Influencer marketing is all the rage right now. It revolves around prominent social media figures shaping public opinion and steering trends across different niches and industries. Despite what some people think, this is not some passing fad that only corporate behemoths can explore.
In fact, it represents the fastest growing customer acquisition channel of all, overshadowing the likes of paid search and email marketing. This is an incredible opportunity for small businesses to make strides towards their goals. They have a chance to establish lasting customer connections and break the curse of anonymity. And they do not even have to go out of their way to make it happen.
Bridges Over Troubled Water
For small businesses operating on a shoestring budget, there are quite a few daunting challenges looming over.
First off, they face a dilemma of how to make a name for themselves and reach potential customers. It takes a long time to get noticed and then a lengthy buyer’s journey takes place. Apart from limited resources, another hurdle comes in the form of perceived bias. It is not convincing when the obscure small business is the only one raving about its product’s greatness. Besides, there are no guarantees that people will not drop off at any point of the process and switch their loyalties.
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Why Small Businesses Should Work With Micro Influencers
This is the time to work with micro influencers who can step in to bridge this gap. Getting them to endorse a brand opens up doors to new audiences and allows companies to win over people’s loyalty fast. These niche-specific influencers are versed in fostering traction, engagement, and trust: they keep the fingers on the pulse of their audience and know how to stir emotions and reactions. So, as it turns out, small businesses do not have to break the bank in order to pay celebrities for product endorsement.
It has been proven that influencers on YouTube are driving higher engagement rates than powerhouse celebrities. That is to say that one killer piece of content involving the right micro influencer could act as a launching pad for a big breakthrough. It also means small businesses should not hesitate to invest in their content capabilities. A surefire way to get ahead in content marketing is partnering up with capable video production agencies. You can easily find them online and the majority of them will definitely deliver the high-quality content you are after. And although video production can get costly, the ROI is just incredible. Such a tactic is likely to pay dividends in terms of improved visibility.
Hitting the Mark
Of course, small businesses should work with micro influencers who are in touch with people already interested in branded products and services. After all, the main objective is to acquire high-quality leads, not have your messages fall on deaf ears. Also, we should not overlook that micro influencers exert their influence almost exclusively in specialized niches. Small businesses that have worked wonders with micro influencers were the ones that understood the particular position these distinguished individuals have and ditched the scattergun approach.
So, if you mean business, take your time pinpointing influencers interested in what you have to say and sell. Keep an eye on micro influencers who are genuinely falling in love with (or at least admiring) your offerings and brand mission. Their values and personality should be aligned with your brand identity and story. That is when they will go an extra mile to promote you, often by sharing content and their opinion via major social hubs.
The Essence of Trust
Finally, small businesses should realize the importance of cultivating trust organically. This cannot happen overnight: it is a gradual and less-than-straightforward process. It is also of the utmost importance to have a crystal-clear idea of what one should look for. In general, metrics like the level of engagement are superior to the mere number of followers: when you work with micro influencers, quality has precedence over quantity. The audience is relatively small and the range depends on the social network.
On Instagram, micro influencers have between 1,000 and 10,000 followers. On the other hand, the sweet spot on Twitter is up to 20,000 followers. Various studies have shown that number of followers is not proportionate to the number of likes, shares, and comments. Thus, there is no need to venture past upper limits. Focus on doing a thorough research. Select social media channels that make the most sense considering your target audience. Looking locally is usually a good idea.
At the end of the day, you can rest assured that your efforts will bear fruit in due time. Done right, micro influencer marketing will empower your brand to tap into new consumer segments and soak in social signals and media attention galore.
It’s Time to Take Your Brand to the Next Level
Micro influencers play a pivotal role in today’s era of digital interconnectedness. When properly targeted and scaled, marketing that “borrows” their strong influence is highly effective. To reap the benefits, seek trustworthy individuals who are able to authentically communicate their appreciation for your offerings. Set clear goals and let engagement be your guiding light.
Connecting to customers does not have to be difficult and resource slathering. Target with laser-like precision and you will be able to generate a higher number of relevant leads. It all comes down to nurturing deeper relationships that stand the test of time and the siege laid by the competition. It is time to summon an army of devout brand ambassadors eager to spread the good word around!
This is a guest post by Larry Reed, a tech writer with DesignRush, a new digital destination to offer inspiration and overview of the current design and technology trends. Larry has several years of experience in creating content for the web, usually on topics centered around web design and development. To stay updated with Larry’s latest posts, you can follow him on Twitter.