One of the hottest marketing trends for the coming year is something called “influencer marketing.” Basically, influencer marketing means working with influencers — people who have a large social media and/or real-life following and are able to influence their followers’ purchasing decisions.
If you’ve ever bought something as a result of seeing a blogger wear it, use it or review it, influencer marketing has worked on you. How can influence or marketing work for a retail business? Here’s a guide to getting started.
As with any type of marketing campaign, you need to specify your goals for your influencer marketing effort before you get started. In most cases, you’ll want to do more than attract more likes or followers to your social media accounts. You want to drive real-life actions, such as visiting your store, visiting your website or making a purchase. These should be measurable goals.
Find Your Influencers
You’re probably already aware of influencers in your retail niche, whether that’s baby clothing, gardening supplies or women’s apparel. You can also use hashtags or keywords to find influencers in your niche and/or your local area. Spend some time on social media searching for bloggers or YouTube stars who meet these criteria: 1) they have a big following, 2) their followers are in your target market, and 3) their content is relevant to what you sell. Klout is a good tool for quantifying someone’s social influence. Read more →