Micro-Influencer Marketing Tips To Supercharge Your Growth Marketing Efforts
Influencer marketing is one of the best ways to build brand awareness, boosting authority, and advocacy with new audiences. An effective influencer strategy drives traffic to the site, consistently bringing in new leads. It seems strange to think that just over a decade ago, influencer marketing didn’t exist.
Today, it’s a fundamental pillar in any growth marketing plan. However, influencer marketing can be a costly exercise. By incorporating the power of micro-influencers into your marketing mix, you can catapult your brand to the next level at a fraction of the price of a celebrity influencer. Understand how to work with micro-influencers to achieve your growth goals without breaking the bank.
In this article you’ll discover:
- What is a Micro-Influencer?
- Why do Influencer Marketing?
- The Benefits of Micro-Influencers
- Strategies To Drive Growth With Micro-Influencers
Related post:👉 Writing the perfect Influencer Marketing Brief: 7 steps)
What is a Micro-Influencer?
The term micro-influencer refers to creators on various social media platforms with between 10,000 and 50,000 followers. Micro-influencers have curated a niche community around their interests, interacting with their fans regularly. As a result, their engagement rates are through the roof.
Micro-influencers are considered “everyday people” by their followers. While they still deliver paid promotions, they’ve developed a level of trust and honesty that tends to be missing from more high-profile influencer accounts. Product recommendations or referrals feel more genuine and less like a marketing campaign.
Why Influencer Marketing?
There are plenty of marketing strategies you can use to attract new customers. You could incorporate paid media channels, search engine optimization, referral programs, email marketing, and on-site optimizations. While these channels are undoubtedly effective, they are long-term plays that may take a while to yield results. If you’re looking for quick wins, nano and micro-influencers could be the answer.
According to a report from Big Commerce published in 2020, 17% of companies spend over half of their budget on social media influencers. While the percentage may seem relatively small, it shines a light on the importance of influencer marketing in specific industries, namely e-commerce, fashion and beauty, gaming, travel, and lifestyle. If your brand fits into these categories, perhaps it’s worth relooking your budget split.
Influencer marketing doesn’t necessarily mean spending half your budget on celebrities. It’s quite the opposite. If you’re looking to yield the best results, creating a real sense of brand recognition and appreciation, micro-influencers are your best bet.
From a consumer perspective, influencer marketing is a known channel. It’s obvious when celebrities are promoting paid partnerships. What truly shifts the dial is authenticity.
In a list of five critical statistics around micro-influencers, ExpertVoice found that micro-influencers achieved 22.2 times more conversions than typical consumers in a single week when they recommended products.
The Benefits of Micro-Influencers
Brands that work with micro-influencers can benefit in several ways. It’s more cost effective, you get access to engaged communities, they have cult-like loyalty, you’ll get access to audience insights, get your products reviewed, and increase your top of the funnel traffic.
For most small businesses, budgets can be pretty restricting. Big-name influencers with followings of 500K plus are not on the table. Micro-influencers are more cost-effective. Not only are they cheaper to onboard, but their engagement rates, and therefore their ROI, will deliver on your growth objectives.
Access To Engaged Communities
We’ve established that micro-influencers have a more niche following and can have higher engagement rates. It’s a significant benefit to your brand because it allows you to be more targeted with your messaging. While more prominent names have broader followings, it means they have a more dispersed community. Better targeting means better returns.
With high engagement rates and a niche following comes cult-like loyalty. Micro-influencers have built-in followers who hang on their every word. To successfully get them on board, your product needs to integrate with their existing narrative seamlessly. Get this right, and you’ll become a regular feature that’s genuinely ingrained in their life, sparking that long-term loyalty.
By aligning strategically with specific micro-influencers, you’ll gain access to valuable consumer insights. Ask your influencers for feedback, gauging what’s had the best response from their following and where there’s room to improve. Better yet, align on incentives, so you’re both working towards the same goal.
Product reviews are invaluable for your brand. Use micro-influencers to review new products or services, give you genuine feedback, and create content on your behalf. Social proof is a powerful concept and can help to drive potential customers to your website.
Introducing a new product requires education and awareness. Micro-influencers tick both boxes. As a brand, you can re-gram their content to get your existing audience excited and engaged.
Increase Top-Of-Funnel Traffic
Micro-influencers drive top-of-funnel traffic and sales. Consider introducing performance-based models. That way, influencers are encouraged to drive awareness and sales. You can track their performance with unique codes, treating them as partners for even more authenticity.
Strategies To Drive Growth With Micro-Influencers
Introduce Campaign-Specific Hashtags
Campaign-specific hashtags will help you increase brand awareness and drive sales. It’s one of the best ways to unite your micro-influencer network, landing brand reputability with a like-minded audience. Plus, they’re easy to track. There’s a sense of authenticity associated with hashtag-based campaigns.
Make The Most of User-Generated Content
Consumers associate user-generated content with authenticity and credibility. Leverage the power of micro-influencers, giving you access to plenty of content. Incorporate these testimonials and user-generated content pieces into other marketing channels like email or on-site banners.
Create Sponsored Posts
Encourage your micro-influencers to create sponsored posts. Send them samples of your product, allowing them to feature it in their content. It’s one of the best ways to boost engagement and drive brand or product education. Better yet, utilize the branded content tool on Instagram to promote your sponsored posts, hitting that reach objective.
Storytelling isn’t a new concept in the marketing world. It’s the cornerstone of content marketing, and influencer marketing fits right in. Make it personal by encouraging honest content around your brand, highlighting the problem you solve for your target audience. Micro-influencers are the ultimate storytellers for your campaign.
Micro-influencers are one of the best ways to hit two crucial marketing objectives; awareness and sales. They assist with top-of-funnel awareness, traffic to site, and acquisition. Utilize them properly, and you’ll have access to user-generated content, genuine customer feedback, and authentic product reviews. Incorporate micro-influencers into your growth strategy and watch your brand soar!