5 Tips to Tying Influencer Marketing Campaigns into Ecommerce Results
This post is an excerpt from the 5 Tips to Tying Influencer Marketing Campaigns into E-commerce Results breakout session at the Authentic Marketing Conference in Los Angeles led by Kyle Wong, CEO at Pixlee. The conference was a rich environment for brands and influencers to openly discuss tactics for authentically building a strong following. All of the content from the Authentic Marketing Conference is available as a Digital Marketing Bootcamp.
The amount of sharing has grown exponentially; there are 3.2 billion photos being shared each day. The scale has grown significantly. When we think about word of mouth marketing today, it is much more scalable because of social media. Today your customers are like media companies and they have a certain reach. It’s no longer one person telling their neighbor what kind of sugar they like, it’s one person telling the world what kind of sugar they like. The value of their advocacy is greater and the brand’s story doesn’t have to come from the brand. Another is that authentic customer content or visuals, as a whole, lead to sales and greater consumer engagement. Therefore, influencer marketing impacts multiple parts of the traditional customer journey.
1. Use unique coupon codes
One easy way to tie influencer marketing conversion to ecommerce success is to use coupon codes or set up an affiliate marketing program with the influencers.
Knowing your average order value can help determine how you can best use influencer marketing campaigns to your advantage.
2. Consider implementing a review program
Knowing your average order value can help determine how you can best use influencer marketing campaigns to your advantage. If you are a more expensive average order value brand, influencer marketing can be incredibly helpful when it comes to getting someone to purchase. The more expensive a brand is, typically the more time it takes for the consumer to make the decision to purchase. An example of a company that uses influencer marketing really well is Rent the Runway. They have a review program where they use user-generated content to drive conversions by providing customer photos on real people and reviews. For a less expensive average order value brand, it’s more about an impulse buy so you need to inspire people to purchase your product. Posts need to be more inspirational and aspirational.
3. Offer alternative perspectives of your brand
Perception is key. You will have some early adopters but there will come a point when you have to expand beyond that core audience in order to get new growth. That could be international, that could be customer segments, different brands, etc. You can use influencers to change the story of your brand by providing alternative perspectives of your brand and bring in new consumers who relate to this new story told by your influencers.
4. Turn your founders into micro influencers
Explain the why, beyond the what, and share your brand story with your consumers. This is especially important if you are an up-and-coming brand. They turn their founders and owners into micro influencers to drive conversions and share their story with their consumers. They share the founder’s story to build legitimacy for the brand and for new products.
5. Find ways to help influencers
You also want to think about how you can help your influencers. Maybe you have a strong email list and you can push your influencer’s content to your audience. Being able to push that influencer content to a different demographic is very valuable to a lot of influencers, simply for the exposure.