How to use influencers for your ecommerce store?
“70% of teenage youtube subscriptions say they trust online influencers more than celebrities.”
The world is changing and more often then not young people are looking to there favourite internet blogger/vlogger/instagramer for an opinion on a product they're about to buy.
Before we start the process looks like this:
1. Reach out to 10 - 20 influencers of all different sizes. Send them an email saying we would love to collaborate, and how you like their content and feel it would be a great fit for your brand. That you will send your product in exchange for a post. Not all will reply.
Small: 1K-10K following
Medium: 10K - 500K following
Large 500K + following
2. Reach out to 10 more influencers telling them you enjoy their content and that you have sent them a free gift to try. You then send your product to their address in the hope that they like it and start using it. This is different to step 1, as you are just giving and hoping reciprocity pulls you through. As some influencers can be very unreliable when it comes to an exchange post.
YCL jewelry explained at the 2019 Shopify Meetup that
- "Influencer marketing is better to send to people who will wear it and people who will use it and tag us. Dont pay for them, send your product for free. The goal is to build relationships with these influencers. If you can, use micro influencers with 5-10K following, and check there post engagement that aren't from bots." See more from this post here
3. Consider creating a landing page designed specifically around this influencers post and an image of them using it, so that all the traffic lands onto a page that is cohesive with the post they just saw, and can continue that trust while on the website to make a purchase.
4. Lastly track your traffic that lands on your website from this influencer in order to retarget this interested buyers, who will be very closely related to your interest/niche as long as you pick the right influencer to your niche.
Need more convincing:
Most customers will search youtube for a video to see more about the product. We live in a world where photography isn't the only thing consumers want to see. With the advent of accessible video tools, found right there on your phone, and lightweight apps that allow easy basic video editing (imovie or splice), there is an easy opportunity to bybass your competition by showing up in the video search results of some of the biggest social media platforms in the world Youtube.
For the business owners who don't know:
“an influencer is someone with a following on a social media platform”
whereby the audience is generally interested in the same thing and come to this influencer on a daily basis usually to find out more about this particular interest.
Why this is beneficial to a business owner, particularly in the ecommerce space?
In 2019 the average person knows how to create content for social media and is posting on a daily or weekly basis. That means the world of digital media is flooded with noise on different topics, usually low quality and irrelevant information.
Even if you type in your niche topic that you're selling in into instagram in the tagged section, you'll see probably 3 million + results of content tagged with that topic or interest. However mosy people in that niche topic know about the people who are the leaders of this topic, these people are called influencers and people trust them with there opinion and content.
A business owner has time to run the business and not enough time to create content and build an audience the size of some of these influencers and compete head to head with them.
Here's where the collaboration comes in and the economics behind why an influencer can actually make money.
Savy business owners like Daniel Wellington Watches have built their entire business with influencer marketing alone and others have been doing so for a while now.
The reason being is that if someone with a large audience shows off your product then that's a lot of free exposure in exchange for giving them your product or a small fee. Secondly, the audience trusts this influencer and will really take the recommendation of your product seriously, meaning the conversion rate for this exposure will be higher than usual. Lastly, one of the biggest advantages of influencers is their endorsement can create a ripple effect.
Influencers have other influencers as followers and friends and if they promote a particular product or brand, they may end up taking up using the product too, and showing it off to their audience too. Some influencers even show off products they like for free, so simply sending them your product can also be a way to get in the hands of an influencer you have no connection with or can afford to pay.
But it has generally been the bigger companies paying large sums to large influencers.
But to get your ecommerce store off the ground as a small business owner, a lot of micro-influencers 2K - 10K following are looking to get their foot in the door by collaborating with a business just like yours.
You want content and free exposure and the micro-influencers want to create content for a business and to work with a brand for credibility and experience.
Gaining 10k eyes onto your online store for a small fee or even free is something you should be considering for your new ecommerce store.
Obviously the principles outline above can be scaled up to both medium sized influencers to larger influencers. The price for their sponsored posts and collaboration goes up with the following count.
An influencer can provide trust to your potential customers unlike anything a business owner can provide and this trust and exposure doesn't have to break the bank.
Maybe it won't equal thousands of sales immediately, however with enough audience exposure, and positive reviews from micro-influencers the world will begin to catch on. Putting money in your pocket for as long as those videos or posts remain on the internet.
Influencers bring in sales, bottom line.
Author: Ethan Bevan.