E commerce: 10 Commandments of Influencer Marketing

INFLUENCER MARKETING FOR E-COMMERCE
INFLUENCER MARKETING IS AN INCREASINGLY POPULAR MARKETING TACTIC FOR ONLINE RETAILERS. IT’S
IMPORTANT TO UNDERSTAND WHAT THIS POWERFUL STRATEGY IS AND WHAT IT IS NOT. PIXELSHOP’S 10
COMMANDMENTS OF INFLUENCER MARKETING ARE THE GOLDEN RULES YOU SHOULD FAMILIARIZE
YOURSELF WITH IF YOU PLAN TO USE THIS TACTIC IN YOUR MARKETING MIX. INFLUENCER MARKETING CAN
BE EXTREMELY EFFECTIVE WHEN THE FOLLOWING RULES ARE FOLLOWED.
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COMMANDMENT #1: HONOR THY BRAND
AND THE PERSONAL BRAND CULTIVATED BY
THE INFLUENCER.THE MOST EFFECTIVE INFLUENCER MARKETING INITIATIVES HAPPEN WHEN A BRAND OR PRODUCT ALIGNS
WITH THE PERSONAL BRAND DEVELOPED BY THE INFLUENCER. THE INFLUENCER HAS BUILT AN AUDIENCE
BASED ON TRUST AND SHARED INTERESTS WITH THEIR FOLLOWERS. MAKE SURE THAT THE INFLUENCERS
YOU WORK WITH ARE A NATURAL FIT FOR YOUR BRAND AND PRODUCTS. IF YOU’RE AN ESTABLISHED BRAND,
LOOK FOR INFLUENCERS WHO ALREADY LOVE YOU. IF YOU ARE A NEW OR EMERGING BRAND, LOOK FOR
INFLUENCERS WHO WILL LOVE YOUR BRAND AND PRODUCTS. IF THEY AREN’T SINCERELY EXCITED ABOUT
YOU, NEITHER WILL THEIR FOLLOWERS BE.

COMMANDMENT #2: THOU SHALT INVOLVE
INFLUENCERS IN CAMPAIGN STRATEGY.
INFLUENCERS ARE SIMPLY A MOUTHPIECE FOR YOUR BRAND. THEY ARE EXPERTS IN BUILDING TRUST.
INFLUENCERS HAVE SOCIAL FOLLOWINGS BECAUSE THEY HAVE TAPPED INTO THE NEEDS AND DESIRES OF
THEIR COMMUNITY. THEY ARE UNIQUELY POSITIONED TO HELP BRANDS FIGURE OUT WHAT WILL WORK
BEST FOR THEIR AUDIENCES. BENEFIT FROM THEIR INSIGHTS BY INVOLVING THEM AS A PARTNER IN
DEVELOPING THE RIGHT STRATEGY.

COMMANDMENT #3: THOU SHALT USE
INFLUENCE MARKETING TO OPTIMIZE FOR
TRUST.
THE POWER OF INFLUENCER MARKETING FOR ONLINE RETAILERS IS THAT IT IS THE ULTIMATE TRUST SIGNAL
TO CUSTOMERS. WHEN UTILIZED IN THE RIGHT WAYS, INFLUENCER MARKETING ACTS AS A STRONG THIRD
PARTY TESTIMONIAL FOR YOUR BRAND AND PRODUCTS. RUN YOUR STRATEGY THROUGH THE LENS OF
TRUST. ASK YOURSELF, HOW WILL THIS INITIATIVE PROMOTE AND DEVELOP TRUST WITH PROSPECTIVE
CUSTOMERS?

COMMANDMENT #4: THOU SHALT NOT
EVALUATE INFLUENCE ON NUMBERS ALONE.
INFLUENCE AND REACH ARE NOT ONE AND THE SAME. REACH IS THE TOTAL NUMBER OF UNIQUE PEOPLE A
BRAND COULD EXPECT TO REACH WITH THEIR MESSAGE. INFLUENCE IS THE ABILITY TO HAVE AN IMPACT ON
THE MINDSET OR BEHAVIOR OF SOMEONE.

COMMANDMENT #5: REMEMBER THAT
INFLUENCER MARKETING IS NOT
ADVERTISING.
MANY E-COMMERCE BRANDS MISTAKENLY LOOK AT INFLUENCER MARKETING AS JUST ANOTHER
ADVERTISING CHANNEL. IT’S NOT. IN FACT, INFLUENCER MARKETING IS ONLY EFFECTIVE BECAUSE IT IS NOT
ADVERTISING. TODAY’S ONLINE CONSUMER DOESN’T TRUST ADVERTISING. 96% OF PEOPLE BELIEVE THAT
THE ADVERTISERS DO NOT ACT WITH INTEGRITY. YOUR INFLUENCER MARKETING INITIATIVES WILL FAIL IF
THEY ARE OVERTLY PROMOTIONAL.

