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Influencer marketing in e-commerce link building strategy

7 minutes of reading
Influencer marketing in e-commerce link building strategy
Category SEO

No matter what type of business you’re in, you need to build up an audience if you want it to be successful. You can try posting on social media or getting your friends and family to spread the word, but these are not always effective ways to drive traffic to your e-commerce website. Influencer marketing can be an extremely effective way to bring in new customers, but it has to be done right if it’s going to help your business grow at all. Read more about this strategy!


First, a few basics: glossary

Before we start talking about details, you should take care of the basics. Here is a glossary of the most important concepts that will be relevant in the context of this article.


Marketing is the process of getting a message across, which is done by identifying an audience and then figuring out what they want. To be successful at marketing, you must provide information or entertainment that will be valuable to your audience. The goal is not just to get attention but also create interest for your product or service so people can buy it.

Digital marketing refers to the promotion of products and services using digital technologies, such as social media, search engines, display advertising, e-mail marketing and mobile devices. It has been around for decades but has greatly expanded in recent years with the growth of technology. Digital marketing is now a $100 billion industry that continues to grow in both size and scope.


E-commerce is the buying and selling of products and services electronically. E-commerce can be done through a website or an app, with the customer ordering products by filling in their details on the webpage or app. The most common way of paying for these items is through credit card or PayPal.

Link building

A link building strategy is a marketing campaign that uses other websites and blogs as a way of getting more publicity for your own website. It’s usually done by creating content on other sites in the form of blog posts, guest articles. with the purpose of getting backlinks from those sites. The idea behind this is that you are linking back to your own site or blog, which makes it easier for Google to find and rank your site higher in search engine results pages.


An influencer is a digital creator. They may be a blogger, photographer, videographer, or other online personality. The term influencer can also describe people who have the ability to shape opinions and attitudes of those around them. In social media, they are often seen as authorities on certain topics, trends or products.

Modern digital strategies: influencer marketing

Influencer marketing is a strategy that many companies are using in their digital marketing campaigns. It’s all about leveraging influencers – people with large social media followings who have devoted followers and are seen as authorities in their industry. By working with those authors, brands can reach their desired audiences and potential customers at a lower cost than traditional advertising. They also helps drive sales because people trust the recommendations of those they know and follow.


Influencer marketing is an effective way for e-commerce brands to get in front of their target audience. This strategy has a number of benefits, including the ability to increase brand awareness and drive traffic back to your site. It’s also more cost-effective than other marketing channels and will help you connect with influencers who have similar audiences and interests as your product. To be successful, though, it takes time and research.

Selection of influencers

Influencers can be found on Instagram, TikTok, Facebook, Youtube, Twitter, and other social platforms.

  • Before choosing influencers to cooperate with, you should get acquainted with their creativity, personality and quality of materials. Some of them deliberately do not focus on high-quality production, because they value their message more than its form. Often, the creators use slang specific to them.
  • Influencers should be selected not on the basis of the number of subscriptions / followers, but on the basis of impressions or – preferably – actual reach in the target group of interest to us. Always ask for the average number of views / interactions over the last months.
  • You should ask for an initial concept of the material or a framework scenario – it should be borne in mind that due to the nature of the work of influencers, the materials and concepts may change in relation to the original proposals.
  • Before the campaign starts, it is worth listening to influencers’ suggestions. They are people who know their community well, insights associated with it, and their own initiative can generate new ideas. On the other hand, you need to have ready-made initial guidelines that the influencer should follow (keywords, prohibited contexts, safety issues, legal regulations, etc.).

How to start the relationship with influencers?

When deciding to cooperate with an influencer, the client must answer the question whether they are aware of the specificity of such cooperation. Before starting activities with influencers, you should read the skeleton brief proposal. The most common questions that need to be answered in the brief document are as follows: What kind of content will be produced by the influencer? What types of photos and videos should be sent for approval? What is going to happen if something goes wrong and how will it affect both parties? What will the schedule of posts or stories be like? Is there a deadline for this project? What social media channels will be used? These answers may vary depending on a type of product and its target audience, but when preparing a brief document make sure to specify all details that may come up later during cooperation.

Characteristics of cooperation

The cooperation between a company and influencers could be classified as an endorsement or sponsorship. In the first case, the product is not only described, but it is also often included in the content of their posts (pictures of products they use). In this case, it is important that influencers are credible and trustworthy, because they will become a spokesperson for your product.

Sponsorship occurs when they promote your company on their own platform in exchange for some form of compensation (money or free products). We recommend that the product be delivered to the creator in good time, so that he can reliably determine its quality, and if necessary – if the product does not meet his expectations – he has the option to resign from cooperation.

In addition, it is worth remembering about the prohibition of competition. You need to identify who it considers competing brands and set a duration for the ban.

Content tagging and links

Each time you should require the influencer to clearly mark the materials created in cooperation – i.e. one that will be easily recognizable by his recipients. One of such markers may be, for example, the use of appropriate hashtags and links in relations. It will help them get back the track of your products even if they haven’t heard about them before.

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In conclusion

As you can see, influencers are a marketing powerhouse when it comes to e-commerce. They have the power and ability to help you with everything from brand awareness, audience engagement and conversions. If you’re looking for increased traffic, higher conversion rates and more revenue in your business – influencer marketing is the way to go.

Influencing content is one of the most effective ways to build links and improve the quality of your website. It’s important to do research on who you want to partner with and what they have in common with your business before you start contacting them. So, what are you waiting for?

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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