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Selling Goods? Use Influencer Marketing

A tote bag with the words 'goods and provisions' on it

So you’ve got a business that sells goods. You know it’s a strong product, but it’s hard to reach the customer, shooting quality content is expensive, and you definitely can’t afford a big PPC budget.

You need influencer marketing. Consumers are no longer influenced by traditional ads, and influencer marketing creates genuine recommendations for people to buy your product.

By partnering with influencers who align with your brand voice, you can tap into their engaged and loyal follower base. These influencers have built trust and credibility among their audience, making their recommendations highly influential (who would have guessed).

Don't underestimate the power of influencer marketing when it comes to selling goods. Incorporate it into your marketing strategy and watch your sales soar while enjoying a fantastic ROI.

Understanding influencer marketing

Influencer marketing works by partnering with influencers who align with your brand values and target audience. These influencers create content that showcases your goods in an authentic and relatable way, increasing the likelihood of their followers making a purchase.

At Modern Classic, we prefer to work with micro-influencers. They have fantastic engagement rates, are enthusiastic about the product, and can be activated on mass; making them much more effective than one Insta-famous influencer.

The benefits of influencer marketing for businesses

The list of benefits of influencer marketing is near-on endless. But the most significant benefit is that influencer marketing allows you to tap into the influencer's engaged and loyal follower base. If you work with a quality agency (like Modern Classic), then the influencers you work with will have many potential customers as followers. These followers trust the influencer's recommendations and are more likely to consider purchasing your goods.

Secondly, influencer marketing helps to enhance brand awareness. By partnering with influencers, you can expose your goods to a wider audience who may not have been aware of your brand previously. This increased visibility can lead to a boost in sales and brand recognition. While that doesn’t sound like much, it’s a bit like a song getting radio play; soon enough everyone will know your tune.

Additionally, influencer marketing allows you to create a more personal and authentic connection with your target audience. Influencers have the power to create genuine content that resonates with their followers, giving your goods endorsement by association.

A person wearing a jumper and a bucket hat, posing for a photo

How to find the right influencers for your brand

Finding the right influencers for your brand is crucial to the success of your influencer marketing campaign. Here are some steps to help you find the perfect fit:

1. Define your target audience

Clearly identify who your target audience is. Research their habits, interests, and preferences. This will help you find influencers whose followers align with your target audience.

2. Conduct thorough research

Use social media platforms and influencer marketing tools to research and identify influencers who are active in your industry or niche. Look for influencers who have a strong following, engagement rate, and content that aligns with your brand values. Think what content might inspire the influencers you eventually work with.

3. Evaluate engagement metrics

When considering potential influencers, analyse their engagement metrics such as likes, comments, and shares on their posts. High engagement indicates an active and loyal follower base.

4. Check authenticity

Look for influencers who have genuine engagement and avoid those who may have purchased followers or engagement. Authenticity is key to building trust with your target audience.

5. Reach out and establish a partnership

Once you have identified potential influencers, reach out to them with a personalised message outlining why you believe they would be a great fit for your brand. Negotiate terms and establish a mutually beneficial partnership.

Negotiating with influencers

When negotiating with influencers, it's important to approach the conversation with transparency and respect. Here are some tips to keep in mind:

1. Clearly define expectations

Outline your goals, desired deliverables, and timeline for the influencer campaign. This will ensure both parties are on the same page and working towards a common objective.

2. Discuss compensation

Influencers invest time and effort into creating content for your brand. Discuss compensation, whether it be monetary payment, free products, or other forms of collaboration.

3. Provide creative freedom

Influencers have built their following by creating authentic content. Allow them creative freedom to showcase your goods in a way that resonates with their audience. This will result in more genuine and compelling content.

4. Establish guidelines

While giving influencers creative freedom, it's important to provide guidelines to ensure your brand message is conveyed effectively. Clearly communicate any specific requirements or restrictions.

5. Track and measure results

Agree on how the success of the influencer campaign will be measured. Set up tracking mechanisms to monitor key performance indicators such as engagement, website traffic, and sales.

A dartboard with two darts hitting the bullseye

Creating a successful influencer marketing campaign

A successful influencer marketing campaign requires careful planning and execution. Here are some steps to help you create an effective campaign:

1. Set clear goals

Determine what you want to achieve with your influencer marketing campaign. Whether it's increasing brand awareness, driving website traffic, or boosting sales, having clear goals will guide your strategy.

2. Identify key messaging

Define the key messages you want to convey through the influencer campaign. This will help influencers align their content with your brand values and ensure consistency across all collaborations.

3. Tell a story through content

Work with influencers to develop a consistent theme and story that links all of the created content together. This showcases your goods in a more cohesive and engaging way. Consider how the content looks visually and how language is used in captions.

4. Leverage multiple platforms

Explore different social media platforms to maximise the reach of your influencer campaign. Each platform has its own unique audience and features, so diversify your approach to reach a wider audience.

