What exactly is a micro influencer? Why you should work with micro influencers One of the top reasons why it’s appealing to work with micro influencers is because it’s cost-effective. You also want to make sure you’re not working with micro influencers who represent brands in conflict with your products. Just because a micro influencer fits your target market doesn’t mean their followers do too. If you don’t want to pay for software that connects you with micro influencers, you can still get this data free. Here’s an example of what this data looks like: This will help you make sure your micro influencers have the same followers that fit your target market for specific products and campaigns. Have your influencers share a story Having micro influencers post about your brand is an effective marketing strategy. Working with influencers is great because they have such high engagement rates with their social media followers. Allow micro influencers to share their success stories on your website to add credibility to your products. How is your brand using micro influencers to add credibility to your products?
Not every business is a household name. If you’re a small or medium-sized company, it’s not always easy to promote yourself and compete with the big brands.
Your products might be great, but if nobody knows about you, it won’t be easy to sell. Even if someone stumbles upon your website, products, or social media pages, they may wonder whether you’re legitimate.
That’s why you need to come up with clever ways to add credibility to your brand and products.
Start by including elements that add credibility to your website. But that alone won’t always do the trick.
Using micro influencers is one of my favorite ways to add credibility to your products and promote your brand. I’m such a believer in this strategy that it made my list of the top marketing trends of 2018.
What exactly is a micro influencer? They are defined as people who have between 1k and 100k followers on social media.
In 2016, 94% of marketers reported their influencer marketing tactics were effective. With such a high success rate, what’s stopping your company from using this strategy?
If you’ve been interested in bringing micro influencers on board to help your marketing campaigns, now is your chance. I’ll tell you everything you need to know about how to use micro influencers effectively to increase your product credibility and brand awareness.
Why you should work with micro influencers
One of the top reasons why it’s appealing to work with micro influencers is because it’s cost-effective.
Take a look at some of the prices you can expect to pay influencers to have them post your products on different platforms:
These numbers will vary based on whom you’re working with, the number of followers they have, and the type of post you’re asking for. However, this is still a good price gauge.
For the most part, micro influencers are just regular people. They’re not famous. They have regular jobs but just happen to have large social media followings.
The reason why I’m bringing this up is because you can use this knowledge to your advantage. If they aren’t used to branding themselves as a business, you could get away with not paying them at all.
Rather than sending money, you could start your initial negotiations offering free products.
If it’s the first time a brand has reached out to them, they might accept your offer and be excited to get some free stuff. You could also send them a gift card or something else of similar value.
Most micro influencers won’t have an agent, so you’ll be communicating with them directly. This should make negotiations much smoother.
Negotiations may not be so simple if you’re working with middle influencers, macro influencers, or celebrities. These people have between 100k-500k followers, 500k-1 million followers, and more than 1 million followers, respectively.
Another reason why it’s better to work with micro influencers is because the engagement with their followers is very high.
As you can see from these numbers, people trust micro influencers. This trust and engagement add credibility to your products and lead to buying conversions.
That’s because people can relate to micro influencers. They don’t view them the same way they view a celebrity.
Research shows 70% of consumers check social media before making a buying decision. It makes sense for you to work with people who already have a strong presence on these channels.
Finding the right influencers for your brand
Now that you’ve decided you want to work with micro influencers, where do you find them?
Don’t pick someone randomly. Make sure your influencers are aligned with your company image.
As I said before, the majority of these influencers are just regular people. Investigate them through their social media profiles before you have them represent your brand.
The last thing you want to do is work with someone who compromises your brand’s reputation. You also want to make sure you’re not working with micro influencers who represent brands in conflict with your products.
For example, let’s say you run a local business that creates vegan products. Preventing animal cruelty is part of your brand’s mission statement.
You shouldn’t work with a micro influencer promoting companies selling leather jackets or delivering steaks to their customers’ doorsteps. It just doesn’t fit with your brand.
Plus, if your customers find out you’re paying someone like this, they may think your mission statement is fraudulent. This discredits your brand, which is the opposite of what you’re trying to accomplish.
Let me show you a perfect example of a micro influencer that fits well with a brand. Check out this post from James Tollefson’s Instagram profile:
As a fitness enthusiast with more than 14k followers, James is the perfect candidate for this branded post featuring Dick’s Sporting Goods.
If a successful national chain such as Dick’s believes in using micro influencers, your business should be doing it as well.
Start with your existing followers. It’s easier to work with someone who already knows about your brand and…
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