The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- Who are influencers?
- Promoting with influencers and social media and how you start
- How do you find the right influencers?
- Typical incentives you can offer to motivate influencers
- How to find the right social media platform
Episode Title: Mastering Influencer Marketing with Susana Yee
Guest: Susana Yee, Founder of Digital Everything Consulting
In this episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Susana Yee, a renowned social media pioneer and influencer marketing expert. Susana shares her insights and experiences on influencer marketing, detailing how eCommerce businesses can effectively leverage influencers to promote their brands. She also discusses the importance of selecting the right social media platforms and offers practical advice on identifying and working with influencers.
Key Takeaways:
- Introduction and Susana’s Background (00:00:20):
- Susana shares her journey from working in sales and marketing in the fashion industry to becoming a successful blogger and influencer marketing consultant.
- Definition of an Influencer (00:04:00):
- Susana explains that influencers are experts in their fields, not just social media personalities.
- Examples include professionals like well-known interior designers or health and wellness experts.
- Starting with Influencer Marketing (00:08:00):
- Importance of identifying your target audience and finding influencers relevant to your niche.
- Example: A furniture company should target well-known interior designers.
- Choosing the Right Social Media Platforms (00:12:00):
- Instagram and Pinterest for highly visual products.
- LinkedIn and Twitter for B2B companies.
- Facebook for consumer goods targeting families and home-related products.
- Finding Influencers (00:16:00):
- Using hashtags on Instagram and Pinterest to identify relevant influencers.
- Other platforms may focus more on lifestyle influencers.
- Incentivizing Influencers (00:19:00):
- Offering free products to nano influencers.
- Paying micro and larger influencers for their content creation and promotion efforts.
- Establishing clear contracts and expectations, especially for higher payments.
- Is Social Media Right for All eCommerce Brands? (00:23:00):
- Social media is essential for consumer-friendly brands due to its cost-effectiveness.
- B2B brands might benefit more from platforms like LinkedIn.
- Adapting Content to Different Social Media Platforms (00:27:00):
- Importance of tailoring content to fit the demographics and format of each platform.
- Instagram for quick, visual engagement.
- Facebook for long-form storytelling.
- Future of Social Media Platforms (00:31:00):
- Instagram’s continuous evolution and the importance of not relying solely on one platform.
- Emphasis on an omnichannel marketing approach to reach diverse audiences.
Guest Information:
- Name: Susana Yee
- Position: Founder of Digital Everything Consulting
- Website: Digital Everything Consulting
