Every marketer wants to leverage social media, and influencer marketing is an excellent way to reach new audiences who are likely to be interested in your product or services.
The followers' response to your value proposition becomes a key indicator of campaign success, thus making it essential to identify the right influencers. You have to know whom to target and how to get your message to them in order to execute an influencer marketing strategy.
What is a Micro-Influencer?
Influencer marketing is the process of using social media influencers and bloggers to market a product or service. By leveraging their social presence and followers, you can promote your brand by striking a mutually beneficial agreement for a campaign.
There are multiple types of influencers
In this article though we would concentrate on Micro influencers.
Micro influencers are creators and social media personalities that have 10,000 to 100,000 users following them on their social media accounts
Influencer marketing is a form of marketing that uses social media and search to reach audiences. Bloggers and social media content creators are the most effective influencers, with each of them commanding a dedicated following of their own.
Though influencer marketing has been used for quite some time now, micro influencers have gained prominence in recent years.
Why are micro-influencers important and gaining traction?
The idea of a micro-influencer has become a buzzword for social media marketing especially when marketers are looking at maximizing engagement with limited budgets.
Like all influencers, micro-influencers are individuals who deliver content on search and social media, whose views are well-respected by their audiences. Simply put, the influencer is not just known for making great content. They are a source of advice, news, ideas and entertainment for people whose interests match their content.
With higher chances of targeting the right audience in your niche, micro-influencers help brands exercise social media activities using tried and tested responses that attract attention. By collaborating with micro-influencers through endorsements, a brand can break into the market with a value offering that is tailored to a specific audience.
The biggest advantage of micro-influencer marketing is that they're regular people favored by other regular folks. Unlike hiring a celebrity to endorse your brand, micro-influencers are significantly lower in costs and effectively identify your ideal customer persona for optimal marketing efforts.
The main advantages of micro-influencer marketing are:
- Authenticity and credibility.
- Targets niche audience.
- Higher engagement rates
- Higher conversion rates
How do we plan a micro-influencer based campaign?
The world of influencer marketing is constantly evolving, and it is hard for marketers to keep up.
The biggest challenge for marketers is finding the right influencers in the right niche who can deliver the right content. There is also the issue of paying them correctly. If you don't get this right, then the whole campaign might fail.
The key to influencer marketing is to make sure that your campaign is not about sales. It's about creating an experience driven by a key-value offering that the users resonate with effortlessly. For this, effective communication and collaboration are fundamental.
Here's a 5-step method for finding micro-influencers(or any influencer) to partner with:
Set clear goals for your micro-influencer marketing campaign.
What kind of influencer do you need? What's the ROI you expect on your expenditure for micro-influencer marketing? What do you expect the influencer to promote for your brand? How many followers should your micro-influencer have? What are the key objectives and KPIs of your micro-influencer marketing campaign? Discuss with your team, and answer such questions, before you approach an influencer.
Outline the role of your micro-influencer as a catalyst for your campaign.
Are you aware of how the influencer interacts on social media? Do you know how they will pitch your value to followers? Find a way to identify and fix the role of your micro-influencer in the upcoming campaign. Are you expecting a continued partnership, or is it just a one-time deal? Do you plan to repost the influencer's content to drive more traffic? What confidentiality agreement do you need to strike with your micro-influencer? Clearly define the influencer's role to ensure a smooth campaign execution. That's how you can approach them with an offer and learn how to pay them for driving results through your campaign.
Shortlist your ideal influencers.
Using the 3-step method mentioned in the above section or any means of networking with influencer agencies, find micro-influencers that meet your specific criteria. Create an email list to engage with each influencer professionally and according to the needs of your campaign.
Organize your emails or DMs.
A lot of micro-influencers may not have their email IDs publicly available on social media. To transcend this limitation, you can reach out via Direct Messaging. Since many platforms have restrictions on the number of unsolicited messages sent per day, plan your communications accordingly. Make a plan for how many, what type, and which messages go to each micro-influencer on your list.
Create a pitch template.
Most brand managers send the following three messages while prospecting for micro-influencers:
- An introduction to incite interest in a potential brand collaboration
- A detailed message with expectations and requirements clearly defined to begin negotiating on a deal
- A confirmation message including finalized agreements and expectations to ensure transparency in every aspect of the campaign execution
With access to the best influencers and marketing best practices, your campaign will take flight almost instantly with a proven influencer marketing approach.
Once you know these the next step is to reach out to these creators, there are multiple ways to do that but here are the top 2 we recommend.
How to find micro-influencers?
Hashtags and Email
Micro-influencer often use the same hashtags as your brand's industry or the value it provides. Hashtags are an excellent way of finding common ground and crossovers between your business and the micro-influencer.
Once you know who these creators are, the best way to reach out to micro-influencers is to get in touch with them via social media like Twitter, Facebook, YouTube, LinkedIn, Snapchat, or Instagram.
If you can source their official email ID, then that's a huge win.
Some tools to help collect contact information from websites are:
There are some effective ways to reach micro-influencers, but you must be sure about the end goal of your micro-influencer marketing strategy for the best results.
An easy way to identify micro-influencers to partner with is using our 3-step method to find micro-influencers given below.
An alternative to the five-step process outlined above would be to leverage the services of influencer marketing platforms like useplaza.com.
Now that you have a solid foundation, it's time to reach out to micro-influencers to get their response. Don't expect everything to go the way you planned, but ensure persistence in your efforts to land the right deal. If you continue pitching to a clearly defined influencer segment, you will find a micro-influencer that thrusts your business into the spotlight.
Considering that it's more cost-effective and efficient to use Systematic Influencer Outreach, follow the steps in this blog, and you can be assured that micro-influencer marketing has a higher conversion rate.