• Daniel Trösch

How Ecommerce Brands Can Leverage Influencer Marketing

Ecommerce businesses are booming. If you enter the word Shopify into Google trends, you can see the following impressive development:

Shopify can be seen as a synonym for e-commerce business. While the trend to e-commerce has been growing quickly over the last few years, COVID 19 has definitely been a catalysator for brands to heavily invest in their online presence.

Want to have a couple of more statistics?

The global e-commerce market size is predicted to cross the $2 trillion mark in 2020.

And e-commerce does not mean only fashion and furniture. A recent e-marketers study shows, that 41.8% of consumers, that have ordered food delivery online has never done that before.

Put another way, the penetration of grocery e-commerce users had surged about 72% due to the pandemic.

Consumers are looking for frictionless commerce. And that is what e-commerce is all about.

Now, what does this mean for marketing an e-commerce store?

Frictionless advertising is needed. With mobile and social-first content.

On the flip side, the booming e-commerce market leads to heavy competition. Brands are doomed to provide the best customer experiences online and grab maximum attention.

The two most important business questions for e-commerce business are, therefore:

  1. How can I increase awareness of my online shop?

  2. How to optimize conversion?

While there are many cost advantages of building an e-commerce shop, raising brand awareness and mobilizing customer conversations can be very costly. Facebook ads and google ads are a great way to drive traffic. But you need to pay for those ads over and over again. And once you have the customer on your site, they need to trust your brand to take the final purchasing decision.

Is there not a smarter way to get traffic, build trust, and optimize conversion at the same time?

Great that you asked - there is.

Collaborating with social media influencers can prove to be the gamechanger you need.

Edelman's recent research proves that influencers help brands to build the trust they need. In 2019, 58% of people bought a product, 40% started trusting a brand, and 33% started talking about a brand after an influencer endorsed it.

You do not have yet built out an influencer program for your eCommerce brand?

No worries.

In this post, we explain how you can leverage influencer marketing to uplift your eCommerce brand.

But let’s start with some definitions.

Who are influencers? And why and how can they help any ecommerce brand?

Social media influencers such as bloggers, YouTubers, or Instagramers have built an engaged community. As trusted experts, they hold sway over this specific audience group (their followers). With Influencer marketing, you can market your brand through influencers rather than by direct marketing. We call it as well as word-of-mouth marketing at scale.

But aren’t influencers super expensive?

If you’d work with celebrities - that might be the case. But there are many so-called micro-influencers out there. Let’s take a look at some statistics, why that is relevant:

63% of people in the age group of 19-to-34 trust influencers more than brands. They find influencers twice more relatable than A-list celebrities. 58% of them actually took a purchase decision based on their favorite influencer’s recommendations.

Makes sense, right?

Meaning, influencers can transfer trust, engage new potential customers, and therefore improve sales conversions.

Therefore - let’s have a look at how influencer marketing can support your e-commerce business.