The state of retail has evolved. If your business has yet to make social a central part of your retail strategy, your business is not performing at full capacity. A social strategy alone, however, is no longer enough to keep you competitive in the online retail space.Mobile commerce (mcommerce) is turning to social influencers to drive sales and engagement online. Your business will greatly benefit from having these “social celebrities” on your side, as influencers impact every stage in your sales funnel.
Awareness –Influencers extend your reach to their loyal audience base.
Consideration –Influencers spark higher engagement online and increase the amount of qualified leads flowing into your sales funnel.
Decision – Through product reviews and recommendations, influencers drive conversion and increase sales.
Adoption – Influencers create positive brand sentiment as a trusted source to their following.
Advocacy – Through digital word-of-mouth, influencers inspire their followers to share your brand’s content.
Influencer marketing will be the best thing you do for your social marketing strategy. Here are eight influencer strategies for retail brands to boost sales, aligned with five common goals retailers hope to achieve through social media.
Before you are able to utilize influencers in your social strategy, you must first find influencers that are compatible with your retail brand. Here’s how you can find your most influential advocates on social:
It is essential that you listen to what your audience is talking about on social. Not only will this allow you to create more relevant content that aligns with audience interest, but you can also identify your influencers. Usingsocial listening solutions, you can determine your audience’s topics of interest and identify those within your audience who are already brand advocates. These strong voices already serve as unintentional influencers so why not leverage them?
Social media allows you to engage directly with your consumers, which is hard to find through other marketing channels. As a way to create meaningful dialogue with customers , social media can generate brand trust—especially with the help of your influencers.
You may not have considered on-boarding your influencers, but having a conversation with your influencers on your brand voice, goals and intentions on social can be very valuable. Product marketers will tell you that there are right and wrong ways to speak to your brand’s products and offerings. In short, word choice matters.
Give your influencers a cheat sheet to refer to in case your business does have specific branding elements that need to stay in place. However, be careful not to overpower the voice of your influencers. They are influencers for a reason, and their unique voice is responsible for building their following.
Influencer content has an 88% greater impact than brand content and 50% better than user generated reviews, according toInpowered. Inevitably, consumers will view the content shared from your influencers as more reliable simply because neutrality is attractive. Sometimes it’s just plain difficult to convince your audience that brand-generated content isn’t always self-serving to your business. Luckily, influencers can come to the rescue with unique (or repurposed) content. And just like brand-generated content, you should continually analyze content shared by your influencers.
Whichcontentengages your influencers’ audiences the most? What content moves them to action? Keep in mind that every influencer’s audience will be different, depending on the frequency your influencer posts, the type of content they produce, and their unique voice online. In order for you to utilize your influencers to their greatest potential, you need to understand your influencer, the audience they serve, and the type of content that works for them – and ultimately will work for your brand.
One influencer may produce videos more than any other type of content – meaning their audiences are engaged with videos and enjoy consuming that type of content. Make sure that what you ask of your influencers aligns with their current strategies to ensure that their voice remains authentic and their audience will remain engaged.
Sharing information with your influencers on your most popular types of content will help them produce content that converts, but again, allow your influencer the freedom to make the content their own, told through their voice. Remember the goal is create brand trust, meaning content shared must be authentic.
Retailers can use influencers on social media to direct social audiences to your business, whether your goal is to increase foot traffic at your brick-and-mortar store, or bydriving trafficto your online store or website.
Influencers have loyal followings on their social accounts and are a trusted source for the best places to shop and buy. Your influencers can share their experiences at your store in a couple of different ways:
Provide your influencers with a unique promo code that they can share with their audience. As they share these promo codes, they can be demonstrating or reviewing your product and include links to your website or owned social accounts.
As we track the success of our social marketing efforts, our focus is not only how engaged our audience is but whether or not they are taking action that drive sales and increase revenue. Here are two strategies to ensure your influencers are able to move customers to action and impact your bottom line:
Social networks are increasingly integrating commerce capabilities into their offerings, making it easier for retailers to connect the dots between social and commerce. Here are a few major networks making strides in social commerce:
Because networks are adapting to the needs of users to shop and socialize all in one place, influencers should become an immediate priority for retailers. Influencers can promote your products through social and make it easy for followers to make purchases, research products, and share your offerings with their friends – all through the social networks.
Consumers are increasing the amount they are spending through mobile technology like tablets and phones. With the amount of mobile social users growing each year, having a mobile optimized website – that makes purchasing easy on mobile devices – is critical for retailers.
According to comScore, nearly 80 percent of social media time is now spent on mobile devices. If you plan on using influencers to drive sales by referring their followers to your website to make purchases, your website needs to be optimized for mobile, otherwise you could be missing out on potential sales.
For more information on how to start building your influencer program,check out our guideon how you can use social data to jumpstart your influencer marketing program.