of their premium service through influencers like Game Grumps.The YouTube influencers, who have more than 3.8 million subscribers, created a video in which they promoted, and explained Crunchyroll in a hilarious sketch.In the video description, they provided viewers with a unique URL through which they could get a 30-day free trial of Crunchyroll Premium. To date, the video has received more than 1.8 million views, 51K likes, and 4,600 comments.Ecommerce retailers can apply a similar tactic, and instead provide a link to a discount code or an offer page. That’s what Dorot did when they wanted to promote their frozen cubes of herbs.They partnered with more than 60 influencers in the food and lifestyle industry. Each of these influencers created a unique recipe implementing the Dorot products, and showcased the recipes on their blogs. They then encouraged readers to try the recipes too. They provide readers with a link to a $1 off discount coupon to purchase the Dorot products.Here’s an example from the Eazy Peazy Mealz blog.You can further optimize this strategy by assigning a unique, custom URL for each influencer, which you can then use to track performance.
Final WordYou now have a step-by-step guide and 9 influencer marketing examples on how to work with influencers to increase your own conversion rate.Remember: it all starts with finding the right influencers who can help you reach the right audience.
- Do you have any questions about the influencer marketing strategies mentioned above?
- Have you worked with influencers before?
- Do you have any tips or advice to share with other retailers interested in partnering with influencers for their next marketing campaign?
Want more insights like this?
We’re on a mission to provide businesses like yours marketing and sales tips, tricks and industry leading knowledge to build the next house-hold name brand. Don’t miss a post. Sign up for our weekly newsletter.
Less Development. More Marketing.
Let us future-proof your backend. You focus on building your brand.