Influencer Marketing: How To Work With Micro Influencers
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Let’s face it, influencers are the advertising industry’s newest favorite endorsers. These power players in the world of social media have the ability that the majority of brands and companies need: influencing our purchase decisions. Since the rise of social media and the advent of personal branding, these folks have managed to transition their huge followings into money making machines. Seriously, smart people.
In a world where people listen to word of mouth and peer recommendations 90% of the time in buying products, using influencers can help generate sales in the long run. If you want learn more about the secrets behind the business of influence, you can check out my free PDF, The Complete Guide to Effective Influencer Marketing. This is an amazing guide that will help you navigate the world of influencers and learn how you can leverage them for your own business.
Influencers are now an industry staple, but recently, there’s a new subspecies emerging from this group: micro-influencers. These social media players have modest followings, typically in the 10,000 to 100,000 range. Unlike celebrities or public figures, they’re social media content creators who frequently talk about their interests, from fashion to fitness. Despite their less-than-stellar numbers, they boast a much-engaged audience that some high-level influencers can’t beat. They may have fewer people looking at them, but these people care a lot about what they post or write about. Aside from that, they have better targeted and niche followings. This allows advertisers to target a more specific demographic with their intended market, all at a cost effective way. Typically, a high following influencer can charge $5,000 up to as much as $25,000 for a single post. Micro-influencers charge a lot less, possibly around $500 with a maximum cost of up to $2,000. Also, compensation can come in the form of deals and products. Need I say more?
With all the benefits of micro-influencers, how do you start using them?
Find the most ideal micro-influencer. Use your target audience and demographic to look for the right fit. You can make use of third-party influencer software or find the services of influencer networks to find who will represent you. If you don’t have the money, try searching relevant keywords and hashtags in Instagram or Twitter. The key here is to build authenticity. People will most likely interact with the influencer if they feel that what they posted is genuine and real. Hence, you should only tap the influencers that directly appeal to your target audience.
Build momentum and dominate. The power of micro-influencers can come in the form of numbers. Instead of using money to interact with one high-following influencer, build an army of micro-influencers instead. Doing this will help you drive exponential reach and higher engagement without the high cost. It also helps you develop buzz-worthy content that delivers you more bang for your buck.
Co-create and curate content. Don’t just ask your micro-influencers to post sponsored content. Partner with them for content creation. By doing this, you have the power over what content to distribute and how it will be created. At the same time, you can curate the content created by these influencers to build your social media presence.
If you want more information about curating content, check out my free PDF, Content Curation Guide for Facebook and Instagram. This free guide will take you step-by-step in maximizing curated content that your influencers can generate for you.
Leveraging micro-influencers can be the best way for your business to drive higher engagement and create better conversations with your audience. Do you think micro-influencers are better than high-following influencers? Let me know in the comments.