How E-Commerce Businesses Can Benefit From Influencer Marketing

September 30, 2019

Social influencers can provide a helpful hand for e-commerce businesses by bringing traffic, spreading brand awareness, and helping them grow.

Businesses can no longer deny the power of the internet as the present and future frontier in creating conversions and sales

Recent e-commerce statistics on online shopping and online marketplaces show massive sales and conversions. People using the internet for various services is guaranteed to double in the next few years. 

The ease of discovering information is a primary feature of the internet making people ditch traditional forms of media.

With social media comes the rise of social influencers: the non-celebrity experts with substantial followings.

Influencers have great reach and engagement with their audience, and businesses have realized how they can team up with influencer to promote their products and services.

How Influencer Marketing Can Help Your Business Get Leads

Lead generation is not an easy task and requires some massive effort. However, you can make this task easier by borrowing someone’s following and massive audience to market your own brand. 

With influencer marketing, you already have a set audience, and you are on your way to influence a crowd and build engagement, conversions, and ROIs.

One great way you can use social influencers is by partnering with them in content creation. These influencers will create content based on your brand and post it on their social media accounts. 

More than half of consumers (56%) are more likely to purchase a product if they see a positive image of it. 

For example, J. Crew collaborated with Melanie Elturk, who is a social influencer in the fashion niche. She is the CEO of Haute Hijab. J Crew and Melanie created a post with a brand tag, featuring J. Crew’s stuff. 

J. Crew collaborated with Melanie Elturk, CEO of Haute Hijab.

Melanie has over 255k engaged followers and the company was able to enter an already-established community of loyal fashion lovers who fit their target market.

Hiring an influencer to create content, however, can get expensive depending on the influencer and the extent of his or her reach. 

How to Choose an Influencer for E-Commerce 

Before you choose the right influencer for your brand, you have to create your own vision and values. What is your business philosophy? Every business should have one as a guiding principle. 

Once you have identified this you can then choose a social media influencer that is in sync with your own values and the goals of your brand. This is what it looks like to search an influencer on BuzzStream:

BuzzStream can show you what's streaming for certain keywords and phrases.

Research influencers who work in your industry or cater to a similar niche audience. When looking at their social media presence, ask yourself: 

  • Is their audience engaging with them?
  • Do their goals resonate with your business's goals? 

By connecting with influencers that connect with your brand, you can better collaborate and create authentic content. 

Finding the right influencer can be challenging, however, by doing thorough research, you can better position your brand to make alliances that will boost your brand’s presence.

Harness Potential of User Generated Content

Instead of hiring an influencer, businesses can also harness the influencer potential of their customers by encouraging them to generate content. 

For example,  GoPro motivates customers to share the videos and images they capture to show the best one-off on their Instagram account.  

Users find it a perfect way to spread the word about themselves across 15 million followers. For the brand, it’s an opportunity to provide other people with social proof.

Align the Influencer, Platform, and Your Brand 

There are tons of social media platforms out there but picking the right one for your business can be a tricky move. 

The first thing you should consider is your audience – Who are you trying to connect with through an influencer?

Create buyer personas that humanize the different segments of your target audience. 

Buyer personas can help businesses get an idea of who their target audience is.
 
When creating personas of your target audience, consider their:

  • Age
  • Gender
  • Income
  • Educational level
  • Personality
  • Preferred platforms

By knowing basic information about your audience, you can better determine which platforms to use for your social media strategy. 

Once you get to know your audience, the next step is to know your goals. 

Ask yourself:

  • What kind of engagement are you looking for?
  • Do you want to build brand awareness or do you want to establish a customer support channel?

Your goals can help you choose the right kind of social media platform that aligns with your audience and business goals.

For example, Facebook has more than a billion users, and it is a great platform if you are keeping in touch with a dedicated audience, while Instagram and Pinterest can be a way for visually-driven businesses to boost brand awareness

Give People the Social Proof They Crave With Influencer Marketing 

Influencer marketing is effective because it gives people “social proof” that your business’s products and services are worth the investment. 

By considering your target audience and business goals, you’ll be better positioned to find the right influencer to promote your brand among his or her followers. Businesses can also encourage user-generated content campaigns to harness the influencer potential of all of their customers. 

Businesses unsure of how to find the right influencer for their brand can consult with influencer marketing agencies with experience in their industry.