How to work with Micro-Influencers?

With the internet at everyone’s fingertips, as well as the fame and money that comes with it, influencer marketing culture has spread. There are various kinds of influencers in today’s age of social media. That includes mega, macro, nano, and micro-influencers. This range of social media influencers enables online marketers to use influencer marketing more effectively to produce traffic, leads, and sales.


Micro-influencers, defined as individuals with 100,000 or lesser followers, have been shown to generate a higher ROI than their counterparts. Micro-influencers appear to set to become a permanent fixture of companies’ communications strategies in 2022 and beyond. The question now is how can marketers use data to better plan, execute, and, most crucially, measure the success of their micro-influencer campaigns.


Five micro-influencers that could boost your business

 

Why Micro-Influencers?


Working with influencers is about ensuring that companies get the optimal combination of reach and engagement in the long run. If marketers have reached out to the correct micro-influencers to promote their products, the followers of those influencers should be similar to your target demographic.


The following are some of the other benefits that can be seen when working with a micro-influencer:

 

High Engagement Rates


Micro-influencers are often well-known in their field and have extremely high levels of interaction with their audiences. By pursuing micro-influencers, brands can broaden their reach in niche areas.


As opposed to macro or celebrity influencers, micro-influencers can better interact with their audience. They also do so more regularly by answering questions/comments more quickly.

Higher engagement between the influencer and the audience means that a connection is formed quickly, and the influencer is likely to be more relatable than a celebrity.


Statistically speaking, a study discovered the following from its analysis:

1. Only 8% of Instagram users with fewer than 1,000 followers received likes.
2. Users with 1,000-10,000 followers received likes at a 4% rate.
3. A 2.4 % like rate was reached by users with 10,000-100,000 followers.
4. Only 1.7 % with 1-10 million followers received likes.

 

Authenticity


Since micro-influencers are genuine individuals, their Instagram content is as well. If a micro-influencer interacts with a promotional Instagram post, their followers may be more likely to click to learn more about the brand they’re posting about.

Instagram’s algorithm was recently updated. Posts from accounts that users follow and interact with now appear first in Instagram feeds, and authentic, quality content takes precedence over promoted content from large corporations. If the algorithm concludes that consumers are more interested in micro-influencer content than celebrity content, it may make it more visible.

 

Affordability


A micro-influencer is much more affordable because the pricing of endorsements is based on the number of followers and interaction. On the other hand, employing a celebrity influencer can cost you hundreds of thousands of dollars for a single post.

Thus, unless you have a massive brand, that may not be feasible or worthwhile. As a result, when it comes to micro-influencers, you can opt to cast a wider net and collaborate with a variety of people to market your business as broadly as possible.

 

Great conversion rates


Micro-influencers are real people who can build a genuine following and a trusted, loyal group. They do so by recommending new or unfamiliar brands’ product benefits when using them. They will almost never accept to work with a product in which they do not believe. As a result, trust formation happens between them and their audience. Thus, if you can secure an influencer that matches your target demographic, you will undoubtedly see an increase in sales. This is also related to the human inclination to set high significance on the opinions of others when making a purchasing decision.

 

Niche Demographics


Unlike most famous superstars, micro-influencers may often reach out to very particular, niche markets. Micro-influencers come in a variety of sizes and shapes. Each of them specialises in a particular field, has a distinct style, a distinct brand, and appeals to a specific type of audience. Consider your buyer personas, just as you would when writing content.


Finding someone who caters to your exact target demographic is the only way to be most successful with micro-influencer marketing. Otherwise, you’re wasting money on people who will never buy from you.

 

How to find the right micro-influencer?

5 Ways to Find Micro-Influencers to Promote your Business

 

Step 1: Know your target


Begin by conducting research to acquire a thorough understanding of your target audience’s research/buying habits and demographics. You want to make sure that the micro-influencer you choose has a relevant following that includes people of your target demographic. As a result, it’s critical that you obtain a thorough understanding of the influencer’s fan base.

Depending on your product/service and industry, you should consider factors such as age, location, gender, occupation/industry, and interests/hobbies.

 

Step 2: Delve into hashtags


Hashtags are an integral part of social media today for both content consumers as well as content creators. Extend your search for relevant hashtags that best represent your brand’s activities and products, or, more accurately, industry hashtags. Identify trending accounts and pages that have a high level of engagement and use phrases and hashtags related to your keywords. It would be more beneficial for brands to use expert keyword tools to generate amazing hashtags that are relevant to their sector.

