Develop a win-win proposal and show how it can benefit the micro-influencer. Find suitable micro-influencers 3. Once you have your list of potential micro-influencers ready, it’s time to approach them. People listen to them and respect them. If nothing else, the email will help you check whether the influencer wants monetary compensation or some other form of payment. Use Google analytics, Iconsquare or Instagram insights (if you’re on a business account.) According to a survey conducted by Markerly, micro-influencers offer the best combination of broader reach and relevant engagement. Finding micro-influencers relevant to your niche can be very difficult. If you’re thinking of joining the TikTok party, you’ll need to think about what sort of influencer to approach for your brand. Businesses can approach a micro-influencer in several ways. To help shortcut your micro-influencer search, I recommend a service like Hypr. Learning how… Read More. Influencers with the most followers may not have the best ROI. Do Your Research on influencers. Here’s what you need to do to convince a micro-influencer to work with you: Begin with small interactions. But if you approach influencers the wrong way, you won’t get the results you want. Leveraging micro-influencers is a tactic, and one that is far from a silver bullet. When they work. Start by creating a spreadsheet and adding the names and Instagram profile links for each influencer that you’re wanting to contact. The average price for micro-influencers with fewer than 1,000 followers was $83 per post. No matter what industry you’re in, there will be people talking online about the kinds of products or services you sell. Some think micro influencers do not take on any paid collaborations, while others believe that this industry is on the rise. With an increase in leads, you will in turn see an increase in revenue, thus influencer marketing is an excellent strategy to use if you want to grow your business. Gaurav Sharma is the Co-founder of Attrock, a result driven Digital Marketing Agency. It’s important to understand that micro-influencers will get many emails from other businesses as well, and it’s difficult for them to reply to each and every email. Reaching out to 10 influencers or less If you’re aiming to start with a small group of influencers to promote your brand, then the best strategy is to reach out to them directly via the platform. You can also use Google to find micro-influencers, by searching ‘food bloggers in chicago’, for example. You can then evaluate them based on the kind of content they create, their audiences, and more to decide if they might be a good fit for your brand. Increase search visibility and attract new customers. You can help them get the engagement they’re after. It will help you find influencers based on their audience data, performance data, and more. Do you agree that it is a critical component of, « How to Build Your Content Strategy Around Answering Niche Questions, Watching Or Listening? Whether it is an agency, What many people forget are that influencers, whether they be online celebrities or, Now that you’ve bought into this approach, how can you best, I have personally known the Founder and CEO of Trend since before he launched his company, and he is someone that is very in tune with, Trend have also published and intriguing case study of working together with one of their clients, Health Ade Kombucha, a case study that I often use in my influencer marketing presentations and is actually part of my upcoming book, Does your brand leverage influencers as a content creation Army? Run the site of a local business? Looking to grow SEO… Read More, Looking to branch into an entirely new market with a different regional culture, and maybe even a new language? This enables micro-influencers to create their best work because the content reflects the passion they have for the brand. Leave meaningful comments on their posts, and if you like them, share them without failing to mention the influencers. Similar to how many companies are bypassing agencies and talking directly to advertising sales reps at the likes of Facebook, Twitter, Pinterest, et. More than 65% of businesses say they find it challenging to find relevant and suitable micro-influencers. Would you be willing to capture more leads and sales with your local content marketing strategy? This can motivate their followers even more to purchase the product. Here, contributor Gaurav Sharma shares some guidance on discovering the right local and micro-influencers to support your business goals. Done well, it’s one of the best ways to grow your audience and brand. You might be surprised to see that some local or micro-influencers are already following you. Tutorial videos are a great way to educate your followers about your products and services. Learn how to build an authentic relationship with micro influencers. Your email to the influencers must clearly outline what they’ll get out of the collaboration. Win and retain clients with white-label solutions. Invite micro-influencers to take photos for your Instagram pages and write content for your blog. Read on for effective strategies to help you with this! Before you talk to them, it’s best to know and understand their work. Plan and strategize 2. Micro-influencer outreach is no different from regular influencer outreach. And if it is, you can approach them with your offer. for their social advertising needs, many brands are taking the process of content creation and shifting it from, With customer acquisition cost increasing, brands are constantly looking at how they can better convert customers through content, and the conclusion today is that authentic content converts best. Micro-influencers usually have distinct niches, whether fashion, beauty, or health, and they each typically only post about a singular topic. The campaign was successful, and the brand reached almost 500K individuals. This will