Strategies to Keep in Mind for Influencer Marketing

Oscar Perales

September 28, 2021

Gone are the days when Instagram, YouTube, Facebook, TikTok, and other social media platforms were just a place for friends to connect—they’re now also home to billions of dollars worth of marketing campaigns.

Influencer marketing, according to Influencer Marketing Hub, “involves a brand collaborating with an online influencer to market one of its products or services.” It’s a rapidly growing industry—while influencer marketing had a market size of $1.7 billion in 2016, it’s expected to rise to as high as $13.8 billion in 2021. 86% of women rely on social media for purchasing advice and almost half of consumers depend on influencer recommendations.

The numbers speak for themselves. When influencer marketing is leveraged correctly, it’s a powerful tool that can help your brand tap into audiences it couldn’t otherwise reach. Influencers have already predefined and built a relationship with a niche audience that trusts them. Working with influencers helps you reach these audiences and has proven effective to boost engagement rates, traffic, and ultimately conversions.

Running a successful influencer marketing campaign

Influencer marketing can be a gold mine for brands seeking to increase engagement and conversion with new audiences. One study suggests that the average influencer marketing campaign generates $6.50 for every $1 spent on the campaign, with 13% of campaigns generating more than $19 per dollar spent.

Like most marketing, however, influencer marketing is only effective when it’s done right — and that starts with making data-backed decisions in every step of the process.

Choosing influencers

Before deciding which influencers will best represent your brand, you first need to know as much as you can about your current customer base. Learn your customers’ gender, age, and location so you can find influencers with a similar demographic in their follower base. By finding influencers with a high percentage of followers that meet your target demographic, you can maximize the efficacy of your campaigns.

It’s also important to be selective in terms of interests. If you own a beauty brand, for example, you should only collaborate with influencers who are active and engaged within the beauty niche.

At Pattern, we focus on working with micro-influencers—influencers with a follower base between 15,000 and 100,000. Micro-influencers have proved to be the most effective in driving engagement. Below 15,000 followers, the reach of posts is limited; above 100,000 followers, influencers tend to have a weaker connection with their audience, and followers are less likely to purchase recommended products.

Influencers with low engagement rates may be a viable option if you’re simply aiming for visibility or brand awareness, but when conversions are your main goal, it’s your best bet to work with influencers with an engagement rate of 4% or higher.

It can be intimidating to find influencers with a high engagement rate whose content aligns with your brand, but it doesn’t have to be that way. Pattern brands have access to a database of more than 4 million influencers that can be filtered by location, interest, and follower demographics. Even though it’s more time-consuming, you can also find influencers manually by searching through relevant hashtags.

Collaborating with influencers with a high engagement rate maximizes your odds of running a successful influencer marketing campaign. However, there are many factors involved in such campaigns, and high engagement rates aren’t a guarantee that your campaign will do well.

Getting content approval

If the content an influencer creates to promote your product isn’t in tune with your brand, the campaign may fall flat. Brands can avoid this disconnect by requiring brand approval for any paid influencer content. Be careful with this strategy, though—if brands tweak an influencer’s content too much, it may become inconsistent with the influencer’s style, and the audience can lose trust and become hesitant to purchase the recommended product.

It’s a delicate balance to ensure that influencer content is both consistent with your brand’s story and the influencer’s personal style. At Pattern, we see the best results come when brands require content approval but otherwise give the influencer free reign to create content in line with their own style and profile.

Driving conversions

As an incentive to drive conversions, it’s a good idea to give influencers a coupon code or link for their followers to use. This serves as both an incentive for purchasing the product and as a useful tool to track how many purchases come as a result of an influencer’s posts.

Extra tips for working with influencers

While choosing your influencers correctly, getting content approval, and driving conversions are the foundation for any influencer campaign, those aren't the only areas that affect success.

Beware of fake followers

When working with influencers, be mindful of the fact that many influencers have fake followers that will never boost engagement or conversion rates. Robot accounts can inflate an influencer’s follower account, making them appear more popular or influential than they actually are. Influencers may buy these followers or attract them with messages promising a gift in exchange for a follow.

Pattern tools help us identify what percentage of an influencer’s followers are genuine. We avoid working with influencers who have a following that is less than 95% genuine.

Build a relationship with influencers

Once you initiate a relationship with the right influencer, put in the extra effort to continue building that relationship. Give your influencers positive feedback if they do a good job with their content. Make the process of working with your brand as simple as possible. Consider sending them gifts.

When brands put in the effort to build a relationship with their brand advocates, they may find that influencers will start to love the product so much that they will begin posting about it without requiring payment.

Even if you don’t see this outcome, it’s still a good idea to build relationships with influencers so they’re willing to work with you for new product and collection releases in the future. Working with the same influencers over time helps the entire process go quickly and smoothly since both parties know what to expect and the brand knows the quality of the deliverables.

Track data

The best way to know if your influencer marketing campaign is working—or what changes you need to make—is to track the performance data. Pay close attention to how many page visits the influencer generates and how many units they sold. This will give your brand a benchmark so you know what kind of results to expect from future campaigns. It will also make it easier to determine whether your investment in influencer marketing is paying off.

For more strategies on using influencer marketing to drive brand visibility and sales, download our Influencer Marketing Report.

Why work with Pattern?

It can seem overwhelming to begin an influencer marketing campaign. It may be difficult to know where to start, how to find influencers that are a good fit for your brand, or how to ensure that content is in line with both your brand and the influencer’s style.

Our data-driven tools and world-class marketing teams can help you take the guesswork out of the process. Working with us gives you access to a database of more than 4 million influencers that we can easily filter based on location, interests, and follower demographics. Our tools can also filter through fake followers and track performance data. The best part? When you partner with us, all of this is available at no extra cost to you.

Ready to see where your brand can go? Start the conversation today.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters]( Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail]( --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News]( Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News]( --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail]( DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail]( The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

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