Looking for an influencer for your ecommerce website? Great! We appreciate your decision to partake in an influencer marketing campaign.
Nowadays, consumers trust the words of influencers more than the brand itself. Maybe this is why influential marketing is being adopted by most of the ecommerce websites these days. Suppose, you are boasting about a dress saying that it is beautiful and every women must try it out. It is hardly going to grab some attention. Meanwhile, if a celeb like Kendall Jenner tweets that she is going to have that dress for tonight, people will rush to buy it. This is the charm of influential marketing.
This is the reason why for the past few years, companies have been utilizing influencers to reach their target audience. But finding the perfect influencer can be challenging.
It’s tempting to go for the one with the largest amount of followers or the highest number of likes, comments, and shares. But unless their goal aligns with your objective or brand image, this won’t be an ideal match for you. So, if you are wondering how to determine the ideal influencer for your ecommerce website, here are some creative strategies to follow.
1. Set Your Goals
No matter what marketing tasks it is, setting the goals always need to be the very first step. Your goal gives you an idea of the type of influencer content you need to create, the platform you require and the kind of influencers that are the best for your brand.
Your goal can be anything from getting a certain number of likes on a photo or reaching a specified number of daily sales. You may want to garner loyalty in new customers or generate buzz, achieve sales conversion rate, or improve B2B ties. Defining your goal and understanding the KPIs is important to get things clear before the planning stage. One size fits all approach may crash and burn your influencer marketing strategy, and you will not get the specific results to make an impact.
Look for a broader perspective than just the traditional digital KPIs such as CPM, CPV, CPC etc. If you don’t include qualitative measurements, achieving a good ROI or keeping up with your digital benchmarks will be difficult for you. Hence, identify your campaign goals before you start working on engaging the audience, creative storytelling and creating content with the brand. Make sure to set out realistic; quantitative aims can be measurable over time.
2.Understand Your Target Audience
Now before you start searching for your ideal influencer, be clear about the audience you are targeting. This is crucial when your products appeal to multiple types of audiences. You need to know whom you are trying to influence. Is it for the teens? Or middle age women? Unless you know the audience to focus on, influential marketing will be like a wild shot in the dark. It helps you to be more specific. The clearly you define your audience, the easier it becomes to find influencers who are relevant.
The worst approach is to target everyone. Even if one sells everyday commodity products is ideal to differentiate their marketing. They can create ranges for different niches such as people who favor quality, versus the budget conscious.
Once you are clear with the market you need to reach, you can put your key demographic and social info down on paper. You can even dig deeper by conducting surveys or looking into a handful of shoppers.
3. Determine the Type Of Influencer You Want
Once you have a clear goal to focus on, the next step is to figure out the type of influencer for your brand or business. The type of influencer varies depending on the objective of your marketing campaign. As you already know the objective of your marketing, it is easier to identify the influencer that best fit your needs. Here are 3 types of influencers that you can choose.
- Micro influencers
These are the influencers with less than 10K followers. They usually earn 25 to 50% engagements per post and great for the most authentic content creation. Such types of influencers arise the most resonance with followers and have direct influence and close engagement with the audience. Micro influencers can bring you more loyalty as it is more believable by the audience that the products are actually used by them.
- Middle-tier influencers
With typically around 10K to 500K followers, the middle-tier influencers usually have 5 to 25% engagement rate. They have a high topical relevance that helps them to easily connect with the audience, and their expertise in the field make audience believes in their words. Middle-tier influencers have the greater reach that is about 10 times more than the micro-influencers.
- Macro influencers
The followers of macro influencers range from 500K to 1M. Here the brand drives all the content creation and the influencers Macro influencers. You can expect an engagement rate of 2 to 5% per post and the highest reach with followers.
So depending on the need of your ecommerce business, determine what type of influencer you want for your ecommerce website.
4. Choose the Right Platform
Once you know your target audience, the next step is to find the key influencers for that audience. You are not going to pay someone just to say “buy this”, right? You need someone who can create meaningful content that matches your brand’s tone, style, and mission. On the top of finding the right influencer, you need to look for those who are popular on the right platforms. Social media and blogs are some of the great places to find the influencer.
You can get your perfect influencers on any platform around the web like Instagram, YouTube, blogs, Snapchat and Twitter. So, it is better to explore all the platforms to see which platforms your target audience engages the most. The platform you choose will rely on factors like what type of influencer content you want to publish and which platform can relate more to your target audience etc.
Suppose you want to create a branded video with your influencer. In this case, you will think about all video platforms like YouTube. Once you determine the platform, it will be easier for you to narrow down your search for influencers immensely.
Here are some ways to find your ideal influencers on any platform.
Social Media Monitoring
The loudest influencer that any brand can have is the brand advocates. This is because their posts align with your brand and also they can loudly and actively talk about how much they like your product or website. Now the question may arise, how to find such influencers. Well, the answer is simple, just tune in to your social media mentions and blog posts regarding your brand. This is where you will find many of your brand advocates you didn’t realize you had.
