How to Build a Shopify Influencer Marketing Strategy

‍

Feeling lost in the crowded e-commerce marketing space? You're not alone.

There are over 2 million Shopify stores, bidding on the same keywords and search traffic -- so it's easy to get drowned out by all the noise. 

But there's a clever marketing traffic source that, if done right, can get you the highest ROI of all.

It's not just influencer marketing... did you know that micro-influencers boast engagement rates 6-10 times higher than mega-influencers? 

And of course, they are often ignored by the larger players.

One study from Influencer Marketing Hub found that micro-influencers (with 10,000 to 50,000 followers) typically see engagement rates between 5% and 20%, while mega-influencers struggle to crack 5%. 

This post dives into the world of micro-influencer marketing, exploring how you can leverage their power to build a winning strategy and watch sales blossom. 

‍

Micro-Influencers Are a Low Risk Place to Start

If you opt to try micro-influencing for your Shopify store, you want to know it's going to pay off. Here are a few ways that Shopify collabs with micro-influencers can skyrocket your marketing strategy.

Via Increased Engagement

Micro-influencers often have a closer relationship with their followers because they have fewer of them. 

Not surprisingly, their audience trusts them more than they do some random brand on the internet. This means their recommendations carry more weight. 

Ultimately, micro-influencers offer higher engagement rates compared to mega-influencers. Most data suggests that micro-influencers have a 5%—20% engagement rate. 

Targeted Reach and Niche Expertise

Another advantage is targeted reach and niche marketing. 

Micro-influencers often have a specialized niche, unlike macro-influencers, who cater to a much broader audience.  

For Shopify brands, this means it's easier to target highly relevant audiences with an existing interest in their products. The more targeted the audience, the more likely you are to make conversions. 

Because micro-influencers are seen as community leaders in their niche, the audience trusts their recommendations more than they would other types of influencers. 

Cost-Effective Marketing 

In comparison with mega-influencers, who command as much as $2.5K per post on sites like TikTok, micro-influencers are typically much more affordable, charging around $25 to $125 per post.

For smaller Shopify brands, micro-influencing offers a scalable marketing strategy where it's easier to use multiple micro-influencers and reach a wider audience within budget constraints. 

Furthermore, studies show that micro-influencer marketing campaigns cultivate a higher ROI when compared with traditional marketing. 

Gain Higher Earned Media Value (EMV)

Higher earned media value is another key ROI Shopify brands get from micro-influencing marketing. 

A higher EMV equates to more meaningful social connections, potentially leading to more sales. 

One research study showed that businesses are making $6.50 for every $1 spent on influencer marketing as a result! 

‍

Shopify Influencer Marketing In Action

Need proof that influencer marketing works for a Shopify brand? 

Check out the following real case studies: 

Moonboon

Moonboon, a GOTS-certified organic baby textile Shopify brand, made over $1M in sales after dipping their toes into Shopify influencer marketing. 

Immi's Ram Fam 

Immi's Ram Fam built a community of micro-influencers who love ramen and turned their influencer investment into over $200K in sales. 

Sologaard

Sologaard grew creator-generated revenue by 287% MoM. 

Understanding Your Why: Setting Goals & Identifying Your Audience

Now that you know you can generate real results from micro-influencing, the question is, what do you want your campaign to do for you? 

‍

Common Goals for Shopify Influencer Marketing

Brand Awareness

One of the initial goals of any Shopify influencer campaign is simply to increase brand awareness. You want more people to know about and recognize your brand. It's that simple. 

Lead Generation

Another common goal of Shopify influencer marketing is to capture leads through influencer promotions. Leads don't equal sales, but we're getting closer to that type of ROI. 

Sales Growth

For many Shopify brands, the number one goal is to drive product sales and conversions. With the right strategic campaign, that is a possibility. 

Customer Engagement

You can also spark audience interaction and build brand loyalty through quality customer engagement via your chosen micro-influencer. 

Community Building 

Foster a vibrant online community around your brand with the help of any influencer. Capitalizing on the influencer's existing audience is an easier way to draw interest and build a community. 

So, who are you trying to reach with your influencer campaign, and what do you need to know about them to be effective with your Shopify marketing strategy?

‍

‍

Finding the Right Audience

‍

Here's what you need to keep in mind about your audience before you collaborate with an influencer. 

Demographics: Location, age, gender, and income level are among the most essential demographic info to gather. 

Interests and Passions: Familiarize yourself with your chosen audience's hobbies, activities, and values—then find an influencer who has an audience that matches them. 

Influencer Preferences: Who does your audience follow and trust? Get to know their favorite influencers to increase your ROI. 

Social Media Platforms: Where does your audience spend time online? Instagram? TikTok? Facebook? Find this out to search for influencers with reach on those platforms. 

‍

Selecting The Right Influencers

‍

So, you've got your demographic information. The next step is to find your perfect match via the available influencers. 

We've already covered that macro-influencers are likely not the right choice for your Shopify brand, but how do you know which micro-influencer is the best for you?

Alignment with your Brand Identity 

‍

Values and Aesthetics 

Seek out micro-influencers whose content and personality resonate with your brand's values and aesthetics. 

Target Audience 

Identify your ideal customer and choose influencers who cater to a similar demographic and interest group. 

