We love influencer gifting for a myriad of reasons. Not only does it get your product into the hands of someone from your core demographic, but it also gives you highly targeted exposure to their audience. Now, not all influencers are created equal, so we would definitely analyze their accounts, their audience and their engagement before working with them. That being said, if you find the right ones, they can pay off in a big way.
We employ a “some is better than none” approach at Sircle Media (small influencers can be excellent allies) and we dont think you have to shoot for the moon either. Meaning you don’t necessarily have to work with people with really massive audiences to make a mark. The truth is, they are probably not priced right, so you are overpaying and not actually getting value for your spend. The big players might be great, but that doesn’t mean their financial structure is a good buy. For our clients we prefer to find those who are on their way up and their pricing is commensurate with their reach and value prop. Playing that arbitrage game right can make all the difference, especially for those who micro analyze data and ROI/KPI metrics on things like this.
We like to encourage website visits whenever we can so we can generate traffic, retargeting opportunities and build look a like audiences based on their profiles. So when you send a target demo influencer there, you are seeding your other marketing efforts with some very solid ammunition.
One proven method is to get the influencer to buy something from the website that we credit them for with a unique discount (or one time free) code. Not only should they receive and review (or snap photos with) the product we send them, but we also want them to experience the website UX too. If they are writing a review we would love for them to mention how great the website is and/or if they aren’t you could still get some solid “free” feedback from someone with a lot of experience shopping online. All upside!
Best bet is to create unique, one time use codes that they can use for the engagement and that expire after that one usage. This way you get the experience, but hedge against the risk that the code gets out to the masses and everyone takes advantage of discounted prices. With a one time use restriction, we are big buyers of a broad macro approach. Meaning if we can bring in a lot of people (which odds are wouldn’t have purchased from you otherwise) than that is a smart move and worth it to acquire a new customer. If you have confidence in your product and your CRM skills, then that client should be able to be turned into a repeat client and the LTV (lifetime value) is more valuable than anything else.
Don’t be nervous, be proactive when it comes to influencer engagements. They also will help you with the new Instagram algorithm changes, but that is the subject of another post coming soon. Employ some offense and put yourself in a position to win. Play the game and reap the benefits!