It’s true that 92% of consumers have made a purchase after reading about a product on their favourite blog.
You will also find that 62% of consumers will make a purchase if someone they respect and follow on Social Media recommends a product.
This is what is called Influencer Marketing.
Brands have increased their Influencer Marketing spend by 65% from 2016 to 2017, which shows that businesses are seeing both an ROI (return on investment) and ROE (return on engagement). Have you ever thought about how you could use Influencer Marketing to build your jewellery brand online?
Before I share with you my top tips around using Influencer Marketing for your jewellery business, I want to explain exactly what Influencer Marketing is.
What Is Influencer Marketing?
Have you ever watched a YouTube video where an influencer in the jewellery industry talks about a product they received for free? In exchange for their honest review of a product, a company will send it to them for free. Yes, this can be a risk if they do not like the product, but if they do, the rewards are endless.
Influencer Marketing can be in the form of Social Media promotion, reviews through Blogging, endorsements and/or video promotion, and is something that would help you to stand out from the crowd in the jewellery industry.
There are two different types of Influencer Marketing that you may want to consider for your jewellery brand, whether it’s selling jewellery online or through a high-street store.
This is where you will send a selection of jewellery pieces to online jewellery influencers for them to write about and share with their vast audience.
In some cases, influencers use “sponsored” content, which means that they are being paid to talk about your jewellery brand and will work with you to create content you are happy with before sharing it with their audience. You will have seen this specifically on Social Media, where an influencer will use either #Sponsored, #Spon or #Ad.
Influencer Marketing does work. 81% of marketers who have executed influencer marketing campaigns agree that it is an effective form of communication. If you are new to the world of Influencer Marketing, here is how it can benefit you as a jewellery retailer, both selling online or through a high-street store.
Building Brand Awareness
Using an influencer means that you are reaching a new audience consisting of a target market that you might not have been able to reach otherwise. Influencer Marketing is one of the best ways to build your brand awareness in the jewellery industry, especially if you work with niche influencers that are engaging with their audience.
If an influencer is endorsing your jewellery line and sharing it with their community, they are giving you the seal of approval, and their audience will listen to this and trust their judgement. Don’t forget that an influencer spends years building an audience that trusts what they say, so working with them will in turn increase your authority and trustworthiness in the jewellery industry.
If you decide to just send your jewellery products to influencers for them to review, it will only cost you the price of the product plus delivery. If they have a large audience, the return on your investment will be huge. Even if you do decide to do some sponsored content with influencers, this will guarantee that your business will be seen by a large number of your target audience.
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Now that you know what Influencer Marketing is, and how it can benefit your business, here are my three top tips:-
Tell Your Story
Influencers aren’t just popular – they are viral. A piece of their content does drive sales for a brand, and gets your jewellery brand in front of hundreds of thousands of people, if not more. For this to be as beneficial as possible, have a story to tell that will connect with the influencer’s community.
Don’t just go head first into working with an influencer without actually setting goals and expectations around what you want to achieve, especially if you are paying for them to promote your jewellery line. Set goals and expectations, but also stay as professional and friendly as possible, because the better the experience that the influencer has with you, the greater you would expect the positivity and enthusiasm towards your jewellery business to be.
Make sure you ask them for a media kit, as well as a breakdown of their follower demographics, so that you know what to expect.
Start small. Why? Because you want to make sure it is going to work for you. Influencers with millions of follows charge a lot of money to talk about a product, so start with an influencer that has a small audience to test the validity of Influencer Marketing for your jewellery business.
Have you done any influencer marketing before and if so, did you achieve what you set out to achieve?
I always talk about getting online, using social media and other forms of digital marketing (including influencer marketing) to help with your jewellery business growth – and that’s important – but the bigger picture is what will make or break your business.
You need to be online. You need to be utilising the technology available. You need to have a website/landing page and be communicating with your customers on a regular basis through the digital world.
You’re probably reading this thinking “I’ve done all of this and it’s still not working”.
I want you to ask yourself the following four questions:
- Do you know how to measure your online success in the jewellery industry?
- Can you communicate with your audience in real-time on your website?
- Are you working collaboratively with your team?
- Do you know how to create the perfect content for your target audience?
Did you answer “NO” to any of the above questions?
Do you feel…
- Unsure about technology for your business?
- Desperate to make that digital transformation?
- Like you don’t know where to start?
From the 1st August, I am going to be running a 30-day digital transformation that I want YOU to be a part of. It is completely complimentary, and you will receive an email a day with a tool that will help you with your digital transformation. If you would like to be a part of my 30-day digital transformation, sign up here.