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While popular culture sometimes criticizes the so-called “influencer” on social media, influencers and independent content creators not only capture the attention of broad audiences but also clearly increase brand sales when hired correctly. The obvious ROI of influencer marketing is the reason nearly 68% of American marketers say they are using influencers this year. – Up from 62.3% in 2020. 72.5% of those companies said they plan to hire influencers in 2022.
If you exclude the established practice of celebrity endorsement – The original Influencer Marketing app – Influencer marketing started in the digital age when non-celebrity individuals started building huge audiences on their personal social media accounts and brands started paying them for endorsements. The original influencers on social media were judged by the sheer number of followers.
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Influencer marketing has matured ever since. Brand marketers have learned that the largest audience in the world is not worth much if it is not highly engaged. This is an important distinction made since the early Kardashian era: niche influencers with smaller audiences are often able to generate more sponsored sales because these smaller audiences are usually more engaged with the topic and products offered.
This brings us to Amazon: the world’s largest retailer and a growing force in social e-commerce. The breadth of product offerings on Amazon coupled with its well-established position as the dominant e-commerce platform means that influencer marketing can generate massive returns for Amazon sellers. Furthermore, there are Amazon influencer marketing tactics that offer benefits greater than the sum of the ROI of their sales.
The “pipe blast” approach
The “Pipe Burst” Amazon influencer marketing strategy is a way to effectively recruit and hire influencers while still achieving some additional benefits that may not seem obvious at first glance. Here it is, step by step:
- Find the right influencers. They can work on Instagram, Facebook, TikTok or any other social platform. Find hashtags related to your specific product. Oftentimes, influencers with modest numbers of followers matter – Those in the range 10,000 to 50,000 – More responsive and they have a more engaged following than the Kardashians in the world.
- Offer free products and exposure. Many influencers have become influencers because they are addicted to the thrill of being famous on the internet. As such, many of them value exposure and the feel of demand more than actual money. The best approach to hiring influencers is to compile a large list of influencers who might be a good fit for your particular product and cover them with an email campaign offering them a free product and an offer in exchange for unboxing or reviewing videos back to your Amazon shopping page. .
- Coordination of timing and logistics. If you have targeted your emails correctly, then at this point you should have a group of suitable influencers ready to work with you. In order to get the full effect of the “Pipe Burst” approach, it’s a good idea to coordinate with your group of influencers so that all of their comments and videos are published within a one-week window. All this simultaneous activity and traffic coming from Amazon helps raise your ranking.
This third step is the secret of the “Pipe Burst” approach to Amazon influencer marketing: Increase in traffic, audiences, and conversions drives Amazon’s ranking algorithm with organic traffic routed through your influencer campaign. In addition to the initial campaign return on investment, this increases sales beyond the campaign’s end date.
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The market is becoming increasingly competitive for Amazon sellers, and influencer campaigns are one effective way to stand out in a crowded space. By using the tactics outlined above, Amazon sellers can benefit from massive economies of scale at very little cost, which is always a wise business move.