Influencer marketing is reportedly set to be worth $15 billion by 2022. Over 49% of consumers also depend on influence recommendations rather than brands.
With these numbers, influencer marketing continues to be an effective way to promote products, even among dropshippers.
Dropshipping gets more competitive by the day, as sellers seek ways to drive sales to their stores. Influencers create the needed bridge of trust between the retailers and buyers. Therefore, using influencer marketing for dropshipping is becoming a a viable option to get your products to a broader audience.
In this article, we shall address the nuances of influencer marketing for dropshipping. You will learn some key tips to ensure success when using this marketing strategy.
The benefits of influencer marketing for dropshipping
Brand reach and awareness
Influencer marketing is an excellent way to get potential customers to notice your brand. Influencers tend to have thousands or millions of followers.
With a few posts, they can expose your brand to their massive following. Doing so increases the likelihood that potential users will check you out.
Leverages word of mouth
Research has shown that customers trust recommendations more than those directly from brands. Influencer marketing takes advantage of this dynamic.
When consumers see a person that they like vouching for a particular offering, they are more convinced to buy.
Influencer marketing is useful at all levels in dropshipping. There is a range from mega to micro influencers. It is thus easy for brands to get the type of influencer they need for their nature, size of the business, and price point.
Types of influencers
There are different types of influencers to choose from. Identify the best fit for your business to avoid over expenditure.
Mega influencers are individuals with over 1million followers on social media platforms. Usually, these individuals are celebrities offline. Notable mega influencers include the likes of Kylie Jenner, Lupita Nyong’o, George Clooney, etc.
Mega influencers often post for large brands, mainly because they are much more expensive.
Macro influencers have a lower following than Mega influencers, usually 500k-1 million. These are often celebrities of relatively lower status like bloggers, reality tv stars, etc.
Macro influencers cost much less and are more accessible than mega influencers.
Both mega and macro-influencers have large, diverse audiences. As a result, they generate much lower engagement rates than others.
Micro-influencers have fewer followers, about 10k-100k. They usually build their audiences based on a specific niche. As a result, their followers are more engaged with them and consider them.
As a result, micro-influencers are the best options for smaller brands. They cost less but gain higher levels of engagement.
Nano influencers are those with lower followings of about 10k-100k. These influencers are the best for small brands. Even with their large following, they often generate high engagement levels.
Furthermore, since they have a smaller page following, they are cheaper than the rest.
Types of influencer content
There are several ways that influencers can promote your brand on social media to maximize engagement.
Like a standard post, the influencer posts a picture of the product you want to promote. The influencer then uses the caption section to talk about your product and include any relevant links.
This mode is the most used. Customers get to see the ad organically as they would view posts on their feed. Such a promo looks less salesy, thus increasing potential engagement.
Giveaways and promos are also a great way to generate engagement. The influencer asks their followers to perform a specific action for a chance to win a prize sponsored by your brand.
These giveaways could be your products, coupons, etc.
Since customers like free stuff, giveaways are a great way to earn more traffic.
When using influencer marketing for your dropshipping store, you should make use of stories. Different platforms have “stories” features. The most popular one would be Instagram.
With stories, influencers can post about your products either as photos or videos. These include calls to action like “swipe up.” They can get more potential customers to take action on the ads.
Takeovers are becoming popular on social media. Under this tactic, the sponsoring brand “uses” the brand’s social media for a while. Influencers post their content on your page while promoting it on their page.
In so doing, the influencer drives followers and engagement from their pages to yours. Different influencers will charge you different prices for such promos.
Criteria for finding the right influencers
Without the right person, it will be challenging to hit your goals with influencer marketing in dropshipping. The following criteria are critical to finding the right fit.
Alignment with brand
Your influencer of choice must have values that align with yours. Often, they must be in the same industry. That way, your brand message on their platforms will not come off as unauthentic.
Furthermore, if you are selling niche products, finding an influencer within that niche increases your message’s strength. It can therefore increase sales to your dropshipping store.
It is also essential to compare the influencer’s brand style and aesthetic to yours. The two should match to give credibility to your partnership.
The influencer that you choose must have high levels of engagement. These numbers provide an estimate of how many customers are likely to see and engage with your content on their pages.
Good engagement typically ranges from 2% onwards. It varies with industry.
Active on social media
Your chosen influencer must be active on social media. That way, they can easily post what resonates with their audience.
Active accounts also have more engaged followers because the audience expects new posts regularly.
How to avoid influencer fraud
Considering how lucrative influencer marketing is, there are many fake influencers on the market. These are people who fraudulently build their pages by buying followers. Some also use automation tools to create an illusion of engagement.
Partnering with a fake influencer could cost you a lot of money. Here are some ways you can avoid influencer fraudsters.
Vet the influencer
You must do your due diligence when finding influencers to work with for your dropshipping store. Go through their pages and check out the following:
- Their place of origin and the number of followers
- How many more followers they have gained or lost recently.
- What do they post about?
Several platforms are available that can help you obtain this kind of data. It helps to seek out the information by yourself because influencers’ data may not always be correct.
Look beyond the numbers.
Do not focus on the number of followers only. That an account has a massive following does not guarantee that your message will reach the intended people. With this mentality, it is easy to fall prey to fraud.
Additionally, extra-large accounts usually have diverse audiences. That means that your marketing message may not be relevant to most of them.
Smaller accounts with a highly engaged audience are often a better option for dropshipping stores. So, go for smaller niche accounts of about 10k followers.
Pro tips for influencer marketing for dropshipping
Below are some helpful pointers that you can employ to ensure your influencer campaigns succeed.
Set goals and objectives
Before starting your influencer campaign, you must determine what you are trying to achieve with it.
What business or brand goals do you intend to hit? Do you want to drive more sales? Do you want to increase brand awareness?
Knowing your goals helps you to determine different aspects of your campaigns. It determines which influencers you should use and the right campaign content formats to use. Goals and objectives also help with measurement.
For instance, if your goal is to drive sales. You could use a niche micro-influencer and give them a discount code that the audience can use to get discounts on your products.
Find an influencer platform.
After setting your goals and objectives, you can now identify the kind of influencer you can work with. There are several platforms where you can find influencers in different fields. These include Influencity, Fourstarzz Media, etc.
You can apply different filters to sort them based on location, niche, engagement levels, etc.
When analyzing influencers, focus on those with higher engagement. Also, check which kind of brands they usually work with. That way, you can ensure that you have similar values.
Monitor and measure the results
You should measure the progress of your campaign every step of the way.
You can measure the followers’ traffic through Google analytics by adding UTM codes to the links. Additionally, you can use the data directly from the post. This data would include likes, comments, etc.
By measuring your progress, you will tell whether your influencer marketing efforts are being effective. It also helps in identifying areas of improvement.
Influencer marketing for dropshipping yields great results, thus the increasing usage. It can bring significant branding and sales benefits to your dropshipping store with a well thought out strategy.
Your brand identity and goals should help you to find the right influencers. Then, you must use the appropriate content types to generate the desired results. Measurement is also critical to ensure that your campaigns do reach your set goals.