Sendlane + Gatsby - Discover Influencers Within Your Customer Base

16 May
Sendlane + Gatsby - Discover Influencers Within Your Customer Base

As marketers, we all know the power of social proof.

It doesn’t matter how revolutionary, amazing, or game-changing your product is.

If you're the one plugging your product and talking about how awesome it is, people automatically discount 50% of what you say.

After all, you’re basically tooting your own horn -- and that’s not cool.

But what if it’s someone else (say, a micro influencer) who’s doing the gushing? This makes all the difference.

We all know that micro-influencers may be getting a deal or some swag when they promote a product, but since their real friends are their followers, they wouldn’t risk their reputation by promoting something mediocre or ineffective!

So after seeing influencers post about your product, people start talking about it. As this happens, you’ll notice your social media following increasing and the orders flooding in.

That, friends, is the power of social proof.

If you want to capitalize on social proof (and influencer marketing!) to drive more sales for your company, we recommend using Gatsby to streamline your process.

Gatsby is a tool that you can use to identify your most influential customers. In other words, it helps you figure out which of your existing customers are micro influencers, then automatically reaches out to all of them for you.

Read on to learn more about the benefits of using Gatsby, and how you can integrate Gatsby with your Sendlane account!

What is Gatsby?

As mentioned previously, Gatsby is a tool that simplifies your influencer marketing process by helping you identify and reach out to key influencers.

What separates Gatsby from the GAZILLION of influencer marketing platforms out there? With Gatsby, you’re reaching out to influencers or micro influencers who are already your customers.

Think about it -- these folks haven’t just heard of your brand, they’ve actually bought your product. This means:

  1. It’s easier to bring them on board to promote your brand, and
  2. Your campaign will be more authentic and believable, because they actually *get* your product and company.

Obviously, this makes your job MUCH easier.

Using Gatsby to Find and Reach Out to Influencers

If you’re wondering how Gatsby works, it basically adds a smart Instagram capture field to your checkout page or storefront.

Now that Gatsby can identify your customers on Instagram, it’ll pull the customer’s data, including their photo, follower size, and more.

Now, you don’t need to sift through all this information, and manually send out emails or DMs to the customers whom you want to work with.

Gatsby does all the heavy-lifting here -- you can specify that you want to reach out to customers who have, say, 1000 to 5000 followers, and it’ll automatically kick off a 2-way email intro to these customers. Check it out:

Once the customer replies, it’s over to you. Go ahead and share more details about your campaign, and take it from there!

Pro-tips to Help You Set Up the Perfect Influencer Marketing Campaign With Gatsby

Now that you know how Gatsby works, we’ll walk you through some advanced tips that will help you make the most out of Gatsby.

1. Experiment with nano influencers

When planning influencer marketing campaigns, most marketers lean towards working with influencers with larger followings.

Their rationale?

Larger following = more reach = more conversions.

But here’s the thing: influencers with larger followings tend to experience lower engagement rates, which in turn leads to FEWER conversions, not more.

Bearing this in mind, it makes sense to experiment with micro influencer or nano influencer campaigns instead (Gatsby defines the latter as: campaigns that engage real consumers with as few as 1,000 Instagram followers to share your brand with their real friends).

So, set your follower threshold low (we’d say a maximum of 1,000 or 2,000 followers), and get Gatsby to reach out to smaller influencers on your behalf.

These influencers might not look as impressive as larger, more famous influencers, but when it comes to engagement and conversion rates, they’ll deliver!

2. Craft the perfect introductory email

Like we mentioned earlier, it’s a LOT easier to get influencers on board if they’re already your customers.

That said, don’t take this for granted. You’ll still want to come up with a compelling introductory email that entices these influencers to work with you.

How do you do this? According to Gatsby’s The Anatomy Of An Awesome Influencer Outreach Message blog post, here are a few tips:

  • Adopt a friendly, informal tone
  • Make the opening statement clear-cut and straightforward
  • Hook the influencer in by telling them about the incentives
  • Set a deadline for them to get back to you

By far the most powerful thing you can do here? Talk about what’s in it for the influencer, citing relevant numbers and metrics.

Here’s an example from Gatsby’s post:

“In return, you’d get a free sample of each item from our amazing new range, plus shared content on our own feeds too. We have more than 5000+ Facebook likes, 2000+ Twitter followers, and 4000+ Instagram followers, and we’d love to share your content with them all.”

Bam. Pretty convincing, huh?

3. Use Gatsby’s social pop-up

If you aren’t able to customize your checkout page, this doesn’t mean you’re out of the game.

Instead of capturing your customers’ social media handles using a native field at checkout, you can also create a pop-up that collects the same data.

To improve your results, sweeten the deal with a discount code or giveaway.

Check it out: here’s a case study about how a men’s grooming brand grew their sales revenue immensely using Gatsby.

More specifically, the brand stated that 25-40% of their customers used Gatsby’s popup promotion before converting -- that’s pretty impressive.

How to Integrate Sendlane With Gatsby

Want to integrate your Gatsby account with your Sendlane account?

Follow this step-by-step walkthrough, and you’ll be done in 10 minutes flat.

Once you’ve got your accounts connected, whatever data Gatsby collects on your behalf (names, emails, follower stats, etc) will be synced to your contact profiles in Sendlane.

With this information on hand, you can then set up email campaigns to target your customers, and encourage them to share about your brand on social media.

Nail Your Influencer Marketing Campaign With Gatsby

Influencer marketing campaigns can drive amazing results for brands, but putting these campaigns together manually isn’t fun.

Who has the time to slowly comb through the #sponsored hashtag, and identify a list of influencers that might be a good fit for your brand?

Or the time to email each of these influencers individually?

Not us. ?

Luckily, Gatsby takes all the tediousness out of creating influencer marketing campaigns, and automates the bulk of the work for you.

If you’ve always reached out to influencers the old-school way (or you’ve never worked with influencers at all!), it’s time to shake things up with Gatsby.

Have any questions about using Sendlane with Gatsby? Leave a comment for us below and we’ll be happy to help you troubleshoot!

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