The magic of micro-influencers and what they can do for your business
That old adage “get your business working for you,” is, maybe, the ultimate goal of any business. But, in the interim, what about getting your micro-influencers working for you?
(What the heck is a micro-influencer, you ask? Also called a “niche-influencer,” a micro-influencer can be someone with around 2,000 to 10,000 followers or subscribers who writes about or comments on your product, service, and brand experience on Instagram, a blog, vlog, or other platform. The number of followers is subjective, and some argue that the effectivity of a micro-influencer is more heavily based on the level of engagement that micro-influencer has with their audience).
The world of macro- , middle-, and micro-influencers can seem like a jumble of mega-nonsense; however, proof of influencer marketing methodologies have been studied, surveyed and documented. New York best-selling author and top web influencer, Neil Patel, reported on his blog in 2016, on Instagram alone, “influencer-marketing revenues reached $570 million.” Brand vetter, Experticity (now called Expert Voice) reiterates the value of micro-influencers is huge.
Research shows that micro-influencers are actually more influential when it comes to generating a sale or generating likes and commentary because they actually have a relationship or know the consumer, and therefore have already established trust, or recognize the influencer’s purpose is not to plug a product, but to share a genuine experience that enhances their lifestyle.
Experticity surveyed 6000 influencers and 800 of their peers and found that “82% of consumers are ‘highly likely’ to follow the recommendation of a micro-influencer, and compared to the average consumer, “Influencers are seen as at least 10% more credible and knowledgeable about products.”
In his article, Why Micro-influencers Increase Sales and How to Find Them, Eti Nachum says that, in comparison to having someone more high-profile, such as a celebrity, sell your product, “It has been proven time and again that recruiting several smaller influencers that focus on the relevant industry is more effective in terms of traffic and sales.”
Where to look for micro-influencers?
Finding micro-influencers with the right audience, and who use your product can be a research-heavy and time-consuming exercise. It’s a process that requires sifting through Instagram accounts and blogger sites to find the right fit for your brand, product, and service. And, naturally, some industries benefit more from micro-influencers than others. For example, this marketing method is dominant for businesses operating in health and wellness or beauty and fashion spaces.
There are several ways to find the right people for the job.
Grin is a software that helps you run an influencer program, recruit more influencers, collect data and create campaigns. Some companies, such as Expert Voice (formerly Experticity) act like an agency to find you the right influencers, and help you empower the employees and associates selling your product, either in a retail space or online, with education and first-hand experience with the product. Other micro-influencer agencies include Viral Nation, Carusele, and Digital Visitor.
One place to start micro-influencer recruitment might be to examine your own clientele. Dial into their networks, connect with their Instagram, Twitter, and Snapchat accounts to know if they are deeply connected with an audience that needs or desires what your business provides. The key is to ensure your brand persona is strong—know who your audience is, inside and out. And then trust micro-influencer to get creative with a way to incentivize in their own way.
If your focus is increasing conversion rates in 2019, the magic of micro-influencers might be a marketing step in the right direction this year.