Influencers are people who regularly put out engaging content to a wide audience. As this is the aim of social media marketing, teaming up with influencers makes sense. Not only can they create content which will appeal to an audience, they are also trusted by the audience that they speak to. If your brand matches with their voice, then you can convert their loyal audience into your loyal audience.
If you are a small business, you may not even have considered using influencers – but you should. As influencer marketing is relatively new, people may think that you have to spend a huge amount of money on a big name. You don’t. Micro-influencers are people who have a following between 1,000 and 10,000 – and they are liked 5 times more often and commented on 13 times more than influencers who have a million or more followers.
Micro influencers are 6.7 times more efficient in terms of engagement than the larger influencers, but their small size means that they can easily be utilized by small businesses. So, now that you know small businesses can use influencers well, how should you use them?
The first thing you need to know before engaging the services of an influencer is to know your own brand, and to know theirs. A firm understanding and some research is important at this level. You need to find an influencer (or influencers) whose outlook is similar to yours. If your brand’s match, then they will be genuinely happy about sponsoring your product – and their followers will pick up on that genuine enthusiasm and share it.
Influencers appear on many different social media platforms. We may automatically think of YouTube and Instagram, but people also have loyal followers on LinkedIN, Twitter and messaging apps like Snapchat. In fact, influencers can advertise on platforms it has traditionally been difficult to promote things on. Think about where your audience is active and interested, and choose an influencer accordingly.
For a small business, creating good quality content is one of the most difficult things to do. When you approach an influencer – you can give them a script, or you can give them guidelines and let them sell it in their own way. If you have chosen them carefully, the content they produce themselves is much more likely to be genuine, longer and will appeal to their audience more. They may even surprise you and create content that you will be able to use in other marketing. Lay out firm guidelines, but give them room to be creative.
There are various ways to find influencers. For a small business, the best way might be to reach out to them directly. They may be part of a collective, or have representation – but if you are targeting micro-influencers, they may not have even realised that they could monetise their following. This means you may be able to get their endorsement by supplying free goods or at a reduced fee. Supporting them at an early stage may also help them remain loyal to you – as will their fans.
If you don’t want to approach them directly (or to get an idea about the industry rates) then you can use a vendor like Tribe or gnac app to see what they would cost. If you don’t want to trawl through social media, you can also use sites like Buzzsumo or A News Tip to find influencers who will match certain criteria.
Uninspired by the never ending talk of ‘vanity metrics’ in the world of digital marketing, Magnate was founded – the ‘Social-First’ marketing agency.
On the very rare occasion he isn’t watching Step Brothers in his spare time – you’ll find Zachary in the thick of social platforms, learning what makes us tick.
This is driven by a fascination (perhaps a slight obsession…) with market trends and consumer behaviours