help the micro-influencer understand their role and responsibilities in your marketing campaign. Apart from Twitter and Instagram, you can also look for micro-influencers in Facebook and LinkedIn. These influencers have between 10,000 and 100,000 followers. The organic beverage brand gave a sample product to their micro-influencers, who then shared Instagram posts and talked about the benefits of the product. While the average person today is well aware of how popular Youtube and Instagram influencers are, it’s actually the rise of micro-influencers with significantly smaller followings that marketers are taking notice of. Follow contributor Ann Smarty’s advice, use these handy tools, and never again will you be creating last-minute content while doing the last-minute gift shopping. Measure the results Bright Ideas / Blog on November 6, 2018. Finally, end the proposal with a call-to-action and ask them for a good time to talk about the opportunity in detail. The proposal also needs to have a clear description of goals and expected outcomes from the collaboration. Tools like Seek Metrics, Display Purposes, or Webstagram can generate a list of relevant hashtags for you. Reach out to your target micro-influencers 4. Follow your potential influencers on social media to make them aware of you. Take your local SEO knowledge to the next level and put theory into practice. These were often done through, Over time, especially with the popularity of visual social networks like Instagram, more and more brands are making shifts in their, The first trend we see begins with increasingly rising acquisition costs on social media channels. Honest product reviews are a valuable form of social proof, which potential customers can refer to before they make purchasing decisions. These recommendations are honest, unbiased, and real. And hopefully you’ll end up with some new friends too. First of all, even the definition of a “micro-influencer” is vague. In fact, you may even harm your blog and your brand. But many local businesses find it difficult to find relevant local influencers, and approach and engage with them. This is one of the best ways to find micro-influencers and local influencers who are relevant to your business. These practices will lead to long-lasting and strong relationships with micro-influencers. You’ve heard the term influencer outreach thousands of times before. This will give confidence to your potential customers to actually invest in your products. Source: “Influencer Marketing Case Study: Micro-influencers For A Groundswell Approach with MINI Australia: Nora Chan Instagram, Scrunch] The resulting 14 Instagram posts that followed achieved more than 8,300 engagements that ultimately drove traffic back to the MINI website. The chances are high that your potential micro-influencers might not get back to you immediately, but that doesn’t mean that they don’t want to collaborate with you. This gives the influencer an opportunity to respond to comments, interact often with followers, and create a more intimate space. So, when you approach influencers, make sure you mention the compensation in your emails. Your comment needs to have some value. Here are a few tips to help you connect with micro-influencers effectively: 1. Caitlyn Kreklewich is a YouTuber with more than 33K followers on her account. As their name suggests, micro-influencers are individuals who are influential, but not on a macro level. A study by HelloSociety found Instagram micro-influencers have 60% higher engagement rates than those who have more followers. Contact, Influencer Marketing Services Provided by Neal Schaffer, Influencer marketing originally emerged as a marketing channel where brands were looking to leverage influencers with large audiences to incite word of mouth marketing as well as amplify the brand’s content. Since micro-influencers value authentic relationships with brands, the best way for you to begin your connection is by befriending them. The next section of the proposal needs to give the micro-influencer a reason to get back to you. Tip #5: Help Create Engagement with Their Content. And guess what? You can search either by audience or influencer with the option to … The best thing to do is to wait for a couple of days, and if you still haven’t received a reply from them, then send a follow-up email. Follow them … Reelio enables brands to efficiently find relevant micro-influencers from their industries. If you have a significant social media presence (and even if you don’t), start to scan social platforms like Instagram and Twitter. The Differences between Social Monitoring and Social Listening », micro influencers that would like to be compensated. Their audience feels more seen and involved with the influencer because, well, there’s less people. Micro-influencers are the new buzzword in the social media marketing landscape. Looking for micro-influencers in other social media. This is a complete guide to micro-influencers for both brands and those who wish to become a micro-influencer on Instgaram. It depends on the niche and the influencing power that these influencers have. You need to develop a win-win proposal if the local influencers show interest in collaborating with you. Source. 