The holiday season is fast approaching, but there’s still time to shake up your holiday marketing strategy to ensure it delivers on its promises. Consumers have increasingly embraced online shopping and curb-side pick-up in the midst of physical distancing measures making in-store shopping a less attractive option for holiday shoppers. When asked about their preferences for holiday shopping in 2020 compared to last year, 49% of consumers were more interested in shopping online. The pre-purchase journey is also beginning online, with 83% of people using Instagram to discover new products or services. Video also plays a big role as nearly ⅔ of shoppers have been inspired to make a purchase after watching videos they’ve seen online. In this context, a robust digital marketing strategy that helps consumers browse and buy from the comfort of their own homes is the way forward for this year’s holiday season.
With this in mind, influencer marketing should be a top marketing channel for brands looking to win big with digital. With the ability to reach large online audiences and drive engagements and conversions with their entertaining and authentic content, influencers are the perfect antidote to cold corporate messages and brash advertising often seen at this time of year. We’ve put together our winning formula for success, including how to craft a data-driven influencer strategy, how to optimize outreach, and how to drive revenue with influencers during Cyber weekend.
Brand performance insight to build the best strategy
As we mentioned earlier, this year your online and social media marketing counts more than ever in raising awareness of your brand and driving revenue throughout the holiday shopping season. Get started with a benchmark of the brands that are leading the way on social and adapt their techniques within your own marketing strategy. Upfluence Brand Influence Reports offers in-depth insights into the social media strategies of the most successful brands. Analyze the features of their latest influencer campaign with data on their number of engagements, top 10 best performing posts as well as the top 10 influencers they’re working with. With insights build a holiday influencer strategy based on the content and campaign formats that have proven results.
For example, on the Aldi brand report page, we can see their top-performing post in September was promoting their Instagram Story of the 2020 Virtual Aldi Showcase. They tapped into the early appetite for Christmas content this year and leveraged an engaging live video content format to generate excitement about their holiday line. These are key learnings you should apply to your own holiday marketing campaign.
Influencer data for better outreach and targeting
Email marketing is a tried and tested method for holiday marketing, but how can you stand out from the crowd? The key here is using consumer data to ensure maximum personalization of content for your customers. You might be planning to share gift guides, customer reviews, gift bundles, and product demos to drive conversions amongst your customer base. Insights about your audience’s location, age, gender, and purchasing habits are a good place to start with creating more personalized content tailored to their needs. You can also add an extra layer of insights to consumer data with the Upfluence + Klaviyo integration, which enriches your customer profiles with social reach data for greater audience segmentation and strategic targeting. Adding customer social data to CRM contacts means holiday email campaigns can be developed based on demographic, behavioral, and social reach capabilities.
The influencer data from Upfluence can also transform your influencer outreach with Klaviyo. With social data insights, brands can easily identify the individuals within their CRM that have a high-value social reach, making them a natural fit for influencer and affiliate campaigns this holiday season. Leveraging pre-existing customer relationships for your holiday influencer marketing will help you use authentic story-telling in your marketing. When buying online, people look to other customers for their real-life experience of using products when they can’t touch and test products out first-hand in store. By activating influential customers on social media, you’ll be able to promote your products with product reviews, ‘how to’ videos, and holiday-themed wish lists that not only showcase your products but respond to a direct pain point of customers doing their holiday shopping online this year.
Drive revenue with influencers during Cyber weekend
Cyber weekend represents a huge opportunity for eCommerce brands this year, with consumers looking to make the most of the online bargains and slashed prices to begin their holiday shopping. Working with influencers to promote your Black Friday and Cyber Monday deals will build your online presence and drive sales throughout the weekend. Influencer marketing campaigns are a great way to connect with new customers amidst the frenzy of traditional holiday marketing. Influencers who have a more personal style to their sponsored content can help bring your products to life in a way that stands out from TV and social media ads, making their posts far more memorable and likely to drive sales during this crucial shopping period.
When planning a campaign around Black Friday and Cyber Monday, you should first decide which products you’d like to promote and what type of discount to offer. Options include putting your year-round best-selling item on sale, creating gift-bundles at lower prices to promote certain items, or offering discounts on your holiday-themed line. Here @northcarlolina_yogagirl is promoting her Alo Yoga bright red Christmas themed range as part of the brand’s Black Friday promotions.
The Upfluence + Shopify integration will help you efficiently identify the best influencers for your brand from within your current database. The tool helps brands optimize their holiday influencer campaign by offering data insights on customers’ social reach and purchase history, helping them to identify influential customers who already love their brand. The influencers already in your customer base can be activated to promote your brand during the holiday season as a way to amplify the ‘word-of-mouth’ recommendations usually shared by customers with their friends and family.
To focus on driving sales during Cyber weekend, your influencer campaign should be centered around posts that contain promotional codes and affiliate links. You can generate promotional codes for influencers promoting your Shopify store, and measure the sales generated with the Upfluence + Shopify integration. This will make sure there’s a clear call to action for the audience to follow, as well as helping you to track how many direct sales your influencer campaign is generating.
Influencer marketing will be key to building a strong online presence in the run-up to the holiday period so your brand is at the front of consumers’ minds during holiday shopping events like Thanksgiving and Cyber weekend. As online purchases are set to skyrocket over the coming months, put our winning formula into practice to ensure your brand doesn’t miss out on what will surely be a holiday shopping season like no other.