Social proof is real. Customers tend to buy products recommended by other people. It is not enough that a product has tons of testimonials. More than the quantity, it is the quality of recommendations that matter.
This is the reason why influencer marketing is extremely effective. It is because a product is being recommended by an ‘influencer’ which is a person that has tons of followers. Instead of the company saying good things about the product, it is a third person that makes the recommendation. This social proof is stronger and tends to generate more traffic and sales.
Influencer marketing is very important for your Magento website. It takes a lot of time to create a Magento store from the ground up. It will also require some financial investment. But promoting your store the traditional way will no longer work.
These days the quality of the backlinks matters more than their quantity. You’ll want your backlinks to come from reputable sources. Influencer websites and social media channels offer great sources for high quality backlinks.
However, influencer marketing can only work if you know how to do it. It is more than mass-messaging influencers. If you do that, you’ll find out that it doesn’t really work. Instead, influencer marketing is all about building relationships. In this article, you’ll learn about how to use influencer marketing to promote your Magento store.
What Is Influencer Marketing?
Influencer marketing is enlisting the power of an influencer to promote a product or service. This can be a simple review of a product or service or it can be a full blown influencer marketing campaign where an influencer showcases a product again and again to his followers. This campaign can be paid or done in collaboration with the influencer. It all depends on the power of your brand in attracting influencers.
What makes influencer marketing special is that it utilizes the power of relatable people to promote products and services. Unlike celebrities that often promote products through paid advertisements, influencers often promote products just because they like it. This makes influencer marketing more effective in encouraging more sales.
This is because their recommendations are based on their personal opinion instead of a paid promotion. A company doing an awesome job at influencer marketing is Hunting Bow Lab which helps companies to find hunting bows.
How Influencer Marketing is Useful for Companies?
Companies are now looking for ways to go into influencer marketing. This is because they see the value of the method in generating leads and sales. It is shown in how many companies are being featured by influencers in different social media channels. But the progression is slow. The method is still quite new and is yet to be fully adopted.
Influencer marketing is useful in companies because it helps them get more leads. It also strengthens their brand.
When one influencer promotes a brand, it immediately sends the message across the niche. This promotes not only the product but the brand giving your company more exposure. To successfully attract influencers it is recommended that you start an affiliate program.
Types of Influencers
However, all influencers are not the same. You have to consider the type of influencer that you are dealing with so that you can adjust your approach to promotion.
The Thought Leader
A typical social media influencer is a Thought Leader. They may be known in their niche because of their unique content or ideas. The Thought Leader’s promotion is very powerful. One promotion can result in an influx of leads and sales.
However, Thought Leaders don’t just promote any product. They only promote a product if they believe in it. So if you have a product that is coherent with the views of the Thought Leader, then this is an influencer that is worth approaching.
The Friend may not be a Thought Leader. But this person has a friend who is one. This is the type of influencer that is promoted by others.
Usually, influencers create a group of people with similar interests. Then, they cross-promote one another through their content. The Friend is just as important because he or she will help you connect with the entire niche network.
The Product User
This influencer may not necessarily have a ton of followers. They may appear as an ordinary but a relatable user. What makes his or her recommendation powerful is in how real they are.
This realness makes the recommendations more believable. This type of influencer is perfect for new e-commerce websites that are trying to gain exposure for their business.
How to Use Influencer Marketing to Promote Your Magento Store
Promoting your Magento store through influencer marketing is easy. Here are the 3 steps that you can follow to do that.
STEP 1: Start with an End in Mind
Before you do anything, it is important to define why you are doing influencer marketing. This is where you define your goals. Is it to increase traffic? Or is it to increase brand exposure? How many sales do you want to get?
You need to take all of these goals into consideration before you proceed with the creation of your influencer marketing campaign.
STEP 2: Choose The Right Influencer
As mentioned, there are different types of influencers. You need to know the type of influencer that you should work with. This will ultimately depend on your budget and goals. If you have a smaller budget, you might want to approach Microinfluencers instead of Thought Leaders. Microinfluencers are usually product users with a smaller number of followers.
STEP 3: Choose Your Channel
Influencers work through different channels. Some of them have blogs while others have Youtube channels. Some of them work solely on images through Instagram or Pinterest. The key is to choose a channel that is most compatible with your goal.
