Do influencers really help to sell products in the e-commerce arena? That’s the question many in the marketing world are asking. The answer is yes, but it definitely doesn’t work for all types of businesses. This is why influencer marketing for e-commerce is a targeted strategy for businesses looking to grow.
This article explores why influencer marketing for e-commerce is a game-changer for some companies, and why others find it ineffective at generating sales. It also includes an FAQ with answers to common questions about the topic from professionals who have firsthand experience using influencers both as consumers and marketers themselves.
Why Do Some Marketers Say Influencer Marketing Is a 'Hit or Miss' Process?
If you’ve been an industry insider for more than a few years, then you know the answer to this question. But if you’re newer to marketing yourself, meaning you don’t have direct experience using influencers in your own campaigns, here are some of the reasons why influencer marketing for e-commerce can be ineffective for some businesses, and not all of them.
On the one hand, influencer marketing in India works for e-commerce businesses that have a strong community presence. For example, beauty influencers like Jaclyn Hill and Jeffree Star can generate millions of followers because they have a large social media following in their niche. Other companies targeting younger audiences or parents can also benefit from using influencers who are part of these groups to promote a product.
However, some industries just don’t have much space for another new sales channel. In these instances, it makes sense that there are certain types of products that work better with influencer marketing for e-commerce than others. For example, blogger makeup brands like Glossier and Colourpop sell products that are often too expensive for their customers to afford. For this reason, influencer marketing for e-commerce may not be the best fit for those brands.
What Are the Best Types of Products to Use Influencers in?
Let’s take a quick look at influencer marketing strategies that have worked well for different e-commerce businesses. Online retailers are one of the most popular types of businesses to use influencers in their campaigns because they already have a community base that gets excited about new products from the brand. In this case, there’s no need to push new products onto existing customers by paying an influencer to promote them.
This type of marketing is also effective for brands that sell their own products on social media, or who already have influencers who work with them. For example, ASOS has partnered with influencers like Aimee Song and Connor Franta, who have promoted the brand across their YouTube channels.
The key to choosing the right product for this type of marketing is making sure it offers a good ROI (return on investment). It’s one thing to get 1,000 pre-orders from an influencer. But what if only 600 people end up paying for the product? That’s a much less profitable campaign than one that yields a full 75% conversion rate.
How Can Influencer Marketing Produce High ROI From 'High-Value' Customers?
If you’ve been in marketing for several years, then you also know that sometimes it’s better to have fewer customers who spend more on your products. This is especially true if your marketing strategy involves influencers like Glossier or Colourpop. These brands are closer to being lifestyle brands than retailers, so they’re seeking to attract customers who love the brand and are willing to pay for it.
If you look closely at influencer marketing India for these brands, you’ll see that these products aren’t just simple makeup kits or colour palettes. They’re carefully crafted looks that provide a full eye and face look. Plus, they’re often part of a larger lifestyle brand experience that includes this influencer’s blog content and YouTube channel.
The bottom line is that these types of customers are willing to spend big on the products they like because their perceived value outweighs the cost. Despite the fact that a $40 lipstick may be too expensive for some customers, many of these influencer fans will gladly jump on board.
What About People Who Don't Have an Already Established E-commerce Business?
If you don’t already have a large brand following or a loyal customer base that is willing to pay for your product, then influencer marketing may not be the best strategy for you. However, there are alternatives to using Instagram influencers to promote your products.
If you’re looking for an alternative way to get your brand in front of new customers, try investing in sponsorships instead. But if you want to scale, influencer marketing for e-commerce can be a strong tool, once you’ve built your foundation.
Conclusion: The Power of Influencer Marketing for E-commerce
Influencer marketing for e-commerce is certainly digging in for the long haul. However, as long as social media and content marketing are utilised as successful instruments for catching people’s attention, influencers will be utilised much more to form the crowd’s opinions about a product or service.
If you want help with the formation of your influencer marketing campaigns, then we at SavvyTree can help you ideate, execute, and analyse them with complete dedication towards your brand.
Grow Social With SavvyTree
Contact us for a free consultation.
