There is no doubt now, even for small brands entering the world of e-commerce, the importance of incorporating influencer marketing within their online sales strategy.
Thanks to the activities developed together with influencers, brands have the opportunity to reach a larger number of different audience segments in the time of a few stories. In addition, each influencer, whether large or micro, has now gained credibility over time in the eyes of its community, which will surely be more predisposed to buy or test the products offered.
Thus, from year to year, the digital budget allocated to influencer marketing campaigns has multiplied. Of course, smaller merchants probably often fail to reach the fee of a top influencer(s), preferring to engage micro or medium-sized influencers.
Cheaper, with a good quality lead and high content coverage, micro influencers often manage to have greater credibility and a well-qualified target niche. This, in e-commerce terms, often translates into more consistent traffic to the online shop and higher average cart value.
Precisely because they are more sectionalized to a specific target segment, the choice of influencers is as strategic as it is delicate. Whether it is done through the use of specific tools and software designed just for this task, or through manual selection on social channels, what matters is that the chosen creator is appropriate to one’s business offerings and on target with the values and brand tone of voice.
A mom influencer will be ideal, for example, if one’s core business is children’s clothing or children’s toys, while a health influencer(s), such as nutritionists or personal trainers, will be the right partner to push for the purchase of healthy food products or accessories for healthy, body-conscious and environmentally conscious living.
When to use such an activity within one’s marketing strategy? To launch a new product or service to a wider audience, to push a promotion at a specific time, to rebrand yourself and reposition yourself in a different market. Depending on the goals to be achieved, it will be possible to agree with the influencers involved on the best strategy at the briefing stage.
