Have you heard of micro-influencers? Do you know what micro influencer marketing is?
For years, "influencer marketing" has been whispered around. Now, it is a trendy term. In 2017, every firm wanted to have an influencer marketing plan.
Micro influencer marketing is an excellent option for brands with a low budget for influencers' marketing strategy but who want to reach a more targeted audience. They are experts, have authority in their field, and have very high levels of interaction with their audiences.
Micro influencer marketing is an excellent option for brands wise
It has the most engaged narrow audiences following them, closing and engaging with them.
This article will explain everything about micro influencer marketing and every necessary important factor regarding this famous digital marketing strategy. Let’s get started;
Micro-influencers focus on a specific niche audience or area and are generally regarded as industry experts or topic specialists. A micro-influencer has between 10,000 and 50,000 social media followers.
Micro-influencers have stronger relationships with their followers than other influencers. Their perception often drives this as an opinion leader of the subject matter.
They aren't typical celebrities or local public figures. They specialise in a particular vertical and share content about their interests only.
Their audiences are hyper-engaged, so if a brand works with a highly-relevant micro influencer marketing strategy, it can significantly extend the reach and user engagement.
Micro-influencers have a 60% higher campaign engagement rate than macro-influencers. They are interested in selling their products instead of mass visibility. Typically, micro influencer engagement peaks at a few thousand and then plateaus.
Consumers are more likely to buy from someone they know and trust. So if a micro-influencer whom they follow recommends something, they'll trust their recommendation more than a direct ad from a brand. It's where word-of-mouth marketing takes the stage.
There are micro-influencers in every niche or industry. Your social media accounts are the most excellent place to start.
Additionally, there are various tools available to assist you in identifying influencers that are active in your market or sell similar items. It's essential to identify influencers that connect with items similar to yours and have a similar audience.
It is essential to keep track of your interactions with influencers and manage your connections wisely. Frequently, a spreadsheet will not be enough. As a result, you must choose a tool that does the task at hand while keeping track of your interactions.
92% of clients trust a micro-influencer more than a typical advertisement or celebrity endorsement. Over 82 % are inclined to purchase anything recommended by a micro-influencer.
Which makes them way more valuable to businesses than macro-influencers.
Micro-influencers' personal connection with their audiences makes them seem "normal people."
As a result of their love of their specialisation and ability to choose topics that interest their followers, micro-influencers have 22.2% more conversations than other influencers.
Their following is more devoted to the influencer's identity, making them more appealing to prospective advertisers than the niche's notable names. In other words, collaborating with micro-influencers might significantly improve your lead generation.
Micro-influencers are more inexpensive than specialists or multimillion-follower celebrities. They charge less for product promotion and will partner solely on products that align with their ideals and the requirements of their audience.
Using a famous influencer might cost thousands of dollars for a single post. Therefore, this may not be profitable unless you are a very famous name.
A micro influencer is far less expensive. It all depends on the number of followers and interaction, but on average, fees for individuals with 100,000 followers hover around $1,000 for each post.
Micro influencers' connection with consumers is a significant advantage of working with them. Additionally, as a user, it's a superior experience!
Micro-influencers may engage their audience more regularly through likes and follows and answers to questions/comments more quickly than famous influencer accounts.
Increased contact between the influencer and the audience results in a more rapid relationship establishment. This makes the influencer more relatable than a celebrity.
A micro-influencer is more likely to discuss their audience's everyday problems with individual products and "be honest" with them. At the same time, a celebrity influencer is likely to be paid on a large scale.
Increased interaction with these micro-influencers indicates that they actively advocate for your company rather than merely posting something and letting it fade into their feeds.
That exposure may eventually assist you in not just attracting attention to your company but also in selling your goods.
Due to their more modest origins and direct encounters, they are better able to connect with and understand their viewers on a human level.
People often follow them because they have encountered similar challenges and are attracted to individuals who have got over them. Hence, it is seen as expert advice when they offer anything.
Due to the intimate nature of their fan network, they can offer more tailored material and create a more authentic experience with followers (because they also have actual knowledge of the products too). Additionally, since fewer followers connect with them, it is simpler to manage.
All of this contributes to its effectiveness as a marketing tool. Most people know that celebrities are "not utilising" the product they are advertising, mainly if it is a well-known brand.
They're just being paid handsomely to tell you it's fantastic and there are no consequences if you disagree. Someone with a much smaller following stands to lose something.
If they advocate something they do not believe in, they risk rapidly losing the confidence of their followers.
Consider the following examples to help you develop a successful micro-influencer marketing plan for your brand awareness:
As with any other marketing plan, it's essential to establish objectives for your team's use of micro-influencers.
For instance, if your objective is to raise brand awareness and generate visitors to your website, using micro-influencers will assist you in accomplishing that objective.
Increase your brand's reach by enlisting the assistance of relevant micro-influencers in promoting your items. You should observe a high level of interaction as long as you've identified individuals who have a following that fits the target population you're attempting to reach.
Even if you lack a budget for sponsored promotion, you should contact bloggers and other influencers about promoting your items. However, it is essential to ensure that these interactions are not one-sided or spammy. This entails ensuring that the blogger is self-promoting.
Determine the time and effort required to implement a micro-influencer marketing plan. Most essential are the tools you'll employ to aid in your micro-influencer mission's success.
Enlist the assistance of a powerful tool to assist you with this task.
How much time and effort should develop a micro-influencer marketing strategy?
The time and effort required to execute a micro-influencer marketing campaign are often reasonably low. A plan such as this might be essential for reaching out to new consumers with your business.
According to Influencer Marketing Hub, influencer marketing is the fastest growing marketing channel as of February 2019.
And although the sector is dynamic and growing, it is also a very competitive environment. Success is highly dependent on your ability to develop and execute successful tactics. Which may help you stand out in a crowded market.
By rewarding your micro-influencers, you may increase their involvement with your business and encourage them to generate more high-quality content for you.
Rewards do not necessarily have to be monetary incentives, nor do they have to be expensive.
A few strategies for rewarding your micro-influencers for being a member of your creative community include the following:
Numerous companies use influencer marketing to communicate with their target demographic. Influencer marketing is used by major businesses such as Motorola, Adidas, Pepsi, and Dunkin' Donuts. Adidas has been promoting its goods via influencer marketing for years. They use social media influencer marketing to reach a younger demographic through Instagram.
Marketers think Instagram influencer marketing is thriving, with 89 % believing it is as effective as conventional marketing platforms. According to 71 % of marketers, influencer marketing produces higher-quality customers and traffic than other methods.
We're here to assist you whether you're an aspiring influencer, brand manager, or anything in between. In our opinion, when it comes to advertising, the connection between consumer and brand should not be an 'Us VS Them' situation.
However, as previously noted, the success of a micro influencer marketing campaign is not determined by the number of followers and likes; instead, it is determined by interaction. As a result, organisations wishing to include user-generated content in their marketing campaigns might start with micro-influencers.
As with every new programme, your business introduces, preparation and organisation are required for a micro-influencer marketing campaign.