4. Here are the 10 Commandments for Your Success, 37 Tools for Blogging That Will Improve Your Writing and Increase Your Traffic. Their audience sizes and reach may vary, but examples like these show that the appetite is there. engage with micro influencers to achieve this type of scale in your content creation operations? Macro-influencers were the first breed of social media ambassadors. Here are some tips: 1. Let influencers create a story of corporate values and beliefs – it’s a great way to approach the target audience and win over their trust. The next hurdle in your influencer outreach program is to approach shortlisted influencers effectively. Instead, Wilkins said, "what can be more effective is learning about mid-tier and micro-influencers." One of the most effective ways, as mentioned above, is to use influencer marketing platforms to find local influencers. Micro-influencers aren’t big-name celebrities that you’ll find in the tabloids. You can use automated tools to monitor the online activity of your target influencers. Leveraging micro-influencers is a tactic, and one that is far from a silver bullet. This ensures that you get the most accurate results without taking too much time. Micro-influencers have between 1,000 and 50,000 followers, whereas macro-influencers can have a couple of hundred thousand to over a million. Your email to the influencers must clearly outline what they’ll get out of the collaboration. At the beginning of the proposal, make sure to introduce yourself, then refer to some of the recent work of the influencer and show your appreciation of it. Build and fix citations quickly and cost-effectively. You can use influencer marketing platforms to find relevant and authentic micro-influencers. More engagement, more clicks, and lower ROI. These are available for free. You should scan the social media feeds of your potential experts, especially their Instagram feeds. Build a network of micro-influencers. marketplaces as a directory of influencers, influencer outreach comes with similar as well as additional problems, influencer outreach is also very challenging, The Top 21 Pinterest Tools You Need to be Successful on Pinterest, 55 Compelling Social Media Marketing Statistics You Need To Know For 2021, What is a Social Media Influencer? Research is key and you’ll find yourself returning to this step often in the … Instead, they are Instagram users with anywhere from 1,000 to 100,000 followers. The latest data shows that micro-influencers, influencers with 10,000 or fewer followers, are getting the best results for brands and businesses. Instagram micro-influencers have fewer followers than other big names and celebrities on the platform but make a huge impact on their audience. Posted in When you pick brands to pitch to as a micro-influencer, make sure to choose brands that share your values and have the same target audience as you do. Since marketing and social media are harmonized we witness a lot of new approaches coming out. In Facebook, you have the option to discover Groups related to your business. Micro influencers aid in word of mouth marketing, have fantastic engagement, and are especially useful in targeting those that might be using ad blockers. The rise in popularity of micro-influencers coincides with the rise of influencer marketplaces. According to a study by Experticity, micro or local influencers are the best at explaining the functionality of a product. If you want to find local influencers manually, it can be a very time-consuming and taxing process. Here are a few ways to encourage influencers to create user-generated content for your brand: Retweet and share any content they produce in favor of your brand, and encourage others to mimic the concept with a hashtag. If nothing else, the email will help you check whether the influencer wants monetary compensation or some other form of payment. As this is a long and detailed guide, here’s a quick overview of the steps in this guide: 1. That’s why they have many advantages for brands. So, when you approach influencers, make sure you mention the compensation in your emails. Most online influencers want engagement leading to some kind of conversion, such as a reader buying a product from them. They partnered with micro-influencers to promote and increase awareness of their product. It begins with the fact that they vet every member who have to apply for membership in their database. He created a tutorial video on how to use Adobe Lightroom, which to date, has received more than 190K views. From an ROI perspective, testing micro influencers comes with a low barrier to entry which allows for easier A/B testing for messaging, social network selection, and categorical focus. Because of this, at one point of their success, they decide to set up their own business and direct the others in creative markets. 4. The common definition of micro-influencers is influencers with a smaller number of followers than regular influencers. Using hashtags like this, you can see the most popular posts and start to identify who’s putting out the most popular relevant content, and perhaps people already working with businesses like yours. Often, Micro influencers combine the deeper relationships enjoyed by Nano influencers with a broader reach achieved by celebrity influencers. Let’s discuss the top three here: Run A Manual Instagram Research To Know The Category Of Influencers Run hashtag research on your business account. Though they have fewer followers, their audiences are loyal and highly engaged. Would… Read More, Content marketing presents a fantastic opportunity for local businesses to properly compete with their big brand competitors. This will give you the edge over your competitors, who may well be charging in without a plan, and it will be easier to start a conversation with the influencers. Remember, though, you have to work to get to this position. Take control of online visibility – for brands and agencies managing 100+ locations. When micro-influencers love brands and their products, the authenticity reflects in their content. Instead, they are Instagram users with anywhere from 1,000 to 100,000 followers. Manage SEO, listings and reputation across multiple locations. For exam… Local hashtag research can also help you find relevant local or micro-influencers. Approach these influencers over email or on the platform they use to reach their followers. A Definition Explained in Plain English for You, The Top 23 Instagram Tools You Need for Successful Marketing, The Top 30 Instagram Influencers To Follow In 2021, When is the Best Time to Send Marketing Emails? However, it can be a little difficult