Micro-Influencer Marketing: 10 Reasons It Makes Sense

micro-influencer marketing

micro-influencer marketing

Over the last couple of years, micro-influencer marketing has grown exponentially and that’s simply because it works. Though, you might still be wondering how and why. First, let’s start with what exactly a micro-influencer is.

A micro-influencer is an individual with a small but deeply engaged following. For example, this micro-influencer may have less than 20,000 followers on Instagram or only a few thousand on Twitter and Facebook. However, don’t let their smaller following deceive you; micro-influencers make up the majority of digital influencers and have significant influence over their audience.

Now that you’re up to speed, here are the top ten reasons why micro-influencer marketing is a valuable strategy for your business.

Micro-Influencer Marketing Is Economical

Micro-influencers are extremely cost-effective. This is because their rates tend to be lower than influencers with larger followings. Comparatively, larger audience influencers, known as macro-influencers, charge significantly higher fees for brand partnerships. While you may reach a wider audience with a macro-influencer, it isn’t typically worth the hit to your budget.

Micro-influencers are far more economical and should be considered as a key element of your marketing plan. For example, you could pay $15,000 for one macro-influencer for just one post, or, you could take that money and distribute it among 15 micro-influencers with a more engaged following, leading you to the next point.

 

They’re Perfect for a Groundswell Approach

A groundswell approach is where you reach as many people as possible through various outlets and build up from there. Micro-influencers are great for this type of campaign since they can create brand awareness amongst their following and seed the market with your product/brand.

Additionally, micro-influencer marketing campaigns create a lot of exposure to your brand through repetition and, if you use multiple micro-influencers, your product will make itself known through multiple avenues.

 

They’re Experts at What They Do

If your marketing campaign is focused on content creation, then micro-influencers are your golden ticket. Simply put, micro-influencers create top-quality content often at rates that are cheaper than hiring a photographer. Furthermore, micro-influencers give the added bonus of sharing the content that they create. Whether you are looking for videos, pictures, multimedia, or written content, micro-influencers know how to create great content without breaking the bank.

 

They Have a Loyal and Engaged Following

Most micro-influencers have a loyal and engaged following because they’re still in their growth stages online, meaning, much of their audience is comprised of friends, family, people they’ve met, and people who are generally fans of their work and content. To compare, macro-influencers consistently have a far lower engagement rate.

For example, an influencer with 100,000 followers may only see approximately 1% of engagement from their audience, meaning only about 1000 people are truly engaging with the influencer’s content. On the other hand, a micro-influencer with only 15,000 followers and an engagement rate of 5% would expect to see 750 people engaged with their content. The cost of the micro-influencer is far better, especially when you consider that you’re engaging nearly the same amount of people .

 

They’re Reliable and Personal

A micro-influencer is able to engage with their audience more than a macro-influencer and, as a result, can be more authentic and personal with their viewers. This is one of the reasons why micro-influencers have higher engagement rates; they’re able to share more of their personality, style, and aesthetic with their audience. For this reason, micro-influencers are often viewed as more trustworthy than macro-influencers.

Additionally, high-profile influencers tend to work regularly with various brands and over-saturate their audience with paid advertising projects. Micro-influencers are typically looking to grow their community and are more readily available to interact with followers both online and offline. On the contrary, influencers with large audiences are not able to engage in the same way with their audience, since they can often seem more like a celebrity, which creates a barrier between themselves and their followers.

 

They’re Ambitious

Micro-influencers are great to work with since they will typically go the extra mile to impress a client. More often than not, they are grateful for the opportunity to take on advertising projects with brands that appreciate their work.

They are also more available in terms of responding to email and private message communication as they have fewer messages to respond to and likely won’t have a talent manager fielding messages for them. This means that it’s easier to build meaningful relationships with micro-influencers and have in-depth conversations about your advertising vision.

 

Micro-Influencer Marketing Is Great for Small Businesses

Bigger companies often have bigger budgets and can typically work with whoever they want. For this reason, big brands tend to overlook micro-influencers. While big brands are off chasing celebrity influencers, small businesses have the opportunity to work with more engaged and authentic micro-influencers.

The good news is, no matter your budget, you will have the ability to compete in the market, even up against big brands. At Vetterview, you can work with an influencer for as little as $20 USD. If you’re growing your business, micro-influencers are the perfect option to get started on your influencer marketing path and to achieve excellent results.

 

They Have Niche Audiences

Micro-influencers often have a small community of followers that share similar passions and interests. Their niche following tend to have the same preferences in content style and share a similar demographic profile. If you have a service or product that fits a micro-influencer’s niche following, then reach out! You’ll often have great results with a niche following, as long as your product matches their interests.

 

Micro-Influencer Marketing > Traditional Advertising

When it comes to marketing, traditional tactics, such as print marketing, are no longer the most successful approach in building brand awareness. To successfully drive product sales, launch a new brand/product/service, and generate positive PR, influencer marketing is the way to go.

Consumers are looking to social media, online reviews, and blogs when making their purchasing decisions. The internet is the first place they’ll go and they’ll do their research, whether that be a Google search, reading Facebook reviews, or searching Instagram hashtags, before they make their decision to buy a service/product. In these situations influencer content is critical in presenting your brand to curious consumers. Consumers will then make their purchasing decisions based on content from their favorite influencers.

