Written by Rebekah Carter
The chances are that, by now, you’ve heard of the benefits of influencer marketing when it comes to growing businesses as a PR professional or marketing expert. A great thing about influencers is that they allow you to borrow authority and market impact of other people within an industry and use it to show the value of the brand you’re working with. For experts working with smaller businesses, this can be a great way to develop the trust that those startups have yet to create.
The statistics speak for themselves:
- 84% of customers trust peer recommendations more than brand advertising.
- The average ROI for every $1 spent on influencer marketing is between $6.85 and $11.33.
- Over 70% of customers go to social media before making a purchasing decision.
The problem is that growing businesses usually don’t have the budget to fork out hundreds of thousands of dollars for an influencer mention. Even if you could afford the price of a macro influencer, you might find it hard to get their attention in a crowded marketplace. So, what’s the alternative? Micro-influencers.
What defines a Micro-Influencer?
The simplest answer is that there is more than one type of influencer out there. Some work specifically in certain niches, whereas others are high-authority celebrities that are willing to support various products for the right price. While a “macro influencer” is someone like Kim Kardashian, micro-influencers are “everyday” people – usually those with fewer than 1 million followers on Instagram and Twitter.
Although reaching out to micro-influencers might seem counterintuitive to businesses desperate for growth and reach, studies indicate that micro-influencers may be more cost-effective and successful than their macro counterparts. According to Markerly, people with fewer than 1,000 followers get an 8% like ratio, while influencers with between 1-10 million followers have a ratio of only 1.7%.
Another study by Expertcity found that:
- Micro-influencers are considered to be 10% more knowledgeable than the public.
- 82% of customers are very likely to follow micro-influencer recommendations
- Micro-influencers have 22.2 times more buying conversations.
What Are the Benefits of Micro-Influencers?
Perhaps one of the most obvious benefits of micro-influencers is the fact that they’re easier to access than standard influencers. Micro-influencers are often far more affordable than their celebrity counterparts.
The more micro-influencers you can use for your marketing campaign, the more you’ll be able to access the interest of a larger yet more targeted group of people. Unlike big-name celebrities that charge hundreds of thousands of dollars per post, around 97% of micro-influencers charge less than $500.
The financial aspect of micro-influencers isn’t the only benefit they offer. Micro-influencers give your customers a chance to relate authentically to your brand. After all, it’s sometimes harder for celebrity influencers to be really convincing to their audience when sharing promotional posts. However, micro-influencers are just like their followers. Customers find them approachable and realistic, which means that their branded suggestions appear more like recommendations from friends then marketing stunts.
Engaging Micro Influencers
Micro-influencers are often easier for PR experts and marketing companies to reach out to than macro influencers. Many celebrity influencers are very selective about the companies they work with and the products they will endorse.
On the other hand, micro-influencers are often friendly and willing to work alongside any brand that fits with the online community they have already created. When reaching out to a micro-influencer, start with researching them and designing a persona for the campaign you want to create. Once you know your average consumer and where they are most likely to go for product advice, you’ll be able to start pinpointing influencers correct for your campaign.
Keep in mind the different types of incentives that appeal to different influencers. For instance, a food blogger might enjoy invitations to review specific restaurants, whereas beauty bloggers are more drawn to new releases and exclusives. Learn what you can about different micro-influencers in your industry before you reach out.
Always be authentic with your messages, and let your micro-influencers know not only what you’re willing to offer them for working with you, but also what their connection with you could do for their audience. Often, micro-influencers put their fans first, so make sure that you outline the value you can give their followers.
When you’re done, you’ll find that the right micro influencers boost your sales, enhance SEO, and develop much-needed trust for your budding brand!
Rebecca Carter is a professional copywriter and blogger with an interest in all things finance, business development, and health. Writing for a number of organizations such as Baggetta & Co., she has a number of years of experience in the lifestyle, financial, and business markets, and a keen eye for the latest industry news.