What is a micro influencer?
You know that brands are growing in leaps and bounds using influencers on social media but you might not know exactly what a micro influencer is or how they can help you grow your business. Maybe you’re thinking that an influencer needs to have 500k followers to be effective. Maybe you think using influencers just isn’t in your budget right now. Maybe it’s time to rethink that strategy.
Micro influencers ARE influential even with a significantly smaller following than the types of influencers you’re used to seeing partner up with brands. They might not even have 10 thousand followers on social media.
You might think it’s a waste of money to work with someone who doesn’t have huge numbers at the top of their feed. But hang on! Getting caught up on numbers is a huge mistake. It’s pretty well known that anyone can buy followers or even grow organically but still not give you much of a return on your investment when you advertise on their feeds.
There’s something other than numbers that can boost sales and get people talking about your brand. Say it with me: ENGAGEMENT.
If an influencer’s audience isn’t engaged then you can almost guarantee people with scroll right by your collaboration. Engagement shows that their audience actually cares about what they have to say and trusts them to recommend quality brands.
It’s about trust and relationship building
Influencers with smaller numbers, between 1,000 to 100,000, are able to interact on a more personal level with their audience. This helps them to build real relationships with their audience who look to them for advice in their niche.
People are also more likely to trust someone with a small following to actually use the product their endorsing. They know that a celebrity is getting paid a lot of money to advertise a product.
It’s cost effective
A celebrity influencer is going to require a big budget just for one post.
A micro influencer is also much more affordable which will probably allow you to work with several and overall see a much bigger boost in brand awareness, web traffic and sales.
You can experiment with paid ads, organic posts and story take overs to see what works best for your brand.
Find your niche and find your tribe
Many micro influencers will understand your niche and the unique pain points of your ideal customer. you’re more likely to find micro influencers who align perfectly with your brand.
Building a profile of your ideal customer will help you reach them. What topics do they care about? Who are they following on social media? Get as specific as possible.
Where to find them
Micro influencer can be found across every platform from blogs, youtube, instagram and just about any place on where they might have a small following. Again, you’ll want to know exactly where your audience spends their time online to find the best match for your business.
In the wellness world this works with products, services and even local businesses. Have a local yoga studio with mommy and me classes? Maybe there’s a local facebook group or blog for new moms trying to find time for fitness.
Figure out who your audience is and who they listen to for advice.
Call to Action
Remember to make a list of goals and objectives before partnering with an influencer. Every post or story should have a clear call to action. What action do you want their audience to take? A click to your website, make a purchase, follow you?
You want to be able to measure your ROI and that won’t happen if you’re not clear about what you want people to do.
Micro influencers can be an extremely valuable asset to help grow your business even with a small budget. Be sure to do your research and have a detailed profile on your ideal customer before making a decision about how to reach them.