 

They Get Right To The Source

There’s no doubt about it, consumers are more and more savvy when it comes to Adblock software (or just plain skipping through online ads on Instagram and YouTube.) To reach your target audience, you’ll need to get a bit more creative. That’s where micro-influencers come in. Influencer content is an organic post on social media, making it exempt from Adblock technology. Having micro-influencers introduce your product to an audience adds authenticity to the consumer experience and removes the feeling that your product/service is being forced upon them.

 

Ultimately, there is incredible power and value in the influencer marketing sphere, especially with micro-influencers. By incorporating these micro-influencers into your marketing plan, you’ll create a stream of consumer loving content to grow your business.

 

30 Reasons Why You Should Work With Influencers

influencer

influencer

While you may already know, generally, that you should be working with influencers, you may not have an in-depth knowledge of why influencers are so integral to a successful marketing campaign. But, don’t worry. We’re here to fill you in.

Here are the top 24 reasons why your business should be working with influencers.

Sales

The fact of the matter is, influencers generate sales. Most consumers base their purchasing decisions on the recommendations of their favorite celebrities, vloggers, bloggers, and influencers. This is why so many brands are making the smart decision to get involved with influencer marketing. Simply put— it works.

Content

Influencers are masters at creating content and not just any ol’ content. They create loads of engaging, high-quality content. This is fantastic for brands since influencers can create top-notch, user-generated content about your product/service that you can then share on your platform. However, don’t forget that you don’t own the rights to an influencer’s content, even if it’s about your brand, so make sure you’re getting the proper permission before publishing it anywhere.

Brand Awareness

Influencers are great at generating brand awareness and exposure to the market, which is important in today’s over-saturated eCommerce space. Those plain old press-releases just aren’t going to cut it anymore.

Authenticity

As you probably already know, consumers are far more likely to trust a recommendation from their favorite influencers than from the brand themselves. This is because influencers are usually quite transparent with their audience and are therefore a trusted voice for their following.

Influence

There’s a reason they’re called influencers. But, not only do influencers influence, they also act as an authoritative voice for their viewers and are trusted by their audience because of that voice. In fact, a majority of consumers base their purchasing decisions based on blog and social media content.

Relationships

Influencers will often turn down offers from brands that aren’t the right fit which means that when you work with an influencer, they’re likely genuinely passionate about your product/service and are very supportive of your brand’s vision. For this reason, you will be able to build meaningful, long-term relationships with influencers which will ultimately grow your business.

Communicative

Not only are influencers excellent content creators, they’re also great at getting a message across. Their whole day-to-day experience relies on digital communication, so they’re experts when it comes to communicating a brand’s message in a way that will generate connections and engagement.

Engagement

Speaking of engagement, there’s no shortage of that when it comes to an influencer. An influencer’s career is based heavily on how many followers they have and how engaged those followers are. Thus, influencers are going to work hard to draw in engagement. And, remember, it’s not the number of followers an influencer has, but how engaged their following is that’s important. Keep this in mind when you’re on the lookout for an influencer for your brand.

Creative

In this day and age, there are too many influencers to count across all walks of social media. To stand out, influencers need to be creative, think outside the box, and offer interesting perspectives. This is why influencers are often excellent at generating creative content.

Audience Awareness

When an influencer has an engaged following, they have a better idea of exactly who their audience is and can build a strong relationship with that audience. The influencer will know the best way to engage with their audience and share your brand’s vision.

Cost-Effective

There’s no doubt about it, advertising is costly. However, influencers are far more cost-effective than traditional advertising since they connect you directly to a large target audience without breaking the bank. In fact, in most influencer collaborations, you can expect a prompt return on investment. This is especially true when you’re working with micro-influencers, who tend to charge lower fees yet have a dedicated following.

Conversation

An influencer can introduce your product/service to the world and get the conversation going. Once they break the ice, you can join in the conversation and start to build that relationship between your brand, the influencer, and the consumer. In summary, you won’t have to worry right away what to say to your target audience; the influencer starts that conversation for you!

A/B Test

Influencers present an opportunity for you to test different messaging points or content concepts and observe how your target audience responds. By identifying influencers with similar audiences, you can test these concepts to see which perform the highest and then apply them to future influencer campaigns or other marketing activities that you are undertaking.

Drive Traffic

When it comes to generating and converting leads (AKA potential consumers), driving traffic to your website, online store, and/or social media platforms is the top priority. One of the best ways to generate traffic and convert leads is, you guessed it, influencers! When they mention your product/service via their social media channels and/or blogs, you can expect to see a significant increase in traffic on your own channels and websites.

Convert Leads

Influencers are vital to not only generating interest in a brand but in converting leads to paying customers as well. As soon as an influencer’s following sees that influencer using your product/service, they’re going to start thinking about how that product/service can be useful in their life. Once your brand is on their mind, that lead is easier to convert into a new customer.

Target Market

Influencers open the door to a dedicated following of people that all likely share the same demographic profile and interests— your potential target audience. The best way to tap into this opportunity is to work with influencers that have a niche following that fits your product/service.

