It's now well known that influencers can help raise brand awareness, drive engagement, and boost conversions. Almost 40 percent of Twitter users have even made purchases after seeing an influencer tweet about a product. So it's only natural that e-commerce brands start leveraging influencer marketing to drive more sales.
When influencers vouch for your brand, they help you win the trust of your target audience while generating buzz. In other words, influencer marketing is a form of social proof with a slightly bigger impact. Why? Because of an influencer's audience size and reputation. But how exactly can you leverage influencer marketing to drive sales for your e-commerce brand?
Work with influencers who can influence your target audience
First of all, you need to make sure the influencers you work with can influence your target audience. This means you need to look for influencers whose audience is made up of people within your target demographic. In order to do this, you need to use influencer marketing tools that give you insights into the audience demographics of each influencer.
HYPR is an excellent influencer marketing and discovery platform for this. You can search over 10 million influencers on the platform. And for each influencer profile you view, you'll also get detailed audience insights such as age, gender, nationality, race/ethnicity, etc. in addition to the usual stats such as reach and engagement.
You can also use NeoReach, which includes more than 3 million influencers on their platform. This too gives demographics about each influencer, but that info is limited to gender and age. What's great about this platform is that you can view which brands the influencer has worked with so you can discover influencers who regularly work with brands similar or relevant to yours.
Display influencer-created content as social proof
The content created by influencers can help generate buzz and stir the audience's interest on social media. But you can further leverage this content by displaying it on your product pages and your marketing emails. This will act as visual UGC and social proof that can help drive sales for your commerce brand
This tactic can work effectively, according to Olapic, a visual marketing platform. In its own study, Olapic reported that 56 percent of consumers are more likely to buy a product after they see it in a positive or relatable photo posted by another customer. In the same study, Olapic found that 49 percent of respondents are more likely to buy products that have been endorsed by a real person.
Additionally, 52 percent of respondents felt that photos are the most appealing form of user-generated content. So utilizing the aesthetically pleasing, professional quality photos created by influencers for your brand can be perfect to drive sales for your e-commerce brand.
Memebox, for instance, displays review videos and how-to videos created by beauty influencers on their product pages.
Have influencers share links to your product pages
And of course you need to drive traffic to your website in order to make sales. Influencers can prove to be an effective source of traffic. When they promote a particular product or range of products, make sure they share a link to the relevant page instead of just mentioning it.
You're probably already doing this with bloggers and YouTubers but it can get a bit tricky with Instagram influencers since they only have one space to add a URL. Instead of having them change the URL in their bio for every new post, you could have them promote a link to their unique landing page within your website. This landing page could display some of their favorite products, which their followers can buy.
These are some of the best ways you can work with influencers to make more sales for your e-commerce brand. You need to leverage the trust an influencer has established with their followers to influence your target audience. And you'll need to make sure influencers share links that make shopping easier for their followers. Now you just have to start implementing these tactics into your marketing strategy to drive conversions.