Do you know any business owner who isn’t looking to increase their sales?
I don’t think so!
All businesses focus on different Key Performance Indicators (a quantifiable measure used to evaluate the success of an advertising effort), it all depends on their business objectives, but the ONE KPI that every business has in common is increasing sales.
That is why I’m excited to talk about this topic in particular.
Digital Marketing strategies will help bring revenue to your online business.
Out of the many digital marketing strategies out there today we’ll focus on 6 Influencer Marketing Strategies to boost sales.
We’ve discussed in previous blogs what influencer marketing is, let’s recap a little bit:
What is Influencer Marketing?
Influencer marketing starts with relationship building between a brand or business and an influencer.
The brand uses the influencer’s persuasion to reach out to a highly targeted and engaged audience that follows them.
The influencer uses previously established social platforms to promote a specific product or service or a brand itself through several different influencer marketing strategies.
These types of influencers are what we usually call social media influencers, they are the most common type of influencers, the ones you see on social media, on your Instagram feed with millions of followers either traveling the world, posting workout videos, restaurants and food, you name it!
The first question our partners ask is, how do we pick the right influencer?
There are two things that we usually tell them when they are looking for an influencer.1. Picking a celebrity isn’t always the best choice.
Yes, celebrities have a great amount of influence over their fans but you must be careful in choosing a celebrity that actually talks to your audience.
Let me give you an example:
You have a personalized yoga mat business, you sell mats through social media. Great!
You decide to do some influencer marketing and pay for Chef Guy Fieri (because you love him) to promote it on its social media.
While Guy has a lot of followers, they are not your audience!
People that follow him on social media are not interested in yoga mats so the likelihood to increase your sales by using him as an influencer aren’t great.2. Don’t pick an influencer based on the number of followers they have.
Choosing an influencer based just on the number of followers that they have is the wrong move.
Keep in mind that there are several ways to gain followers on Social platforms. Having a high number of followers doesn’t mean that they are truly engaged (or even real) users.
Influencers don’t even have to have a huge amount of followers, the secret relies on identifying an individual who is appealing to your audience. Someone who is an expert on the specific niche or industry that you’re at.
These expert individuals have a tight community of engaged followers that fully recognize them as experts and trust in their opinion.
These influencers are usually referred to as micro-influencers or Nano influencers.
They usually have a range of 1,000 to 10,000 followers.
Their audiences have these three characteristics:
What are the benefits of using influencer marketing?
The benefits of using influencer marketing rely on choosing the right influencer for your brand.
Like we previously mentioned, it’s important to know not all influencers will be a good fit for your business.
Some of the benefits that come out of using influencer marketing are:
Brand awareness can be visualized and measured through the following:
Social Reach: can be simply put as the number of people you’re able to reach across all your social media channels.
Engagement: Engagement is the overall commitment from your audience towards your brand. Their willingness to buy from you, again and again, comes from this. An engaged audience means an increase in revenue, profitability and market share.
Brand Lift: Is defined as an increase in the interaction of an audience with a brand as a result of a marketing effort, in this case as a result of influencer marketing strategies.
Social Sentiment: The level of emotion behind a social media mention. Having a positive social sentiment is the goal here.
Getting conversions is another huge benefit from influencer marketing, conversions can be measured and tracked through:
Sales: The actual purchase of a service or product. The stage where a lead finally turns into a customer.
Signups: When leads or visitors sign up for any of your subscriptions either sent through email or promoted on the website.
Downloads: When a lead downloads any content offer you promote.
Click-through rate: The number of clicks that either an email, cta, landing page or button receives.
Above all, Influencer marketing allows brands to:
-Reach more engaged and better-qualified audiences
-Build trust and expand reach to influencer followers
-Strengthen brand messaging through authentic endorsements
-And ultimately, influence consumers buying decisions
Now, let’s discuss just how effective influencer marketing really is.
How effective is influencer marketing?
Take a look at the following statistics that show just how effective influencer marketing is.
