It is interesting how the marketing scene has evolved over the years. The content strategy has also been learning new ways of creating advertising. There was a time when celebrities would endorse ads and products and bring in a sale, but the consumer these days is no longer buying whatever is thrown at them. A celebrity who owns the most expensive car in the world is in no way convincing when advertising an economical car. Hence, the influencers with great followers do not necessarily yield big sales. The influencers have built a real bond with their followers, who bring in successful sales these days.
We are witnessing quickly changing consumer mannerisms, and we are now accelerated through a pandemic-induced force. The digital marketing scenario is ever-changing now, and we need to keep up with speed. The latest trend in the digital marketing scenarios is the emergence of the ‘Micro-Influencer’.
What is a micro-Influencer?
Every day people with 1,000 to 100,000 followers can be called micro-influencers. They have a specific area of their niche and are also known as the industry specialist of that category. They might have fewer followers but are regarded to have a strong bond with them. And this relationship between the influencer and the follower brings in a positive sale. Their niche can be anything, beauty to business, travel to organizing, consulting to tech, fitness to fashion, anything. They are essential in today’s marketing scenario – relatable, honest, and trustworthy.
Micro-Influencer marketing
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Set goals
Like any other task or Micro Influencer strategy, you need a goal. You should set the goals to determine how you want to reach your destination and measure your success. You need to be familiar with KPI when doing so, which is your key performance indicator. They can be things like engagement rate, the number of followers, and sales. You get the idea of what to set as your KPIs. Your goals should be to build an audience, build leads, build trust and customer loyalty, and things like that.
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Set a budget
It won’t cost you more than $500 per sponsored post. However, a variety of factors can make the cost a variable. For example, if you create the post yourself and just ask the micro-influencer to upload it, the cost will be less, but if you ask the micro-influencer to create the post and upload it, the cost will be double.
Apart from cash, you can offer your micro-influencer other benefits such as discounts, freebies, event passes, and things like that.
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Find the right micro-influencer
When searching for the right influencer, you should focus on three things, relevance, engagement rate, and authenticity. Relevance is one of the essential factors; suppose you are looking for an influencer to endorse your fitness product, but it would not be relevant if you hire someone with a business niche. So you need to focus on finding the influence with the niche of the product you are trying to sell. The next thing is the engagement rate. It is essential to determine if the influencer has an engaging community. You need to check the audience that engages in their post comments and the number. Finally comes authenticity, influencers with a higher number of followers will demand a higher payment, but many influencers have opted for dishonest ways to increase their number of followers. You need to check on the authenticity of the followers when hiring an influencer.
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Create engaging content
Most of the work has been done now, you have set goals and KPIs and hired influencers, and you need to create your content for these micro-influencers to post. You can either make the content yourself or then deliver it to the influencers to upload them, or you can ask them to create the content. Remember, these micro-influencers have their ways of creating content, and their followers might be engaging with them for this special quality. Trust them with the content and let them take on the lead. However, if this is not something that needs a variety of ways of endorsement, then you can create your content and ask the micro-influencers to post them.
Final words:
The world has seen celebrities endorse products for years now, and it is the ear of honesty and authenticity. People can relate to these micro-influencers and can believe in their efforts. This is a money-making process, but these micro-influencers are not ready to endorse just anything in their niche if they do not believe in them.
