Influencer Marketing: 5 Tips for Increased Sales
Influencer marketing has evolved from a niche strategy to an essential component of the marketing mix. Despite its increasing relevance and proven successes, many online retailers struggle with selecting suitable influencers, designing effective campaigns, and measuring return on investment.
The human element that influencer marketing provides is both a strength and a challenge for businesses. Selecting appropriate influencers who align with the brand and can authentically convey the message is crucial. This article presents five tips for finding suitable influencers and increasing sales in one’s own shop.
The Benefits of Influencer Collaborations
According to Statista, in 2020, Nano influencers accounted for 35.4 percent, Micro influencers 43 percent, Mid-Tier influencers 18 percent, Macro influencers 3.5 percent, and Mega influencers 0.16 percent of the German influencer landscape. With a share of 43 percent, Micro influencers constitute the largest group – thus offering particularly interesting advantages for collaborations.
Influencer marketing appears less intrusive than traditional advertising and creates more of a sense of a personal recommendation. This subtle approach often leads to higher sales rates, as people can identify more quickly with an influencer. Additionally, costs are often lower compared to traditional advertisements – especially when collaborating with Micro influencers, who usually work on a commission basis. Therefore, online retailers only pay when actual revenue is generated. However, the wide variety of influencers complicates the selection of the right partner. Here are some tips for guidance:
Tip 1: Align with the Target Audience
A successful influencer collaboration largely depends on the alignment of target audiences. It is essential to choose an influencer whose followers match the ideal customer profile of one’s own online shop. A thorough analysis of the demographics and interests of the followers can determine whether the influencer is capable of effectively reaching the desired target audience.
Tip 2: Assess the Credibility of Influencer Marketing
When selecting an influencer, it is important to consider their credibility. Influencers who demonstrate a genuine connection to the promoted products or services appear more authentic and convincing. Therefore, it is advisable to look for influencers who already show noticeable interest in the respective industry or specific products. It is worthwhile to follow the influencer for a certain period to get a sense of how they promote products in their stories.
Tip 3: Monitor the Engagement Rate
In addition to the number of followers, the engagement rate is a crucial indicator of the effectiveness of an influencer. It indicates how actively the followers interact with the influencer’s content. A high engagement rate suggests a strong connection and a high level of interaction between the influencer and their community.
Tip 4: Utilize Story Views as a Metric for Influencer Marketing
The number of story views is a crucial factor in evaluating the effectiveness of an influencer’s product presentation. Since products are often showcased in stories, story views indicate how well the influencer can convincingly present products and make viewers curious.
Tip 5: Consider the Quality of the Content
In addition to data and metrics, the quality of the content is naturally important. High-quality, professionally produced, and engaging posts not only appear convincing but can also positively influence the image of the advertised online shop. It is important that the posts align with the online retailer’s product and are thematically relevant.