As a web development company, BSPOKE Design is often asked by our clients, how they should market their products, services, and website. One way we suggest is to use micro influencers – follow our guide to find out more.
A brief introduction
Influencer marketing is one of the key tools for any online marketing campaign. Regardless of the industry, you are positioned in, you’ll find that influencer marketing can help to further your online reach and expand your audience. However, many people believe that influencer marketing will only be effective if you have the budget to work with celebrities with millions of followers. That’s not the case due to the rise of micro-influencers online. You can use these individuals to promote your product to a very dedicated and targeted audience.
What are micro-influencers?
Micro-influencers are social media influencers who have a smallish following of around 1,000 to 10,000 people. They often have extremely dedicated followers and primarily share content in one niche, such as parenting, gardening, or fitness. Due to this, they usually have very loyal followers and high engagement rates. By working with one or more micro-influencers online, you’ll find that your online marketing campaigns are more successful than ever before and that you receive a high click-through rate on your advertisements.
What are the benefits of micro-influencers to businesses?
Regardless of the size of your business, you’ll likely be able to find micro-influencers that are within your budget to work with. The following are just a few of the benefits that any business will experience when working with micro-influencers:
- You can target influencers who are very relevant to your product’s industry, such as fitness, travel, or reading.
- The followers of these micro-influencers are generally very loyal and active on their posts. You’ll find you will enjoy a much higher conversion rate than you would with bigger influencers.
- Campaigns will cost less, than if you used individuals with hundreds of thousands of followers.
- It’s quicker and easier to get the campaign started, with fewer contacts to go through to start working with the influencer.
- When micro-influencers are just starting out online, they’ll be more committed to your advertisement. They are likely to spend more time creating content for your brand, which will provide you with great results once it’s posted.
Finding micro-influencers to work with
If you are researching micro-influencers to work with, there are a few things to keep in mind. Firstly, make sure their brand is relevant to the product or service you are selling. Their relevance to your products will ensure your campaign is a good fit for both of you. Check how many likes they receive on their posts, and try to see how well previous sponsored posts have performed. When it comes to searching for micro-influencers to work with, start by looking through the followers on your account. It’s always good to find individuals who already have an interest in your products. If they are already using your product, they are more likely to provide genuine content for your business.
Where to start
For anyone that has no idea where to start or is just setting up their social media account, you could search via hashtags for influencers who are interested in your niche. There are also online search engines for influencers, which can be a handy tool for the same purpose. Once you do find the individuals you’d like to work with, start by trying to build up your relationship. From there, you can then approach the account holder or their management team and begin working on a potential collaboration.
The cost of micro-influencers
One of the biggest advantages of using micro-influencers is that their services will come at a lower cost than accounts with a huge following. We encourage you to always be respectful of their time and efforts and don’t expect anyone to work for free. Most influencers who are reasonably established will send you a press kit, which you can read to find out their prices and the services they offer.
Some influencers, especially if they are fairly new to promoting companies will be happy to promote something for free if they are sent a free gift or sample of your product. This is more likely to be true, if your service or product is very costly, as this will be seen as an amazing free gift by anyone just starting out their online career.
Creating new content with micro-influencers
When you are promoting your product or service online, micro-influencers can help you to create new and fresh content for your brand. Of course, they will be required to post advertisements for you, on their account. However, you may be able to also use their content for future promotions if this is part of your agreement. As many influencers use professional-quality camera equipment, you can be sure you’ll get good results. Consider whether their style and aesthetic are a good fit for your brand before working together. You will want their content to seamlessly integrate into your feed, so finding the perfect fit is essential.
Top ways to use micro-influencers
Launching new products and services
There are a couple of ways to go about promoting your product when collaborating with micro-influencers. If you are about to launch a new service or product, let the influencer showcase it on their accounts a few weeks before its launch. This can help to build excitement online about your offering and boost pre-sales.
Existing products and services
When you already have a product on the market, discount codes and referrals are a great way to increase sales. They also make it really easy to track the success of your campaign, and you can give them a commission for their sales. This will work as an incentive for the micro-influencer, who can boost their earnings by talking about your brand more.
There little point in spending money on a mico influencer, if your website is not first-class. You don’t want to be sending traffic to your website only for it to bounce straight away. If you’re looking to improve your website or have one created, speak to the BSPOKE Design team today!