The holiday season is almost here, and with it comes two of the biggest retail events of the year: Black Friday and Cyber Monday. These shopping extravaganzas present a huge opportunity for brands to drive product sales and boost their online presence. But you know the drill! Today, it is more about what we see around in social media, by people whom we look up to. As we look ahead to Black Friday 2023, it's important to consider the role of influencers in your marketing strategy. Influencer marketing has proven to be a highly effective method for engaging with customers and driving meaningful impact throughout the entire sales funnel. In this article, we will explore some best practices and strategies for leveraging influencers to maximize your success this holiday season.
Start Early and Secure Influencer Partners
To make the most of Black Friday and Cyber Monday, it's crucial to start planning your influencer campaign well in advance. By securing your influencer partners early on, you can ensure that they have enough time to plan and create high-converting content for your campaign. We recommend having a finalized list of holiday influencer partners by the end of October or the first week of November. Building relationships with influencers takes time, so it's important to establish an organic connection before the holiday season. Consider activating smaller-scale collaborations a month or two before the main campaign to build familiarity and trust with the influencer's audience.
Utilise third-party influencer discovery tools like Aspire, Tring, and others to find and connect with potential influencers. These tools allow you to search for influencers based on specific filters such as keywords, engagement rate, and aesthetics. Alternatively, you can publish your campaign on platforms like the Creator Marketplace to attract high-quality influencers who are interested in partnering with your brand.
Incorporate Influencers Into Your Affiliate Program
Influencer-affiliate programs have become increasingly popular and successful in recent years. By adding influencers to your affiliate marketing program, you can tap into their trusted relationship with their audience and create a new revenue stream for your business. Consumers are turning to social media to discover new products, and influencers play a significant role in shaping their purchasing decisions. By providing influencers with affiliate links, you can make the buying journey even more seamless for their audiences.
Consider collaborating with influencers to create highly authentic and relatable content that showcases your products. From try-on hauls to "Get Ready With Me" makeup tutorials, influencers can create engaging and persuasive content that resonates with their followers. Give influencers the freedom to be creative and encourage them to highlight the products from your brand that they love and can't live without.
Get Creative With Your Campaign Ideas
Black Friday and Cyber Monday offer the perfect opportunity to get creative with your marketing campaigns. Consider leveraging current trends to drive interest and engagement. Participating in popular sounds, dances, challenges, or other trends can increase the likelihood of your content going viral and reaching a wider audience. Encourage influencers to incorporate these trends into their content and showcase how they align with your brand.
Additionally, consider ways to give back and make a positive impact during the holiday season. Collaborate with influencers to raise awareness and funds for charitable causes that align with your brand values. By highlighting your commitment to these causes through your influencer campaign, you can engage your audience on a deeper level and demonstrate your brand's social responsibility.
Offering exclusive discounts or promotions through influencers can also create a sense of urgency and drive interest in your products. By making these discounts available only for a specific period, you can incentivize consumers to make a purchase and take advantage of the limited-time offer.
Maximise Impact Through Content Repurposing
Influencers can support your holiday marketing efforts by providing high-quality content that can be repurposed across various channels. Once you've sourced influencer-generated content, you can stretch its impact by repurposing it in different ways:
Paid ads are a powerful tool for reaching a wider audience during the holiday season. Incorporate influencer-generated content into your paid ads to leverage the creators' namesake and provide social proof. Consider putting paid spend behind organic posts to run Partnership Ads, which have been proven to achieve lower cost per purchase and higher conversion rates. Remember that people pay for the intent, and influencers just validate the same.
Email marketing is an effective way to nurture leads and drive conversions. It is always a great idea to incorporate influencer content into your email campaigns to create a sense of urgency and FOMO (fear of missing out). As a business, you can use influencer-generated content in abandoned cart emails, weekly newsletters, and other email communications to engage your subscribers and drive them toward making a purchase.
Your website is a valuable asset for showcasing your products and converting visitors into customers. Enhance your product pages by adding influencer-generated content, such as testimonials or reviews, to improve conversion rates. By featuring influencer posts on your site, you can provide social proof and build trust with potential buyers.
As Black Friday and Cyber Monday approach, it's crucial to work with influencers to scale your seasonal content creation and hyper-target your audiences. By implementing these influencer marketing strategies, you can boost your product sales and make the most of this retail holiday. If you're ready to kickstart your Black Friday campaign, consider partnering with Aspire to connect with high-quality influencers and set yourself up for success throughout the entire holiday season.
Remember, influencer marketing is not just about driving sales; it's about building long-term relationships and establishing your brand as a trusted authority. By leveraging the power of influencers, you can create authentic connections with your target audience and drive meaningful impact for your business. So start planning your influencer campaign today and get ready for a successful Black Friday and Cyber Monday!
How can the influencer-generated content be repurposed?
The influencer-generated content can be repurposed in different ways like having paid ads, incorporating the influencer-generated content in email campaigns, and enhancing the product pages of the website with the influencer-generated content.
What are third-party influencer discovery tools?
Third-party influencer discovery tools like Aspire, Tring, and others help in connecting with potential influencers. These tools allow users to search for influencers based on specific filters such as keywords, engagement rate, and aesthetics.
When is Black Friday in 2023?
The Black Friday sale event falls on 24 November, just a few weeks away.