The norms of marketing in the modern world have changed dramatically. Today, businesses use different forms of marketing to attract customers’ attention. They usually work with those methods that are termed effective to attract the mindset of people. Influencer marketing is one of those notable names that offer such leverage to marketers. It allows businesses to market their services or products through the powerful influence of renowned celebrities. It offers rapid sales and traffic growth if done accurately using the right channels.
However, working with influencers is also not as easy as it looks. There are various things that often go into disagreements while working with influencers. The biggest problem many people face is the demand for a budget. Usually, renowned celebrities ask for bigger paychecks, which is indeed not affordable for many companies. This is where the name of micro-influencers comes into play. These people are termed a perfect match for those companies that are opting for influencer marketing with a limited budget.
Micro-influencers usually have less following as compared to bigger industry stars. This is what makes them less expensive, and easy to reach for brand or product marketing. In this blog, we will talk more about, how companies with limited budgets can take the services of micro-influencers to market different products. It will let you know how capturing a potential audience through micro-influencer marketing is easy, provided the right channels and content are used for promotion.
Let’s first start from the basics understanding the core definition of micro-influencer marketing below.
What is Micro-Influencer Marketing?
When it comes to selecting influencers for marketing, people generally pay attention to the number of followers influencers have on different social media platforms. It has become a go-to metric for the selection of influencers because a bigger following list always leads to creating more traffic. However, these numbers also work in the favor of influencers as well. Generally, a guy with a followership of millions charges more influencer marketing. This is a norm in this industry that is quite understandable as well.
Now, companies with smaller budgets cannot afford to hire such expensive influencers for marketing. For instance, a startup automobile company cannot hire big celebrities for marketing at the initial stages. They can not just put all the money into just one marketing method showcasing their car logos. This is the point where micro-influencers can help them to move forward swiftly. These special types of influencers do not have a large following like popular celebrities, but they do make sure to market your products/services in an effective manner.
Generally, the followers of micro-influencers range from 10K to 100K. These numbers steadily grow with time as the name of the influencer starts to evolve in the market. Working with these influencers is therefore easy, as they do not put up hard demands for marketing. They are also well known in their particular niche, meaning that startups or small businesses can take good advantage of them in targeted areas.
Why Do You Need to Work with Micro-Influencers?
There are various reasons why working with micro-influencers is important. As an owner of a startup or small business, you need to know about these facts in detail. Let’s take a look at them in detail below.
The biggest reason why you need to work with micro-influencers is that they charge less money. Unlike big celebrities, these influencers can be easily hired in an affordable package. They don’t have big demands unless you ask them to do marketing on multiple channels. This is one of those points that looks feasible to many SMBs, especially those that are low on budget.
Keeping this point in consideration, businesses can hire multiple micro-influencers for different marketing channels. This is indeed a cost-effective technique that works perfectly well for all types of startups and small businesses.
It has also been noted that the followership of micro-influencers is more engaged and connected. This is a big plus for marketing because every business likes to have such traffic round the clock every day. With this higher engagement rate, businesses can achieve various targets with ease. Besides increased traffic, it can also help to elevate brand awareness which is something very important for new startups.
So, working with micro-influencers brings more lively engaged traffic for the business. It can help your brand to get quick recognition in the specific market which is termed important to get sales regularly.
Another reason why you need to work with micro-influencers is that they have a targeted niche. They do not promote content related to every category. Instead, they specialize in an area that looks most relatable to them. This means that the followership of these influencers is very specific. They do not like random posts, but targeted content that can answer their pain points.
This type of audience always provides a better response once they find anything relevant to their interest. So, startups can certainly take good advantage of this followership, provided they also market targeted content.
How to Utilize Micro-Influencer Marketing?
Micro-influencer marketing can help you to boost sales and traffic dramatically. But, this can be done once you will follow some key steps of setting up a marketing campaign. If you do not know much about them, take a look at the point defined below.
Pinpoint Marketing Goals
Defining a precise set of marketing goals is important at the start of a campaign. This is something you will need in all forms of marketing because it lays down your basic marketing objectives. Once you will define them briefly, it will become easier for micro-influencers to build their content according to them. This type of approach always works well in offering desired marketing results in the end.
Some of the common goals you can set for micro-influencers include increased brand awareness, social media followers, traffic engagement, and more.
Find the Best Micro-Influencer
Next up, we have got the big job of selecting a seasoned micro-influencer. This is not an easy task, as you will find many names working as influencers in the market today. Well, not all of them could be trusted, hence you need to find the best candidate for influencer marketing after reviewing different potential profiles.
After finding your required micro-influencer, you will need to communicate to him the marketing goals set up earlier at the start of the campaign. This communication has to be brief so that he can fully understand your marketing objectives.
Create Quality Content
Last, but not the least, you need to produce quality content that can engage your targeted audience effectively. A lot of times, people do not pay attention to this part, as they think that content does not matter for marketing. This is certainly a wrong approach because content is always considered king in marketing.
Influencer marketing is indeed an important pillar in driving traffic toward the business. If you do not target the audience with quality content, your campaign will quickly tear apart without giving any positive results. So, make sure to hire a micro-influencer who can produce insightful content, as that is always the key to engaging the audience quickly.
That takes us to the end of this blog in which we have discussed micro-influencer marketing in detail. It is very beneficial for those companies that are looking for affordable influencer marketing options. It is best suited for SMBs and startups, as they usually look for the resources that can help them to drive quick traffic from the market on a low budget.