In today’s world, ecommerce has become prevalent in people’s lives, mainly due to its convenience. Primarily, it allows consumers to shop and interact with brands in a unique way. Ecommerce businesses have also given customers the capability to browse products, place orders, and make payments from the comfort of the four walls of their houses.
Following this, ecommerce increasingly takes an essential role in shaping the modern business landscape. This necessity has prompted companies to invest heavily in ecommerce enablement to stay competitive while meeting customer demands. You may wonder: what is ecommerce enablement?
Understanding Ecommerce Enablement
Ecommerce enablement is a process of leveraging technology and tools to enhance the capabilities of related ecommerce platforms. It includes everything from optimizing the user experience to improving payment processing and order fulfillment.
Implementing ecommerce enablement strategies allow businesses to create a more efficient and streamlined experience that drives customer engagement and revenue. Below are more specific benefits of ecommerce enablement.
1. Improved user experience
Ecommerce enablement helps create a more intuitive and user-friendly ecommerce platform, making it easier for visitors to navigate a brand’s website. This way, they can quickly find and purchase products.
2. Increased efficiency
Businesses can streamline their online operations with ecommerce enablement, reducing costs and improving efficiency.
3. Enhance data insights
Ecommerce enablement tools help businesses gain better insights into customer behavior, preferences, and buying habits. This way, they can develop better ecommerce offerings and meet their customers’ needs.
4. Greater flexibility
Ecommerce enablement helps businesses adapt to changing market conditions and customer demands, ensuring they remain competitive in the rapidly evolving business landscape.
5 Tips for Creating an Influencer Marketing Strategy
For ecommerce businesses, influencer marketing is an effective strategy to drive traffic, brand awareness, and sales. It can also support ecommerce enablement efforts. This can then lead to an enhanced customer experience and increased conversion rates. With all these benefits, you’ll surely want to try creating a strategy, and here are some tips to help you get started that can lead to success:
1. Set clear goals and metrics
Identifying your objectives is crucial in developing any marketing strategy. Influencer marketing strategies are no different. Setting clear goals allows you to create and stay on track with a solid plan. That way, you can ensure success and drive business growth.
However, how will you know if you’ve achieved your goals? Choosing the right metrics will help answer that concern.
For example, you can use click-through rate (CTR) as a metric to see how well your efforts drive website traffic. You can focus on the engagement rate if you wish to measure brand awareness online.
2. Defining the right audience
For any and every marketing campaign, finding and knowing the right target market for your campaign is significant for success. Understanding your audience and identifying their wants and needs can help you choose the best influencers to hire.
More than the influencer’s relevant content, their followers may be more receptive to your products’ ads. In other words, there’s potential to grow your customer base by catering to your partner influencer’s audience.
Consider conducting market research for your product to identify your audience. You can initiate surveys or invite individuals for focused group discussions (FGDs) to help you better understand your audience’s preferences. These insights can help you determine the appropriate influencers for your campaign.
3. Know the type of influencer to contact
In selecting and finding influencers, it is normally best to choose someone who has a following that matches your target market. Furthermore, these influences should also have high metrics and lots of engagement on their posts. Although, you also need to consider their personal branding and how they project themselves.
Nano-influencers have the smallest following size, with a developed niche based on their personal interests or hobbies. Micro-influencers are often industry experts with a larger and more developed loyal following. Although they have a smaller reach, these two types typically have high audience engagement rates.
On the other hand, macro-influencers have the most significant following. They are usually celebrities, athletes, or social media personalities who have achieved widespread recognition. However, they may not have as much audience engagement as the previous two.
Knowing the different types of influencers can help you choose the best ones to contact for your targeted KPIs. For instance, to increase brand awareness to a wider audience, you should look into macro-influencers for the job. Meanwhile, nano- and micro-influencers may help you better reach your conversion goals.
4. Develop authentic content
Authenticity is vital to successful influencer marketing for ecommerce. Social media users often experience “influencer fatigue,” where they grow tired of seeing the same influencer promotions as they scroll through their feeds, causing them to find these posts easier to ignore.
On top of this, repetitive content may also come off as insincere. Influencers may perceive these product promotions as something they must do to gain profit instead of making a genuine recommendation. to avoid these inauthentic cases, it’d be best to work closely with your influencers to improve your content.
For example, you can let your influencers develop content that feels genuine and natural to their followers. Meanwhile, you can guide them on your messaging and tone to align with your brand’s values. This way, the company builds trust amongst its target audience organically.
Lastly, influencers need to be tapped to end their content with clear and compelling call-to-action (CTA) phrases on their outputs. This will help encourage the target market to move on to the next step and convert to your goals.
5. Track and analyze your results
After completing all of the tasks above, it’s crucial to track and analyze the results of your influencer marketing campaign to see if you’ve achieved your goals.
The metrics you define are present to help you measure the success of your campaign. Take this data as your map to understand what’s working and what’s not. After which, process the info to refine your strategy for future campaigns. Analyzing these metrics will also help you identify critical areas of the business that need improvement or should be retained.
Moreover, analyzing the results can help determine your campaign’s return on investment (ROI). This detail is essential for making informed decisions about future investments, such as whether to scale up or down your influencer marketing efforts.
Enable Ecommerce with Influencer Marketing
Influencer marketing acts as a supporting ecommerce enabler because it acts as another tool to drive traffic to your online store. Hence, it is best to invest in an influencer marketing campaign that will work and bring success that meets the KPIs and goals.
