I teach emerging online fashion boutique owners how to crack the code of eCommerce success for a life of uncapped income, flexibility and fun.
Hi, I'm Jodie
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Newsflash: You don’t have to spend a fortune on influencers!
In fact, when it comes to working with influencers, the cost alone is rarely a good indication of how suitable they are for your target market.
It’s difficult to put firm numbers around influencer marketing, however, sources claim that influencer marketing is a multi-billion dollar game, and like all things, it pays to take some precautionary steps to make sure you are using the right influence for your brand AND to make sure you get bang for your buck.
I’ve worked on and off with influencers for many years for my fashion business iland co and have learnt some of the lessons I am about to share with you the hard way. Apply these tips so you can avoid many of the obstacles plus find some potentially high converting collaboration partners.
If an influencer has thousands, hundreds of thousands or even millions of followers, that does not necessarily mean asking them to do an influencer (sponsored) post will equate to sales.
Why? Because the influencers followers may not be your target market. If they are not your target market, they are unlikely to purchase.
Whether you are on the hunt for an influencer to promote your products, or you are fortunate enough to have them come to you (this happens more often these days), it pays to know your audience and to do some research into who is engaging from their audience before you lock in an agreement.
For example, iland co has a clearly defined target market that I have refined over many years. My products are suited to many ages and genders (as it turns out), but my key target market is women aged 30 to 45, based in Australia, New Zealand, or the USA.
iland co is fortunate enough to be approached by influencers frequently but with a few quick clicks, I can determine if the influencer is suitable for my brand.
An influencer may be a beautiful young “tween”, but is that the right market for your product?
It can be tempting to say yes just because an influencer may look good in your product – and of course, they usually do – but make sure that any influencer collaborations are going to be of interest to your target market and existing audience.
Same applies if a particular influencer is geographically located in a region you may not be currently selling to – determine if that region is suitable for your brand before agreeing to work together.
It’s well worth the time to make sure there is alignment between your target market and the influencer’s audience – and if the two align, then let the magic begin!
Would you buy a car just because the salesperson says you should? Unlikely.
So why would you pay for an influencer post without looking under the hood?
This can all be done in a few minutes so don’t worry, I’m not talking about going all CSI. Here are the key stats to check before you commit:
Don’t forget to check ALL their social media profiles – Instagram, Facebook, and YouTube being the key ones.
Take some time to also look for other influencer posts in their feed.
There is no golden rule for how many sponsored posts are appropriate but bear in mind that this can affect the outcome of your collaboration and it is worth being aware of how they work. For example, if an influencer only does 1 in 10 sponsored posts, do those posts convert better then a post provided by an influencer who is 100% sponsored?
Established influencers will hand this over in a flash – those new to the game will most likely ask you to clarify the question. It’s a quick way to find those who take this space seriously.
A Media kit is usually a short slide deck, PDF or webpage, that provides a snapshot of all important data. This will generally include the number of followers across all their channels, their potential reach across each channel, the number of subscribers on their mailing list and/or YouTube channel, testimonials and examples of past collaborations. It may also include a bio and an outline of how they plan to incorporate your product into their feed.
Before you sign off on an influencer collaboration, make sure it is clear to you on what the influencer will be providing, and when – aka, dates and deliverables.
Not all influencers are paid $$$. Some are happy to provide a post in exchange for goods. This can be a great option for new brands looking to be more visible in the marketplace – but you still need to have confirmation on these important points.
Specifically, make sure you understanding the following:
In my early days of working with influencers, this was my biggest challenge. With the hustle and bustle of running multiple businesses and a family I’d often forget to ask for this level of detail and without fail, it would bite me down the track. Products sent to influencers with no posts shared, or posts were shared and I was unaware of them at the time and therefore missed an opportunity to leverage the hype.
It is well worth a short email or DM to clarify the deliverables, even if working with influencers is new to you. But there is one final rather important question to ask, and my final tip…
The answer can be yes! But each influencer will work differently and therefore handle this request differently. Be mindful that this may come with additional cost, but there is also a chance that it won’t cost you a cent!
Most influencers shoot imagery in high resolution and then edit the images later prior to sharing on social media. Making this request is generally not a problem for them to accommodate… but… you do need to ask for it.
Once you have high-resolution imagery and/or permission to use copies within your business, you have just secured yourself some lovely new marketing imagery that can be used within your business and for promotions down the track.
For my fashion business, iland co, I have featured a number of influencer images throughout my online store. These have helped convert customers as they have the chance to now see some of my designs on social media icons. I’ve also been fortunate enough to find influencers who directly reflect my target market.
Working with influencers can be lots of fun! A great post with lots of engagement can bring valuable customers to your store.