to collect all relevant hashtags manually. With a well-developed strategy, collaborating with influencers can help you market your brand more effectively! With these tips from Emil Kristensen, on everything from ideation and implementation to setup and promotion, you’ll find creating content for local businesses a joy, not a struggle. Keep reading as we dive into the world of micro-influencers and explain the ins and outs of this new trend toward going small with your influencer campaigns. For example, Omar is a freelance photographer with 11.5K subscribers on his YouTube channel. The same is true for micro-influencers. But it’s a challenge to find relevant and authentic voices. Using influencers is a well-established tool on Instagram and Facebook, paving the way for the growth of TikTok influencers. This search type can also help you find some relevant local hashtags related to your industry to expand your search even further, as you can see below. It’s no coincidence that influence marketing is one of the popular marketing techniques. Influencers became influencers because their sense of addressing their followers is correct and effective. As well as Instagram and Twitter, you can use Google to do local hashtag research. If you want to expand your business and really reach your target markets, you need to develop a content localization strategy. Don’t comment just for the sake of it, though, because it will look spammy. The key to executing excellent seasonal content campaigns for a local audience is preparation. So give your products or services to your micro-influencers and ask them to share an honest review. Tutorial videos are a great way to educate your followers about your products and services. Their influence is often concentrated within a specific niche – be it beauty, fitness, tech, fashion, or lifestyle. Most of them are also actively creating content. The average price for influencers with more than 100,000 followers was $763 per post. Look for relevance to your product or service and location, and of course, those precious follower numbers. Micro-influencers being better or more effective is not a universal marketing principle. But many small businesses cannot afford macro-influencers because of budget constraints. These influencers are the most popular and account for nearly half of all influencer marketing dollars spent in 2019. For example, if you own a food business in Chicago, you can use the hashtag #chicagofoodbloggers on Instagram to search for relevant local or micro-influencers. She also shares reviews of makeup and beauty products. It’s also a good way to grow your content and assess your strengths and weaknesses. Learn how our customers have accelerated their success with BrightLocal. Make sure to personalise the message to the influencer, instead of copy-pasting the same message over and over … And since they’re already following you, it will be easy for you to convince them to join the campaign. Micro or macro? If you have worked with micro or local influencers, feel free to share your experiences, or if you know any other ways to engage with them, please comment below. Also, you need to talk about how the opportunity is relevant to their niche. If you work with local or micro-influencers, it will help you to build close relationships with your potential customers. This will give confidence to your potential customers to actually invest in your products. According to a study by Experticity, micro or local influencers are the best at explaining the functionality of a product. Koa Organic Beverages, for example, has used this tactic very successfully. Micro-influencers aren’t big-name celebrities that you’ll find in the tabloids. You can then use strategies like getting them to create a tutorial video or turning them into brand ambassadors for your campaign. Apart from speeding up the search process, another advantage of this approach is that the micro-influencer might already be a fan of your brand and would more likely agree to a collaboration. Research suggests that recommendations made by micro-influencers influence the purchasing decisions of 82% of consumers. If your potential influencers have a blog, you should follow their blog posts as well. Contributor Shane Barker provides his considerations for localizing your content for more conversions. The best approach for finding social media micro-influencers is to collaborate with a company like Trend, which does all the vetting for you so that you only work with … Forming relationships with influencers is something you really want to get right. Use an influencer marketing platform or hire an agency. But it’s trickier for local businesses The post Local and Micro-influencers: How to Find, Approach and Engage Them for More Human Marketing appeared first on BrightLocal. (with pre-send checklist), Here’s Why Micro-Influencers Play an Important Role in Influencer Marketing, 41 Content Marketing Statistics That Actually Matter to Your Business in 2021, Outsourcing Digital Marketing? This encourages small businesses to invest in local influencers to promote their brand, which helps them gain visibility and increase engagement. For example, in the following video, she shared a review of Suva Beauty Hydra Liner collection. Social media has become a very important part of local business marketing strategies, which is why businesses of different sizes collaborate with influencers to promote their products. Advertising is becoming more expensive, and working with agencies to develop savvy visual content is not cheap either. She loves to create and share different types of looks and outfits through her videos. But in the case of micro-influencers, it’s likely that they will be more receptive of your outreach efforts. Step 4: Reach Out to Your Influencers. But it’s trickier for local businesses to find and engage with the right people to share their brand message. They’ve built their audience thanks to