Creating Emotional Connections with Your Ideal Customers
Social consciousness is at an all-time high, and people care about small and medium businesses surviving.
During the time of disruption due to COVID-19, the rules for successful marketing funnel strategy changed rapidly, sometimes on a daily basis. People want to support small businesses and are thinking socially consciously. This makes your small/mid-size business and its socially conscious message more important than ever.
Quickly connecting your brand to your customers is also more important than ever, as the changes in the economy will make business more competitive in the near future. Two winning strategies emerging for quickly connecting to customers? Micro-Influencers and Brand Ambassadors.
Today we address the advantages of working with a Micro-Influencer.
The Advantages of Micro-Influencers
For emerging brands, products, services and companies, paid ads on search engines are often a winning strategy because organic search has not yet built up. You can think of Micro-Influencers as paid brand evangelists that serve to recommend you to their networks until your organic fanbase builds.
What Is a Micro-Influencer?
A Micro-Influencer is a person/brand account typically with roughly 1,000 to 10,000 followers on social media channels. Sometimes Micro-Influencers may even have fewer than 1,000 followers, although below that some consider the account a Nano-Influencer if it meets other criteria.
But having that many followers on social media does not automatically make a person a Micro-Influencer.
- Micro-Influencer accounts typically feature a unifying look, feel and theme for their social media.
- Micro-Influencer accounts operate in a specific niche.
- Micro-Influencers are characterized by high quality, dedicated followers that have high engagement with posts, videos, stories, etc.
- Micro-Influencer reviews are considered ‘trustworthy’ by their followers.
- Micro-Influencers do not pay to sponsor their own posts, making their following completely organic.
Why Invest in Micro-Influencer Marketing?
A full 77% of marketers want to work with Micro-Influencers and another 25% with so-called Nano-Influencers, and 64% of those marketers are allocating 11% or more of their marketing budgets to it.
Think of it as the virtual version of a free sample.
You pay people to try out your product and say publicly what they thought. Newer brands may not have evangelists yet. Unlike established brands, new brands may have no or only a few brand evangelists taking to social media on their own to sing the brand’s praises.
By now you might think, “Why not just sponsor a post instead of providing the product to someone and having them post it?”
- Social media algorithms give preference to organic posts from accounts a user consistently engages with.
- People trust people more than they trust brands. This is true universally, from unknown brands to household names.
- Micro-Influencers give more value for the money. Your brand will be competing for audience attention with many other brands in the Sponsored Post category, driving up costs with no guarantees that a click you paid for gets you a sale.
- Organic posts get discovered. They can get to the Discovery page or at the Recent or Top Posts page for a location or hashtag, amplifying reach organically. Paid posts are not eligible.
- Support a small, independent marketer. Micro-influencers are independent account owners who will review or recommend mostly as a side hustle. Take your advertising dollars out of the hands of big corporations and put it into the hands of genuine, local people.
How to Tastefully Invest in Micro-Influencer Marketing
- Research your Influencers’ accounts. Does your brand fit with the Influencer’s overall tone and message?
- Look at Engagement Rates. The signs of a true Micro-Influencer include how much actual engagement (Likes, Comments, Shares) their posts usually get, as well as who is engaging.
- Ask for an honest review. People will trust your band more and it will increase the Influencer’s credibility if you let the Influencer use their own language and give their own opinions about your product. Let your high quality socially conscious product/ service speak for itself rather than giving influencers a script.
- Be prepared to provide your product or service for free + pay a fee. A common scam low-quality companies use is inviting influencers to “collaborate” and then charging for merchandise. It reeks of illegitimacy and leaves a bad taste to ask an influencer to both buy and advertise your product.
Work with Us to Market Your Products and Services
Contact us today to start your Micro-Influencer journey with Among the Stars, or check out our page to learn more about the services we offer. Either way, good luck in your Micro-Influencer Marketing journey!