July 20



A hot topic of late: “We spend so much time and money on Influencers and we’re not seeing the activity translate into sales.”

A good influencer marketing strategy executed well can lead to a lot of Ecommerce sales — especially for consumer-packaged goods companies.

Did you know….80% of marketers say influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing channels.

For many CPG brands, the question remains “How to increase sales conversion through an influencer program to deliver higher ROI?”

As brands seek to accelerate digital sales in the second half of 2021, optimizing your influencer strategy is a great place to start.

Three Steps to Convert Influencer activity into brand sales:

𝟏. 𝐒𝐞𝐥𝐞𝐜𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬

Begin with the end in mind. When you select the right influencers, you can borrow their stage to reach your target audience. The key is to thoroughly evaluate an influencer’s followers and engagement. While macro-influencers have reach, micro-influencers may have better engagement and influence on their follower’s wallets and hearts.

To ensure a strong ROI on your influencer program, make sure to invest the time in selecting the right influencers who share your values, creative style, and passion for the problem your products solve. The upfront work on research and building strong relationships will pay out in dividends and ensure sales are not sporadic.

To start the process, you can use a Google keyword search to determine the high-ranking influencers in your category. Then, here are a few questions to help you evaluate the match. AND narrow your search:

  1. Why would this influencer love your brand?
  2. Do they talk about the problems your brand solves?
  3. Does their personality reflect your brand’s personality and mission?
  4. Would the influencer’s creativity reflect your brand?
  5. Do you see examples of high-quality sponsored posts from the influencer that produce sales?
  6. How hungry is the influencer to really learn about your brand?
  7. NINJA TIP: Who are the most engaged followers and are they potential customers?
𝟐. 𝐃𝐞𝐭𝐞𝐫𝐦𝐢𝐧𝐢𝐧𝐠 𝐂𝐨𝐦𝐩𝐞𝐧𝐬𝐚𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬

Building a strong long-term relationship with influencers is key — as they grow their following, you grow too. Win. Win. When you invest in ensuring your target influencers are armed with as much brand insight as possible, they are set to deliver quality brand assets and promote you to their audience.

Their ability to connect with their fans on the key problem that you solve in a unique and compelling way is critical – and worth the investment when they are able to capture the hearts and minds of their followers and move them to purchasing and sharing.

Many brands simply give away samples and hope the influencer will write about them. Or deliver more followers through a giveaway. Successful brands are using micro-influencers as a primary part of their influencer strategy because they can spread their budgets over more platforms and cast a wider net.

These smaller influencers may be more apt to negotiate with you and produce even better quality content that matters. As much as a single celeb influencer may have reach, compensating smaller influencers may deliver a higher ROI, because they are strongly connected to your brand values and target audience.

𝟑. 𝐂𝐨𝐧𝐯𝐞𝐫𝐭𝐢𝐧𝐠 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐕𝐢𝐝𝐞𝐨𝐬 𝐢𝐧𝐭𝐨 𝐒𝐚𝐥𝐞𝐬

In addition to creating a connection with your audience, the right influencer collaboration can also help you deliver your unique message through video reviews. As we know, consumers are looking at reviews more than anything to help determine whether or not to buy. Smaller influencers can create a bigger impact with videos. Unboxing videos are great for product detail pages to help convert sales.

Additionally, showing your products in detail through a haul video will make customers engage in a much deeper way and remember your brand.

A haul video is very similar to an unboxing video, but is much more detailed and organized. It will typically include a collection of products and the influencer analyzes them while giving an opinion and highlighting each feature of the product. Haul videos are even more powerful when placed on the YouTube platform with a campaign. This is a great approach for CPG brands.

These are just a few ideas on increasing influencer program and energy ROI. Be sure and share a comment below on what’s working for you.

If you liked this article, be sure and follow our Compass Rose Ventures LinkedIn page for more insights.

Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.

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