‍

Focus on Engagement, Not Just Follower Count: 

‍

Engagement Rate

Don't simply focus on follower count. Instead, prioritize influencers with high engagement rates (likes, comments, and shares). This also indicates a more engaged and receptive audience. 

Content Quality

What is the quality of the content produced by the influencer? Does it align with your desired brand image online? 

‍

Content Creation Skills

‍

Content Format 

Choose an influencer who excels at creating content formats suitable for your campaign goals (e.g., photos, videos, stories). 

Storytelling Ability 

Influencers with solid storytelling skills can capture attention and weave your brand message into their content. 

‍

Collaboration History 

‍

Past Brand Partnerships

Look for micro-influencers who have experience collaborating with brands in your industry. This indicates their understanding of influencer marketing and potential effectiveness. 

Campaign Performance 

If possible, research the performance of the influencer's past brand partnerships to gauge their ability to drive results. 

‍

Transparency and Authenticity 

‍

Disclosure Practices 

Ensure the influencer discloses sponsored content and adheres to advertising regulations. 

Authentic Voice 

Choose an influencer who maintains an authentic voice and doesn't come across as overly promotional. Their genuine enthusiasm for your brand will resonate better with their audience. 

‍

Where to Find the Right Influencers

‍

Finding the right influencers for your brand is a strategic process. The most common ways to find the right influencers include: 

Social Media Platforms—Searching for relevant hashtags and keywords within your niche will bring up some of the best micro-influencers for your brand.

Industry Events and Conferences—Network with potential influencers within your industry at local networking events. 

Competitor Analysis—Do research to discover who your competitors are using as influencers and identify similar influencers for your brand. 

Influencer Marketing Platforms—Explore platforms like ours to identify the right influencers for your brand. 

Consider AI—In 2023, AI was a buzzword, but in 2024 and beyond, AI is expected to become a huge helper for Shopify brands seeking micro-influencers. In fact, one report found that 71.82% of marketers would use AI to find the best influencers. 

‍

Launching Compelling Influencer Campaigns

Now that you have a solid pool of potential influencers, your next step is to craft a compelling campaign brief to get influencers to say "yes"! 

Campaign Goals & Objectives

Clearly outline what you hope to achieve with the campaign. 

Target Audience Details

Give the influencer a detailed list of information about your ideal campaign. 

Brand Messaging and Key Points

Clearly communicate your brand story and product messaging. 

Creative Freedom and Guidelines

Offer creative freedom while including some brand guidelines. 

Content Deliverables

Specify the type of content the influencer will create—videos, photos, and blog posts. 

Compensation Structure

Outline the compensation plan (fixed fee, product gifting, commission, etc.)

‍

‍

Styles of Influencer Content

‍

Product Reviews and Tutorials 

According to one study, 81% of consumers are influenced by product reviews when it comes to buying decisions. 

Unboxing Experience 

Here again, if your product aligns with the experience that a micro-influencer already offers their audience, the unboxing experience would be a great way to leverage their audience. Creating content that feels more authentic to their brand ensures you get the best results. 

User-Generated Content (UGC) Campaigns 

Companies like Sephora and Crocs understand that UGC campaigns work. Consider UGC content like video testimonials, photo contests, social media takeovers, and product reviews for your Shopify brands. 

Behind-The-Scenes Content

Giving your audience a sneak peek behind the scenes of your brand is a beautiful way to leverage an influencer following. Need ideas? Check out Sprout Social's campaign ideas for behind-the-scenes content. 

Live Shopping Events 

Live shopping events make engaging with your target audience in real-time more accessible than ever. Use an influencer to shop your products online. Watch the comments roll in about your fantastic product and engage them with discount codes and giveaways. 

‍

Tracking and Analyzing Results

‍

Once you launch your Shopify influencer marketing strategy, the next step is to track and analyze your campaign results carefully. 

The key metrics to track include: 

Reach—The number of unique people who saw your content on an influencer's page.

Impressions—The total number of times your target audience saw the influencer's content. 

Engagement Rate—The percentage of followers who interacted with the influencer's content via comments, shares, and likes. 

Click-through rate (CTR)—This is the percentage of individuals who clicked a link in the influencer's social media post. 

Brand Sentiment—Track how the audience feels about your brand after they see the content. 

‍

‍

Best Tools for Measurement

‍

Influencer marketing platforms—Many platforms also double as a dashboard to clearly track campaign performance. 

Shopify analytics—As a Shopify brand, you get access to Shopify's analytics tools to track your web traffic and sales. Be sure to use it to track results from your campaign. 

Social media—You can also utilize built-in analytics from social media platforms to see your traffic levels from the campaign. 

By analyzing these key metrics from your Shopify marketing campaign, you gain valuable insights that help you see the effectiveness of the influencer partnership, the type of content that works best for your audience, and where you can improve future influencer campaigns. 

‍

A Successful Shopify Influencer Marketing Strategy Awaits You

‍

The best Shopify influencer marketing strategy goes beyond one-off goals. The key is to build long-term relationships with influencers who your audience loves. 

You can make sure your campaign is successful by providing ongoing support and communication to your influencer, offering constructive feedback when necessary, being transparent to build trust, and offering tiered partnerships for your most prominent performers.

Ready to launch your Shopify influencer campaign? 

Get started with these tips, and don't forget to explore our AI-powered tool, which makes it easier to find the perfect micro-influencer for your brand.