How to Grow Your Ecommerce Audience with Influencer Marketing

One of the most popular forms of marketing in use today is influencer marketing. Customers, who are inundated with promotional materials for nearly everything, are seeking compelling reasons to purchase new products rather than repetitive promos they have seen a hundred times. If you're looking to connect with a new audience, influencer marketing can be the best option.

Here’s what you need to know about using influencer marketing for your needs.

Identifying the Three Product Audiences

You can connect with various "types" of audiences by using different marketing strategies. Three primary audiences that your product should target are as follows:

People who have shopped with you before.

those who are already interested in the kind of goods you offer.

folks who, if they knew about it, would be interested in your offering.

These three audiences demonstrate three "levels" of brand familiarity to some extent. One of the most important aspects of influencer marketing is connecting with that final group of people. Your goal is to connect with those who are unaware that your product even exists. Influencer marketing allows you to demonstrate to your audience not just that the product exists but also that it is endorsed by a reliable source.

Top Value Points of Influencer Marketing

There are many strong reasons to consider building an influencer marketing program. However, just saying, “It works” isn’t always the proof you’re looking for. There are four specific value points that you might see from influencer marketing.

1. General Visibility (Social Proof Theory)

Word-of-mouth marketing is extremely effective. The social proof theory is a social concept that says that individuals choose to copy others’ behaviors around them when they’re not sure how to act in a situation. Many people extrapolate it to takeaways like, “It’s easiest to do what your peers are doing.” If people see that an influencer they relate to is engaging with your product, they may be more likely to look into that product.

2. A Higher-Quality Audience

When you engage with influencer marketing, you get immediate access to a high-quality audience. People who follow a specific influencer are following that influencer because they care about what they’re saying. In the world of influencer marketing, it’s absolutely quality over quantity. Micro-influencers, which Forbes identifies as accounts underneath about 50,000 followers, often have a better ROI than macro-influencers, which are typically defined as accounts with at least 500,000 followers. That’s because the smaller a page’s audience, the more people will typically be actively engaged with what the influencer posts and talks about.

3. Trust and Authenticity

Whether or not a person trusts an advertisement is a huge component impacting whether they’re likely to follow that advertisement to make a purchase. According to Sprout Social, 40% of customers use recommendations from friends and family to decide what brands they should follow online, and 82% ask for referrals and recommendations from friends and family when they make purchases. Sure, you can’t always get potential customers’ friends and family to sing your praises, but influencer marketing can basically be the next best thing.

4. Generalized Content Quality

Influencers have experience creating high-quality content. Their content is available like a portfolio for you to scan through, seeing how they’ve treated previous brand content and what their audience reaction has been. Even if you don’t personally enjoy the content, the number of followers they have makes it clear that other people do. Influencers can create high-quality content for your brand without you having to be the driving force behind it, and that can help you put a humanized face to your company.

How Can You Utilize Influencer Marketing Within Your Company?

Influencer Influencer marketing is a great place for many companies to start promoting their products (and getting those invaluable product reviews!), and it’s even better than other paid advertising types in many ways. Influencer marketing allows you to reach out to an audience that may not know about you yet, showing your products in big neon letters that say, “Someone you trust enjoys this brand!”

Influencer marketing is best started using a tool like Refersion. Refersion gives you the ability to monitor your affiliate marketing on all platforms. You can track various influencers and view their general commission, return on investment, and other details. With the help of this tool, you can gain further understanding of what's working and what you might want to revisit.

Influencer marketing is an excellent strategy for companies looking to reach a wider audience with their goods. It could surprise you to learn how effective this technique can become, regardless of whether you've never done any advertising at all or have done paid advertising but never influencer advertising. With Refersion's 14-day free trial, you can begin accessing all of the information you need to construct more effective influencer advertising campaigns. It's crucial to have as much information as possible.