Micro-Influencers: Who, What, Why, How?

As the social media marketing industry continues to evolve, all of its working parts are, too. In the past, small business owners may have felt a little left out. Why? The cost of influencer marketing isn’t cheap, and the idea of investing in it wasn’t even up for discussion. Now, the rise of micro-influencers is giving them new hope, and an effective way of promoting their products and services.

Let’s break it down even more so your small business can benefit from micro-influencers.

What is a micro-influencer?

Defining “influencer”

You’ve heard of influencer marketing, right? If not, here’s the deal in a nutshell: influencers are key members of a brand’s target market who are connected to other relevant [potential] customers and offer an organic platform for brand amplification.

To dive a little bit deeper on defining how influencer marketing works, think of these individuals as sales people who naturally fit a brand rather than selling it for a paycheck.

Influencers are already trusted members of a brand’s target market, making them more credible and appealing than pop-up advertisements and calls-to-action on social media platforms.

defining “Micro-influencers”

So, to be blunt, influencers can cost a pretty penny. A lot of small, local businesses don’t have that kind of cost penned into their marketing budget. But, smaller businesses shouldn’t rule out influencer marketing altogether.

Let’s take what we know about influencers, and scale it down. Think locally: who is well connected in your community, has an engaged social media following, and is an authentic representation of your brand?

Maybe some names popped into your head, maybe not. Either way, take your micro-influencer search to the next level and begin searching hashtags and check-ins that can narrow down the hunt.

And, ask more questions to help identify these key players (micro-influencers).

If you’re a local restaurant owner, who is tagging photos of your product on Instagram? Who is telling their friends about you on social media? Do they have a relevant following for your business?

Once you’ve identified a handful of these people, prioritize them starting with who you’d most like to collaborate with. Keep that list handy as we move on through this post.

Who qualifies as a micro-influencer?

When searching for the best micro-influencers for your brand, here are three surefire ways to know you’ve got the right person(s) for the job:

  1. they have a solid, real following that engages on social media
  2. they are well-connected in the community you are trying to reach
  3. they are responsive and reliable in correspondence

What kinds of campaigns can a micro-influencer help with?

Let’s assume that you’ve hashed out your list of ideal micro-influencers to work with.

Now, what?

Here are some ideas on how to get the ball rolling with your squad of micro-influencers:

shared content

If you’re running a promotion or campaign and already have creatives/design in place, you can send the content to your micro-influencer(s) and coordinate timing of posts based on your objective.

original content

If you’re working with micro-influencer(s) who are amazing content creators in their own right,  it is a good idea to utilize that. Brainstorm with them on creating content that is geared specifically toward your campaign, product, or service.

rate & Review

You could also consider giving your micro-influencer(s) a taste of what your brand offers in exchange for an agreed upon amount of public feedback, whether it’s a blog post, a video, or a review on Yelp! Or, it could be a combination of all of these elements (and more).

Have more ideas or questions about micro-influencer marketing? Let us know: Hello@H2H.social

How Can Brands Capitalize On Influencer Marketing?

Here’s a simple, step-by-step guide to help you get your first influencer campaign off the ground:

Step 1

Set a goal.

How can you find directions if you don’t know where you want to go? Social media can be one of the most misunderstood forms of communication, IF you don’t know what you’re trying to achieve. Define a goal, or define multiple goals, and go from there.

Step 2

Research and analyze.

Ask and answer a slew of questions throughout this period. Based on your goal, who is your audience? Where do they hang out (digitally speaking)? What types of content and campaigns do they respond to best? What types of tools are your competitors utilizing? What does your budget look like for this particular influencer campaign?

Step 3

Plan, strategize, plan, strategize.

Take the data you’ve collected from Step 2, and begin constructing a blueprint for your influencer campaign. Begin to develop the content you’ll want your influencers to share, and how you’ll want them to share it. This will help transition you into Step 4.

Step 4

Discover key voices.

Find the influencers you’ll want to pitch to. It will take all of the information from Steps 1-3 to do this effectively. Depending on your casting net, remember: don’t over throw; take it slow. Suppose all of the influencers you pitch to want to participate, you probably just went way over your original budget.

Step 5

Sign and go.

