How To Use Influencer Marketing for eCommerce(Updated April 2018)

GRIN also recommends this Guide: Step-by-Step Guide to Optimize your Ecommerce Budget

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With traditional forms of marketing failing to make the desired impact, influencer marketing has become an integral part of digital marketing. An increasing number of brands have realized this and are launching influencer marketing campaigns for brand promotion and conversions on a wider scale.

Influencer marketing can be one powerful tactic if done right. To understand just how good influencer marketing can do to one’s business, influencer marketing provides 11X higher returns on investment (ROI) over all other forms of traditional marketing.

So collaborating with influencers for brand promotion can be very beneficial. Modern consumers choose engaging content over straight-up advertisements. They really do not care about how great your product is, but rather focus on what value your brand adds to their lives. This is another reason why you should collaborate with influencers for brand promotion.

Ecommerce businesses are currently in such a position that they can gain the most from influencer marketing. By collaborating with influencers, you can help your ecommerce business with new brand advocates. Collaborating with influencers creates a ripple effect among influencers – 88% of influencers tell others about the brand that sponsors them.

Here are four tried-and-tested influencer marketing steps that you can use to boost the success of your ecommerce business.

#1. Finding Potential Influencers

What’s the first thing you need to do in order to execute an influencer marketing campaign? That’s right! Look for potential influencers. While looking for potential influencers, marketers and brands should always remember to look for niche influencers.

That’s because niche influencers are people who tend to create content about the niche they follow. Due to their keen interest in the niche, they tend to develop an expertise in it. Their extensive knowledge of their respective niches they follow helps them create authentic and valuable content.

Another aspect that brands and marketers need to keep in mind while looking for potential influences is relevance. For example, if you run an online music store, you should look for popular singers to promote your brand. On the other hand, if you’re in the cosmetics industry, having a popular makeup artist as a brand ambassador can really do good for your brand.

Here’s a good example:

Rolex, the luxury watch brand is known for being a pioneer in the watchmaking industry. Other than being one of the best watchmaking companies, they are also known for sponsoring popular events. Not only this, but the company is also the official timekeeper of major sports events such as F1, Wimbledon, etc.

Their partnership with tennis champion Roger Federer is a perfect one. In the screenshot below, we see Roger promoting a Rolex watch on his official Instagram. As Rolex sponsors special sports events, their partnership with Roger Federer is a relevant one.

Finding Potential Influencers

Image viaInstagram

Grin’s influencer search tool can help you find the right influencers you need for your influencer marketing campaigns. Our special filter options such as location, engagement rates, and social network help you find the most relevant influencers with ease.

#2. Pitch Them

Now that you’ve identified potential influencers for your influencer marketing campaign, what’s next? The next step is to send them a proposal for collaboration. This is a really important step where proper pitching tactics need to be researched. Remember, influencers get many proposals for collaborations. So yours needs to stand out among all of the others in order to be accepted.

It’s likely that you wish to share your products with your potential influencers so that they can try them. Some influencers may accept your offer of collaboration if freebies are offered, while others may be more interested in monetary compensation.

One of the best ways to motivate your potential influencers is by offering them sales commissions from partnerships. For example, you can offer them a special discount code that they can give out to their followers. And they’ll get a commission from the total sales generated with the help of the discount code. Grin’s Reporting and ROI tool can help you keep track of all of the sales generated from such special offers.

#3. Collaborate to Create Unique Marketing Content

Once your potential influencers have agreed to collaborate with your brand, you should think of creating unique and authentic content. One of the best ways to create authentic and unique content is by providing creative freedom to your influencers.

Offering creative freedom will also help you establish long-term relationships with your influencers. Think about it – would people look forward to working with you for a second time if you don’t consider their thoughts and ideas? The answer is likely “no.” So it’s important that you never overlook this factor.

The main reason for starting influencer marketing campaigns is to co-create organic and genuine content. People pay more attention to such promotional content over straight-up advertisements.

Here’s a good example:

Collaborate to Create Unique Marketing Content

Image viaInstagram

Here we see popular TV personality Giuliana Rancic promoting the ride-on-vehicles company, SmarTrike. In the above Instagram post, she mentions that she got a SmarTrike as a gift for her best friend’s child. She also mentioned that it would’ve been great if her son had a SmarTrike when he was a baby.

She uses her own voice and tells a story that is authentic. This is what we can call providing creative freedom to influencers.

The post went on to generate more than 19,000 likes and hundreds of comments. By providing creative freedom, SmarTrike was able to successfully pull off their influencer marketing campaign.

#4. Create Unique Experiences

Providing unique experiences to your audience can be an effective way to engage them. One of the best ways to create unique experiences for audiences is via announcing giveaways events. As giveaways create chances for winning something, people tend to willingly engage in such events.

The best part about giveaway contests is that you can customize the rules as per your business requirements. A perfect example of such a unique experience would be of The Body Shop’s promotion of its Fuji Green Tea products.

The company wanted to promote their Fuji Green Tea products in Belgium. So they collaborated with popular Belgium-based blogs such as BeautyMinded to promote these products. To increase social engagement, the company challenged fans and influencers to promote their healthy moments with the hashtag #HealthyMoment.

The contest went on to become a huge success reaching 225,000 people and increasing engagement to 22%.

Create Unique Experiences

Image viaBeautyMinded

Conclusion

The above-mentioned steps can help you maximize the results and returns of your influencer marketing campaigns. With traditional advertising failing to make an impact, influencer marketing can really help you boost the success of your ecommerce business.

Do you know any more influencer marketing strategies that can help ecommerce businesses? Feel free to let us know in the comments section below.

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