Influencer marketing in the context of e-commerce is a strategy of cooperation between online stores and people who have significant influence and reach in social media.

Influencers promote the brands they work with through their platforms, such as Instagram, YouTube, or TikTok. Their clients can reach a wide and engaged audience in this way. However, to run an effective influencer campaign, you need at least some basic knowledge. We will provide you with it in this article, so that after reading it, you will be able to start talking to influencers… or an agency specializing in influencer marketing.

Influencer marketing is just one part of the machine that any entrepreneur running their business online can use, regardless of whether it is a service or the sale of goods. Equally important is the content marketing strategy, which we wrote about not so long ago, ormarketing for online stores in general. Remember that influencer marketing, even the most advanced, will never provide the same effect as combining all the channels promoting your brand. However, you have to start somewhere, and partnerships with people with reach in social media are currently one of the better choices.

Influencer marketing – why is it so important for online stores?

In e-commerce, consumers do not have physical contact with the product before buying. Influencer recommendations can significantly increase trust in the products offered. Authentic opinions and showing the product in practice by a trusted, recognizable person can convince customers to buy. By the way, to naturally increase the reach of your e-commerce, we recommend focusing on the SEO of the online store , i.e. optimization for Internet search engines.

Influencers often have a clearly defined audience, which allows online stores to reach potential customers in a targeted manner. This makes influencer marketing more effective than traditional advertising methods, such as blog marketing .

Collaborating with influencers can increase brand recognition among a wider audience. This can help online stores gain new customers.

Influencers are often content creators who can create compelling and engaging content to promote e-commerce products. This content can then be used in other marketing campaigns.

Many online stores experience significant sales and ROI increases with influencer campaigns. These costs are often lower compared to other forms of advertising.

In an era of growing importance of e-commerce and social media, influencer marketing is becoming a key strategy that allows online stores to keep up with modern consumers.

Influencer Marketing

Influencer Marketing – What to Expect and What Not to Expect?

Influencer marketing is, as we have already mentioned, an important branch of running a business online. So let's see what you can expect from it and what you can't necessarily expect.

What to expect?

What NOT to expect?

E-commerce

Influencer Marketing Step by Step – Directly

Defining campaign goals

Define your goals. Before you start looking for influencers, be clear about what you want to achieve with your campaign. Is it to increase brand awareness, generate traffic to your website, or increase sales?

Success Indicators. Determine what KPIs (key performance indicators) will indicate the success of the campaign.

Identification and selection

Understand Your Target Audience: Analyze your target audience (if you haven’t already) to understand which influencers have the best access to your potential customers.

Market Research. Conduct market research to find influencers that fit your niche and target audience.

Influencer Assessment. Assess potential influencers based on their engagement, authenticity, style, value, and reach.

Initial contact

First contact: Contact influencers, explaining who you are and what you do. This can be done via email, social media, or through influencer platforms.

Personalize your messages. Personalize your messages to show that you've done your research and are seriously interested in working with them.

Influencer Marketing – How to Negotiate?

Proposal for cooperation. Present a clear and detailed proposal for cooperation, including goals, expectations, remuneration and other relevant details.

Terms of Agreement: Discuss details such as campaign duration, content types, publishing schedule, and any legal requirements and brand guidelines.

Creating a Brief for Influencers

Prepare a brief. Include detailed guidelines regarding style, tone of communication, key messages, and other content expectations.

Flexibility and creativity. Allow influencers some creative freedom to make their content authentic and resonate well with their audience.

Campaign monitoring and analysis

Track Results. Regularly monitor campaign results with analytics tools.

Gathering Feedback. Maintain regular contact with influencers, collecting their opinions and impressions.

Evaluation and optimization

Analyze the effects. After the campaign ends, analyze its effectiveness, comparing the results with the designated KPIs.

Optimize future campaigns. Use your experience to improve future influencer marketing strategies.

Social media marketing

Influencer Marketing Step by Step – Through the Agency

Do your research. Find influencer marketing agencies that have experience in your industry and understand your business goals.

Portfolio Assessment: Review an agency's portfolio and case studies to understand their breadth of experience and the effectiveness of previous campaigns.

Consultation meeting. Contact the agency or agencies that you rated positively during your scouting. Meet to discuss your goals, target group, expectations and budget.

Setting Campaign Goals: Clearly define what you want to achieve with your influencer marketing campaign.

Strategy Development. The agency will develop a marketing strategy tailored to your goals, including influencer selection, content types, and campaign timing.

Plan Approval. Review and approve the proposed plan, including influencer selection and creative campaign concept.

Agency coordination. The agency will handle all the details of campaign implementation, from briefing influencers to monitoring their work.

Communication with influencers. The agency will be your intermediary, managing communication and cooperation with influencers.

Tracking progress. The agency will monitor the progress of the campaign and provide regular reports on results.

Results Analysis: The reports provided will include detailed analysis on engagement, reach and other key metrics.

Evaluate effectiveness. At the end of the campaign, the agency will evaluate its effectiveness and reach.

Recommendations and improvements. Based on the results, the agency can recommend changes and improvements for future campaigns.

Influencer Marketing in Ecommerce: Summary

Influencer marketing can be a great way to reach your target group with your product, build brand awareness and trust, and ultimately – although it may take some time – increase sales. When working with influencers, you need to be patient, but if you reach the right people, the effects of the campaign can exceed your expectations. However, if you are afraid that you will not be able to find, select and evaluate influencers, it is better to contact an agency specializing in influencer marketing.