Influencer Marketing’s Role in Boosting E-Commerce Brand Visibility
Updated September 4, 2023.
In the ever-expanding world of e-commerce, visibility is the name of the game. Marketing experts say that people must see or hear about your brand 7 times before becoming a customer. Couple that with the surge in competition caused by the low barrier to entry, and you've got yourself a situation where it's harder than ever for brands to stand out.
In this guide, we'll delve into the challenges e-commerce brands face as they battle it out for visibility and how influencer marketing can help you overcome these obstacles.
» Want repeat customers? Try this customer retention strategy.
Meet the Expert
Courtney Sharp is a seasoned professional with over 10 years in the field, founder of her own marketing agency, and a specialist in branding and social media strategy across Europe's fashion and beauty sectors. Her profound expertise offers invaluable perspectives on how influencer marketing elevates e-commerce brand visibility.
The Visibility Conundrum: How to Stand Out in the Age of Competition
E-commerce platforms like Shopify and WordPress have made it incredibly simple to start an online store. While this accessibility is a boon, it also means abundant competition, and businesses must constantly innovate to stand out. As a result, marketing has become not only competitive but also more expensive.
So, how can you give your business the edge?
Craft a Unique Selling Point
Your USP can range from what you offer to your brand ethos, and it's critical for differentiating your business and achieving the awareness you desire.
Establishing credibility is critical regardless of what you're selling. Concerns over online security and trust stemming from worries about data breaches and payment security can deter customers from your website.
The solution starts with building an attractive and easy-to-use website that demonstrates your brand's validity. You can give your brand's street cred another boost by selling on big-name retail platforms like Amazon, Etsy, and Shopify.
» Don't know which e-commerce app to go with? Check out our Wix vs. Shopify comparison.
Leverage External Channels
You can also reach out to relevant blogs in your niche and offer guest posts or interviews that showcase your expertise and knowledge in the industry.
Build a Community
Moving beyond credibility, the next step is to build a community around your brand. Engaging with your audience and fostering a sense of belonging can turn one-time customers into loyal advocates.
That's where influencer marketing comes in. It allows you to leverage the popularity and trust of influential individuals to reach a wider audience and establish a stronger connection with potential customers.
» Build a loyal community with a customer reward system.
The Power of Influencer Marketing
Influencer marketing is all about collaborating with personalities across various platforms. While social media influencers are the most recognizable, the concept extends beyond them. Even traditional methods, such as working with TV presenters, might be considered influencer marketing.
The Benefits of Leveraging Influencer Marketing
Influencer marketing offers a unique set of advantages:
- Boosts visibility
- Drives quick wins for your brand, especially if you're still starting out
- Targets specific demographics to effectively reach your ideal audience
Choosing the Right Platform for Influencer Marketing
Choosing the right platform for influencer marketing depends on several factors, including your brand, product, target audience, and goals. Each platform caters to a different demographic, so understanding your audience is crucial.
If your target audience is primarily young adults, platforms like Instagram and TikTok may be more effective at reaching them.
Strategies to Implement Influencer Marketing
Mitigate Risk and Reward Performance With a Tiered Structure
The financial risk associated with influencer marketing can be daunting for a small to medium-sized e-commerce business. Many business owners opt for a tiered structure that combines a flat fee with a commission based on performance.
Think of a tiered compensation structure like a video game where players earn a set amount of coins for completing levels but can also unlock bonus rewards for achieving high scores or completing special challenges, giving them extra incentives to excel.
This option can mutually benefit both parties, as it allows you to minimize your financial risk by motivating the influencer to excel, knowing that they'll only get rewarded further if they produce impactful results.
Foster a Regenerative Ecosystem With User-Generated Content
User-generated content (UGC) is all about encouraging influencers to create content that showcases your product in real-life situations, and it can lead to a powerful, ongoing content cycle. In addition to boosting sales, UGC can help you establish a sense of community among your customers.
The Future of Influencer Marketing and Branding
As we look ahead, building a community around your brand is set to become even more critical. Consumers prefer brands that align with their values and lifestyles, and community managers and diverse marketing channels will play an integral role in achieving this.
Influencer marketing can be an effective way to stand out in the crowded digital marketplace. Working with influencers in your niche can provide rapid visibility, precise targeting, and other long-term benefits. As influencer marketing evolves, your brand must adapt to changing consumer preferences and continue building community.
» Find the best marketing app for your Shopify store.