How To Use Influencer Strategies In Your eCommerce Marketing
More and more consumers are exposed to a greater number and variety of eCommerce brands, particularly younger consumers, generation Z. According to research, this generation is more likely to discover new brands on digital channels and buy online, from social media to ads on websites and apps, while being less loyal to brands.
Thus, influencers, who already have an engaged audience, are becoming an alternative for brands looking to stand out and gain exposure in a specific niche. Let’s take a look at what opportunities there are to partner with influencers:
It offers a discount or promo code, which can be found in the description of the video or other featured content. Codes are also popular on Instagram posts where influencers tag the promoted product in the caption. The idea behind the discounts is to create a lot of interest, attract potential customers to the page, and turn some of them into regular customers.
Discount codes are often used in YouTube or podcast videos and are introduced with the following message: “The content was made possible thanks to the sponsor”. After that, we can see influencers talking more about the service or product, even testing it in the video and showing how it works.
Giveaways and contests
In this case, the brand partners with an influencer who runs a contest on their profile. For this, of course, the influencer is paid and the product is provided by the brand for free. This type of post can be done in different ways, always with the aim of involving the public and bringing them closer to the brand.
Some examples are: asking the audience to tag a friend and follow the brand, making some kind of comment about what changes with the product, sharing the sweepstakes page on their personal channels and identifying the brand, and much more. In this way, the brand builds engagement around its name and a positive reputation.
Influencers can also be affiliate marketers. Business owners can partner with the ones that are willing to promote their products for a commission by setting up a partner program. Influencers spread the word about the brand and expect to be seen by their audience, resulting in leads or sales, depending on the program. When an expected conversion occurs, influencers receive a commission.
This model is beneficial for brands that only want to pay for conversions that actually happen. It also allows brands to be present in different channels, even globally, which helps reach and identify more potential customers.
In this case, an influencer is appointed as the face of the brand. Generally, influencers who do this have a good connection with their target audience and also a connection with the brand. However, this action requires an influencer of the micro to a macro category, as it requires more attention and therefore costs more to your marketing budget.
It can be a good strategy for brands that want to have exclusive influencers since the contract as an ambassador can provide that he dedicates himself to only one brand.
There are endless possibilities, and these are just a few examples. Entrepreneurs and marketers are free to come up with another option for partnering with influencers because there are many ways to effectively increase eCommerce sales