02 Jul
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How to work with fashion influencers for boutiques and stores in Kazakhstan, Ukraine and CIS countries?
How business ownerYou've probably heard the term "influencer marketing," but what is it? Influencer Marketing (IM) is a form of marketing that focuses on specific people rather than the target market as a whole.
Influencer marketing for stores and boutiques
In recent years, and with the extreme growth of blogging and social media, IM has become quite popular as companies utilize popular Hollywood and internet celebrities to showcase their products. Why? Because when it comes down to it, internet and social media users are beginning to trust the opinions of those they follow more than the opinions of the companies they buy from. As you can probably imagine, IM is especially useful for businesses in the fashion industry, where influencer followers can see a product, subscribe to a vendor, and buy a product, in just a few quick clicks and swipes.
Two approaches to working with fashion influencers for boutiques and stores in Kazakhstan, Ukraine and CIS countries
- The first one involves exchanging a product (deliverables) for the influencer's services. In this scenario, the influencer will select items for a predetermined amount, you will pay to ship them, and the influencer will take photos and/or write a blog post about the items shipped. The influencer then keeps the results as payment for their services.
- Second method - send the results to the influencer, have the influencer take a picture of your product, and mail the results back (with the prepaid shipping label you included in the package). In this scenario, the influencer charges a monetary fee for their services. This works well if your goal is to promote a specific product, or if you want the Influencer to take product images that you can use on your website and social media.
There are also some, mostly larger, bloggers who will keep the results and require a monetary payment. In this one. business models There is nothing wrong with this business model, but it is important to make sure that the return on your business matches the investment made.There are also some, mostly larger, bloggers who will keep the results and require a cash payment. There is nothing wrong with this business model, but it is important to make sure that the return on your business matches the investment made.
Selection options and control points of fashion influencers for boutiques and stores in Kazakhstan, Ukraine and CIS countries
First of all, you have complete control over which fashion influencers you work with. Just because someone sends you a message saying they want to collaborate doesn't mean you have to say yes. As mentioned earlier, working with influencers is a form of marketing. As a business owner, you wouldn't give your marketing budget to someone who walks up to you and says: "Give me your money and I'll market for you." Instead, you would do your research! You would find someone who specializes in boutique marketing, knows your audience, and knows the best ways to reach them. Using an Influencer is no different. You want to work with fashion influencers who are members of your ideal client audience and who have followers.
Having a large number of subscribers does not guarantee a large income.When it comes to choosing influencers, you should look for someone who has a normal to high level of engagement with their subscribers. Engagement plays the role of quality to quantity ratio: an opinion leader may have 100,000 subscribers but engagement may only be from 500 people per post, or an influencer may have 10,000 subscribers and engagement from 500 people per post. The biggest payoff for you will be working with the latter because a larger percentage of their audience is interacting with your product/business. From what we see most often, an engagement level of 5 to 15% is ideal. That said, as an influencer's number of subscribers increases, engagement can become more difficult (so influencers with more than 100,000 subscribers are more likely to have lower engagement levels).
Contract! Before you send any product to an influencer, you need to provide a contract that details what is expected of both parties, payment details (if applicable), and what happens if any expectations are not met. If you don't provide and sign a contract, you are setting yourself up for failure because there is no way to protect yourself or guarantee any return on your investment. A contract states that both parties are on the same page, with a clear expectation of ROI.
Don't forget that you still need to sell your product. Many business owners expect an influencer to post a picture of their product and then the product will sell out in thirty minutes. Yes, this can happen; but it is very unlikely. Instead, the influencer will attract traffic to your social media channels, traffic that will hopefully start followering you. Your job is to get those followers interested in your business and its products, because then they're more likely to make a purchase. After that, your job is to turn these new buyers into loyal repeat customers by establishing trust and rapport with them.