When it comes to investments, you don’t necessarily need to engage someone with more than a million followers. As a brand or business, you can invest your budget in micro-influencers. If you aren’t familiar with the term, let us explore what micro-influencing is about and how it can benefit your business.
The concept of micro-influencers is that of a recent one. It was not long since this idea started trending among the digital marketers of the world. As a result of micro-influencing, the entire concept of digital marketing has evolved. It is no longer limited to finding people with millions of followers to associate your product or brand with.
If you want to be influential as a brand, micro-influencers can provide the boost you need. Let us discover how micro-influencing has become a powerful influencer marketing strategy in 2020.
Who are Micro-Influencers?
While established influencers in the digital market maintain a substantial following, micro-influencers can come from all walks of life.
How have Brands Transitioned from Social Media Marketing to Influencer Marketing?
During the last five years, the popularity of micro-influencers has increased. According to a recent survey, more than 1.5 million people worldwide search the term “influencer marketing.” In the past, such numbers could only be seen for terms such as “social media marketing.” As time moved on, “influencer marketing” has overtaken such searches.
According to Barney Farmer at Nielsen Media U.K. influencer marketing is a burgeoning ad channel, with brands set to spend up to $15 billion by 2022. It indicates that influencer marketing is the most credible form of advertising. More than 80% of the respondents involved in the study concluded that the recommendations and opinions coming from friends & family is the most reliable form of information. The study further indicated two-third of the respondents claimed online opinions were trustworthy.
These factors gave rise to influencer marketing in the online world.
Benefits of including Micro-Influencers in Your Digital Marketing Strategy
- It Helps You Develop a Groundswell Approach Towards Marketing
Influencer marketing allows you to take a Groundswell approach when it comes to reaching out to a larger audience. A Groundswell approach is when marketers have to work on a tight budget. When using such an approach, investing in a micro-influencer can allow you to enjoy massive savings on cost. Your overall investment is considerably reduced and you get the best results. With influencer marketing, you make a single investment and your product gets a stronger brand exposure with promising results.
- They Are Professional Content Creators
Does your digital marketing strategy require you to brainstorm a lot when it comes to generating content? Thankfully, you don’t have to go through the hassle of creating highly engaging content for your clients & customers when you connect with the right influencers. Because micro-influencers are experts when it comes to content marketing, they have a loyal following of 10,000 to 20,000 because of their highly engaging content. So when you invest in a particular micro-influencer, they will handle all of your content development tasks. Not only are they capable of creating impactful content, they will also be simultaneously promoting your brand. It doesn’t matter what content type you pick to promote. As long as you’re asking an influencer to do it for you, you can rest easy.
You don’t have to invest any budget in creating or promoting any type of website content because an influencer will do it on your behalf. They are proficient in graphic design, copywriting, hashtagging, and a whole lot more. All you have to do is tell them about your product and let them create quality content for you.
- They Drive Immensely Loyal Customers to Your Brand
Every micro-influencer has a consistent number of followers. These are people who follow influencers because they find their influencer’s content valuable and engaging. So when a micro-influencer posts something online, their words are like powerful statements to their followers. When it comes to followers, they have faith in their influencers. Therefore, when such a micro-influencer markets a specific brand or product, it draws significant attraction. Unlike macro-influencers who are followed by millions, micro-influencers have the power to generate higher engagement because their followers possess genuine interest. Micro-influencers also understand how to utilize the right digital strategy to reach out to their target customers. Their efforts ensure that they are aligned with the right audience type and compliment people whose passion & interests match your product or services. However, it is critical that you research the influencer before engaging them to add value to your business.
How to Find Micro-Influencers in the Digital World?
Micro-influencers are abundantly present all over the Internet. However, finding the one who can sell your brand is not an easy task. If you want to find the right micro-influencer who is motivated to promote your product or service, start by searching for micro-influencers among your followers on Instagram or LinkedIn. Once you have discovered the right people, you can easily reach out to them. Micro-influencers don’t have a followership in abundance, but the followers they do have are a tight-knit circle of trustworthy fans. So when they promote your brand, it gets a very high engagement and gives you a chance to create better relationships.
Another interesting method on how to connect with the micro-influencers would be to invest your budget into databases. These databases can offer you contact information on different influencers who belong to different categories. Tools like Buzzsumo and BrandBrief can be a great place to start. Here you can find plenty of micro-influencers who belong to your specific area of focus. You can filter them out based on age, location & category. By quickly sieving through influencers, you can identify who is most likely to respond to your request. Promising tools like this make the search for influencers an efficient and seamless process. .
Muneeb Qadar Siddiqui is an expert SEO Specialist in digital marketing working with a software development company in Dallas. In his 8 years of experience, he has mastered search engine optimization, social media marketing and influencer marketing quite nicely.