5. Monitor and optimise

Continuously monitor the performance of your influencer campaign and make adjustments as needed. Analyse engagement metrics, audience feedback, and sales data to optimise your strategy. Sometimes, a small tweak can have a big difference.

Measuring the success of your influencer marketing efforts

Measuring the success of your influencer marketing efforts is crucial to understanding the impact of your campaigns and making data-driven decisions. Here are some key metrics to consider:

1. Engagement rate

Monitor the likes, comments, and shares on influencer posts to gauge the level of audience engagement. A high engagement rate indicates that the content is resonating with the audience.

2. Reach and impressions

Measure the number of people who have been exposed to your influencer campaign. This metric provides insights into how many people have seen your brand.

3. Website traffic

Track the number of visitors visiting your website from month to month. This metric indicates the effectiveness of the influencer campaign in driving traffic and generating leads.

4. Conversions and sales

Monitor the number of conversions and sales attributed to your influencer campaign. This metric directly measures the impact of influencers on your bottom line.

5. Brand sentiment

Analyse audience sentiment towards your brand before, during, and after the influencer campaign. Positive sentiment indicates a successful campaign in building brand trust and loyalty.

A woman working at a laptop

Common mistakes to avoid in influencer marketing

While influencer marketing can be highly effective, there are some common mistakes that brands should avoid:

1. Lack of research

Failing to thoroughly research and vet influencers can result in partnering with individuals who may not align with your brand values or have a genuine following.

2. Unrealistic expectations

Setting unrealistic goals or expecting immediate results can lead to disappointment. Influencer marketing is a long-term strategy that requires patience and consistent effort.

3. Lack of authenticity

Trying to control the content too much or forcing influencers to promote your goods in a way that doesn't align with their personal style will come across as inauthentic and damage their credibility.

4. Poor communication

A lack of communication and expectations can lead to misunderstandings and misalignment. Ensure open and transparent communication with influencers throughout the collaboration to ensure a smooth campaign with the best possible results.

5. Ignoring legal guidelines

Influencer marketing is subject to advertising regulations and disclosure requirements. Failure to comply with these guidelines can result in legal consequences and damage to your brand reputation. Recently, the ASA enforced stricter guidelines for influencers making their followers aware of when they are promoting a product.

Check out the ASA updates here.

Case studies of successful influencer marketing campaigns

To illustrate the effectiveness of influencer marketing, let's explore some successful case studies:

1. Dorking Brewery

Modern Classic Digital activated four influencers for the best surrey brewery, Dorking Brewery. The influencers had a combined following of just under 19k, meaning we took the micro-influencer approach. Why? Because four influencers making up 19k is better than one. You get more content, more presence, and more endorsements.

We sent each influencer a range of delicious Dorking Brewery beer and asked them to give them a try and let their followers know what they thought. Needless to say, it was a hit.

The campaign achieved a huge engagement rate of 6.3%, with a fantastic range of positive comments on every post. Not just this, but we also secured reuse rights on all campaign content, so Dorking Brewery now has access to a library of fantastic product shots.

2. Howden Coffee

Howden Coffee sells unbeatable coffee. Seriously, we’ve tried it and were instantly loyal customers. We knew we had to get it to some influencers so they could let the world know just how good their beans are.

We ran a mini-campaign for Howden, activating three influencers with a combined following of 24k. After the content was created (which looked absolutely amazing), the Howden name was seen by over 5,000 new customers who all have an interest in coffee, all from just six bags of coffee in total.

Tools and platforms to help with influencer marketing

There are several tools and platforms available to assist with influencer marketing. These can help you identify, connect, and manage your influencer partnerships. Here are some popular options:


This platform allows you to search for influencers based on various criteria and manage your collaborations in one place.

2. Upfluence

Upfluence is an influencer and affiliate marketing hub where you can find and analyse influencers based on industry, topic, or keyword. It also provides insights into their social media performance.

3. HypeAuditor

HypeAuditor analyses influencer accounts for authenticity and provides detailed audience demographic data.

4. AspireIQ

AspireIQ is an influencer marketing platform that facilitates influencer discovery, collaboration, and campaign management.

5. Modern Classic Digital

Well, we weren’t not going to put ourselves on this list! Really though, we pride ourselves on providing budget-friendly and cost-effective influencer marketing campaigns that really make a difference. From incredibly boutique campaigns to activating an entire community, we have the capabilities to level up your brand’s social media presence.


Influencer marketing has become an essential strategy for businesses looking to sell goods in the digital age. By leveraging the reach and influence of social media influencers, you can tap into engaged audiences, enhance brand awareness, and ultimately increase sales.

Remember to thoroughly research and partner with influencers who align with your brand values and target audience. Negotiate transparently and provide creative freedom to create authentic content that resonates with their followers. Monitor and measure the success of your influencer campaigns to continually optimise your strategy.

Incorporate influencer marketing into your marketing strategy and witness the power it holds in driving your business forward. Don't miss out on the opportunity to connect with your target audience and boost your sales with influencer marketing.

So what are you waiting for? Get in touch!


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