Transparent

Influencers tend to be considered very genuine and transparent with both their audience and collaborators. They will inform their following when they’ve been gifted a product or if they have been paid to promote a product/service. Transparency is very important to consumers and it builds trust with an influencer’s audience.

Trust

Consumers’ trust in brands has never been lower. With all of the advertising consumers are subjected to on a daily basis, their trust has eroded for not only brands but the advertising that these brands pay for. Enter influencers. Influencers have built a relationship with their audience that is created on the basis of trust. Consumers look to influencers for advice, suggestions in many aspects of their life. Your business can capitalize on this.

Distribute Content

Influencers not only create content, but they can distribute other content as well. For example, if you wrote a great blog post, don’t hesitate to reach out to influencers and ask if they’d like to share it with their audience. This will widen your content’s reach overall.

Innovative

Much of the time, all you need to do is give an influencer a brief explanation of your brand’s vision and your campaign goals and the influencer will blow you out of the water with their innovative ideas. 

Advocates

By working with influencers often, they can become long-term advocates for your brand which will generate dedicate consumers for your product/service.

Credibility

Similar to trust, influencers opinions are viewed as credible by their audience. While an online review, like a Google or Facebook review, has value, an influencer talking about your business adds another dimension. They put their relationship behind their message as well as pairing it with content that their audience looks forward to seeing.

Search Engine Optimization

Not only do influencers drive traffic to your website, they also improve your backline profile and SEO. Blog links directing readers to your website will boost your SEO and generate more traffic.

Appeal

Influencers generate appeal for your brand. The moment an influencer talks about your product or service, you can expect to see an increase in interest from the public. This may happen suddenly or in spurts over a few weeks; it all depends on the influencer, their platform/following, and the advertising campaign length.

New Markets

By bringing together many of the reasons listed in this article, influencers are a great tool to help you test and scale your business in new areas. For example, these new areas can be regional markets, global markets, or new demographic of consumers to name a few.

Informative

As stated before, influencers are great at communicating a message to their following. This means they’re also great at quickly and creatively delivering snappy, informative messages about your brand and potential promotions.

Perspective

One of the best parts about working with an influencer is that they have their own experiences and ideas that will lend a fresh perspective and unique flair to your campaign.

Adblocker

The usage of Adblock technology is rapidly expanding. What does this mean for your marketing? Consumers are going out of their way to avoid your paid digital advertising. Luckily for you, influencer content is exempt from any negative implication from Adblock technology. Influencer content is an organic social media post that Adblockers can’t prevent your audience from seeing.

ROI

Compared to many other marketing strategies, influencer marketing provides a high ROI. Many studies have been done. The majority of studies show that the ROI of influencer marketing lies somewhere around $7 for every $1 spent. As a small business or startup where every dollar counts, influencers provide returns that can have positive impact on your growth.

Social Media Growth

One thing’s for sure, working with influencers and building strong relationships with them will ensure the growth of your social media platforms. To capitalize on this, make sure that you request for your brand’s tag to be included in all influencer collaborations. The growth of your platforms may not happen overnight, but you’ll see significant growth over time.

 

If you’re not already working with influencers, what are you waiting for? Go ahead and get started with influencers that are a great fit for your brand and watch your business flourish.

Jobs In Influencer Marketing: Finding The Best Fit

jobs in influencer marketing interview

jobs in influencer marketing interview

Looking for a career change or to take the next step? Do you keep seeing jobs in influencer marketing posted across LinkedIn, Indeed and other hiring websites? As the industry continues to grow, brands and agencies are creating more influencer marketing jobs. According to GlassDoor in 2019, the average salary of an Influencer Marketing Manager in the UK is £35,293.

In the world of digital marketing, there are many factors that professionals need to take into account when considering their next move, These include considerations about their own goals, objectives, and experiences as well as where their next role is based. Brands and agencies offer very different opportuni

ties and it is important to evaluate them early on in the process.

To get you thinking about where the best opportunity exists given your goals and experiences, we have put together a list of criteria that will help you along your path to success.

Career Progression

How fast do you want to move up the career ladder? This is an important consideration when determining whether a brand or an agency is right for you. Agencies are much more fluid when it comes to new roles and expansion. A couple of new clients can mean the forming of a new team to handle the project. This gives you the opportunity to move up the ladder quickly. Brands are much more hierarchal. The hierarchal model increases as the size of the brand increases. Looking for that promotion? Odds are you’ll have to wait for someone else to be promoted, retire or leave the company for an opportunity to become available.

Salary

Money matters to some extent to everyone. Living in cities like London force salary to become part of the job selection process when applying. As in many industries, salaries fluctuate based on many factors specific to each agency and brand that you might consider applying for. The popularity of influencer marketing has raised the competition for qualified talent between brands and agencies which means that salaries are increasing across the board. Starting out at an agency you will make less money than in a similar role at a brand. If you are willing to work hard, learn and prove your worth, agency salaries will increase quickly to make sure that they retain top talent. When considering a brand job, research other vacancies to see what they are paying to make sure you aren’t being undercut.