Once you get your team of brand ambassadors set, take care of the legal side with parameters and contracts. Then, send each influencer their work-load.

Step 6

Measure, record, make changes.

Keep track of your influencer campaign’s impact, whether it’s through coupon codes or special URLs. Which ones are working? Which ones aren’t? What types of content do the best? Answer questions like these and revamp your campaign accordingly. There’s constant tweaking going on with social media because user behavior is always changing.

How To Hire A Social Media Content Expert

Hiring a social media content specialist can be overwhelming. With the oversaturated marketplace, how can you know you’re dealing with a real pro?

“What kind of work experience should they have?”

“Where should I be looking?”

If these questions sound familiar, this blog is for you!

Since the digital marketing space is evolving on a daily basis, it is uber-important to know your stuff before you start the hiring hunt.

Let’s talk about some ways you can improve your hiring success!

Understand the difference between digital and social content

First off, social media content is a bit different than traditional, digital marketing content. In the past, approaching digital marketing content was somewhat concrete/templated in how it should look, and what it should say.

Calls to action and “SALE” buttons were the norm in years past. But, today, in order for content to succeed socially, it needs to be less salesy and more human.

When you’re looking for a social media content expert, look for someone who’s a storyteller over someone who manages sales campaigns.

Storytellers are a better fit for producing social media content because it is an ongoing effort. Sales-only individuals usually only have the chops to push one particular campaign, rather than maintain an overall brand voice and presence.

If they have experience in both realms, definitely consider them to be a power-packed hire!

Look for the results in the right places

Numbers are great, don’t get us wrong. Nothing can replace the evidence that comes with hard data.

However, with social media, it is important to consider the human impact in addition to the hard data.

You’ll want to ask the potential hire for a handful of social media accounts that they currently produce content for. Visit the accounts and don’t just look at the content. Look at how users/followers engage with it.

A great piece of content with no engagement means the marketer is missing the connection with their target audience somewhere.

Look for potential hires whose content not only stays on-brand, but also resonates with the customers who follow the brand. A social media pro who knows how to connect with users across different brands offers a unique skill that not every content specialist can bring to the table.

Ask questions until you understand the answers

If you aren’t sure about an answer from the potential hire, ask more questions to get a clearer picture of how they can benefit your business.

Broad answers could be a red flag that the “expert” doesn’t necessarily know as much as he/she professes to.

To follow up on that, if the person you’re interested in answers “I’m not 100% on that one,” don’t rule them out. Social media changes every day. It is nearly impossible for someone to know it all day in and day out.

A good candidate will be honest, but also offer you a response that shows they know how to find a solution to the problem or question.

Social media marketing is not a one-size-fits-all industry. You need clear answers that are applicable to your brand specifically. If you try to dig deeper with questions and the answers remain generic, it’s safe to rule out that individual as a possible fit for your team.

3 Social Video Metrics You Should Be Paying Attention To

These 3 social video metrics will help carve out answers to a majorly important pillar of your overall social media strategy: What is the best, most preferable form of video content for [Brand]’s audience?

Sound on/Sound off?

Most people might think of a video as an audio and a visual experience, but when it comes to video for social media, the experience can vary depending on the platform. For instance, Snapchat users have a higher rate of keeping the sound on while watching, in contrast to Facebook users who almost always watch videos without the sound on. Take note, and cater your content accordingly.

Engagement

This is such a huge metric, especially for small businesses who predominantly use organic content. Always be sure to watch engagement on your social video posts. The more people you have liking, commenting, and sharing a video, the more important it is to pay attention to what that specific piece of content is, and what it offers to users. Not only can you learn about your audience’s preference in video style through this metric, you can also consider your highest engaging video posts as top candidates for a paid push.

Avg. Time Watched

Take this metric into consideration on a monthly basis, or after you’ve got a nice little chunk of video content to analyze data on. This number will tell you how long (on average) your followers are watching your videos for, which can be really helpful in defining your social video strategy. Let’s say your videos typically run for 1:15 to 1:30. If you find out that the average watch time on your social videos is 0:45, then it’s time to redefine your social video style, and cut them to 0:30-0:45.

