Learn how to use the authority of influencers to leverage your sales – WAU
If you are a heavy user of social networks, you know or at least have heard of names like PC Siqueira, Whindersson Nunes, Jout Jout or Camila Coelho. They are all part of a new generation of content producers, known as digital influencers. But after all, who are these people? Digital influencers are active users […]
If you are a heavy user of social networks, you know or at least have heard of names like PC Siqueira, Whindersson Nunes, Jout Jout or Camila Coelho.
They are all part of a new generation of content producers, known as digital influencers.
But after all, who are these people?
Digital influencers are active users of social networks who create content capable of engaging thousands of people and, therefore, end up becoming a reference in certain subjects.
A recent study by Youpix showed that 2% of influencers are responsible for 54% of all interactions on social networks.
Because of this potential to generate spontaneous media, influencers are increasingly sought after by entrepreneurs and companies that want to attract visibility for their brand and increase their e-commerce sales, whether for physical products or digital products.
Is this your case?
So check out our text and learn to use the authority of influencers to leverage the sales of your digital business.
Research your audience
Most of your business choices are based on the interests of your persona, in which case it will be no different.
To choose the right digital influencer for your campaign, you’ll need to research your audience and find out what content they consume and share on social media.
You can do this by observation or you can create surveys and send email marketing to your base.
Some question tips that can give you the insights you need to choose your digital influencer:
- How much time do you spend on the internet a day?
- How much of that time is spent on social media?
- Which social network do you use the most?
- Name three sites you visit frequently
- Which channels do you follow on YouTube?
- Which profiles do you most admire or inspire in some way?
With the result in hand, you should filter the responses according to the most recurring responses. A process similar to the one you had to follow to define your persona.
For this step you will need a spreadsheet to list the names of the influencers and the pros and cons of each.
Use social media tools like Klout, Twitter Analytics and even Google, to find out which influencers are best suited to your action, based on the number of followers, comments, views, likes, mentions and posts.
Here you must prioritize influencers who have a fit with your product. Some questions can help when making your choice:
- What are the subjects they talk about the most?
- Are followers of this profile engaged?
- Are their values consistent with your brand?
- Does my product penetrate that niche?
Think of a classic example: you wouldn’t call a fitness muse to advertise a plus size clothing store.
In the case of YouTube and blogs it is easier to identify who these people are. In networks like Instagram and Snapchat, you should check the most recent posts to learn the influencer’s language, what products he uses and even the places he frequents.
Followers’ comments will also give good insights into the personality of your influencer. He is funny? Controversial? How will this impact your communication?
This step will require a greater analytical effort, so that your campaign generates the expected results.
Set campaign goals
It is possible to establish several objectives for an advertising campaign and whatever your own, it must be aligned even before contact with the digital influencer.
Your goal may be, for example:
- Increase your brand authority and branding: Make your brand better known to other audiences and increase your reputation in that market.
- Launch some new product on the market: Give visibility to something new in your store.
- Attract more followers to your networks: Increase interaction on your channels and direct these people to your e-commerce.
- Get people to your site: Attract visitors who are interested in products similar to yours.
- Increase the average sales ticket: Increase the conversion rate of your business.
The specific objective is what will determine the qualified audience for your campaign, and consequently, the influencer who will bring the best results.
Choose your ad format
In this format, the influencer makes a post dedicated to that product, with the information that the public needs to know, such as quality, price and where to find it, for example.
Works well for blog and YouTube.
They are usually identified with hashtags: #publi, #euindico, etc.
If reviews work better on blogs and YouTube, product tagging is ideal for networks like Instagram and Pinterest, where images predominate.
In this format, the digital influencer shares a photo using some of your products and identifies your brand through tags on the photo.
For the action to be more effective, the influencer can mark your store’s profile in the description or create hashtags associated with your product.
View this post on Instagram
today's. essa minha bolsa linda é da @theconceptmoda, uma plataforma nova de vendas que promove o consumo consciente, então eles têm peças de muitas marcas incríveis que se preocupam em não agredir o meio ambiente, não usar matéria prima animal e focar em produção local. e parte de todas as vendas ainda é destinada para instituições beneficentes, incrível ne? ♡
A great strategy to promote your product in a more natural way is to promote actions close to holidays such as Christmas, Valentine’s Day, Mother’s Day or Father’s Day.
An example of commemorative action is to promote a secret friend among influencers where they exchange gifts from your store.
Contests and sweepstakes
Sending products to the influencers to draw among their followers is also a great branding action.
Suggest rules for contest participants such as: share this post, like the store page on social networks and tag your friends.
This will make your brand known, including by people who do not follow the profile of the influencer.
The influencer participates in a brand event and registers its presence through posts on social networks.
Works well for launching collections, discounts and / or promotions.
The advertiser invites the influencer to create a collaborative line that bears his name, in exchange for participation in sales.
It is not suitable for smaller e-commerce, as it requires more investment and development effort, but it is interesting because it yields perennial advertising.
Regardless of the format you choose, respect your influencer’s creative ability.
The ad must appear spontaneous, as if he is recommending a service to friends.
Posts identified as sponsored receive 25.3% less comments, 12.7% less likes and 83% less shares.
That is, investing in personalizing your advertising is still the best way to retain your audience.
Make your partnership proposal
Never contact the influencer through social media. In addition to being unprofessional on your part, it is very likely that your message will be lost amid the hundreds of messages from followers that these profiles receive daily.
Your contact must always be made by professional email. As for the approach, be objective about the advantages of the business partnership for the influencer and why you chose him to represent your brand.
Another tip that helps is to send some of your products for the influencer to try and decide if the partnership is also interesting for him and for his follower base.
At the first contact, it is important to show that you are familiar with the work of your influencer. Cite any post he made that positively caught your attention.
This posture counts positive points for you, because it demonstrates your concern in doing well-informed advertising.
The fee will vary depending on the ad format. You can:
- Pay fixed prices for specific products such as video, photo, post, appearance at, event;
- Negotiate different values according to the performance of the campaign (number of impressions, number of clicks and conversion rate).
- Negotiate participation in the sale of licensed products or lines.
Profiles with less followers tend to be more flexible in this part and, in some cases, agree to negotiate their exposure in exchange for the advertiser’s products or services.
The most well-known influencers charge higher prices and are barely open to negotiations. But that does not mean you should never approach them, keep in mind that the price they charge is equivalent to the reputation they have built online.
Whatever the deal, be sure to align all the details of your partnership to avoid refractions and extra costs. A well done briefing serves this purpose.
In the contract, make explicit the termination clauses between the parties, and everything that protects both your rights as an advertiser and the image rights of your influencer.
Create a lasting relationship
During the negotiation stage, strive to create a bond with your influencer. This is because, it is important that he has affinity with your brand, so that he feels free to make new partnerships in the future.
Send your news constantly, get in touch on important dates such as birthdays or professional milestones such as record followers, number of likes, number of subscribers to the channel, etc.
These actions will help to keep your brand “alive” in the influencer’s memory, which will reflect in a much more qualified advertising.
Take the opportunity to create a relationship network with other influencers, even if it does not involve a real business partnership. As your e-commerce matures, goals change, and it is necessary for your communication to reach other people as well.
Add content to your website / blog indicating the influencers’ channels; Interact with them on social networks and share their content on your website, when relevant. All with the due authorization of the influencer, of course!
This relationship work must be constant, because it facilitates the first contact and the negotiation of partnerships, because they get to know you and your brand.
If you liked our tips, take the time to learn how social media can boost your sales!
* Content produced by the Hotmart team