So you want to try your hand at engaging your audience through influencer marketing and even achieve optimal ROI but your budget is minimal. This would seem like a daunting problem but the most feasible solution for this is the micro-influencer.
If you don’t see the need for an influencer, think again. We have created a guide to help you understand Influencer Marketing.
Now that you have an understanding about who qualifies as an influencer and the benefits of using one, let’s move on to the different types. There are two main types; Micro-Influencers and Mega-Influencers.
The key voices within certain industries that have either created innovation or disrupted a particular sector are called mega-influencers. These individuals generally have a healthy number of online followers and their online presence is most often their source of income. There are different ways you can collaborate with these influencers.
- Ask them for their opinion on a certain topic which you can then use as part of your onsite content marketing in order to validate points within your own blogs.
- Invite them as part of your list of speakers when holding an event
- Offer your expert knowledge which can be used in their case studies
According to Hubspot,
“[Micro-influencers] are social media users unlike typical celebrities, experts, or public figures. They’re individuals who work or specialize in a particular vertical and frequently share social media content about their interests. Unlike traditional “influencers,” micro-influencers have a more modest number of followers — typically in the thousands or tens of thousands — but they boast hyper-engaged audiences.”
Influencers that have between 1000 to 100,000 followers are called micro-influencers. Micro-influencers, considered experts in their respective category, have the ability to generate a high level of engagement and are known for their ability to influence people’ opinions and buying decisions.
If considering using micro-influencers, you need to keep in mind your target audience, your business strategy, and your target sectors. As per a study conducted of more than 800,000 Instagram accounts, conducted by Markerly, as the follower count increases, the rate of engagement decreases. This indicates that in spite of being the cheaper alternative, campaigns that involve micro-influencers yield better results.
With the perfect combination of credibility, proximity, engagement, and affordability, micro-influencers resonate immensely with their audience.
- Credibility – Micro-influencers are not only passionate but are also knowledgeable about their chosen niche and due to this they are viewed as trusted sources of information.
- Higher engagement – Micro-influencers are able to resonate with audiences as they produce relatable content which increases the rate of engagement.
- Authenticity – Micro-Influencers are able to create content that is more authentic and personalized as they have a genuine interest in their niche.
- Cost-effective – Micro-influencers are more affordable than their mega-influencer counterparts.
- Trust building – Micro-influencers are trustworthy figures and so engaging your audience through them will help in establishing trust.
- Conversion boosting – Micro-influencers have a very high engagement rate and this often translates to better conversions and a boost in sales.
There is a simple 3 step method for conducting micro-influencer qualification.
- Alignment with the topic – Find out whether their expertise aligns with your core topics.
- Alignment with brand value – Find out whether they bring calculative value to your business and its goals.
- Significance – Measure the activity the micro-influencer generates after publishing content.
Tracking them down
Companies that are going after niche markets will experience the most benefits from using micro-influencers which is why they are in demand but the biggest challenge is finding the right influencer for them. When considering the right influencer there are several factors and methods that need to be taken into consideration.
- Research your fans for micro-influencers
Look through your list of followers for prospects that already have a keen interest in your brand, product, and services. Making use of people who already follow you reduces the effort it might take to convince them to partner with you.
- Research hashtags
Micro-influencers who have a similar vested interest in the services you offer will use hashtags that are relevant to your vertical and will already be following and tracking similar products to yours. This implies that their audience will be relevant and will have a high level of connection to your business.
- Research local bloggers
If your business only serves a particular geographic area, search for bloggers that are located in your vicinity this can increase relevance to a high degree.
- Research other tools
Using tools like Influence.co, you will be able to search micro-influencers according to specific categories. You can find out a person’s engagement level based on the likes and comments ratio.
For your social media-aided marketing efforts, micro-influencers are able to provide a fresh, unique and niche approach that when done right can result in a remarkable effective marketing. Finding the right micro-influencer for your business is a constant process that helps influence your audience and your business as your services and goals evolve and change.