Out of a number of marketers interviewed about by Mediakix.
71% OF MARKETERS SAY THE QUALITY OF CUSTOMERS & TRAFFIC FROM INFLUENCER MARKETING IS BETTER THAN OTHER MARKETING SOURCE
60% SAY THE QUALITY OF CUSTOMERS & TRAFFIC FROM INFLUENCER MARKETING IS BETTER THAN OTHER PAID MEDIA SOURCES
Now that we’ve discussed what influencer marketing is, the benefits of using influencer marketing and how effective it is let’s get to the part where we put influencer marketing into action.
As with anything else in digital marketing, an influencer marketing strategy requires planning and proper analysis.
Here are the top 6 Influencer marketing strategies that will help boost your sales
When we talk about affiliate programs related to influencers we are simply talking about “commissions”.
Commissions are what guide any affiliate marketing program.
How do affiliate programs work on influencer marketing?
It's very easy and to the point. With affiliate programs, you create a mutually beneficial agreement between your brand and the influencer. The influencer earns a commission for his/her influence.
The influencer receives a percentage of each sale that is attributed to them, every time they drive a sale to the business being promoted they receive an upfront payment.
Affiliate programs are great because influencers feel compromised to drive a higher percentage of sales for their own benefit.
It will work best if the influencer actually and truly believes in what he/she is selling.
Keep in mind that consumers have a lie detector and they know when someone is just selling a product vs when someone actually belives a product or service works. You want to go for the second one.
This is when you provide the influencer with a personalized discount code.
The influencer/s will share this promotional code with their audience.
The benefit of using this strategy is the “deal”. Who doesn’t love a good discount, consumers are more likely to make an impulse purchase is they see that something is “ON SALE”
You can create a personalized discount code that includes the name of the influencer for example or create a generic code that you can use with several influencers (if you’re using more than one).
Discount codes are great to drive sales and are also very helpful to track the campaign and measure the percentage of sales that were driven by a specific influencer.
This strategy is great to build brand awareness.
Take advantage of the content that the influencer is creating to promote your product or service.
Boost these social posts through paid efforts. This way you’re amplifying your reach and can expand to a wider audience.
You can even add a Call to Action on the post that calls for a specific action from the user. Your goal is to drive sales, so why not add a “Shop Now” button in the post?
One important thing to keep in mind is that you should always have the influencer’s permission to use his/her content and promote it yourself.
We all know that blog posts are a great way to bring in traffic to your site.
Blogs are meant to be helpful and informative and NOT salesy. We must avoid falling into the trap of sounding like a salesman in our blog.
Yes, blogs are meant to ultimately drive sales but not through the content per se.
If you write a blog is great, but imagine you get someone else who has nothing to do with the brand AND has tons of influence write about your brand.
Couldn’t get any better than that, right?
Use influencers to boost your business through helpful content.
Creating and promoting exclusive and limited offers create a sense of urgency.
If you get an influencer to promote this exclusive and sort of “limited time” offer in their social channels you will create an extra incentive for people to make a purchase.
You would hit the nail if the influencer is actually making use of the product or service.
Product collaborations can be huge to boost sales.
A product collaboration is simply having the influencer collaborate either on the production, ideation or marketing of the process.
You’d have to include their names on the product or service or even on your marketing campaigns.
People really trust influencers and having an influencer trust in a brand so much that they would want to have their name on the product or service will get people to trust the brand as well and will be more likely to make a purchase from you.
Want to build brand awareness, gain more conversions and ultimately drive more sales to your business? If the answer is yes, making use on any or several of the above influencer marketing strategies will help you achieve those goals.
One important thing to keep in mind though is that even though they are very effective they are not magic, you won’t see results right away. Make sure you align these strategies with your overall marketing strategy, your marketing campaign and be sure to track results.
I hope this was a helpful article, if you need help reaching out to influencers, or actually implementing an influencer marketing strategy reach out to us, we’ll be happy to help and help you grow!