Influencer marketing is a key channel to incorporate into your holiday marketing strategy in order to reach new online audiences and generate profits during the biggest shopping season of the year. Designing your influencer campaign to drive sales for your holiday lines and Cyber weekend offers is key to generating a high ROI for your holiday marketing. We’ve outlined the key steps from our Successful Holiday Marketing with Influencers infographic that brands should follow when carrying out their influencer marketing campaigns over the coming months. Read on for tips on how to boost eCommerce sales and how to leverage your customer base for your influencer partnerships this holiday season.
1. Set campaign goals & budget
The holiday season is a prime opportunity to drive sales as consumers typically shop for gifts, decorations, food, tech, and toys around this time of year so this will be a key campaign goal for many brands. Despite the coronavirus pandemic negatively impacting retail earlier in the year, brands can still hope to see a boost in sales, and the holiday shopping season is expected to start even earlier this year as people are keener than ever to spot bargains and shop online to avoid crowds.
When deciding on your influencer marketing budget this holiday season, it’s important to consider the cost of giving away products for influencers to test and promote, the cost of producing content e.g staging a photo shoot, and last but not least, how you will compensate your influencers.
2. Plan ahead for key shopping events
When planning your influencer campaign, be sure to make the most of the key moments in the build-up to the day itself and plan for your influencers to post around the time when people have holiday shopping at the forefront of their minds. As mentioned earlier, people are expected to start shopping earlier than ever to spread the costs of what can be an expensive time of year, and in order to anticipate the uncertainty about lockdown measures during the holidays. Cyber weekend, which runs from Black Friday to Cyber Monday is a good opportunity to run limited-time deals and promote your holiday lines with creative influencer campaigns. It’s important to plan key activations and posts around these particular events, but don’t forget that creating online brand awareness beforehand is equally as important!
3. Identify influencers with Upfluence Live Capture
Once the initial planning stage is over, it’s time to recruit the influencers for your holiday season campaign, and we recommend leveraging your current customer database to do this. Upfluence Live Capture is a tool that enables brands to easily identify their customers who have a valuable social reach, who can be activated for influencer and affiliate campaigns for their brand. After all, your customers already know and love your brand so are perfectly placed to create authentic content to promote your products around the holiday season. The tool itself works by capturing the social reach data of customers and visitors to your eCommerce site, giving you insights at a glance as to who is influential within your customer base. This hands-off approach is sure to save you time and resources in recruiting and on-boarding influencers, whilst prioritizing finding those influencers who are most suited to promoting your brand.
4. Work on campaign creatives
There are many content formats that work well for the holiday season. It can be a stressful time of year, so aim to address people’s needs to find the perfect gifts with content such as gift guides tailored to specific themes such as gift guides for coffee lovers or gift guides for kids under 10. Think about the pain points or expectations that your customers may have around the holidays and use that to drive your campaign angle. You want to make holiday shopping a pleasurable experience so tap into the festive, family-oriented, generous spirit of the holiday season! Don’t forget people are also looking to stay within their budgets so create content around different holiday offers, such as having a discounted rate when people buy several items, a win-win all round.
5. Boost sales with the Upfluence + Shopify integration
Your influencer campaign content can further drive sales during the holiday season with help from the Upfluence + Shopify integration. The tool allows brands to generate promotional codes for influencers promoting their products sold via a Shopify store to be included in their posts. This technique will make sure the influencers’ audience has a clear call to action and incentive to shop with your brand. Moreover, this also helps brands to directly measure the sales generated by each influencer and track how the campaign is meeting your objectives.
6. End-to-end campaign tracking with Upfluence
Once your campaign is up and running you’ll be able to manage and monitor performance at each stage. As well as managing campaign elements like briefs, content drafts, the publishing schedule, and influencer payments, you’ll also be able to see how each influencer is performing in real-time. This allows maximum flexibility in adjusting the campaign to get the best results, as well as easily calculating the ROI and number of sales generated at the end.