Elevating Commerce: Navigating the Impactful Role of Influencers

In today's digital-first world, we can all agree that influencer marketing has solidified its place as a powerful tool for brands to build trust, authenticity, and credibility with their audiences. It's no secret that people often look to influencers for recommendations and product endorsements. At Approach, we work with our clients to not only effectively partner with influencers that strategically make sense for their brand, but to also make sure that content is seen by the right people. 

Influencer Programs are Powerful: Influencer marketing isn't just about individual posts or promotions; it's a crucial component of a broader content strategy. Let me give you a couple of examples of how we have worked with brands like Crate & Barrel, Smithsonian Store and Panda Express to solve unique business challenges. 

Number One: Develop an Airtight Strategy. In the realm of influencer marketing, success is rooted in strategy. Every partnership, every endorsement, and every piece of content must align with a well-thought-out plan. When Approach first partnered with Smithsonian Store to support their ecommerce and catalog business, they had yet to dip their toe into influencer marketing. Our role was to think through how they could not only start partnering with influencers that were a good fit, but what the content strategy should look like, how that content could drive to their website, and ultimately drive sales. During the critical holiday period, we provided influencers with trackable links and unique promo codes. The ROAS exceeded expectations, and we owe that to the right combination of strategic brand partners, relevant content that resonated with audiences, and having a clear (and trackable) CTA. 

Number Two: Pay Attention to Every Detail. In the world of influencer marketing, the devil is in the details. From timing and coordination to content amplification, we leave no stone unturned. In our work with Crate & Barrel, we seamlessly manage brand partnerships, starting from the initial outreach and negotiation phases, all the way through product selections, delivery coordination, and live content creation. Influencers put their unique spin on a product, but are a reflection of the brand, its aesthetic and its values. Making sure each influencer has exactly what they need to be able to partner with the brand in a positive and effective way means our job is to make sure they have every single thing they need—from the brand guidelines to the perfect piece of furniture to fit their editorial story. This meticulous approach ensures that the brand's message is not only conveyed effectively but is also aligned with the brand's ethos. 

Number Three: Amplify that Content. When it came to last mile marketing, Panda Express’ target customers live within a couple miles of a restaurant. When Panda Express came to Approach, they wanted to know if it was possible to drive business impact with influencer partners. In their existing strategy, they leveraged local partners, but they weren’t convinced that content was being seen by the right people. Our recommendation? Whitelisting. Not only did Approach help Panda Express choose the right mix of influencer partners who could speak authentically to their brand, but after these influencers posted content, we used paid advertising to target people within the right zip codes and the right demographics. Thus, the content worked harder and was seen by audiences that mattered; driving traffic and increasing sales in key locations. 

Influencer marketing is a dynamic and powerful tool in today's landscape, demanding a strategic approach and meticulous attention to detail. It involves crafting a robust strategy, managing intricate partnerships and amplifying content for maximum impact. It’s exciting to see influencer marketing drive measurable business results. Questions? Ideas? We'd love to talk to you!