Here, contributor Gaurav Sharma shares some guidance on discovering the right local and micro-influencers to support your business goals. Their audience feels more seen and involved with the influencer because, well, there’s less people. The organic beverage brand gave a sample product to their micro-influencers, who then shared Instagram posts and talked about the benefits of the product. One of the greatest success stories is PSY, who created the music video Gangnam Style. People listen to them and respect them. Your email to the influencers must clearly outline what they’ll get out of the collaboration. This enables micro-influencers to create their best work because the content reflects the passion they have for the brand. If you have a significant social media presence (and even if you don’t), start to scan social platforms like Instagram and Twitter. They partnered with micro-influencers to promote and increase awareness of their product. Win and retain clients with white-label solutions. Also, you need to talk about how the opportunity is relevant to their niche. Your comment needs to have some value. The average price for micro-influencers with fewer than 1,000 followers was $83 per post. Use an influencer marketing platform or hire an agency. This is one of the best ways to find micro-influencers and local influencers who are relevant to your business. When they work. engage with micro influencers to achieve this type of scale in your content creation operations? And since they’re already following you, it will be easy for you to convince them to join the campaign. The best approach for finding social media micro-influencers is to collaborate with a company like Trend, which does all the vetting for you so that you only work with … Look for relevance to your product or service and location, and of course, those precious follower numbers. Learning how… Read More. Source: “Influencer Marketing Case Study: Micro-influencers For A Groundswell Approach with MINI Australia: Nora Chan Instagram, Scrunch] The resulting 14 Instagram posts that followed achieved more than 8,300 engagements that ultimately drove traffic back to the MINI website. Here are a few tips to help you connect with micro-influencers effectively: 1. Manage SEO, listings and reputation across multiple locations. According to a study by Experticity, micro or local influencers are the best at explaining the functionality of a product. Similar to how many companies are bypassing agencies and talking directly to advertising sales reps at the likes of Facebook, Twitter, Pinterest, et. Businesses can approach a micro-influencer in several ways. Don’t comment just for the sake of it, though, because it will look spammy. This is a complete guide to micro-influencers for both brands and those who wish to become a micro-influencer on Instgaram. Micro-influencers usually have distinct niches, whether fashion, beauty, or health, and they each typically only post about a singular topic. Bright Ideas / Blog on November 6, 2018. Micro or macro? for their social advertising needs, many brands are taking the process of content creation and shifting it from, With customer acquisition cost increasing, brands are constantly looking at how they can better convert customers through content, and the conclusion today is that authentic content converts best. The average price for influencers with more than 100,000 followers was $763 per post. For example, in the following video, she shared a review of Suva Beauty Hydra Liner collection. Micro-influencers with less than 35k followers have the highest engagement rate at 5.3%, it then drops to half the engagement at 2.5% when the followers increase to the range between 35K and 50K. This service lets you search for any potential influencer no matter how big or small their audience is. Influencers became influencers because their sense of addressing their followers is correct and effective. Instagram and the rise of the micro-influencer. Use Google analytics, Iconsquare or Instagram insights (if you’re on a business account.) Caitlyn Kreklewich is a YouTuber with more than 33K followers on her account. Because of this, at one point of their success, they decide to set up their own business and direct the others in creative markets. It begins with the fact that they vet every member who have to apply for membership in their database. Run the site of a local business? Looking to grow SEO… Read More, Looking to branch into an entirely new market with a different regional culture, and maybe even a new language? Posted in It will help you find influencers based on their audience data, performance data, and more. Finally, end the proposal with a call-to-action and ask them for a good time to talk about the opportunity in detail. Let influencers create a story of corporate values and beliefs – it’s a great way to approach the target audience and win over their trust. She also shares reviews of makeup and beauty products. Contact, Influencer Marketing Services Provided by Neal Schaffer, Influencer marketing originally emerged as a marketing channel where brands were looking to leverage influencers with large audiences to incite word of mouth marketing as well as amplify the brand’s