Moju is a search engine to find relevant Instagram influencers, and allows you to search by keyword, language, engagement rate and number of followers. Moju was founded in July 2016 by Milo Spencer-Harper and Gabriel Spencer-Harper.
Today Milo shares his top tips for using Instagram influencers to increase your marketplace sales:
What is influencer marketing?
Word-of-mouth recommendation is one of the oldest and most powerful forms of advertising. What is new, is the power of social media to amplify that voice. Influencer marketing is about working with key individuals on social media, who have the type of audience you want to reach. In this article, I’ll explain how you can use influencer marketing to grow your sales on eBay and Amazon.
How to start?
First, to realise the full benefits of influencer marketing you need to sell product on eBay or Amazon under your own brand. This way the benefits of your influencer marketing campaign will accrue exclusively to you, instead of your competitors.
Second, you need to identify your target market. Which countries would you like to target? What is the gender, age and interests of your ideal audience? With this information, you can search for influencers who have this type of audience and who already post authentic content that matches your brand ethos.
How much influence is the right amount of influence?
Influencers with more than 50,000 followers, often employ a professional talent agent, and that agent will ask for cash. However, small influencers will often be happy to post about your product for free, if you send them a sample. And some big influencers will do the same, if they really like your product. There are no hard and fast rules. However, one thing is clear, smaller influencers tend to have much higher engagement. So don’t overlook micro influencers.
Should I run the campaign myself or outsource it?
One thing that has grown even faster than influencer marketing is the number of companies catering to that need. There is no shortage of influencer marketplaces, full-service platforms and agencies who will happily manage the campaign for you for a fee. Ultimately the choice is yours, and it depends on your preference between your time and the cost, and whether you want complete control over the campaign.
How to measure the success of a campaign?
Measuring the impact can be difficult. Influencer marketing won’t necessarily be the last click in the purchase cycle. A consumer might see your brand on social media, search for the product on Google and come to your eBay or Amazon store. This will be difficult to track. One option is to give your influencers unique discount codes. This isn’t an option on eBay or Amazon, but if you have your own Shopify store, you can create codes easily. Another is creating a new product, and promoting that product exclusively through influencer marketing. Finally, you could look at whether sales have increased during and after the campaign, relative to what you would normally expect.