Leverage Your Creativity

Working in-house at a brand or at an agency, your creativity is applied in different ways. Depending on how important creativity is to you in your day-to-day and how you apply it matters in the brand versus agency debate. If you’re constantly bouncing around new ideas in your head and looking for places to implement them than an agency is likely a good fit for you. Agencies work with many brands and in some cases many different industries. For creative people, this is an ideal situation. Conversely, if you are more of a long-term, big-picture thinker than a brand is likely a fit for you. Working in-house at a brand allows you to take a deep dive into the target audience and focus on the day in and day out while focusing on brand growth.

Opportunity For Growth

In our experience, we have seen that the personal growth and skill development that occurs in brand and agency roles vary. Take a second and think about your skills and weaknesses. After that,  think about where you want to be in 3 to 5 years. Working at an agency you will develop more managerial skills. These include problem-solving, public speaking, client management, and multi-tasking. With a brand, you will become more of a critical thinker. Successful in-house marketers excel at strategy development, branding, KPI analysis, and demographic data processing.

Interests

You need to love what you do. Weigh the pros and cons of working in your area of interest and how important that is to you. Some agencies target clients in a specific niche. Working at an agency that focuses on your area of interest can be a very rewarding experience. You get to build relationships and see behind the scenes into an industry that you are passionate about. Jobs at agencies like this are very competitive as other people with the same interests as you all clamor for the same job. However, if you decide to go the brand route you are able to seek out vacancies at brands that exist in your area of interest. These opportunities are also very competitive. There is value in building your experiences in other industries beyond your ‘dream job’ and circling back down the road where you provide a unique skill set.

Trajectory

Projecting the growth trajectory of a brand or an agency is far from an exact science. As a consumer yourself you should be able to do a little research on who the brands an agency is working with are. A quick Google search will reveal recent business news.  Also, check that the companies themselves are showing growth in sales or other areas. If they are you can likely assume that the agency will continue to grow positively. When it comes to a brand, you might know them as an up and coming brand in their industry. Otherwise, a little Google research again will hopefully reveal some brand news or information that shows they are growing. Two easy things to look for are press coverage and job vacancies. If a brand is hiring chances are they are expecting or experiencing growth.

 

Whether it is an agency or a brand, only you can decide which work environment will be the best fit for you. Take some time early on in the process to consider these factors and see which resonate with you. Jobs in influencer marketing are going to continue to increase. Knowing what you are looking for will help you navigate the many vacancies that will become available. We hope that you find the role you are looking for!

Product Launch How To: Tips For Success

launch

 

You just might have the next game-changing product idea, but the question is, how are you going to present this idea to the world? The first step is to execute a brilliant product launch.

A strong product launch is the best way to set yourself up for success as it’s the first true introduction of your product to the public. An effective launch will have a lasting impression and draw in consumer interest.

The frightening part of an initial first launch is if it doesn’t have an immediate impact on your intended audience, it’s not possible to re-do the launch. You only have one shot to do it right. But, don’t let that scare you. With careful planning and research, you can be well on your way to successfully launching your product, even if it’s your first time.

While you may be thinking that a perfect first launch is easier said than done, there are a few key ways to help you get it right. With this in mind, we’ve built a product launch how-to guide to get you started.

Know Your Market

With inspiration comes excitement— you’re ready to show the world your great idea. You should be! However, it’s important not to let excitement prevent you from taking the time to learn about your market first. Investing the time to perform adequate market research will help you throughout the development and launch phases.

With market research also comes competitor research. Before you can fully develop your launch plan, you need to know who else out there is considered your competition. Keep an eye on both big companies and small because while ‘small’ competition might not seem concerning now, they can grow very quickly, catching you off guard and hurting your business.

Now that you’ve identified your market and competition, see where your product can uniquely add to that market. Once you understand how in the market is fulfilling a need for your customer base, you’ll get to know how your product fits into the landscape.  You can highlight those specific benefits in your product launch.

Establish Realistic Product Launch Goals

Setting realistic goals for what you would like to achieve helps you to define a path to success. Having a series of smaller goals for your launch will also help you on your way to achieving your company’s big-picture goals. It is vital that your goals are realistic and are based on the current status of your capabilities as a business.

Some examples of goals for your product launch might be:

  • garnering interest from relevant media outlets;
  • expanding your consumer base and/or social media following;
  • and/or setting and meeting a sales target

Something to keep in mind is that your goals for the product launch should parallel your long-term growth strategy. Having cohesive goals for your first launch and your company will solidify a streamlined path to success as well as align your product launch with your company’s overall trajectory.

Learn Your Audience and Define Your Main Message

After you’ve completed your market research and set your goals, it’s time to dig a little deeper.

Now you need to get to know your target audience in more detail. This includes your target market’s demographics, their current influences, media consumption, and any emerging trends in their lives.

A good way to start is by putting yourself in your audience’s shoes. Developing an in-depth understanding of your customers will help you specifically express the benefit of your product to your target audience. Focus groups and user testing are both common strategies to learn this important information. These should be done well in advance of your product launch.

Part of the process of getting to know your audience is developing a clear and concise message about your product and your company. What’s your company’s purpose and what does your brand stand for? Your audience will want to know what your company’s message is and what you represent. Make sure you have a message that distinctly identifies your company’s objective and vision. Keep in mind that people don’t buy what you do, they buy why you do it. (Simon Sinek link)

Develop and Test

Testing for your product should begin early. There will likely be many phases to your product so you must start testing as soon as possible. Your product doesn’t need to be flawless before you get it out to your first group of consumers. Start with a minimum viable product (MVP) for your first customers to test and provide feedback on.