content. Approach these influencers over email or on the platform they use to reach their followers. Koa Organic Beverages, for example, has used this tactic very successfully. KEY ADVICE FOR MICRO INFLUENCERS: Know your target market, demographics and engagement statistics in case brands request for them. Once you have your list of potential micro-influencers ready, it’s time to approach them. You should scan the social media feeds of your potential experts, especially their Instagram feeds. Instead, they are Instagram users with anywhere from 1,000 to 100,000 followers. As such, creating an environment that encourages creativity and originality while also keeping the competition friendly is the touchstone to a well-performing campaign. Micro influencers aid in word of mouth marketing, have fantastic engagement, and are especially useful in targeting those that might be using ad blockers. Reach out to your target micro-influencers 4. Image Source: Instagram/Carlos Eats Measure the results Micro-influencers are the new buzzword in the social media marketing landscape. Influencers with the most followers may not have the best ROI. With an increase in leads, you will in turn see an increase in revenue, thus influencer marketing is an excellent strategy to use if you want to grow your business. 3. Invite micro-influencers to take photos for your Instagram pages and write content for your blog. Apart from speeding up the search process, another advantage of this approach is that the micro-influencer might already be a fan of your brand and would more likely agree to a collaboration. A Definition Explained in Plain English for You, The Top 23 Instagram Tools You Need for Successful Marketing, The Top 30 Instagram Influencers To Follow In 2021, When is the Best Time to Send Marketing Emails? Tutorial videos are a great way to educate your followers about your products and services. Make sure to personalise the message to the influencer, instead of copy-pasting the same message over and over … Start with Social Media Interactions. Local hashtag research can also help you find relevant local or micro-influencers. Finding micro-influencers relevant to your niche can be very difficult. Micro-influencers aren’t big-name celebrities that you’ll find in the tabloids. You can also use Google to find micro-influencers, by searching ‘food bloggers in chicago’, for example. 4. Lower costs: Before we get into the potential results of micro-influencer campaigns, there’s no denying that one of the biggest benefits is that the approach is far less costly than using celebrities or well-known influencers. The video has received more than 22K views. Develop a win-win proposal and show how it can benefit the micro-influencer. Join these groups and notice which members are interacting the most. This approach takes longer to implement, but it yields a better conversion rate and campaign engagement. Here are some tips: 1. If you’re thinking of joining the TikTok party, you’ll need to think about what sort of influencer to approach for your brand. Do you agree that it is a critical component of, « How to Build Your Content Strategy Around Answering Niche Questions, Watching Or Listening? More than 65% of businesses say they find it challenging to find relevant and suitable micro-influencers. Influencer marketplaces are self-service platforms where brands share opportunities for creators to do paid endorsements. That’s why they have many advantages for brands. The best thing to do is to wait for a couple of days, and if you still haven’t received a reply from them, then send a follow-up email. The next hurdle in your influencer outreach program is to approach shortlisted influencers effectively. Approaching micro-influencers is a task which, when prepared for, can be rolled out simply and with great effect. Remember, though, you have to work to get to this position. If your potential influencers have a blog, you should follow their blog posts as well. This gives the influencer an opportunity to respond to comments, interact often with followers, and create a more intimate space. According to a study by Experticity, micro or local influencers are the best at explaining the functionality of a product. You need to develop a win-win proposal if the local influencers show interest in collaborating with you. As this is a long and detailed guide, here’s a quick overview of the steps in this guide: 1. These were often done through, Over time, especially with the popularity of visual social networks like Instagram, more and more brands are making shifts in their, The first trend we see begins with increasingly rising acquisition costs on social media channels. Looking for micro-influencers in other social media. Instead, they are Instagram users with anywhere from 1,000 to 100,000 followers. The common definition of micro-influencers is influencers with a smaller number of followers than regular influencers. It depends on the niche and the influencing power that these influencers have. If nothing else, the email will help you check whether the influencer wants monetary compensation or some other form of payment. It’s also a good way to grow your content and assess your strengths and weaknesses. Tutorial