Just a few weeks ago our COO, Blaine Farr, had the opportunity to join noted Shopify Plus Manager, Steve Hutt, on the eCommerceFastlane podcast. During the podcast they discussed how brands can find their most influential customers and why it's more affordable and effective to use them over traditional paid influencers.
Wooly's brand ambassador management software gives Shopify store owners the tools to create enduring relationships with customers who become their own enthusiastic influencers. Blaine covers how to begin influencer marketing by tapping into your current client base.
You can listen to the podcast here: Click Me
It's a phenomenal listen on your way to work if you're wondering how you can best leverage Shopify and Wooly to find, delight, and engage your best customers.
How to Find Your Most Influential & Valuable Customers
Wooly is a brand ambassador management software designed to help brands have better representation in social media and run authentic marketing. As a Shopify integration, Wooly analyzes brand customer's social profiles. The result is matching a consumer to their entire social profile. If a Shopify business owner wants to learn which of their existing customers have social impact, they can quickly get this information by using the Wooly app.
Shopify store administrators can then reach out to influential consumers and form mutually beneficial connections. The objective is to use ambassador marketing efforts to conduct campaigns with the consumers that already have the most word-of-mouth value. The idea is that organizations can do marketing by targeting people connected to clients who already enjoy the brand.
Influencer marketing pioneer, Scott Paul, started and operated one of the first influencer marketing companies called Instafluence. In 2015, Paul sold the company to Disney. Paul blazed the way for influencer marketing's emergence as a prominent industry.
Brands approached Paul because they sought two things. One, the needed to locate social media influencers with significant followings. Second, use these social media influencers to get their items in front of as many people as possible.
When he was running influencer marketing, Paul learned personally how dishonest some of the campaigns could be. But when customers truly enjoy the products, and they have a high social impact...well, that's the sweet spot.
Types of Influencers
There are a variety of influencers that can impact brands and marketing campaigns. Influencers come in many shapes and sizes (by sizes, we mean social following count).
Influencer marketing delivers the most bang for advertising dollars spent (ROAS). So understanding the different kinds of influencers is definitely worth it.
A logical way to categorize influencers is to distinguish them based on the size of their social following. The main groups are mega or celebrity influencers, macro influencers, micro influencers, and nano influencers.
Celebrity or Mega Influencers
Followers: more than 1 million
The largest of the bunch, mega influencers, have the most extensive and diverse audiences. They also have over 1 million subscribers. Because of their vast popularity, mega influencers are usually celebrities and elite athletes.
Not only do mega influencers have huge audiences, but they also require substantial payment for mentioning a brand. You should expect to pay much to sign one of these superstars or pros.
Followers: 100,000 - 1 million
Macro influencers have audiences of 100,000 to 1 million followers and widespread popularity among various demographics. The typically macro influencer has built their following over the years through social media, vloggers, bloggers, and podcasters.
Despite having vast appeal, macro influencers get fewer interactions and engagement than micro influencers.
Followers: 10,000 - 100,000
People with more than 10,000 but less than 100,000 followers are considered micro influencers.
The micro influencer segment is very popular for brand sponsorship. They usually have a specialty niche with engaged followers and do not demand the high rates of more prominent influencers.
Followers: 1,000 - 10,000
Nano influencers have social media profiles ranging from 1,000 to 10,000 followers. Nano influencers usually are big supporters of the companies and goods they adore. Followers are highly connected and relate on a personal level, like good friends. Nano influencers put a lot of effort into getting to know their following, and they appreciate their fans.
Initially, businesses wanted to work with the biggest influencers possible. But it soon became apparent that just because someone had a huge following doesn't mean they are a good fit for your organization.
Targeting your messaging to specific niche groups is far more effective than trying to woo a wider influencer audience. For instance, bloggers in your city who talk about cuisine or running shoes are much closer to your audience than mega influencers.
The smaller the influencers, the simpler it is to deal with them and to target specific audiences. Plus, you don't have to go through an agency, making the arrangement much more affordable. Micro and nano influencers will often trade brand promotion for one of the perks of being a brand ambassador..
It all goes back to the most influential people for your brand are your customers. They already buy your products and speak their passion with their wallet. These customers care about what you're doing. So Wooly takes basic customer information and matches it to customer social and psychographic profiles.
To see who your consumers are can be pretty eye-opening. We had a fun story with one of our clients last week. We installed the Wooly ambassador management software for them and learned that they had some very famous clientele. This company reached out to these customers and, with Wooly, is developing a word of mouth campaign.
Learn how to start influencer marketing by tapping into your current client base. Sign up before for a personalized demo of Wooly.