Ecommerce Ebook EN V2 (2) - Flipbook - Page 33
NEGOTIATE INFLUENCER SPONSORSHIPS
One of the quickest ways to get your product or brand in front of a relevant audience is by paying
someone with an online following to act as your brand ambassador. Influencer marketing (through
Instagrammers, YouTubers, bloggers, etc.) is now rivaling referrals from real-life friends according to a
Twitter survey.
ADVANTAGES
POTENTIAL PITFALLS
TIP
• Brand awareness: With hundreds of
thousands or even millions of followers,
working with large influencers can create
top of mind, broad awareness and bring
people into your customer acquisition
funnel.
• Tracking ROI: One of the shortcomings
of using influencers is the lack of
tracking that most social platforms
have for sponsorships. Most influencer
posts need to be tracked through UTM
links, discount codes, and other creative
mechanisms. Otherwise, forget about
measuring ROI.
• Influencers are typically used for
their ability to discover and promote
“cool” product trends. As much as
possible, cleverly position your brand
by emphasizing its “cool” factor.
Influencers will be more likely to buy in
and make efforts to keep their audience
engaged and primed to purchase your
product. Social proof at its apex.
• Niche targeting: A micro-influencer,
which is typically someone with a
smaller, more dedicated following, can
give businesses with niche products
immediate access to a relevant online
audience. These micro-influencers cost
less to work with and translate into better
engagement metrics.
• Upfront payments: Most of the time,
an influencer will ask for an upfront
payment in the form of money or a
product donation, without any guarantee
of sales. A commission-based payment
structure, contract, or escrow service can
help mitigate this risk.
POPULAR CUSTOMER ACQUISITION STRATEGIES
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