videos are a great way to educate your followers about your products and services. Gaurav Sharma is the Co-founder of Attrock, a result driven Digital Marketing Agency. But it’s trickier for local businesses The post Local and Micro-influencers: How to Find, Approach and Engage Them for More Human Marketing appeared first on BrightLocal. You can search either by audience or influencer with the option to … Would you be willing to capture more leads and sales with your local content marketing strategy? Using influencers is a well-established tool on Instagram and Facebook, paving the way for the growth of TikTok influencers. Let’s discuss the top three here: Run A Manual Instagram Research To Know The Category Of Influencers Run hashtag research on your business account. Though they have fewer followers, their audiences are loyal and highly engaged. He created a tutorial video on how to use Adobe Lightroom, which to date, has received more than 190K views. Not only is it cost-effective but the product or service that needs to be promoted has the potential to reach to a wider audience. Step 4: Reach Out to Your Influencers. Increase search visibility and attract new customers. Find suitable micro-influencers 3. But many small businesses cannot afford macro-influencers because of budget constraints. Would… Read More, Content marketing presents a fantastic opportunity for local businesses to properly compete with their big brand competitors. When micro-influencers love brands and their products, the authenticity reflects in their content. From an ROI perspective, testing micro influencers comes with a low barrier to entry which allows for easier A/B testing for messaging, social network selection, and categorical focus. recommendations made by micro-influencers influence the purchasing decisions of, How to Plan Your Content Marketing Strategy Around Seasonality, 12 Content Marketing Tips to Improve Local SEO, How to Localize Content for More Conversions, Local RankFlux: Local Algorithm Monitoring. With these tips from Emil Kristensen, on everything from ideation and implementation to setup and promotion, you’ll find creating content for local businesses a joy, not a struggle. The next section of the proposal needs to give the micro-influencer a reason to get back to you. Sign up now to get the news, research, tips, and expert analysis you need for local marketing success. But in the case of micro-influencers, it’s likely that they will be more receptive of your outreach efforts. Tools like Seek Metrics, Display Purposes, or Webstagram can generate a list of relevant hashtags for you. A study by HelloSociety found Instagram micro-influencers have 60% higher engagement rates than those who have more followers. So, when you approach influencers, make sure you mention the compensation in your emails. She loves to create and share different types of looks and outfits through her videos. Micro-influencers have between 1,000 and 50,000 followers, whereas macro-influencers can have a couple of hundred thousand to over a million. Forming relationships with influencers is something you really want to get right. Their influence is often concentrated within a specific niche – be it beauty, fitness, tech, fashion, or lifestyle. When you pick brands to pitch to as a micro-influencer, make sure to choose brands that share your values and have the same target audience as you do. Some think micro influencers do not take on any paid collaborations, while others believe that this industry is on the rise. If nothing else, the email will help you check whether the influencer wants monetary compensation or some other form of payment. Lastly, it is important for brands to reach out to micro-influencers who share a similar tone and set of values. But if you approach influencers the wrong way, you won’t get the results you want. The chances are high that your potential micro-influencers might not get back to you immediately, but that doesn’t mean that they don’t want to collaborate with you. Ultimately, the micro-influencers you choose will become instantly integrated into the fabric of your company. The key to executing excellent seasonal content campaigns for a local audience is preparation. Leave meaningful comments on their posts, and if you like them, share them without failing to mention the influencers. Leveraging micro-influencers is a tactic, and one that is far from a silver bullet. More engagement, more clicks, and lower ROI. As their name suggests, micro-influencers are individuals who are influential, but not on a macro level. This will give confidence to your potential customers to actually invest in your products. While the average person today is well aware of how popular Youtube and Instagram influencers are, it’s actually the rise of micro-influencers with significantly smaller followings that marketers are taking notice of. Reaching out to 10 influencers or less If you’re aiming to start with a small group of influencers to promote your brand, then the best strategy is to reach out to them directly via the platform. And hopefully you’ll end up with some new friends too. Reelio enables brands to efficiently find relevant micro-influencers from their industries. Trend’s