Direct word-of-mouth will always be an effective marketing method for any selling business, and as per a survey by Nielsen on consumer’s trust in advertising, 84% of global respondents across 58 countries said recommendation from friends and family are the most trustworthy source for influencing their purchase decisions.
Who can be your influencers?
Gone are the days, when traditional marketing tactics were considered to be an effective source to ascertain consumers visit their online retail brands for making their purchases. Today, with the advancement of social media sites and popularity of online shopping across the globe, sellers should not overlook the importance of targeting the correct audience, especially during the upcoming holiday season 2016.
Apart from improving sales opportunities for your eCommerce brand, by analyzing your correct audience and performing your promotional campaigns can help you be a part of potential customer’s word-of-mouth too, also known as Influencers.
How does influencer marketing work?
Influencer marketing examples from popular brands
What do you learn?
Birchbox is setting a good example allowing shoppers to make quick purchases for the latest offers and deals via their “Shop Our Instagram” campaign. Apart from attracting potential shoppers to take actions on-the-go, the chain of “followers” and “comments” are from the people who are interested in making instant purchases or in the future.
What do learn?
H&M, a multi-channel clothing-retail company had Kendall Jenner featuring for their new collection launch #HMBALMAINATION in collaboration with Olivier Rousteign- creative director of the French house of Balmian. Apart from allowing people to registering themselves for placing the order for their new collection to gaining access to the catwalk show via Snapchat, this brand surely runs influencing marketing tactics by connecting with the top-notch of its industry interest.
What it takes to become an influencer?
Linking your eCommerce brand with a famous personality for example, if your selling sportswear and connecting your products with big names like Lionel Messi, or, if you’re selling fashion and lifestyle products and connecting with superstars will make it easy for sellers to grab eyeballs of potential shoppers, even though they have not shopped from your brand earlier. However, this can be expensive and not the only way to adopt an influencer marketing for your eCommerce brand.
Popular social media and digital platforms are surely helping start-ups and small eCommerce business owners to adopt Influencer Marketing in the most cost-effective ways.
Let’s know about them:
Facebook for Influencer marketing
“Facebook Ads Manager” allows a seller to create ads and market them to the relevant audience across multiple devices including desktop, mobile and tablets too.
By selecting Local Awareness, or, even Brand awareness will help you attract the potential audience from around your area and elsewhere who are more likely to pay attention to your products.
Step 2- Select your targeted audience
This will allow you either customize your audience creation via email address, phone numbers, Facebook email Ids, or even, target people based on demographics, behavior, interest and more.
Step 3- Last, you need to set your budget
Facebook Ads Manager also offers an in built Ad reporting tool that will help you analyze performance for each campaign in real-time.
By performing Facebook ad campaigns you can target specific audience who can prove to be great influencers for your brand by sharing your good word in their networks too.
Instagram for Influencer marketing
Instagram- a mobile photo-sharing app, video sharing and social networking site allow sellers an opportunity to connect with the potential audience who are already familiar with your product line; therefore by sending a request to “follow” can help you increase the number of “followers” and create a good impression for your marketing campaigns.
Pinterest for Influencer marketing
Pinterest is considered to be another effective social proof for word-of-mouth marketing campaigns. Apart from allowing sellers to create inspirational pin boards, run contest, use rich pins, and connect with influencers, this social media platform also allows online sellers an opportunity to take a step further by automatically making their ads visible in front of potential consumers via promoted pins.
YouTube for Influencer marketing
YouTube has already increased its popularity among sellers for influencer marketing. Allowing sellers to perform promotional tactics in the form of videos, this social media platform can be an ideal way to showcase a new product launch, or even multiple ways of using a product.
Sephora can be a good example that encourages reviews about their product line by influencers/YouTubers who have actually used the product. This way, potential audience in their network can easily get an opportunity to ask questions in the comment section and you to spread valuable information and improve word-of-mouth for the eCommerce brand.
Twitter for Influencer marketing
Twitter may limit sellers from using content (140 character post limit), however, this platform makes it easy to connect with potential influencers, who in turn, may like or retweet post increasing the visibility of your brand the among audience in their networks too.
Vine for Influencer marketing
For sellers who have not adopted Vine, it’s a Twitter’s video-sharing app that allows it’s users to upload a lopping clip (six seconds) and offer instant access via their favourite iOS or Andriod smartphones. Many eCommerce brands are already using it as a fun tool to share their products usage and attract the potential audience who are regularly active on the app.
From behind-the-scenes, product usage, new product announcements, offering valuable content via Vine videos can also help you increase the visibility of your brand with the power of #hashtags.
Blogs for Influencer marketing
Sellers should understand the importance of bloggers when it comes to influencer marketing for their eCommerce brand.
Having a chance to share your content in their relevant posts can help you instantly earn good impression for your eCommerce brand. This is because they already have the potential audience who frequently visit their blog page to gain insights about the latest fashion and trends in available in the market. And, making your brand visible among multiple popular blog pages will automatically act as a good word-of-mouth for audience who have already created a trust with the blogger.
What are the effective types of influencer marketing approach?
1- Images to attract
Offering content via pictures and attractive fonts can instantly draw relevant shopper’s eye, as it will give them an idea about your brand/products in one look, unlike offering only simple descriptions that would only convince one after reading it.
2- Videos to engage
Relating your product information via videos can help you infuse fun into work and encouraging the potential audience to know more about your eCommerce brand.
3- Personalized content to influence
Being specific about the content you offer may not encouraging enough to spread word-of-mouth for your brand, however, making them feel a need for using your product can increase chances of them sharing their favorite social networking sites to let their family and friends know about it.
Making it a point to spread good word-of-mouth (WOM) will make the relevant audience get inquisitive; however, by analyzing potential consumer’s needs your can target them correctly and increase the number of influencers for your eCommerce brand.
Good Luck 🙂
Savio Fernandes is a writer who influences. Writing for over three years at Orderhive, he is currently focused in offering eCommerce and retail solutions for start-ups and medium business owners.
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