Intro to Micro-Influencer Marketing
Today, consumers rely on influencers on social media to make the right choice about their purchase. This swift from push to pull advertising made it more important for businesses to find the right influencers, who create unique content.
Who are Micro-Influencers?
At Influanza, we define micro-influencers as social media active users (posts 3+ a week on a given channel) who on average have 20,000 followers. They have a specific category (lifestyle, fashion, design, travel etc.) and are experts in their area. As a result, micro-influencers affect people around them into funneling to a purchase decision by showcasing cool content, which end-consumers are looking forward to consume.
Couple of example from Influanza micro-influencers:
What is it good for?
Used correctly, micro-influencer marketing can play a vital role capturing new audiences. According to Nielsen’s recent study, 83% of people trust and act on recommendations from people they know.
Active social media users, who create the most interesting portfolio, differentiate through their friend and family groups as they become influencers. And they can impact people around them to make purchasing decisions.
As an example, let’s think about your experience on Amazon trying to purchase a new product. You have looked into a certain product category and searched through multiple items. What is the next thing you usually do? You look into product reviews by real users. Now, imagine if these users were influencers with 20,000 followers. It creates even a bigger impact.
In other words, Influencer marketing basically allows you to create customer reviews about your products and services by social media active people, who are admired within and beyond their friends & family groups.
Leveraging influencer Marketing requires patience. Here are some of the steps we recommend you should follow:
- Before you start with your influencer marketing work, determine your goals. These can range from increasing your brand awareness, increasing sales pipeline or building up your influencer network via community leaders
- Get to know your current clients and understand where they spend their time
- Find influencers in your category and find out where they are most active (With Influanza, you can find relevant micro-influencers for your business via category & location targeted influencers)
- Contact the influencers you find and help them to create unique content by telling more about your business and its goals
- Be systematic about your work with influencers (Influanza helps you to filter out high quality influencers via Influanza Score)
- Don’t ask more than what you need to influencer. Think about critical elements that will help them to create the most engagement (On Influanza.com, the cooler your product or service offering is, the more engaged influencers you will find.)
- Track project results and compare them to your expectations. Don’t stop here, find more influencers and expand your audience to broader groups
After you realize the impact influencers can have on your business, repeat these steps and include them into your marketing strategy.
Though it has been around more than decades, influencer marketing has been understood better in the last years by smart firms and became a big part of their marketing strategy.
To find most relevant influencers for your business and start working with them, give Influanza a try. Go ahead and start your project now!