In a world where traditional advertising doesn’t have as much impact as it used to, many companies are turning to influencers to promote their products or services. However, working with macro-influencers can be costly and ineffective. That’s where micro-influencers come in. With a smaller number of followers but a more engaged audience, micro-influencers can be a wise choice for brands looking to increase their online visibility. In this article, we’ll explain how to find micro-influencers for your online marketing strategy.
Understanding what a micro-influencer is
Micro-influencers are people who have a relatively small but highly engaged community of followers on social networks or on their blog. Unlike macro-influencers, who have hundreds of thousands or even millions of followers, micro-influencers generally have between 1,000 and 100,000 followers.
What distinguishes micro-influencers from macro-influencers is their ability to establish a more authentic and personal connection with their audience. Their followers tend to trust them more, and view their recommendations as more credible and relevant.
By working with micro-influencers, brands can benefit from this privileged relationship they have with their audience, reaching more targeted consumers who are more likely to be interested in their products or services. What’s more, working with micro-influencers can be less costly than working with macro-influencers, while generating significant results for your business.
Identify micro-influencers relevant to your brand
To identify micro-influencers relevant to your brand, here are some key steps to follow:
Defining your marketing objectives
Before looking for micro-influencers, it’s important to determine the objectives of your marketing strategy. What do you want to achieve? Increase your visibility? Generate sales? Acquire new customers? Based on your objectives, you’ll be able to better target the micro-influencers most relevant to your brand.
Analyzing your target audience
Identify your target audience and the social media channels they’re using most often. This will help you find micro-influencers who have a community of followers that overlap with your target audience.
Use micro-influencer search tools
There are several online tools that allow you to search for micro-influencers. You can use tools like HypeAuditor, Klear, or Buzzsumo to find micro-influencers relevant to your brand.
Analyzing hashtags
Use hashtags relevant to your brand or product to identify micro-influencers who have an engaged audience in your industry.
Watch your competitors’ social networks
Check out your competitors’ profiles to see which micro-influencers they’ve used to promote their brand or products. This can help you find micro-influencers that are a good fit for your own brand.
Evaluate the relevance of identified micro-influencers
Once you’ve identified potential micro-influencers for your brand, it’s important to assess their relevance before you start working with them. Here are some key things to consider when evaluating the micro-influencers you’ve identified:
Check their audience’s engagement
Micro-influencers may have a relatively small number of followers, but they tend to have a highly engaged audience. To gauge their engagement, look at the comments on their publications and their interaction rate (likes, shares, etc.). Avoid micro-influencers who have a large number of followers but little engagement, as this may be a sign that they’ve bought followers.
Check their alignment with your brand values
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Make sure the micro-influencers you select share the same values as your company. They must be able to promote your brand or product in a way that is authentic and consistent with your brand identity.
Check their history of collaborations with other brands
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Analyze the previous collaborations of the micro-influencers you’ve identified to see if’they’ve already worked with brands that are competitors or incompatible with yours. This can damage your credibility with your target audience.
By evaluating these elements, you will be able to select micro-influencers who are the best fit for your brand and who can help you achieve your online marketing goals.
Establishing a relationship with selected micro-influencers
Once you’ve identified the micro-influencers that are the best fit for your brand, it’s time to establish a relationship with them. Here are some key steps to follow to establish a solid relationship with your selected micro-influencers:
Following micro-influencers on social networks
Follow selected micro-influencers on the social networks where they are most active. Engage with their posts and share their content to start building a relationship with them.
Send a personalized message
Send a personalized message to micro-influencers explaining why you’ve chosen them and what you expect from the collaboration. Be clear and concise, and show them that you’re interested in a mutually beneficial collaboration.
Giving an edge
Give micro-influencers a perk, such as free products, promo codes or samples, to encourage them to promote your brand. Make sure the benefit offered is relevant to your brand and to the micro-influencer in question.
Establishing a relationship of trust
Trust is the key to a successful relationship with a micro-influencer. Respect their work and make sure they’re paid fairly for their collaboration with your brand. Communicate regularly with them to give updates and answer questions.
Measuring results
Once the collaboration is over, measure the results to assess the collaboration’s impact on your brand. This will help you determine whether you want to collaborate with this micro-influencer again, or seek out others.
Conclusion
Micro-influencers can be valuable partners for brands looking to promote their products or services on social networks. By following the key steps outlined in this article, you can identify micro-influencers relevant to your brand. You can also assess their relevance, establish a relationship of trust with them and measure the results of the collaboration. So don’t hesitate to use these tips to start working with micro-influencers. Boost your presence on social networks!