If you sell visually appealing products, you may want to work with Instagram or Pinterest influencers. If you work with products that need demonstration, you may want to work with Youtube influencers instead. The key is to choose a channel that is most compatible with your products and goals.
Creative Ways to Get Influencers to Promote Your Magento Website
Getting an influencer to promote you is not as easy as choosing an influencer and a channel. You will need to be more creative than that. Here are 10 creative ways on how you can get an influencer to say ‘yes’ to your offer.
Run a Referral Program
One of the easiest ways to get an influencer to promote you is to have a referral program. The core of a referral program is referral software.
This will give an influencer a reason to promote you to their followers. With this program, they only need to refer a few people to your site and they get a reward. You can even combine this with a contest where the influencer can win high-ticket items for their promotions.
Run an Exclusive Discount Code
Another strategy implemented by businesses is they run an exclusive discount code for influencers. This is usually a discount code that contains the brand’s name and the influencer’s name.
You kill two birds with one stone. First, you will give the influencer’s followers a reason to visit your store. Next, it helps the influencer show his followers that brands contact them. This is good for influencers who are just starting to gain traction in their follower count. Also, this will help them command higher prices for their promotion services.
Ask for a Review
A simple way to approach an influencer is to ask what they think about your product. All you need to do is look for a way to send them products and ask them if they can give their honest opinion about a product.
This may seem simple. But a positive review from an influencer can often result in a wave of new customers if done correctly.
Collaborate with Them
Another way to work with influencers is to collaborate with them. This can be in the form of an event or through a new product.
This is good for creative niches such as fashion where you give the influencer more than just a boost in promotion. You also give them a chance to create their own products. This is an offer that is really hard to refuse.
Run a Contest with Them
Another way to get an influencer on board is to ask them to run a contest with you. By contest, I am referring to an online contest that can allow you to get more followers for your website. This is the type that you often see in social channels.
It is where an influencer asks you to follow a particular channel and theirs and you get a chance to win a prize in return. This is simple and easy to do. And all it takes is to just approach an influencer if they are interested to work with you.
Run an Event with Them
Another way to ask an influencer to promote your product for you is to run an event with them. Events are there for more than just to celebrate a particular niche. It can also help you to reach out to more than just one influencer. Sure, an event may be quite costly. But if you can invite several influencers at the same time, then it is worth it.
PRO TIP: You don’t need to run a huge conference for an event to be effective. You can run a small exclusive dinner for influencers and it will be enough to get people to promote you.
Hire an Influencer to Review Your Products
Sometimes, an influencer will need some form of payment to work with you. That’s okay if you have the budget to spare. With this, you no longer need to wait for their reply when you ask them to review your products. They already have a reason to work with you.
Run a Cause with Them
Another approach is to run a cause. Some influencers stand for certain causes. For example, there are several vegan influencers on Youtube. So if you run a cause for animals and invite them to work with you, they will have a reason to collaborate.
Ask Them to Be a Brand Ambassador
You can also invite an influencer to become a brand ambassador. This is where you ask them for more than just a promotion. Instead, you ask them to be the representative of your company.
This is good if you already have a reputable brand. But even if you are building your brand from the ground up, it is always prestigious for an influencer to become a brand ambassador. This will allow your business to build lasting relationships with influencers.
Create a Unique Experience With Them
One restaurant has a unique experience to offer. They offer a dinner in the sky. To promote their restaurant, they invited some of the top vloggers in the niche. This is a good move because it gets them free promotion from a simple dinner. What makes the offer attractive is that it is unique. This encourages the influencers to take the offer.
With this, it is important to create a unique experience for your target influencers. It is not enough to ask them to promote your business. You need to give them a solid reason to promote you by inviting them to unique experiences.
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As you can see, there are so many creative ways to promote your brand through influencer marketing. This is a great way to promote your business if done correctly. It will help you tap into a stream of followers that you would not have reached without this method.
Hope we helped you learn more about influencer marketing. Are you excited to use it to promote your Magento store? Tell us about it in the comments.
About the author:
Arlen Robinson is the co-founder and VP of Business Development at OSI Affiliate Software.
He is also the host of The Ecommerce Marketing Podcast where he discusses marketing strategies with experts from all over the world.