This is a Guest Blog by Shane Barker.
As a business owner, you’re constantly on the lookout for ways to drive more profits while minimizing spending. Although you may have some trouble finding the right channels to help you with this, you do have several options. One of those options is influencer marketing. With the help of micro-influencers, you can drive engagement and conversions without breaking the bank.
What does “Micro-Influencer” Mean?
In the simplest terms, people who have a certain influence on the opinions and purchase decisions of others are known as influencers. Among these influencers too there are several categories, based on the person’s reach.
Micro-influencers are those influencers who have a smaller reach than typical influencers. They usually have a follower base of around 1,000 to 100,000. But despite this smaller reach, micro-influencers can significantly improve your performance in several aspects.
How Micro-Influencers Improve Brand Performance
Micro-influencers can have a positive impact on several aspects of your brand performance. Some of the more notable ones are:
- Connecting with a relevant audience – Since micro-influencers specialize in a specific niche, their follower base is also highly specific. It is comprised of people who are interested in the niche and trust the influencer for recommendations and tips. This means micro-influencers can help you reach a group of individuals who are likely to be interested in what you have to sell.
- Engaging an audience – As mentioned earlier, the audience of micro-influencers are interested in what the influencer has to say. So it’s likely that they’ll be interested in the content created by the influencer. This also means that they’re likely to engage with sponsored content created for your brand. In addition, Markerly found that there’s a much higher engagement rate for micro-influencers when compared to mega-influencers.
- Driving conversions – With a highly engaged audience, the influencer can effectively promote your product and encourage their followers to make a purchase. This can lead to higher conversions. And since micro-influencers have a more engaged audience, they could help you boost conversions significantly. Some businesses have even boosted sales by 300% after launching a campaign with micro-influencers.
Check out this gifographic containing important facts and tips about micro-influencers:
So now you have a better idea about who micro-influencers are and how they can benefit you!
Why are micro-influencers better than macro-influencers?
When it comes to making marketing decisions, most brands feel that going bigger is always better. This isn’t always the case. The same theory applies to influencers as well. Despite the broad reach of macro-influencers, there are several downsides. Some of them include – high cost to create a single piece of content, unavailability since they’re always likely to be in demand and lack of authenticity due to an excessive number of sponsored posts. Instead, choosing micro-influencers can benefit small businesses and start-ups. They’re more likely to be focused, authentic and powerful.
How to connect with micro-influencers?
Compared to macro-influencers, micro-influencers are considered more authentic. Therefore, when you approach them, you have to be careful and wise with your words. Once you find potential micro-influencers for your campaign, you need to devise a strategy to connect with them. Social media interactions are a good place to start. Attempt to start a conversation with them by messaging them on social media and by liking and commenting on their posts. Once you see them responding to you, be honest and direct about your intentions. Tell them exactly why you’ve connected with them and what your goal for the campaign is. If they respond positively to your collaboration request, you win.
Are there any metrics to consider while evaluating micro-influencers?
A common mistake most brands make is that they go around pitching to every micro-influencer they find. Don’t do that. Instead, to determine whether a particular influencer is a right fit for you, consider certain metrics.
First, you need to check their relevance. Since they have a smaller reach than macro influencers, you need to see if their fan following matches your goals and the type of campaign you’re running. This means the influencer has to be relevant to your brand, industry or niche. The next factor you need to consider is the quality of their content. Check if they’re creative enough to position your kind of brand and products. Check their profile regularly and see the aesthetics. Will your product or service stand out on their feed? You need to be sure before collaborating with micro-influencers.
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