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Step 1: Get to Know Your Influencers (And Don’t Get Fooled)
Influencers come in all shapes and sizes. Emphasis on sizes.
In the words of Forbes Councils member Joel Contartese — who’s managed over $10 million in influencer spend over the last two years:
“The one thing you absolutely must know about influencer marketing is that the numbers don’t always tell the whole story. After spending millions on ‘celebrities,’ I’ve seen better results from influencers with a smaller but much more niched following than from the widely popular ones.”
Joel Contartese, Senior Brand Strategist
Orient your search around three metrics:
- Relevance to your brand
- Engagement with their audience
- Total Number of followers
Step 2: Pitch Your Influencers (And Don’t Be Afraid to Get Creative)
Now that you’ve compiled a list of influencers, it’s time to reach out.
Most, if not all, influencers are more than willing to work with entrepreneurs and help them promote their products. But, just like with any other business relationship, it’s unlikely you’ll be able to get something for nothing.
The most obvious solution is money.
Depending on what it is you want them to do, the size of their audience, and their level of engagement, prices can range anywhere from a couple hundred dollars to hundreds of thousands per post.
Long-term partnerships — like Kristina Kazan, who managed to snag a deal with L’oreal last year — can potentially be worth $1 million or more.
Step 3: Craft Your Influencer Campaign (And Make It Loud)
The most straightforward influencer campaign is brand exposure.
This is a highly effective tactic if you’re preparing for a product launch and you’re looking to generate hype and interest. One of our Instagram Domination students used Instagram to build anticipation for the launch of their Kickstarter campaign.
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