Social media monitoring is a great way to find influencers who support for the genre or niche you have outlined. For instance, you may find someone who posts about hair care but hasn’t mentioned your website as an excellent place to purchase the hair care products. You can select such influencers to promote your brand
Look for the hashtags that are used by your target influencers. Tune into the discussion surrounding these hashtags to spot your active talkers and blog topics that exerts a pull on the influencers.
According to the report from Technorati, 86% of influencers also operate at least one blog. So, targeting bloggers is like a double-dipping for exposure. Go through their blogs and figure out their impact on your target audience.
Another great way to find your brand advocates is by setting alerts for keywords about your brand. It will allow you to discover people who actively write about topics in your realm. You can also find posts mentioning your brand with Google alerts.
5. Focus On Brand Fit
The influencer you choose should meet the need of your brand. If you own a beauty brand, you can look for influencers that are interested in makeup. Choosing an influencer who has nothing to do with your product or your niche will not work. Here are 3 major factors to consider while choosing the right fit for your brand.
Relevance is something that places a crucial role in the success of influencer marketing. You need to look out whether the niche of the influencer is relevant to your brand or whether they have a voice in an industry. Relevant influencers will enable you to reach the right audience. To find the top relevant influencers, you can search for the keyword relevant to your product and those who rank high can make the best fit for you.
For instance, suppose you have software that can be used to improve online stores. So, in this case, you can simply make a Google search for “how to start an online store”, and you will get your leaders. You can also find your potential influencers by searching your brand-related keyword on social media platforms like YouTube, Instagram, Facebook and Twitter.
Again, influencers vary for every brand. So you need to make sure the influencer you choose is a contextual fit for your brand. For example, No doubt Justin Bieber is one of the most “influential” stars with 37+ million followers. But, what if he posts about your software? Is it going to work? Probably not! Bus if he posts something about music it will definitely catch the attention of the audience. So, now you understand why context is the key.
The reach of the influencers on social media matters. It is important to consider the size of their audience. The more reach they have, the more audience it can bring to your brand.
Apart from the contextual alignment and reach, another thing that you need to determine is, the influencer’s ability to cause action by their audience. Determine whether they can engage the audience or nurture relationships with their audience.
6. Analyze the Influencer’s Audience
You should first analyze the audience of the influencers before partnering with them. If the audience or following of the influencers correspond with your own target audience, you can move on to match the other factors. Otherwise, they might not be the right one to help you out with the marketing of your brand.
If you found someone who already loves your brand, it is nothing less than a jackpot. As they already know your brand, it will be easier to work with them. Being the fan of your product or brand, it will be easier for them to convince your target audience or their followers to by the product.
7. Consider Influencer Engagement Rate
An important metric that plays a big role while choosing an influencer is the engagement rate. Some marketers only consider the influencer’s following while picking an influencer for their ecommerce website or brand. But just because an influencer has millions of followers, that doesn’t mean they’re good at engaging those followers. It is also important to effectively engage the audience to earn a loyal customer for your product. Here is how you can calculate an influencer’s engagement rate.
Engagement rate = Average of (Likes + Comments + Shares) / (Number of Followers)
This formula works for most social media platforms, but for Instagram, you can just eliminate the number of shares in the same formula.
You can also use some other effective approach in addition to these criteria. If you need to raise brand awareness, just first filter influencers on the basis of the two characteristics above. Then you can consider the number of followers to see which will work best for you. Also, analyze the influencer’s content and tone to determine whether their voice will be a good fit for your brand.
8. Evaluate Influencer authenticities
Don’t forget to analyze the previous work while exploring your options for prospective influencers. Find out did they create original content or did they engage with their followers? Have they ever worked with brands repeatedly?
These are some signs that will help you choose the right influencer for your ecommerce website. It is risky to pick an influencer solely on the basis of their audience volume. An ideal approach is to consider their ability to reach your desired audience and affinity for your brand.
Another way to figure out the authenticity of an influencer is by finding out their locality. Look whether they disclose any sponsored content or not. A phony content can be easily recognized by the audience, and this is why it is important to stay away from those who aren’t transparent or honest.
9. Compare Influencers Based On Metrics
With all the above tips, you will come up with a short list of influencers. Now comes the most important part that is narrowing down the list. Apart from popularity, there are a number of factors that need to be considered to get the right kind of engagement.
You can use the below metrics to narrow down your list.
- Domain authority
- Average comments
- Follower count
- Average number of comments or likes on YouTube or Instagram
- Number of views of their YouTube video based on their subscribers
Lastly, the influencer and your brand should share the same ethos. The personality of the influencer personality should be relatable to the target audience.
Over to You
Having a great influencer marketing strategy can lead you to a ton of sales. But it is not possible without a right influencer who will represent your brand’s voice and personality. It takes more than just a search on Instagram to get influencers who can help you achieve your marketing goals. Keep the above 9 creative strategies in mind while conducting influencer research, and you’ll be well on your way to get the right influencers for your brand’s needs.