If you’re running a small business, you might think influencer marketing is out of reach for you. But the truth is that micro-influencers have become so popular that even small companies can work with them to promote their products and services. Influencer marketing has grown in popularity thanks to social media channels such as Instagram and YouTube, where anyone can make an account and start promoting themselves or other people’s products and services. While some celebrities have millions of followers on Instagram, these “micro” influencers are getting plenty of attention from brands who want their help promoting products online because they have real credibility with their audience members. Plus, working with micro-influencers lets companies test new content ideas without risking too much money or time on projects that might not work out as well as they’d hoped.
Influencer marketing is growing. But first, let’s start with some definitions.
Influencer marketing is a new way of marketing that connects brands with influential people who can help spread the word about products and services. It can be a powerful tool for small businesses to get exposure and grow their brand, especially when they don’t have the resources to do traditional advertising. Influencers often specialize in specific areas or areas of expertise; their followers know them as experts in those fields (e.g., fashion bloggers). These influencers have built up trust among their followers over time. They now enjoy a large following and influence over those fans’ purchasing decisions or lifestyle choices (e.g., what kind of clothes to wear).
Also, to be able to reach out through social media channels like Facebook or Twitter, Instagram has made it easier for companies looking for influencers ex: searching “fashion blogger” on Instagram will pull up all sorts of photos tagged with that hashtag).
You can work with micro-influencers who have small followings but command high credibility and loyalty with their audiences.
Micro-influencers are an excellent option for small businesses that want to work with influencers with small followings but command high credibility and loyalty with their audiences.
Although macro-influencers boast more significant followings than micro-influencers, they can be challenging to connect with and don’t resonate with smaller brands. In comparison, micro-influencers are more accessible, which makes them ideal for working with new or lesser-known brands. Micro-influencers may not have the same reach as macro-influencers but are less expensive and more valuable.
Think about your target audience and the challenges they face.
Think about your target audience and the challenges they face. For example, if you run a business selling dog treats, you might want to find an influencer with many dogs or cat owners following them on social media. You could then work with them to create content around the struggles of owning pets: what it’s like taking care of them, keeping their teeth clean, how often you should brush them (it varies so much depending on the breed), etc. Look at the comments and questions your audience posts on social media, in their blogs, forums, etc.
Another strategy is looking at comments and questions your audience posts on social media, in their blogs, forums, and so on.
Look for patterns-are people asking how to do something specific? Are they struggling with a particular problem? Identify a few of these and see if you can help solve them by writing blog posts or creating videos or tutorials that will help them get what they need.
If you have a limited budget, micro-influencers can be an effective way to reach your target audience.
Micro-influencers are in the sweet spot: they have credibility and loyalty with their audiences, but they’re also affordable. These influencers can make an impact on their own without the help of a more extensive network. Micro-influencer marketing has become popular among small businesses because it allows companies to get more out of each dollar invested than they would with other methods. They tend to be very effective at promoting products or services in niche markets where most people wouldn’t know about them otherwise-but that doesn’t mean they’re entirely out of reach!
Think about what you’re offering in return for their help.
When you’re thinking about what you can offer in return for an influencer’s help, remember that it doesn’t have to be free products or services. It can and should be something that will help them with their business, audience, or personal brand.
If the influencer is a blogger and you’re offering them a chance to test out your product in exchange for their blog post about the experience, that could be valuable for both parties because it helps you spread awareness about what you do. If they review your product on YouTube instead of writing about it on their blog (or vice versa), that’s still beneficial if the content gets viewership from viewers who wouldn’t otherwise come across your brand or product.
A monetary reward is the best way to secure an influencer’s attention if you can afford it.
It can also be a flat fee per post or based on engagement (for example, $5 for every 1,000 likes received). It also helps if you have something that fits their interests and style-for instance, if you’re trying to reach millennial women interested in fitness and health, then you should pay someone known for their body-positive Instagram account.
Acknowledge the influencer’s followers as well as the influencer themselves.
You also want to acknowledge the influencer’s followers. Acknowledge that they are there, and address them as well. This small but important detail can make all the difference in how your campaign is perceived. If you don’t do this, it will seem like you only target an individual or entity rather than the audience. Ask for an influencer’s blog post or video review after they use your product or service.
Once the influencer has had a chance to use your product or service, ask for a blog post or video review, this will help you get more content to back up what you’re doing in the marketplace, and it can also attract more people who want to hear from someone they trust.
Once you have their feedback on what worked best about your product or service, create an Influencer Marketing Manifesto for your company and brand that includes all these points. Then share it with other influencers, so they understand how important it is to deliver high-quality content when working with brands like yours. Micro-influencers can effectively promote products and services in your market, even with a limited budget.
I hope you have seen that influencer marketing is not out of reach for small businesses, even if you have a limited budget. The key is to start with your goals and define what success looks like for your business. Then, identify the right influencers to work with and ensure they align with those goals, so their content gets in front of your target audience at the right time.