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How To Do Influencer Marketing for Ecommerce
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How To Do Influencer Marketing for Ecommerce

By Admin 4 min read

Influencer marketing can help grow your eCommerce business, if you use it right. Influencer marketing is a great tool for eCommerce because it can help with many areas from branding to simple ROI. Moreover, in the modern digital market, influencer marketing is not something you can afford to skip. Let’s look at how you can do influencer marketing (with a little help from Pypa Commerce).

What Is Influencer Marketing?

Influencer marketing is marketing using influencers, mini-celebrities with large followings on social media sites (YouTube and Instagram are the most popular). In influencer marketing, influencers make sponsored posts on their social media accounts, usually with video, showing themselves using or reviewing products that they have been paid to use and promote. 

Because of the popularity of influencers, influencer marketing has become an important tool in your eCommerce arsenal.

Why Is Influencer Marketing Important in Ecommerce?

Influencer marketing is no longer something you can ignore. Here’s why:

  • It’s good for your ROI: Influencer marketing is one of the most efficient types of advertising for ROI, with a return of $18 for every $1 spent.  
  • Targeting younger generations: Influencer marketing is particularly useful for marketing aimed at Millennials and younger generations, as well as for B2C businesses. 
  • It’s online: Like other forms of digital marketing, influencer marketing is online where your business is.  
  • Influencers are cheaper than celebrities: Traditional celebs are very expensive and tend to have lower engagement rates than influencers. 
  • Branding: Careful use of influencers can help you define your brand’s image and raise brand awareness. Another branding plus is that influencers tell stories which we know are important for branding.
  • High engagement: Because of their followers and social media know-how, influencers will have a far higher engagement rate than your brand’s own socials. 
  • Trust: Customers trust their favourite influencers more than ads. Influencer marketing makes it feel like someone they know is selling your products. 

Now you know why influencer marketing is so important for eCommerce, let’s look at how you do it: 

How Do You Do Influencer Marketing for Ecommerce?

Influencer marketing for eCommerce isn’t rocket science, but there are some do’s and don’ts:

Have Goals and Make Reports

Figure out what you want to achieve before embarking on an influencer marketing campaign. Do you want to extend your reach? Improve brand awareness? Break into new markets? Generate leads? Or simply increase sales? 

Defining your goals makes it easier to report later because goals help you decide what metrics and KPIs to use. A good eCommerce platform like Pypa Commerce will connect to Google Analytics, allowing you to easily measure your goals. 

Then, of course, at the end of your influencer marketing campaign, you need to turn your metrics into a report. Again, this is easy with the analytics provided by Pypa Commerce and third-party analytics which can be connected through Pypa’s API. 

Define Your Niche

Before contacting any influencers, you need to figure out what your niche is in the influencer market. If you’ve done your branding, you should know your audience. Where do they hang out? What channels do they use (e.g. Instagram, Facebook, YouTube)? Who do they follow? 

Discover Your Ideal Influencers

You can find influencers among your followers or on platforms like YouTube Brand Connect (for YouTube) or Whalar (for Facebook, Instagram, TikTok, Snapchat, and Twitter). However, some influencers will be better for your brand than others. Look for an influencer who: 

  • Is already using your products: An influencer who genuinely loves your products will produce better marketing and is more likely to have followers who will buy your products. This may not be an option if your brand is particularly small or niche.
  • Has the same niche: Possibly the most important thing is that your influencer’s niche is similar to yours. However, it’s important to strike a balance between someone with a decent following and someone who is very niche. 
  • Aligns with your values: It’s essential to pick an influencer who shares your brand’s values. Ask yourself—Is this who I want representing my brand? An influencer who doesn’t fit will feel less authentic or even tarnish your brand persona.
  • Has real followers: It always pays to check that an influencer isn’t just followed by bots. Odd comments and stock photos are warning signs.  
  • Isn’t too pricey: Hiring an influencer beyond your budget is not a good idea, especially as there are effective cheap options out there…

Use Micro-Influencers

Micro-influencers are influencers with less than 25,000 followers. But this doesn’t mean they’re not useful for influencer marketing. On the contrary, micro-influencers are a cost-effective solution as they often have higher rates of engagement (especially comments) than larger (macro) influencers and are more likely to be related to your brand’s niche, while being cheaper because they’re not as famous. 

Set Up Tracking

To figure out how well your influencer marketing’s doing, it’s important to set up tracking. There are two ways to track purchases that are made via an influencer:

  • Discount codes: You can get your influencer to share a custom coupon code, which you can set up in Pypa Commerce (and then analyze with a third party integration like Google Analytics). 
  • Unique tracking links: A more common (though more complicated) solution is to set up a unique tracking link with affiliate tracking software like CAKE, Everflow, and TUNE. These platforms can easily be integrated with a good eCommerce platform like Pypa Commerce.  

Make The Most of The User Generated Content

Content produced by influencers counts as user generated content, which you can share on your socials to highlight your relationship with the influencer. User generated content is great for branding and authenticity, so make the most of your influencer marketing by sharing it. 

Take a Hands-Off Approach

A key to influencer marketing is letting influencers run the creative side of their campaign. While it’s okay to define the basic parameters (e.g. sales, lead-generation, branding), micro-managing your influencers can make their content look inauthentic and corporate and defeat the purpose of using an influencer in the first place. 

Learning how to do influencer marketing can help your eCommerce business. With influencer marketing, you can reach new customers and strengthen your brand. From picking the perfect influencer for you to keeping track of metrics, you too can make influencer marketing work for your brand. Need help keeping track of your influencer marketing?—Pypa Commerce comes with a powerful API that gives you analytics at your fingertips.

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By Admin 4 min read

Originally written 13 May, 2022 . Updated on 13 May, 2022

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