When you’re in the development stage, you should design the full end product, including all the features, with the understanding that not all of these features will be implemented right off the bat. Painting a full picture of your intended finished product will help your developers plan your product’s stages and, ultimately, save you time.

Once you have your MVP ready, you can start collecting feedback from your established consumer focus groups. This will provide you with a better understanding of your target audience’s needs and thought processes. That being said, you should keep in mind that feedback should be considered guidance, not gospel, and you can’t have too much feedback.

Construct Your Marketing Plan

Creating your marketing plan can be done early, even before your product has reached its final stage. In fact, you should start thinking about your marketing plan before your product is finished.

Here are some examples of activities you should consider when developing your marketing strategy:

  • Company and product branding
  • Use of social media;
  • Social media influencers;
  • Planning a launch event;
  • Having a pre-launch press-release for various media sites

Some of these ideas are dependent upon your target audience, so this is why it’s important to understand your customers on a deeper level. For example, if your intended market is individuals that are ages 60+, investing heavily in social media influencers may not be the best course of action.

Additionally, you don’t want your product to seem to appear out of thin air. You should start spreading the word about your product and building interest well before your product launch date. On the flip side, you don’t want to start marketing too early as your consumers may lose interest waiting. While there is no right or wrong timeline to use, we have seen success when a marketing plan is implemented 1 ½ to 2 months before your launch.

Lastly, your marketing plan needs to expend well beyond the launch. It is important that you continue to develop your brand and grow your audience. This will ensure that your product doesn’t just drop away from the spotlight after the initial launch hype but continues to grow.

Measure Results

To fully understand if you’re on the right path to a successful first launch, you need to ensure you’re measuring your results along the way.

For example, take a look at those earlier goals you set. Did you meet them? Why or why not? Some other measurable ways to evaluate your progress are by performing consistent analytical data tracking, such as sales, website traffic, social media engagement, etc.

Don’t wait until after your launch to take a look back or analyze your process. By then, it’ll be too late to change course. Instead, take the time to reflect on your past goals and how you feel you’re doing in meeting your current goals along the way. Continue to measure your success and share your reflections with your team. Having everyone on the same page is key to a smooth launch.

Keep Up the Momentum

It doesn’t all come to a halt after the launch; you’ll need to think ahead to what comes next. Continue setting your goals and think long-term, because, truly, the launch is just the beginning of your journey.

Remember that there is a wealth of knowledge out there to support you. You can always ask for help or advice from other entrepreneurs that have been in the same position as you once upon a time. By learning from those with experience and with diligent planning, you’ll be well on your way to a successful first launch.

 

5 Ways Influencer Marketing Might Confuse You

influencer marketing confused

influencer marketing confused

Influencer marketing, without a doubt, has become one the most effective tools available to marketers. A wide array of brands, both big and small, are utilizing influencer marketing. It is not going to disappear in the near future. Data suggests that it will continue to grow well into 2020 and beyond.

The shift behind the growth of influencer marketing is that consumers’ trust in brands has, arguably, never been lower. Most consumers are not impacted by conventional marketing, in the same way, they were in the past. This has been replaced by an increase in trust in the opinions and suggestions from individuals on social media – influencers. Many brands still struggle to fully interpret the phrase ‘influencer marketing. This creates ineffective campaigns, low ROI and frustrated marketers.

To tackle this, we have identified 5 ways that influencer marketing is being misunderstood in order for you to implement positive changes to your influencer marketing campaigns.

Influencer marketing should never be implemented if you are desperate for a quick bump in sales or other short term returns. When implementing an influencer strategy you need to examine all of your marketing activities to identify where influencer marketing can provide additional value. For example, are you going to be running Facebook Ads? Is so, talk to your influencers about repurposing their images in your Facebook Ads (you’ll save money on a photographer and consumers will respond better to the ad).

Avoid autopilot

Influencer marketing is not a ‘set it and forget it’ strategy. To get the most out of your campaigns you can’t give influencers your product and assume your work is done. Influencer marketing requires you to pay attention, learn from the good and bad and expand your brand’s reach across the digital landscape.

The majority of influencers want to build long term relationships with the brands that they work with. To ensure that you maximize your influencer relationships you need to be in constant contact with each influencer. This ensures they align their content creation with your brand’s messaging and goals. It is important that you have further strategies in place to repurpose all of your influencer content. This not only improves ROI but shows the influencer that you are willing to help increase their exposure.

Regardless of the size of your budget, successful influencer marketing demands a lot of work. You need to analyze its progress and examine successful (and any unsuccessful) content and apply this information in the future. There is no faster way to waste money with influencer marketing than to sit back and relax.

More than just celebrities

Overtime, partnering with celebrities became a sure-fire method to quickly expose a brand to a broad audience. There is still a place for these endorsements, however, consumers now acknowledge the lack of authenticity in a celebrity being paid to talk about a brand they might not use in their daily lives.