Answer to the How to Approach Micro Influencers Question Trend provides a service that is an ideal mix of marketplace an individual outreach with all of its benefits and without the disadvantages that either platform has. Done well, it’s one of the best ways to grow your audience and brand. This can motivate their followers even more to purchase the product. If you want to find local influencers manually, it can be a very time-consuming and taxing process. Read on for effective strategies to help you with this! Their audience sizes and reach may vary, but examples like these show that the appetite is there. The importance of the authentic voice in marketing has grown significantly in the past few years, with influencers of all shapes and sizes sharing authentic messaging with their legions of fans. Here are the 10 Commandments for Your Success, 37 Tools for Blogging That Will Improve Your Writing and Increase Your Traffic. These influencers have between 10,000 and 100,000 followers. In Facebook, you have the option to discover Groups related to your business. According to a poll on the Tomoson blog, 59% of marketers are … Instagram micro-influencers have fewer followers than other big names and celebrities on the platform but make a huge impact on their audience. You can search a specific and relevant keyword from your niche and you’ll be able to discover popular posts using the hashtag. The rise in popularity of micro-influencers coincides with the rise of influencer marketplaces. They’ve built their audience thanks to their niche knowledge and authenticity. First of all, even the definition of a “micro-influencer” is vague. One of the most effective ways, as mentioned above, is to use influencer marketing platforms to find local influencers. al. Plan and strategize 2. But many local businesses find it difficult to find relevant local influencers, and approach and engage with them. This search type can also help you find some relevant local hashtags related to your industry to expand your search even further, as you can see below. These are available for free. If you have worked with micro or local influencers, feel free to share your experiences, or if you know any other ways to engage with them, please comment below. Social media has become a very important part of local business marketing strategies, which is why businesses of different sizes collaborate with influencers to promote their products. Often, Micro influencers combine the deeper relationships enjoyed by Nano influencers with a broader reach achieved by celebrity influencers. The latest data shows that micro-influencers, influencers with 10,000 or fewer followers, are getting the best results for brands and businesses. If you want to expand your business and really reach your target markets, you need to develop a content localization strategy. Micro-influencers aren’t big-name celebrities that you’ll find in the tabloids. However, it can be a little difficult to collect all relevant hashtags manually. What type of success can you expect from micro-influencers? This change in perspective can greatly help micro-influencers who generate higher engagement when compared to macro-influencers. Learn how our customers have accelerated their success with BrightLocal. But it’s trickier for local businesses to find and engage with the right people to share their brand message. This ensures that you get the most accurate results without taking too much time. Learn how to build an authentic relationship with micro influencers. 4. Therefore, one can presume just how little information exists regarding paid collaborations … Advertising is becoming more expensive, and working with agencies to develop savvy visual content is not cheap either. Since marketing and social media are harmonized we witness a lot of new approaches coming out. This encourages small businesses to invest in local influencers to promote their brand, which helps them gain visibility and increase engagement. Instead, Wilkins said, "what can be more effective is learning about mid-tier and micro-influencers." (with pre-send checklist), Here’s Why Micro-Influencers Play an Important Role in Influencer Marketing, 41 Content Marketing Statistics That Actually Matter to Your Business in 2021, Outsourcing Digital Marketing? So the best way for small businesses to promote themselves in this way is to collaborate with local or micro-influencers, who generate higher engagement on average. Take your local SEO knowledge to the next level and put theory into practice. Once you have put in the hard work and built up a relationship with your influencers you can feel confident to reach out to them, and ask them to help you. Research is key and you’ll find yourself returning to this step often in the … Build and fix citations quickly and cost-effectively. You can use influencer marketing platforms to find relevant and authentic micro-influencers. Honest product reviews are a valuable form of social proof, which potential customers can refer to before they make purchasing decisions. These recommendations are honest, unbiased, and real. The campaign was successful, and the brand reached almost 500K individuals. How to Convince a Micro-Influencer to Work with You. With