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.