Branding Is Personal, Not Linear

One of the ways we source ideas for blogs is by having conversations with prospects or current clients, who have questions/theories about social media marketing. Common conversations include things like “why can’t I buy followers?” or “how is this profitable?” These are great, valid questions, and we love talking about them with our clients and collaborators.


“Brand” Defined

Recently, there has been a little shift in what our prospects and clients want to discuss. There is a new, consistent buzzword in town: “branding.”

Communication is fascinating because when we ask our clients, “what does the word ‘branding’ mean to you?” – the answers vary. We’ve heard things like “branding is when people see your work, and they know it’s yours, without having to see a logo.” Another answer is, “branding is our culture.” Truth is, we agree that both of these answers [among others] can be considered correct.

However, Google defines “brand” as both a noun and a verb. The noun is defined as: “a type of product manufactured by a particular company under a particular name.” The verb is defined as: “an identifying mark burned on livestock or (especially formerly) criminals or slaves with a branding iron.”

Neither of those definitions  include what clients and prospects are talking about, but truth be told: communication is evolving, and key elements in business are evolving, too.

Brand Identity 

It’s 2016, and at this point, it is safe to nix the term “social media marketing” and swap it for “social media communication.” Marketing implies sales of products and services, while communication makes us think of people first. And that’s the key. People first. Think of our name: H2H – Human to Human, Heart to Heart.

Long gone are the days of studying a pre-made hierarchy of tools for success, and then practicing them until profitability. Social media communication is daily, it’s emotional, and it’s personal. Social media communication is not the traditional, corporate mumbo-jumbo a lot of folks are used to.

Defining a brand identity starts with you: the business owner, the leader of the brand. No one knows your brand better than you. It’s true. Believe it, and accept it. And more than anything else, embrace it.

A good book to start this process with, is called Emotional Branding, by Marc Gobe. It includes some great brain fuel to get business owners in the right frame of mind to really dive in to their brand, and the story they’ve already begun to write!

Funny enough, a couple of negative comments on this book are what spurred this post. That, and the fact that everyone we talk to, is seriously concerned with the idea of “branding.”

One of these comments, from a small business owner, talks about how the book did nothing for them, and that they “kept reading and reading this book hoping that the next chapter would let me in on the secret of emotional branding. How do I start branding emotionally? After reading this book, I still don’t know, and I’m not sure the author does either.”

What’s interesting about this comment, is that it sums up so many common frustrations of small business owners. It is evident that small business owners, like this one, crave a template or success model to follow when it comes to branding [and social media]. However, to be blunt, it doesn’t actually exist. “It” being a success model to follow.

Metaphors are a great way to get points across. So, here’s one for this post: think of branding like you would humans and health.

Humans are all unique and different, all complete with their own makeup and predispositions. Right? Is there a single success model for a healthy 90 years on this earth, with no illness, disease, or injury? No.

Branding is similar in the fact that each brand is unique, complete with its own stories, quirks, and results. Combine that with the fact that branding is more human than ever before (via social media communication and the rise of digital), and you’ll find the same scenario: there is no such thing as a one-size-fits-all approach to branding.

At the end of the day, branding is personal, not linear. Think socially, not scientifically, and then you’ll gain some traction.

Driving Your Brand Forward

Let’s keep this last part simple. These are the top three ways to drive your brand forward, based on our 7+ years of social media communication experience:

1. Listen to your tribe, and to your clients

Once you’ve established your brand voice, you can start experimenting with your creativity. Talk to your tribe, and to your clients. Listen hard, take notes, and collaborate with your team on moving the brand forward. After all, you might have the wheel in driving the business, but your best navigation system can be found in those who are personally invested in your brand.

2. Nurture your own voice

Following up on number one, stay focused on what matters most: your voice. Think about things like the future of the brand, the brand’s integrity, and what sets your brand apart from others in the space. These ideas will create opportunities for your brand to not only stand out, but yield authenticity.

3. Don’t compare your brand to others

This is a big one. If you can’t admire another brand without wanting to replicate it, do whatever you have to do to stop that process. Whether it’s unfollowing them on social media or staying away from their website. One of the most lethal habits of failed branding attempts is to want to be like someone else.

We’ll leave you with this quote from TED speaker, Faith Jegede:

“The chance for greatness, progress, and change dies the moment we try to be like someone else.”