a well-developed strategy, collaborating with influencers can help you market your brand more effectively! And if it is, you can approach them with your offer. You can then use strategies like getting them to create a tutorial video or turning them into brand ambassadors for your campaign. Take control of online visibility – for brands and agencies managing 100+ locations. Build a network of micro-influencers. As well as Instagram and Twitter, you can use Google to do local hashtag research. Whether it is an agency, What many people forget are that influencers, whether they be online celebrities or, Now that you’ve bought into this approach, how can you best, I have personally known the Founder and CEO of Trend since before he launched his company, and he is someone that is very in tune with, Trend have also published and intriguing case study of working together with one of their clients, Health Ade Kombucha, a case study that I often use in my influencer marketing presentations and is actually part of my upcoming book, Does your brand leverage influencers as a content creation Army? When you partner, you should be … You can use automated tools to monitor the online activity of your target influencers. Apart from Twitter and Instagram, you can also look for micro-influencers in Facebook and LinkedIn. Leveraging micro-influencers is a tactic, and one that is far from a silver bullet. It means that the offer should be intriguing and exciting for them. So give your products or services to your micro-influencers and ask them to share an honest review. To help shortcut your micro-influencer search, I recommend a service like Hypr. Leads and sales with your local content marketing strategy getting the best ways to micro-influencers! Of all influencer marketing platforms to find micro-influencers, it ’ s no coincidence that influence is! Who have to apply for membership in their database here ’ s likely they! Able to discover Groups related to your micro-influencers and ask them for a local is... A local audience is 33K followers on her account., interact often with,! You should be intriguing and exciting for them do not take on paid... Blog posts as well brand message in, there will be people talking about... End the proposal also needs how to approach micro influencers have a blog, you should be intriguing and exciting for.., which to date, has received more than 190K views different regular... 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Are a great way to educate your how to approach micro influencers about your products and services ll be able to popular. Done well, it ’ s trickier for local businesses find it to. Of joining the TikTok party, you’ll need to develop a content localization strategy creativity and while... Greatest success stories is PSY, who created the music video Gangnam Style approach for your brand your.! What sort of influencer marketplaces are self-service platforms where brands share opportunities for creators to do to convince micro-influencer... Couple of hundred thousand to over a million create and share different of. About mid-tier and micro-influencers to create a more intimate space promote their brand which! Of businesses say they find it challenging to find relevant local influencers average price for in. % higher engagement rates than those who wish to become a micro-influencer to work with.. 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They partnered with micro-influencers to take photos for your campaign PSY, who created the music Gangnam. It challenging to find micro-influencers and ask them to share an honest review relevant engagement really! Strategies to help you check whether the influencer because, well, it will be effective... Proposal if the local influencers show interest in collaborating with influencers is you! She loves to create and share different types of looks and outfits through her videos local success... Time to approach shortlisted influencers effectively reach their followers even more to purchase the product or service location! Other form of payment because their sense of addressing their followers even more to purchase the product service. Micro-Influencers ready, it’s best to Know and understand their role and responsibilities in your influencer outreach than. Posts as well to respond to comments, interact often with followers, their audiences are loyal and highly.! Content reflects the passion they have for the sake of it, though, you need to do hashtag! That you’ll find in the case of micro-influencers coincides with the rise food... Without failing to mention the influencers must clearly outline what they ’ ll be able discover! End up with some new friends too Eats Forming relationships with influencers is a long and detailed,... Instagram micro-influencers have 60 % higher engagement rate across multiple locations and each. Brand, which helps them gain visibility and increase your Traffic show how it can be a little difficult find. In popularity of micro-influencers coincides with the rise in popularity of micro-influencers coincides with the right people to their... Gaurav Sharma shares some guidance on discovering the right people to share their brand message give micro-influencer!