5 ways to optimize your influencer marketing campaign for ecommerce sales
We’d come a long way from influencer marketing being that one thing that’s nice to have just to get a bigger reach and some buzz on social media. Hate the term as much as you want, but building brand awareness is important. When presenting results however, in most cases it comes in second or third, if it comes at all. Why? Because the estimated reach or estimated media value are not direct sales.
Whether you’re selling your product in brick and mortar stores, through your own webshop or other e-tailers, direct sales are what is important in the end. And if you can show that the time, the manpower and in the end the budget you had spent for influencer marketing had paid off with sales numbers — you’re doing it right.
There are ways your influencers can drive the customers to your store or your retailer’s store and although there are ways to track and measure that, too, you’ll have to wait a bit for the sell-out results. But, for e-commerce you can see how well you’re doing immediately and adjust your communication accordingly.
Tip 1: Content
Let influencers create unique content and speak about your product in their own words. They know how to talk to their audience and how to convince them in a non-invasive way. Use that to your advantage.
Tip 2: UTMs
Create tracking links for each of your influencers. If they’re doing a blog post a FB post and a tweet, create a separate link for each channel. Get as much data as you can and if needed in the campaign report, you can easily sum up the traffic from all the channels of that influencer.
Tip 3: Promo codes and limited-time offers
Nothing drives more sales than discounts. Create a specific promo code for each of your influencers that their fans can use at checkout. Make sure it’s clear and simple like AMANDA20 or MICHELLE10 so you can track the direct sales from each of the influencers. Make it a limited-time offer so really, if you’re thinking of buying it, it’s now or never.
Tip 4: Pick the shortest route
Use the diversity of each of the SM channels to your advantage. If your influencer is big on Instagram and has a verified profile, go for Instastories rather than a post. Post may get you more engagement, but stories have a “swipe up to buy” feature that can drive the traffic directly and there are far less steps to the shopping cart than the “link in bio”. Use that.
Tip 5: Clear CTA
You can put up as many links if you want and still no one will click unless the influencer tells them to. Make their buying experience as easy as possible. People like to be told what to do.
But, before any of these, prepare your website for this. Influencers offer immediate exposure to a much larger audience which results in a significant increase in website traffic, subscribers, followers, and leads.
Make sure your landing pages are fully optimized, especially on mobile and your conversion funnel is set properly. No one just lands on your page and buy something just like that. Lead your customers to your desired outcome. Nothing p*ssess off people than a poor UX and a site that keeps on crashing down so come prepared. The backlash the influencers may get because of it isn’t something you want either.
You may not think your influencers are able to get in that much traffic that will crash your site, but it happens more than you think it does. Don’t be one of those.