Ever heard of a micro-influencer? It’s a relatively new concept but is quickly catching the eye of marketers and owners of small and medium-sized businesses around the world. The use of so-called micro-influencers to generate interest in a brand is gathering pace. It is becoming one of the most intriguing ways to drive a business. We’re going to explain how to use a micro-influencer in the best possible ways to further your branding.
Who is a Micro Influencer?
A micro-influencer is an account holder on a social media platform with a modest number of followers, typically thousands or tens of thousands. They are not celebrities or popular legends. A micro-influencer is someone relatively unknown but still exhibits a passion for engagement with others on a subject. A worthy micro-influencer is someone who engages with the experiences of others and offers a live opinion within your market sphere. With time and dedication, you could learn how to become an influencer online.
More importantly, influencers are the users who show genuine interaction with others. Rather than employing a social media manager to post out uninspiring promotional material, these people do real-time posting with authentic words expressing their thoughts, feelings, interests, and aspirations. It is this kind of users that your business should view as a micro-influencer. Their interactions with others can potentially increase interest in any brand that they promote.
Instagram particularly has been targeted by businesses on account of its visual quality. The posts that micro-influencers have been paid to post (more on payment later) can be more impactful without unnecessary text. Similarly, products are obviously better shown and appreciated in picture form.
The micro-influencers are available at different price ranges. However, the price is not that much high (on average, most Instagram micro-influencers charge less than $500 for a post). In comparison with the financial hit of a prestige post, most companies are quite happy to pay a micro-influencer to achieve a greater response. According to end-to-end influencer marketing solution Markerly, users with fewer than 1000 followers achieve twice the number of likes of someone with between 1000 and 10,000 and almost four times as many as a user with 1-10M followers. The benefit of a micro-influencer is clear to see.
How Can a Micro-Influencer Help You as a Small Business Owner?
Obviously, for a small company or sole trader, the money is quite tight. As tempting as it would be to find a big name to promote your product or service, it’s worth considering some other options open to you. After all, we’ve just identified the benefits of using a less well-known user. So, would it not be the case that spending a fortune on a prestige promotion is like carrying water to the sea? We surely think so, and we want to help you take the better option as well.
At the start of your search for a micro-influencer, it is well worth spending the time to find out a little more about them. So, do a little research on:
- How many followers does the influencer have? Is their interaction live, regular and positive? A low number of followers should not dissuade you. After all, that’s the key to success!
- How do the followers react to the influencer’s posts? Do the posts validate the followers’ opinions?
- Is the quality of their posting authentic, of good quality and brand led?
- Are the posts relevant to your business? Can you glean a myriad of opportunities from the content of the posts?
- What interests do they have? What makes them excited and irascible?
- Importantly, which country do they live in? Because, if your own small business product is geo-centered then it would be of little worth to source an influencer outside of your sphere of contact.
Finding the right influencer is going to boost your outreach strategies so it’s important to take a good look around. Why not start a little closer to home? Do you have someone on your list of followers that might fit the six-point bill of health? Who stands out to you as someone who particularly engages with their own followers, has conversations, and even enjoys posting videos in your field of business and to your target audience?
Finding Influencers and Keeping Them.
Aside from the organic methods of influencer capture, there are positively hundreds of web-based apps in the market to help you generate business interest through social media. We’ve identified one or two of them which are worthy for checking out.
The most talked-about at present is AgoraPulse. It is a social media management tool which includes a useful cyber-kit of moderation and engagement analysis. It is sold at a reasonable price leveled towards the small and medium businesses. AgoraPulse also has customer relationship management software. It covers a broad set of applications designed to help businesses manage many of their processes. In terms of your search for a micro-influencer, the tool has a useful function to sort influencers among your followers in a ranking system. This leaves you in an ideal position to begin your influencer marketing campaign.
You may also want to try other accurate influencer research tools like BuzzSumo, Klear, or Ninja Outreach. These tools do more or less the same tasks as AgoraPulse and with the same outcome. You can more easily find micro-influencers that you can engage with. Most of these sites also offer a free trial period to get you accustomed to the software and catch a glimpse of its benefits. Ninja Outreach, for example, offers a 14-day free trial and is an all-purpose influencer marketing tool with a database of over 5 million influencers. It is one of many powerful business-led generation vehicles supporting content promotion, finding podcast guests, content research, and much more.
Micro-influencer marketing is one of the most effective forms of online promotion and yields positive rewards if done properly. It is very effective and useful for the small business owners who want to grow their business leads organically or at least without major spending. Additionally, this method is ideal for the small businesses struggling to get influencers on their side this. OK, you’re not looking at a million user audience! But it should be apparent now that size really doesn’t matter.
Micro-influencers are extremely good at helping you promote your business because of their level of engagement, their genuine outlook, and authenticity. So never underestimate the power of an influencer. If their followers are actively engaging with them, they will ultimately engage with you as long as you can get them on your side. Do that well, and your business will grow exponentially.
Written by Charlie Luck
Three decades in sales and experiential marketing led me to my passion for digital marketing.