Micro-influencers may have not a large audience, however, what they lack in audience size they make up for in the trusting relationship that they have with their audience. This strong relationship increases the respect that their opinions are given and their lower audience size reduces the cost to partner with them, both of which increase the ROI they provide brands.

Influencers are experts…in their niche

Influencers are experts in their chosen niche, providing their audience with insight and opinion. They are oftentimes not, however, marketing experts.  Influencers are people with a great knowledge of a specialized topic or niche that has built a relationship with a community of people interested in what they have to say. Unlike industry websites or news outlets, influencers provide value to their audience and to create engaging content, not to promote every brand that offers to pay them.

As a marketer or business owner, your focus is usually on ensuring traditional marketing metrics are met. Influencers focus on building and maintaining the trust between themselves and their audience. This is a daunting change for a marketer constantly focusing on click-through rates and customer acquisition costs. By trusting an influencer to showcase your brand to their audience, you are leveraging that trust to build authentic connections with new and existing consumers of your brand.

Influencer marketing shouldn’t be a flash in the pan

It’s not uncommon to think that influencer marketing is effective with a single, fixed-term campaign. Everybody wants to find a magic strategy that makes your business wildly successful overnight. The reality is that influencer marketing, like most marketing, is most effective you implement it with a long term focus. Taking a long term approach allows you to build true and genuine connections with your influencers. Identify trends in your most successful influencers and apply them to future partnerships. You must learn about each influencer and their audience and they must learn about your brand to ensure that the partnership can flourish.

At the end of the day, it is about building real, authentic relationships with the influencers that you work with as well as their audience and the strongest relationships take time.

 

Many brands have taken advantage of influencer marketing and adapted their marketing strategy to include it. On the flip side, there are many brands that inherently struggle with influencer marketing. Take this information and assess where you might be losing effectiveness in your campaign. With less confusion around influencer marketing, the success of your campaigns will improve and your business will be more successful.

What Is A Micro-Influencer? Why Do They Matter?

micro-influencer

micro-influencer

In this article, we will explain what a micro-influencer is and the reason why micro-influencers provide so much value to an influencer marketing campaign.

So, what is a micro-influencer?

We consider a micro-influencer to be a person who has a following of at least 2,000 followers and up to 100,000 followers. The followers would be on a specific social media platform (eg. Instagram).  Micro-influencers usually have a chosen set of interests or niches that their content and followers focus on (eg. fashion, travel, parenting, etc.).

If you have been confused about micro-influencers, you might wonder, why an influencer with such a small audience is valuable? Here are the important things that you should understand about micro-influencers.

 

Micro-influencers have high engagement rates

Micro-influencers possess a high engagement rate due to their followers being very interested in seeing their latest content. The followers’ interest in a micro-influencer’s latest content is a different scenario to the consumers’ likelihood of being annoyed by ads. In most cases, micro-influencers possess a greater engagement rate compared to industry standards. In addition, social media platform algorithms are not going against them either.

The engagement rate of an influencer a calculation that relates the number of followers an influencer h

as to the number of actions taken on each piece of content that they share. Given that, a follower taking action can be done in multiple ways. These can include commenting, liking, and/or sharing the content, depending on the social media platform. As a general rule, engagement rates decline as the number of an influencer’s followers increases.

In the early days of your influencer campaign, it might seem counter-intuitive to focus on engagement rates. The industry is shifting away from placing a high value on the number of followers to prioritize engagement; hence, metrics such as the average rate of engagement are crucial to take into account when considering influencers. As a business, you should be looking to create conversations and relationships with the followers of the micro-influencers that you work with. Engagement is a key piece in building those things.

Micro-influencers believe in being real

The most successful influencers rely on their realism and authenticity to maximize the impact that they can have on their followers. This is passed on to the brands that they partner with. Micro-influencers, being small, thrive on their authenticity and engagement with their followers that larger influencers can’t match. The friendly relationship, which can feel personal, that they create with their followers, allows them to create action.  Brands are tapping into this trusting relationship in every piece of content created in the partnership.

Micro-influencers are persuasive

Micro-influencers are very in tune with developments and trends that impact their main interests. They have built a community of highly engaged followers who rely on their opinion and content to guide their own decision making. Micro-influencers have built a trusting relationship between themselves and their followers. Each relationship is built on the influencer’s enthusiasm, their suggestions and their lifestyle with their followers. Data shows that consumers trust brand and product suggestions from influencers over other marketing activities.

Micro-influencers stretch your budget further

Lastly, micro-influencers are valuable when you are trying to maximize the impact of your influencer marketing budget. Maximizing the impact of a marketing budget is important for small businesses where a large budget might not be realistic. Micro-influencers can charge as little as $20 per piece of content. Also, consider that micro-influencers can be much easier to work with because they will go above and beyond the campaign brief and prefer to build long-term relationships with the brands that they work with. Long-term influencer relationships provide a greater return to one-off or short-term partnerships with more flexibility in the costs.

Where do micro-influencers fit into your influencer marketing plans? Are you already working with them? Are you building long-term relationships with each micro-influencer that you partner with?

