Thomas Griffin — March 8, 2019 — March 8, 2019
The term micro-influencer may conjure up images of someone who is lacking a sufficient number of followers to make the most of your marketing plan. Believe it or not, micro-influencers have much more power than an influencer with millions of followers.
But why?
One of the most common reasons for micro-influencers tend to work better for business owners who want to promote their brand is that there’s an engagement peak that caps out at around 1,000 followers. After 10,000 followers, engagement with fans tends to drop off because of the sheer amount of people the influencer would have to respond to and interact with every single day.
We want to share with you why you should start working with smaller influencers and give you some tips on how to make your experience (and their experience!) excellent.
1. Look for Existing Fans
Getting a micro-influencer on your side is much easier than trying to contact someone who has millions of followers and likely gets “I’m your biggest fan” messages day in and day out. If you see someone with a sufficient number of followers who tried one of your products and enjoyed it, there’s a good chance they will want to promote your product to their followers.
Checking your Twitter mentions is a great way to see who is talking about your company. If you look through your mentions and notice an influencer giving your brand a shoutout, don’t hesitate to reach out to them! In many cases, if they are already a fan, they will happily promote your product or brand to their audience.
2. Make it Worth Their Time
Micro-Influencers are just like the rest of us. They have a jam-packed schedule and their social media platforms are likely how they make their living. You need to figure out what an influencer would need in order to promote your product to their audience.
In many cases, micro-influencers will give you a mention and review if you offer to give them access to a new product or service. However, you may have to pay them to promote for you, providing they follow proper disclosure laws.
Here’s the good news. Aside from the fact that these influencers have a 60 percent higher engagement rate than their big-name influencer counterparts, they are also more affordable. The average cost of a micro-influencer post is between $ 137 and $ 258 per post. After someone gets over 100,000 followers that fee shoots up to $ 400. People with millions of followers can easily charge upwards of $ 1400, making their micro-counterparts the ideal choice for businesses looking for a cheaper, but more effective, marketing partner.
3. Check Previous Sponsored Content
Micro-influencers are a great way to get more traffic to your website and expose a wider audience to your product or brand. It’s worth noting that many people are not fond of sponsored content. If you go the route of paying for sponsored content, it’s worth looking at the influencers previous sponsored content to see how their audience responded.
If you notice an obsessive amount of complaints and rude comments, you may want to look for someone with a more receptive audience. The goal here is to get people to check out what you’re offering, not to turn them off from your brand because they see your sponsored content on their favorite influencer’s page. It’s a delicate process, but you can usually gauge how people will respond based on past behavior.
4. Offer an Exclusive Discount
If you’re going to use influencers, you should try to offer each partner an exclusive code so you can track your analytics and see how many conversions you’re getting per influencer. Instagram is a great place for finding influencers who are willing to review your product and document their experience, as you can see above.
You’ll be able to make smarter decisions about what influencers are generating traffic, and which ones may not have the type of subscribers you initially hoped for when you made contact with them.
Conclusion
There’s no doubt that micro-influencers are quickly becoming one of the best ways to market your business on social media.
The key to finding great network marketers for your brand is knowing what your audience likes and what platforms they reside on, connecting with the right influencers, and building a great long-term relationship with influencers so they can encourage engagement and conversions for your company. As you work with more influencers, you’ll soon discover what works best for you, your customers, and the catalog of products you offer.
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