As we enter the final quarter of 2021, eCommerce marketers are facing their second holiday season during a global pandemic. While many major cities are somewhere in the process of opening up, many more municipalities remain in a state of vigilance.
As in-person shopping continues to be at a low, traditional retailers are allocating more dollars to push website traffic, instead of getting people into their stores. As a result, the prices of Google and Facebook ads are going up.
What can eCommerce merchants do to deal with the rising cost of online ads?
Influencer marketing is definitely a way to deal with the high customer acquisition cost associated with pay-per-click ads.
Check out these 5 Q&As on influencer marketing campaigns for the holiday season to plan your influencer holiday campaign for 2021!
Q: How do I work with influencers for holiday marketing campaigns?
A: There are many ways to work with influencers, such as by offering affiliate commission, gift cards, or product seeding. But the greatest value that influencer content offers is its ability to be used over and over again. You can reuse UGC on your product details page, you can use it in social ads, and you can use it in email campaigns … there are so many possibilities when it comes to repurposing influencer content.
Q: What should I look for in influencers for my holiday marketing campaign?
A: Influencers should be authentic. Influencer marketing is entering the next stage where there is a greater than ever focus on authenticity. People are getting tired of seeing sponsored content every third or second post, despite the fact that they may enjoy an influencer’s lifestyle content. So when you’re looking for an influencer, it’s important to find content creators who truly love your brand and products.
Q: How do I find the right influencer for my holiday marketing campaign?
A: You can start by looking in your existing clientele for micro and nano influencers. It’s easy to create a remarketing campaign to do more with your existing customers by saying, “Hi there, we really appreciate your business and, by the way, you’re exactly the type of person that we want to work with to grow our brand”. Most customers would be open to gift cards, product samples, or future discounts to come on board as influencers, especially if they’re just starting to build their following.
Q: What’s a good influencer marketing campaign to run for the holidays?
A: TikTok is a great platform to launch creative marketing campaigns for the holiday season. One of the best ways to engage with the TikTok audience is to work with a selection of influencers with audiences that are aligned with your brand’s target audience. One of the most successful examples of influencer marketing on TikTok is by Mucinex, a cold medicine. Different influencers woke up as goofy zombies in different videos during its Halloween campaign and transformed into their fabulous selves after taking Mucinex. The hashtag they used for the campaign is “#TooSickToBeSick”.
Q: How do I launch an influencer giveaway for the holidays?
A: You can launch an influencer giveaway campaign by partnering with influencers in your niche and directing them to host giveaways on their platform by asking their audience to take the desired action that you want them to take. As long as your product is enticing enough for the niche audience that you’ve selected, provide enough prizes (don’t be cheap) as well as clear and simple rules to follow to enter the contest, and you can expect a significant amount of social media leads just in time for the holiday season!