7 Key Questions To Ask An Influencer Early On

check influencers

check influencers

Influencer marketing has seen a meteoric rise through the ranks of marketing strategies used by marketers around the world. The majority of influencer marketing budgets are spent on Instagram. On Instagram, influencers are able to leverage their inherent creativity to produce high-quality visual content. Instagram works well for brands, whether large or small, in, for example, fashion, fitness, lifestyle, travel, and e-commerce. While many brands have started to work with influencers, many more are planning to start in the near future. When working with influencers there are questions that you need to ask in advance to avoid confusion while maximizing your returns.

If you are considering the option of working with an influencer marketing agency, then they will (should) ask these questions for you. In that case, these are questions that you should ask your agency to confirm with the influencers that they have identified. If you are managing your own campaign, these questions are vitally important to the success of your next campaign.

How will the influencer drive traffic to your desired location?

It is often assumed that influencers will just ‘link to my website.’ Instagram users are not able to add links to the caption of an Instagram post. They can tag your brand’s Instagram page. This then requires an additional strategy to maximize the CTR (click-through rate) from your brand’s Instagram to your website or landing page. Instagram users are only able to place links in their bio.

You need to clarify with each influencer how they will be redirecting traffic to your desired location. This could be your Instagram profile, website or landing page. Depending on the size of the influencer, they might post a link to your website on their bio for a pre-determined amount of time for free. Other influencers will charge for the link to be in their bio.

TIP: Ask each influencer about utilizing the ‘swipe up’ feature on Instagram Stories. Influencers share a link that is easily (and temporarily) accessible for their followers.

What rights will the influencer give you to repurpose the content?

One way to increase ROI of any influencer marketing campaign is to have a strategy in place to repurpose influencer content into other areas of your marketing strategy. The key to this is having access to the content that the influencers create. You can re-share content created by influencers that on your own company social media as long as you give credit to the influencer (tagging them or giving them photo credit is best). To use the image in print or other advertising you will need to work those rights out with each influencer individually. This should be a component of your written partnership agreement that is agreed upon and signed before the partnership formally begins.

How long will the content created by the influencer be posted on their Instagram profile?

Blog posts, for example, are shared by the blogger and are usually accessible as long as the blog is in operation. Instagram is a little different. Instagram influencers sometimes have a set duration that the content that they create for you will be visible on their Instagram profile. Ensure that you have a clear understanding of each influencers’ post duration before formalizing your partnership. Try to find the best value combination of post duration and price (longer the better).

TIP: When planning the content sharing timeline, coordinate with the influencer so that their post will be shared during peak Instagram usage time. This maximizes the initial impressions of the content.

Is there a pricing discount for long-term partnerships?

The vast majority of influencers prefer to develop long-term relationships with brands, creating and posting content over an extended period of time. Long-term influencer partnerships often significantly outperform the much shorter alternative. Start the conversation by getting each influencers’ costs for content creation and from there pivot to a discussion about long-term partnerships.

Are you competing with other brands for space on the influencer’s Instagram profile?

As the popularity of influencer marketing continues to grow, more brands are going to be reaching out to influencers about partnerships. There are a few questions related to this that are important to ask each influencer, some of which you can answer yourself by doing some basic research:

  • How often is each influencer sharing content from other brand partnerships? This can be discovered by taking a look at each Instagram profile. Look for #ad or #sponsored in the caption for a clear indication of brand-sponsored content.
  • What other brands are they working with? Much like other partnership opportunities, you want to avoid conflicts with competing brands. There is value, however, in partnering with influencers that have or are partnering with brands that target the same consumers as you do. You can negotiate an ‘exclusive’ with influencers. They will agree to not work with competing brands while they are in a partnership with you and for a duration after your partnership is done (within reason).

What analytics will eachinfluencer provide you?

Influencers have access to analytics provided to them by Instagram, which they should be able to provide you. Some other influencers will spend money to access third-party analytics which they will provide you with. As a brand, you need to spend some time identifying which metrics are important to you. After that, you can explore how to track them yourself through various analytics platforms.

What style of Instagram account do they have?

Depending on the type of Instag

ram account an influencer has built, the price and creative mindset will vary. There are two main types of Instagram accounts – theme pages and personal pages. Theme pages focus on general topics or interests. Personal pages focus on the individual’s embodiment of their interests. Personal pages will almost always cost a brand more to partner with. They also require a little more time to create the content.

 

Of course, there are other questions that you can ask in addition to these.  The 7 questions listed here are suggestions for what you should be asking each influencer before you partner with them.  If you’re already running influencer marketing campaigns, what questions do you ask influencers before partnering with them?

Marketing To Millennials Made Easy: 4 Keys

millennials

millennials

When it comes to planning your next marketing campaign, it is important to spend time identifying the demographics of your target consumer and how best to reach them. For many B2C businesses, millennials are an important audience to engage with. Marketing to millennials is not as easy as it has been in the past when marketing to Baby Boomers or Generation X. The reason for this is unlike previous generations, it is much harder to capture the attention of millennials. If you are looking to improve how you capture the attention of millennials, then you are in the right place. Below are some easy ways that you can engage with millennials, and thus grow your customer base.

Build Relationships

Millennials are driven by relationships and will gravitate to brands that they can connect with on a personal level. The best way to create these relationships is to build a brand identity that millennials can agree with. To do this effectively, you need to understand the values and motives that drive day to day life for millennials and then incorporate them into your brand.

