Acquiring new customers is one of the most important aspects of any business. Whether it's through organic reach, paid advertising, or influencer marketing, it is essential to have a strong acquisition strategy in place.
One such strategy that's proven to be effective is influencer marketing. However, not all influencers are created equal.
When done right, influencer marketing can be a great way to reach a new audience and grow brand awareness. However, to do so effectively, you’ll need a clear brief that sets clear expectations and provides all the information you need for the influencers to create an engaging campaign that aligns with your goals.
First, it’s important to identify the types of influencers that your business is looking for. You’ll want to look for industry influencers that have a relevant following within your target market. You can find these influencers by exploring social media and following popular content hubs for your specific industry. By doing so, you can see who other influencers are working with and what type of content they’re creating for their followers.
Once you’ve identified the types of influencers that you want to work with, you can start to build a campaign brief. This is a document that will provide all the information you need to make sure your influencers are on board and understand what your goals are. This will also help you track the performance of your campaign over time.
To create an influencer brief, you can use the influencer marketing platform on Shopify. This tool makes it easy to find and curate content, manage campaigns, and generate reports. You can even use an AI-powered smart curation and product tagging assistant to automatically organize posts into shoppable UGC galleries, visual lookbooks, or reviews and showcase them on your website.
You’ll also want to include a clear description of what you hope the content creator will do with your products. For example, if your goal is to drive sales, you’ll want to ensure that the influencer will promote your discount code in their content. You’ll also need to specify whether or not you want the content creator to show the product in use or include a product unboxing video.
Creating a Campaign Brief
Once you’ve outlined the type of influencers you want to partner with for your campaign, create a brief to help guide them in their content creation. This should outline the goals of your campaign as well as any specific requirements, such as how the creator will post and where (i.e., on which social platforms). It should also include any branding guidelines, such as what the creative should look like and how long the brand has rights to the content.
You can also use a brief to provide creators with content guidelines, such as what the visual and caption should be. This will help them understand what the brand expects from the creator and may help to ensure consistency across the campaign. For example, if the brand wants all posts to be in one style, you can tell the creators to stick to this throughout the campaign.
This is especially important when working with new influencers as it helps to set clear expectations and reduce confusion. The brief should also include any specific instructions on what the creator shouldn’t do, such as mentioning competitors or highlighting the product’s disadvantages.
It’s also a good idea to include payment information in the brief, such as how you will pay the creators and how quickly they can expect to receive their compensation. This will avoid any confusion about how to process payments and can help reduce potential disputes down the line. You can include this information in the brief itself or, alternatively, in a separate influencer contract.
Reaching Out to Influencers
Influencer marketing is a type of word-of-mouth marketing that involves using popular figures or accounts to promote a product or service. It’s not as fast-paced as other types of marketing, but it can be a great way to build brand affinity and reach new customers.
To begin working with influencers, you’ll need to reach out to them and express interest in a partnership. You’ll need to be clear about what kind of collaboration you are looking for (product exchange, sponsored post, or a combination) and how your brand will provide compensation. This is important because many influencers have strict rules about tagging their posts as ads, and your message should clearly communicate this.
You can reach out to influencers through email, social media, or dedicated software tools. Many influencers have contact information on their social profiles, so this is the best place to start. When reaching out, be polite and friendly. It’s also a good idea to include an introduction to your company and a brief description of the project that you are contacting them about.
Using a tool like BuzzGuru can make the process of finding and reaching out to influencers much easier. It allows you to search for influencers by channel, keyword, or platform, and view their engagement levels. It also gives you information on what other campaigns they’ve been involved in, and it can help you determine which ones may be a good fit for your campaign.
Keep in mind that influencers are busy people. So, don’t be discouraged if you don’t hear back right away. However, it is a good idea to send a friendly follow-up to encourage a response.
Managing the Campaign
When you’ve chosen your influencers and created the campaign brief, it’s time to start monitoring performance. The key metrics to track include reach, engagement rates, and conversions. These will help you identify which influencers are giving your business the best ROI, as well as how much return you’re getting for each dollar spent on a campaign.
Influencer marketing isn’t about converting people to your product right away, but it is about increasing brand awareness and building trust and loyalty. Think of it like a modernized word-of-mouth strategy—it takes time and effort to grow your audience. It’s also not a one-and-done strategy, so it requires ongoing nurturing to achieve positive ROI.
For example, if you’re using unique tracking links in your campaigns, you can see which influencers are driving sales to your site. This will allow you to prioritize working with those influencers in the future. Alternatively, you can measure the cost of acquisition (CPA) to determine how much you’re spending on each new customer. This will allow you to spend more on influencers who generate more sales, and less on those with lower conversion rates.
Another great way to track your influencer campaigns is by using a tool like Upfluence. This will give you an overview of all your influencers and their posts in one place, making it easy to see how well your campaigns are performing. It also allows you to assign a custom coupon code to each influencer to track sales. This will work well for e-commerce businesses, as it will allow you to track how many sales are made using that particular code.
Whether you’re a new brand looking to boost sales or a well-established label wanting to add more excitement to your latest collection, influencer marketing can be an effective tool. With a little bit of planning and careful execution, collaborations with influencers can boost customer confidence, increase sales, and help you build a strong digital presence.
As a result, more and more brands are taking advantage of this marketing strategy. With a huge range of platforms, from Instagram to TikTok, there are more opportunities than ever to reach a wide audience. Unlike traditional advertising, which can be seen as a form of spam, influencer campaigns are more authentic and can lead to better results.
Influencer marketing is also a great way to establish credibility and trust for your business. If customers are able to see that an influencer has actually tried your products, they’re more likely to believe that the reviews are genuine. This can be especially useful for businesses that sell products that need to be touched, smelled, or experienced.
In addition, influencers often have their own unique audience that they engage with on a regular basis. This gives them the ability to target specific audiences and create content that’s relevant to their followers. In turn, this can lead to higher engagement rates and more conversions for the brand.
However, it’s important to remember that influencers are busy people and they might not respond to your initial request right away. This is okay, but don’t be afraid to send a follow-up email. Just be sure to time it carefully so that you don’t come across as pushy or seem like you’re no longer interested in working together.
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