As an eCommerce brand, reaching out to your target market is imperative to your success. But, if you haven’t tried it out yet, the process of influencer marketing can seem a little bit daunting. What types of Instagram content should you use? How do you find influencers for eCommerce site marketing? At times, it looks easy. But when you start the process by yourself, you can get overwhelmed.
The truth is that using influencer marketing can take a considerable amount of effort mixed with a fair bit of experience to create a recipe for success. That’s where our CAKE team comes in with Instagram and Facebook marketing services. We successfully execute influencer campaigns and handle it all while shaping an optimal strategy for you to engage your target audiences. Think of it as enjoying a piece of chocolate cake without having to mess up your kitchen – and what’s not to love about that?
So, why would an eCommerce store want to engage in influencer marketing in the first place? The reason is that it works and doesn’t require a lot of extra effort or a super flashy ad campaign for there to be solid results.
In fact, 72% of surveyed retail brands believe that the quality of customers attained from influencers is better than any other marketing type. The reason behind this likely has to do with the fact that your target market trusts influencers. By associating your brand as one the influencer endorses, the customers automatically build a sense of trust with you. This is a big deal, in which brands of all sizes are using the power of Facebook and Instagram influencers to grow their following.
Think of it this way: Using influencers for eCommerce is really close to good old-fashioned word-of-mouth advertising – but with a modern spin of social media.
When using influencer marketing for eCommerce growth, you need to have a good idea of what you want to achieve. Essentially, influencer marketing falls into two categories: campaigns that drive brand awareness and campaigns that drive direct response or conversions.
Brand awareness goals are native platform metrics such as likes, follows, shares, and other elements tied to getting more people to recognize an eCommerce brand and/or the specific products they sell. Plus, on the Google Analytics side of things, there are metrics like website traffic, impressions, users coming from social media, and more. In this instance, the achievement is an increase in contacts and not necessarily a specific sale.
Direct response campaigns are a little different. Here, you want your potential customer to take action. For example, using an influencer’s coupon code to make a purchase or even fill out a lead form or join an email list. When measuring key performance indicators (KPIs) for influencer marketing, direct response and conversion based goals are tracked via transactions and revenue gained from campaigns or affiliate links in addition to list gathering from leads or emails.
Needless to say, there are a ton of different marketing and business goals you can achieve with consistent influencer marketing. At CAKE, we understand that every eCommerce brand has a different objective when working with social media personalities, so we aim for a customized approach with each client.
As an experienced influencer marketing agency, we can help you find the right strategies to reach your goals. Do you want to increase sales or just improve your follower count? Does your brand need help to align your target audience with certain influencers? Our team will create the sweetest customized plan with a strategy for all different influencer types from nano- and micro-influencers to boost conversion rates to mega- and macro-influencers to increase brand awareness.
Depending on what you want your campaign to achieve, you’ll have to compensate influencers through gifts or monetary payments. However, if you find an influencer with an audience that aligns with yours, it will be that much easier to get them to work with you.
All of these aspects are taken into consideration while also tracking campaigns closely to see what is working best. Furthermore, we’ll work to find the right influencers to appropriately represent your brand and image.