Broaden Your Horizons

Get creative. Marketing shouldn’t be narrow-sighted. There are so many different ways that a business can engage with consumers. Following the crowd and being like everyone else won’t get you very far. Marketing should be creative, exciting and fun for the consumer you are targeting. Try to identify the channels that work best for your business and then leverage your advantage on that channel, again it doesn’t have to cost a lot to see results. There are plenty of potential options on social media alone. By doing so your ROI with millennials will increase significantly.

Unforgettable Experiences

You should explore different ways that can create an exciting experience that will not only get their attention but capture it long enough to make a lasting impression. In recent times, Instagram has become a useful tool for brands that are seeking to turn normal experiences into something amazing. At its core, Instagram is built on creativity and expression. Instagram has made it easier than ever for businesses to create and share unique brand experiences through content. These experiences don’t have to cost a lot of money or be extravagant. You can start by offering a high-quality buying journey for your customers.

Fear Of Missing Out

Businesses that are able to create a sense of F.O.M.O. (fear of missing out) among millennials can experience rapid growth. F.O.M.O. is the feeling that without experiencing or owning something you are somehow falling behind or ‘missing out.’ You can use your existing customers to act as brand advocates by providing an experience that their friends, and colleagues wouldn’t want to miss. By doing so, their friends will want to have the same experience, which will have to include your business at some point.

 

Marketing to millennials can be a daunting task, but when done right; your business will see not only an increase in sales but the growth of a community focused on your brand. In today’s world, the best brands rely on their communities of devoted fans for long term sustained success. Imagine what that could do for your business.

How To Find The Right Influencers For Your Next Campaign

Influencers

Choosing the right influencers to collaborate with is as important as what content they create for you. What makes someone the ‘right influencer’ for my brand? There isn’t a cookie-cutter answer to that question. The answer to that depends on many factors relating to your brand and your objectives, however, we are going to give you some things to keep in mind when you begin looking for your next influencers.

Correct audience:

Your target audience and the audience of your social media influencer must be similar. Identifying a match between your audience and the influencers’ audience builds the foundation for driving relevant engagements. Something to keep in mind when identifying audience parallels are audience overlaps. For example, if you are marketing healthy fruit juice, there are so many audiences that would be interested in healthy fruit juice (fashion, travel, fitness, parenting, etc.).

Content Quality & Style:

You will learn a lot about the content an influencer will produce for you by doing your homework in advance. Take a few minutes to look at each prospective influencer’s social channels. Examine their content. How does it fit with your brand? Your campaign vision? It shouldn’t feel like you are trying to ‘make a square peg fit in a round hole’ when it comes to the content an influencer typically creates. They know what they are best at and what their audience is most receptive to.

Frequency & Engagement:

You want your influencers to have established connections with their audience. How engaged is their audience? When working with micro influencers, see how often they are responding to questions in the comments. Another thing to consider is what brands are they or have they worked with? How often are they posting content that is based on a brand collaboration? You need to consider their past and present brand relationships.

Conclusion:

Before starting the process of identifying influencers you’d like to work with, take some time to determine what you think need in an influencer. This will save you time and headaches down the road. There isn’t a right or wrong way to identify influencers. Every brand is unique. Depending on what you are looking for the process will look slightly different for each brand and in many cases for each campaign. Get to it.

Here’s to better influencer marketing!

4 Great Reasons to Outsource Your Influencer Marketing in 2020

Influencer marketing is not going anywhere in 2020. The majority of marketers are implementing an influencer marketing strategy. While at the same time, scrambling to keep up with the trends. Have you ever thought about outsourcing your influencer marketing?

Businesses that outsource their influencer marketing generally fall into one of these categories:

They don’t have enough time to execute influencer marketing campaigns

They pay an expensive subscription fee to an influencer marketing platform with mixed results

Their team lacks practical influencer marketing skills

They want to get into influencer marketing but don’t know where to start

Can you relate to one of these categories?

Yes?

Well, it’s time to explore an outsourced influencer marketing solution.

Here are 4 reasons why outsourcing your influencer marketing can help you:

1. You can go back to focusing on what you’re good at

Building a business isn’t easy. You’ve got to this point by filling your time with what brings the most value to your business. When you outsource influencer marketing, you are able to focus on the activities that bring the most value to your business.

2. Work with knowledgeable specialists

Outsourcing gives you direct access to an informed and experienced influencer marketing team. The team will work to execute your campaigns from end-to-end. Be as involved in the process as you want to be or your business allows. As your campaigns scale, these teams will be able to adapt in line with your needs.

3. Boost your bottom line

Making the move to an outsourced influencer marketing solution saves you money. The costs of outsourcing are often reduced compared to the costs of paying one of your team members. Allowing your employees to focus on tasks where their expertise is more aligned will boost the ROI of your salary dollars. Outsourcing is also easy to budget well into the future!

4. Enjoy leading-edge technology

Applying new software or platforms to an in-house team can be costly and time-consuming. An outsourced influencer marketing partner will put the latest technology on your side. This will make your influencer campaigns more effective in the long run.

At the end of the day, outsourcing is about increasing efficiency. Put time back into your day. Everyone’s needs are different. Seek out service providers that ease your pain points and boost your chances of success!