The digital shelf grants you unlimited access to potential buyers. Partnering with an influencer for your next marketing campaign allows you to expand your reach and engage with consumers in a new way, increasing conversions and ROI.

Influencer campaigns can be highly effective. To maximize your ROI, you must prepare your product detail pages. This article shows you how. Read on as we highlight the benefits of partnering with an influencer and how to optimize your product detail pages for your campaign. 

Why Work with an Influencer on Your Next Campaign? 

Influencers allow you to tap into an engaged audience ready to listen and learn about your product. A primary goal of influencer partnership is to increase conversions, but you can accomplish so much more when you choose the right influencer to push your product. 

Here are four significant benefits of working with an influencer on your product campaign. 

1. Drive Brand Awareness 

For you to make a sale, audiences must know about your products (and brand). Influencers have massive followings that allow you to reach potential customers in a new and more personal way than most traditional marketing campaigns. When an influencer presents your product to hundreds of thousands or even millions of followers or subscribers, you’ve expanded your reach faster than any PPC or other digital marketing campaign could ever allow. 

Driving brand awareness allows you to market not only a specific product but your entire brand. Influencers can showcase your brand in a way that resonates with their audience (who happens to be your target audience, too).  

2. Increase Sales 

Influencers specialize in communication and inspiration and have massive sway over their followers. So, when they present your product on their social channels and highlight how it’s enhanced or improved their lives, users are prone to hear what they have to say, take action, and secure the product for themselves. 

If an influencer communicates that your product is excellent and their followers should buy it, there’s a high probability they will. Influencers are the ultimate social proof. Partnering with the right influencer will help you increase your sales almost as soon as the content goes live. 

3. Boost Product Credibility 

Influencers know your brand and product reflect on their brand. They aren’t going to promote a sub-par product or one that doesn’t deliver on its promises. And their followers know this. 

Partnering with an influencer for your product campaign is a surefire way to boost product and brand credibility. When a social celebrity endorses your product, they communicate to the world that it’s a quality, trustworthy, worthwhile investment and that your brand embodies those qualities, too. 

An influencer campaign boosts product credibility, increasing new and existing customer confidence. 

4. Leverage Influencer Content for Future Use 

Brand recognition, increased sales, and enhanced credibility are the near-immediate results of an influencer campaign. However, the content they create during your partnership can benefit your company long after the campaign ends. 

If the creator approves the usage rights, you can add their original product content to your library to bank for future use. 

Optimizing PDPs for Influencer Campaigns 

Influencer partnerships bring your products directly to your audiences faster and in a more compelling presentation than typical digital marketing campaigns. For these collaborations to produce high conversion rates, you must optimize your product pages in anticipation of the campaign. 

Below, we outline the PDP optimization musts for launching an influencer campaign. 

1. Establish Baseline Data and KPI Goals 

Every marketing campaign must begin at the end, in that you must define and understand your goals before building your plan. Your goals guide every decision made in your product marketing campaign. The product you choose to highlight, the influencer you partner with, and which content you prioritize—your campaign goals dictate these factors and many more. 

The first step in identifying goals? Establish baseline data on your product and its PDP: 

• Page visitors 
• Conversions 
• Bundle purchases including that product
• Content engagement 

Once you have this data and other relevant metrics, you can set KPI goals for your influencer campaign. After the campaign, you can compare data sets to determine the partnership’s success. 

2. Define Your Audience 

Identifying and understanding your audience will determine the results of your influencer campaign. Identify your target persona or ideal buyer. Group customers according to demographics, lifecycle stage and preferred social channel. From there, you can choose an influencer or creator that can best help you reach your target audience. 

You establish many goals when creating a product campaign centered around an influencer. Remember that audience engagement should be a top priority. That can only happen when you take time to carefully define and identify your audience. Once you do, you can craft an effective campaign that helps you achieve your stated KPIs. 

3. Optimizing Product Page Content 

Partnering with an influencer is a significant investment. You allocate resources to these campaigns with the end goal of more conversions in mind. Don’t make the mistake of neglecting product page content because you’ve dedicated your focus elsewhere. 

PDP content significantly affects your digital shelf position and omnichannel retail success. Regardless of how compelling your influencer partner is, users will leave your page if your content is bad, and you’ll lose the sale. 

Your PDP content represents your products and your brand. Customers read low-quality PDPs as indicative of a low-quality product and will shop elsewhere. Thorough, accurate, quality product page content drives conversions. Done poorly, it drives potential shoppers to the competition. The following content elements are essential to get right before you launch your PDP and your campaign: 

• Product description quality 
• Product image quality and quantity 
• Customer review count and quality 
• Product feature list quality 
• Shipping details clarity 
• Return policy clarity 
• Detailed FAQs 

You’ve hired an influencer to engage an audience and direct them to your PDP. Ensure your content is ready when they arrive.

4. Include PDP Content Relevant to the Influencer 

Your influencer campaign should carry over from social media to your product detail page. When users land on your PDP, they should immediately recognize a connection to the influencer who drove them there. 

Include influencer-generated and inspired content on your PDP. This can look like 

• A how-to video hosted by the influencer 
• A lifestyle video or photo series with the influencer 
• A showcased product review from the influencer 

You could even include a unique product description written by your influencer partner or carry a limited supply of a product collaboration they help design. 

Your PDP should not look the same during your campaign as it did before. Highlight your connection with your creative partner to continue their influence on shoppers and their purchase decisions. 

5. Have a Post-Campaign Content Plan 

Influencer-generated content will be useful long after your campaign is complete. Which content can remain useful on your PDPs, socials, emails, etc.? How can you repurpose content to serve you and increase the ROI of your influencer campaign? 

Create a post-campaign plan for your content to maximize your investments in your influencer partnership. 

Optimize Your Product Detail Pages with 1WorldSync

Launching an influencer campaign puts your brand and product before your ideal audience. And when you prepare and optimize your PDPs for your campaign, you’ll engage, educate and convert users ready to explore your product. 

1WorldSync is here to help you create impactful, conversion-driving PDPs. Regardless of your product, you need product content and product pages that tick all the boxes for today’s consumer. We’re here for content creation, integration, disbursement and more. Explore our plans and learn how our tools can help you optimize PDPs for more sales and revenue today.