LOOK TO INFLUENCER MARKETING AS A
MAGIC BULLET.
IF YOU ARE LOOKING FOR AN EASY WAY TO DRIVE SALES AND YOU BELIEVE INFLUENCER MARKETING IS THE
ANSWER, YOU WILL BE DISAPPOINTED. INFLUENCER MARKETING MUST BE PART OF A LARGER STRATEGY.
YOU CAN PAY FOR SOMEONE WITH A LARGE SOCIAL FOLLOWING TO BLAST OUT YOUR BRAND MESSAGE BUT
WITHOUT A COMPREHENSIVE PROGRAM INCLUDING EMAIL MARKETING, SOCIAL MEDIA MARKETING,
WEBSITE OPTIMIZATION AND EXCEPTIONAL CUSTOMER SERVICE, YOUR EFFORTS WILL NOT HAVE A LASTING
IMPACT.

TREAT INFLUENCER MARKETING AS SIMPLY
A BUSINESS DEAL.
INFLUENCERS ARE NOT AD REPS AND YOU SHOULDN’T TREAT THEM LIKE THEY ARE. SMART INFLUENCERS
ARE PARTICULAR ABOUT THE BRANDS AND PRODUCTS THEY REPRESENT. RECRUITING THE RIGHT
INFLUENCERS IS ABOUT BUILDING RELATIONSHIPS. IT’S JUST AS IMPORTANT FOR YOU TO UNDERSTAND
THEIR BRAND AND RELATIONSHIP WITH FANS/FOLLOWERS AS IT IS TO COMMUNICATE WHAT YOU ARE
LOOKING FOR FROM THEM.

COMMANDMENT #8: THOU SHALT IDENTIFY
OBJECTIVES TO REACH SPECIFIC BUSINESS
GOALS.
SUCCESSFUL INFLUENCER MARKETING CAMPAIGNS BEGIN WITH A CLEAR OBJECTIVE AND A FOCUS ON
ACHIEVING REAL BUSINESS GOALS. UNLESS YOU HAVE MONEY TO THROW AROUND, PLANNING HOW TO
DRIVE RESULTS IS CRITICALLY IMPORTANT. YOU CAN HAVE MORE THAN ONE OBJECTIVE BUT YOU MUST
HAVE AT LEAST ONE. THIS IS THE REASON YOU ARE EMPLOYING AN INFLUENCER RELATIONS STRATEGY.
BUSINESS GOALS THAT CAN BE ACCOMPLISHED THROUGH INFLUENCER MARKETING INCLUDE: BRAND
AWARENESS, ENGAGEMENT, GROWING YOUR SOCIAL AUDIENCE, CUSTOMER RETENTION AND LOYALTY AND
SALES.

COMMANDMENT #9: THOU SHALT DEVELOP
A PLAN TO EXTEND THE IMPACT OF
INFLUENCER INITIATIVES BEYOND THE
INITIAL CAMPAIGN.
DON’T THINK OF YOUR INFLUENCER MARKETING CAMPAIGN AS A ONE-TIME EVENT. LOOK FOR WAYS TO
EXTEND THE IMPACT FOR THE LONG TERM. ONE SIMPLE TACTIC IS TO LEVERAGE INFLUENCER AND USER-
GENERATED CONTENT FROM THE CAMPAIGN ON YOUR E-COMMERCE SITE, IN EMAILS AND THROUGH YOUR
SOCIAL CHANNELS. MAKE SURE THAT YOUR AGREEMENT INCLUDES THE RIGHT TO USE SUCH CONTENT FOR
PROMOTIONAL PURPOSES.

COMMANDMENT #10: THOU SHALT
MEASURE AND EVALUATE INFLUENCER
IMPACT.
PLAN HOW YOU ARE GOING TO MEASURE RESULTS BEFORE LAUNCHING A CAMPAIGN. IN LARGE PART, THE
METRICS YOU TRACK AND MEASURE DEPEND ON YOUR OBJECTIVES. FOR EXAMPLE, IF SALES ARE YOUR
GOAL, MEASURE ONLINE SALES, ORDER VALUES, RETURN CUSTOMERS AND CONVERSION RATES.

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E commerce: 10 Commandments of Influencer Marketing

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E commerce: 10 Commandments of Influencer Marketing