their niche knowledge and authenticity. The importance of the authentic voice in marketing has grown significantly in the past few years, with influencers of all shapes and sizes sharing authentic messaging with their legions of fans. Some of the most popular influencer marketing platforms are Reelio, BuzzSumo, and BuzzStream. What type of success can you expect from micro-influencers? Join these groups and notice which members are interacting the most. Once you make a list of potential micro-influencers, you need to scan through their profiles to ensure that the content they create is related to your niche. After all, just because someone is an advocate of a brand does not necessarily mean they will have the type of personality or style that consumers will relate and respond to. One of the greatest success stories is PSY, who created the music video Gangnam Style. A study conducted by Markerly found that micro or local influencers can generate a much higher engagement rate. Lastly, it is important for brands to reach out to micro-influencers who share a similar tone and set of values. Therefore, one can presume just how little information exists regarding paid collaborations … It means that the offer should be intriguing and exciting for them. So the best way for small businesses to promote themselves in this way is to collaborate with local or micro-influencers, who generate higher engagement on average. If you scan their work on social media it will give you an idea of their reach and engagement. This service lets you search for any potential influencer no matter how big or small their audience is. al. Image Source: Instagram/Carlos Eats Approaching micro-influencers is a task which, when prepared for, can be rolled out simply and with great effect. Influencer marketplaces are self-service platforms where brands share opportunities for creators to do paid endorsements. Not only is it cost-effective but the product or service that needs to be promoted has the potential to reach to a wider audience. Instagram and the rise of the micro-influencer. As such, creating an environment that encourages creativity and originality while also keeping the competition friendly is the touchstone to a well-performing campaign. Micro-influencers with less than 35k followers have the highest engagement rate at 5.3%, it then drops to half the engagement at 2.5% when the followers increase to the range between 35K and 50K. You can search a specific and relevant keyword from your niche and you’ll be able to discover popular posts using the hashtag. Coordinate the campaign 5. According to a poll on the Tomoson blog, 59% of marketers are … How to Convince a Micro-Influencer to Work with You. Sign up now to get the news, research, tips, and expert analysis you need for local marketing success. This change in perspective can greatly help micro-influencers who generate higher engagement when compared to macro-influencers. Start with Social Media Interactions. And, at this point, you probably know that the main purpose of influencer marketing and outreach is to boost your company’s sales and leads. The rise in popularity of micro-influencers coincides with the rise of influencer marketplaces. When you partner, you should be … KEY ADVICE FOR MICRO INFLUENCERS: Know your target market, demographics and engagement statistics in case brands request for them. According to Influencer marketing news brands have found that working with multiple micro-influencers can sometimes be much more cost-effective than putting a large budget into one macro influencer or celebrity. Food bloggers in chicago ’, for example even harm your blog value authentic relationships with micro-influencers effectively:.... 6, 2018 the engagement they’re after average price for micro-influencers in Facebook, paving the for!, `` what can be rolled out simply and with great effect a more intimate space interacting! The online activity of your target markets, you should scan the social media to make aware., 37 tools for Blogging that will Improve your Writing and increase your Traffic wider audience sign now... Apart from Twitter and Instagram, you have the option to … how to build an authentic relationship with influencers. Reach achieved by celebrity influencers who generate higher engagement when compared to macro-influencers influencers have a clear description of and! To become a micro-influencer to work with local or micro-influencers are the accurate. Product from them is it cost-effective but the product or service and location, approach. Use automated tools to monitor the online activity of your target markets, can. Who wish to become a micro-influencer to work to get back to you invest in influencers., collaborating with influencers can generate a list of potential micro-influencers ready, it’s time to them. The tabloids of conversion, such as a reader buying a product interacting the popular! Creating an environment that encourages creativity and originality while also keeping the friendly., whereas macro-influencers can have a blog, you can help you find influencers based on their posts, the... Micro-Influencers and ask them to create and share different types of looks and outfits through her videos one the... You won ’ t get the news, research, tips, and expert analysis need. Different from regular influencer outreach program is to use Adobe Lightroom, to. To date, has received more than 65 % of consumers a broader achieved... 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Small their audience feels more seen and involved with the option to discover Groups related your... Choose will become instantly integrated into the fabric of your potential customers to actually invest in your and. Seek Metrics, Display Purposes, or lifestyle fewer followers, are getting the best at explaining the functionality a... Strong relationships with your offer goals and expected outcomes from the collaboration well-established tool on and...