5 Ways to Incorporate Micro-Influencers into Your Marketing Strategy

cnxt_dev
cnxt_dev
2019/02/22 08:00

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Discover how micro-influencers can boost your online marketing results in 2019.

We live in an age of influencers, which means influencer marketing is more accessible to brands than it’s ever been.

Influencer marketing is a highly effective way to increase brand awareness, drive more traffic to your site, encourage user engagement and boost turnover, provided you find the right influencer to work with that is.

A common mistake that many brands make is thinking they need to work with big names in order to capitalize on influencer marketing but this couldn’t be further from the truth. There’s no doubt that working with mainstream celebrities will generate a lot of hype but it’s important to remember that micro-influencers are just as capable of creating waves online, simply because they have a loyal following.

Macro versus Micro-Influencers

Let’s take a closer look at some of the key differences between macro and micro-influencers.

Macro-Influencers

Think of macro-influencers as household names, the people who have thousands and even millions of followers. Macro-influencers are generally celebrities or important public figures. If you want your brand message to reach millions of people, macro-influencers are the way to go – they do come with a much higher price tag though.

Micro-Influencers

While micro-influencers still have thousands of followers, they’re generally normal people who spend more time engaging with their followers. Brands that work with micro-influencers will work with more than one to increase their reach.

Why Brands Prefer Micro-Influencers

There are a few reasons why so many brands prefer to work with micro-influencers. Here are a few of the key reasons:

  • They’re seen as more authentic. While celebrity campaigns can also be authentic, micro-influencers are more relatable. If you had to get a micro-influencer to promote a product, it would be much easier to believe that they actually used the product.
  • Campaigns are more affordable. Working with micro-influencers is definitely more cost effective than partnering with a major celebrity.
  • Campaigns are easier to execute. There are a number of amazing influencer platforms that make micro-influencer campaign management that much easier.

Would Your Brand Benefit from a Micro-Influencer?

Deciding whether or not your brand would benefit from working with a micro-influencer would depend on your goals.

Micro-influencers are relatable and trustworthy, which means an influencer campaign would be ideal if you’re looking to increase credibility and humanize your brand. Micro-influencers are capable of helping brands build stronger relationships with their target audiences, which perfectly caters to a consumer’s need for a more personalized brand experience.

A study by Experticity showed that 82% of consumers were more likely to take action following a recommendation from a micro-influencer. The study also showed that within a week micro-influencers were able to produce 22x more purchase-related conversions than the average person.   

There are very few brands that wouldn’t benefit from working with micro-influencers – it’s the strategy and approach that will determine how beneficial the campaign will be.

How to Start Working with Micro-Influencers

microinfluencers marketing

Here’s how you can start using micro-influencers to enhance your campaigns and your overall strategy.

1-Keep an Eye Out for Opportunities

Once you’re ready to start working with micro-influencers, you will want to keep your ears and eyes open for potential opportunities. Social listening tools can help you identify influencers who may already be talking about your brand.

Here are a few things to keep in mind as you start picking up on brand mentions:

  • Turn the mention into something worthwhile by providing a constructive response that will encourage further conversation and show followers that you are actively engaging with your audience.
  • If an influencer does decide to engage with you, be sure to highlight how they would benefit from a potential relationship with your brand.
  • Responding to an influencer’s tweet or Facebook post is only the first part of the process. It’s better to continue the conversation privately if you feel that this might be a good opportunity.
  • Let the conversation flow naturally instead of jumping right into any proposals.

2-Rely on a Strategy

It’s important to know what you’re looking to achieve before you start pursuing any micro-influencer opportunities. Creating a strategy will ensure that you have an exact idea of the types of influencers you would prefer to work with, the campaigns you would like to create and what your budget is.

Knowing how you plan to implement and track the success of your micro-influencer campaigns should also be a key part of your strategy.

3-Promote Influencers of Interest

If you know of a few micro-influencers that you would like to work with, find ways to promote them in a subtle and relevant way. Keeping track of the micro-influencers you’re interested in will allow you to identify opportunities to engage with them in a natural way. Here are some additional tips to ensure you get this right:

  • To get micro-influencers interested in working with you, don’t try and link your brand to your promotion, just focus on the influencer.
  • If you will be retweeting or sharing an influencer’s post, find a way to align it with your brand values to make it more relevant.
  • Find ways to mention micro-influencers in your social media content. Just make sure that it makes sense.

4-Use Sponsored Posts to Promote Your Brand

Using sponsored posts is one way that you can get micro-influencers to promote your products and your brand but it’s important to use this tactic very carefully.  To begin with, it’s important to remember that the influencer will need to disclose that their post is sponsored, so you will need to stick to disclosure laws to not violate the trust of the target audience.

Before you start approaching influencers about these types of posts, take a look at how they’ve worked with other brands in the past. Were they fair in their reviews? Do their values align with those of your brand?

If you’re new to sponsored posts, you may want to start small to decide whether this approach will work for your brand.

5-Discuss User-Generated Content

According to Adweek, up to 85% of online users are more persuaded by user-generated content than content produced by brands. Working with micro-influencers to produce user-generated content is another great way to incorporate influencer marketing into your overall strategy. Here are a few tips:

  • Create a list of influencers you would like to work with and invite them to create content for your website or social media accounts.
  • Start conversations online and invite micro-influencers to provide their opinions.
  • Keep track of micro-influencers who post content that’s relevant to your brand. Sharing this content will make your brand more relevant.
  • Create a competition that encourages influencers and even followers to create content that’s related to your brand.

When implemented correctly, a micro-influencer campaign can help bridge the gap between your brand and your target audience. Start off slow and discover how influencer marketing can benefit your brand in 2019 and beyond.