Using Micro-Influencers for Your Small Business
Looking to gain more brand exposure, but don’t have $1,000,000 to throw at Kylie Jenner for a single Instagram post? Don’t worry, you can still run an influencer campaign, just on a smaller scale. If you’re a small business, utilizing micro-influencers will most likely be more in sync with your goals and budget.
Micro-influencers are the “sweet spot” of influencer marketing. Micro-Influencers have between 10,000 and 100,000 followers but are much cheaper to partner with than a Jenner. While their audiences are a lot smaller than a mega influencer, so is their price tag. On average, a partnership with a micro-influencer will cost you less than $500, with many being below $250.
While their audience and cost are a lot smaller, the special relationship between a micro-influencer and their followers may be more impactful to your business than if you hired a mega-influencer. Often times, a micro-influencers fanbase looks at them as a friend and trusts their judgment religiously. If the micro-influencer likes your brand enough to partner with you, chances are their following will like your brand, too.
Starting A Micro-Influencer Campaign
First, you want to find a micro-influencer that fits with your brand. You can find micro-influencers in all kinds of ways, and often times you don’t have to even leave Instagram. You can search your comments for people who engage with your posts. Scouring brand-specific hashtags for people with a following in that niche works too.
There are services, such as Buzzsumo, that you can use to find niche influencers in your area. Below I’ll show you how a restaurant in Poughkeepsie, NY could find a micro-influencer using the Buzzsumo platform.
Once on Buzzsumo, search for the type of influencer you are looking for. In this case, I searched “food.” Next, click the Influencer tab to start searching.
As a restaurant in Poughkeepsie, I searched for influencers that specialize in food. As far as the filters, I chose only to see Influencers and regular people who are currently active and have an Instagram profile in the area of Poughkeepsie, NY.
Search for the options you are looking for, and then browse the results. Make sure to find an influencer you believe will be a good fit for your brand.
Reaching Out to A Micro-Influencer
If you find an influencer you think is a good fit and will bring attention to your brand; Reach out!
If they don’t have any specific instructions for contacting them in their social bio, a simple DM (direct message) works. When talking with the influencer, you should both be clear on a few points before any work is done or any posts are made. Those key points are:
Discuss their pricing.
While a big appeal of micro-influencers is their affordability, there’s no need to waste either of your time if you’re nowhere near each other on price. Plus, you don’t want them to perform a service and then find out their price is way more than you can afford, so it is best to get the pricing in the beginning.
Set expectations for your Micro-Influencers.
It is best to let the micro-influencer know what you expect them to do, and what you expect their campaign to do for your brand. The micro-influencer can also let you know what they expect your brand to provide.
This would be a good time to ask the influencer if they use any tools to track their analytics. Their analytics will break down the demographics of their followers and will also tell you how their audience engages with certain types of content.
Executing A Micro-Influencer Strategy
Once you’ve talked with the micro-influencer and you both think a partnership is a good idea, and a campaign is planned, it is time to execute. The two tips I will give for this stage of the campaign are;
Don’t micro-manage your micro-influencers.
Don’t think that since you’re paying them, they should do everything exactly the way you want it done. They’re the expert in that niche, so give them some say in how they think things should be approached when it comes to your specific partnership. Plus, they have established a fanbase that follows them for their perspective, so don’t try to stifle that with your vision.
Show good business practices and have a good working relationship with your influencers.
Just because an influencer will do a job for a free meal and $100 doesn’t make them any less of a professional, so don’t treat them as such. Treating the influencer as a professional will only reflect positively on your business, and is more likely to lead to a successful campaign. This may also lead to working with this influencer in the future if both parties are happy.
If you treat the influencer poorly, this can be bad news for your business. I mentioned before how close micro-influencers are with their audience. If the influencer has a bad experience and makes that fact known, their followers will not check out your business. This may have a ripple effect of others sharing negative experiences at your establishment.
Those are my tips for finding and partnering with micro-influencers for small business. I hope they were helpful. If you’re thinking about how a micro-influencer campaign can positively impact your business, start researching or contact us today for help!