Micro-Influencers are Key to Marketing Small Businesses

Leah Vicencio
Sep 2, 2018 · 2 min read

With the rise of social media influencers, whether it be gurus, comedians, or bloggers, there are new ways to increase a business’ brand awareness. For large corporations, sponsoring an influencer with a gigantic following may be easily incorporated into their budget but, for smaller businesses it may not be as financially efficient to target these well-known personalities. However, according to Dinah Wisenberg Brin’s Forbes article, small businesses are finding success with personalities who receive smaller audiences. These “micro-influencers” tend to have followings that are more engaged, niche and very loyal. Through micro-influencers, business campaigns are shown to have greater influence and are more cost efficient.

To find these micro-influencers, Google searches seem to do the trick. For example, the company AnthroDesk, who creates standing desks, researched influencers based off of key words like “back pain” and looked-for individuals involved in health-related fields. One reason micro-influencers are efficient is because they offer a springboard for word of mouth marketing. A micro-influencer follower may be more inclined to engage with a company because of their trust and confidence with their influencer. These followers are more likely to interact with their influencer’s channels, which means that a share or like can spread to a follower’s network which can increase company’s attended audience.

Many small businesses are benefitting from this strategy. One company, Otter Lab, used micro-influencers to market their Mason Jar Storage. They were keen for their influencers to highlight the uses for mason jars that would inspire their followers to need their products. Through micro-influencers they yielded a positive ROI. Otter Lab experienced increases in both site traffic and sales.

Micro-influencers are shown to be an effective marketing tactic for small businesses. If you are a small business owner with a tight marketing budget and a goal to attract engaged consumers, targeting micro-influencers may be the right path for you!

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