 

Step 3: Oil the wheels of your endorsement deal


Once you’ve identified a potential influencer, make certain that their content is of good quality. You should make certain that the influencer you choose isn’t solely interested in pushing products.

The most appealing thing an influencer can do is build a narrative and story to accompany the product. They should stay loyal to themselves and use the platform to present their audience with content that they are truly interested in.

Finalise the details, from the type of desired material to the hashtags in their captions, all at once.

 

What lies ahead


Are you an admirer of micro-influencers? Working with multiple micro-influencers may appear to be a lot of work. However, keep in mind that the payout for authentic and engaging Instagram posts is well worth it. Do not forget to be creative when locking in the details of their association with you. Furthermore, if you can locate a micro-influencer to share a captivating Instagram post, you may be able to generate far higher engagement.


Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.

Which are the best marketing campaigns of all time?

A major turning point in the history of the world was the expansion of trade and to be specific overseas trade. Today, the modern world is a commercial place. Commerce knows no borders. Business is booming in the sense that a person in India is using a smartphone of an American company. While the phone might be manufactured in China.

How does an Indian know about this product? What makes people willing to spend a whole lot of money to buy products? How are companies today constantly able to expand their customer base?

Marketing campaigns that make a difference

Even if you lack interest in business and commerce, there are still great chances that you are familiar with the word ‘marketing’. However, it cannot be defined as a mere process essential for a company.

Marketing serves the basic purpose of allowing a customer with the required details about the products or the services. Additionally, it provides a fertile playing field for small businesses to compete against big names. While we all are familiar that it helps in increasing sales and hence expand a business, we need to remember it does more than that.

“Marketing today is not a function; it is a way of doing business. Marketing is not a new ad campaign or this month’s promotion… Its job is not to fool the customers, nor to falsify the company’s image. It is to integrate the customer into the design of the product and to design a systematic process for interaction that will create substance in the relationship.”

– Regis McKenna

The existing customers engage constantly with the company through its marketing tactics. It keeps a conversation going without any physical interaction. This forms a bond intrinsic to the modern idea of running a business. But marketing should also be valued for allowing growth. Marketing strategies can target potential customers and turn them to actual customers. This elevates marketing to an art, a creative process that has become essential in the modern sphere.

Some companies started marketing campaigns that understood the importance of advertising. It is these companies that initiated a conversation with customers who responded well to them. They can be a source of great motivation and knowledge. So, here are some of the most successful marketing campaigns of all time:

Nike’s Just Do It.

If you want to buy a pair of running shoes today, then which brand you will instantly choose to rely on? Most of you will pick a pair of Nike shoes.

Today the brand dominates the athletic apparel industry. However, it did not have the same status before. There was a point when the company only catered to marathon runners. On the other hand, Reebok was selling more sneakers than Nike. Yet Nike aimed to climb to the top spot and created the “Just Do It” campaign. The late 80s was a period of growing national fitness movement. Their campaign motivated people to push beyond their limits. Superstar athletes like Michael Jordan backed the campaign. As a result, the slogan became one of the most recognisable. The campaign was relatable in the sense that it recognised everyone’s dilemma of not feeling like working out. Nike provided their customers with the answer – ” Just Do It”.

Marketing Campaigns: What did they do different?

The impact of this marketing campaign was noteworthy. Nike’s sales were at $800 million in 1998. It surpassed $9.2 billion by 1998.

Coca-Cola’s Share a Coke

The race in the business world is constant. It’s not only small companies that are forced to think creatively and act differently. Big brands also face this need to constantly attract and engage customers. This is why Coca-Cola started the ‘Share a Coke’ marketing campaign.

The campaign which started in Australia in 2011 appealed to customers as it printed names on each bottle. Coca-Cola personalised each bottle with the most 150 most popular names in the country. The United States followed the example and printed first names across its bottles and cans. People could even order custom bottles on the company’s website.

Marketing Campaigns: What did they do different?

This functioned as a breaking story across the marketing industry. Moreover, the campaign gained immediate attention and attracted a large number of customers.

Volkswagen’s Think Small (1960)

Marketing and advertising professionals often call Volkswagen’s “Think Small” the gold standard. A legendary advertising group at Doyle Dane & Bernbach (DDB) created it in 1960. The company faced a major challenge. It answered a greater question about how to change people’s perceptions of an entire group of people.

Americans were always inclined to buy big American cars. Despite 15 years after the end of the second world war, they still never bought small German cars. This is why the company decided to play right into people’s expectations.

Marketing Campaigns: What did they do different?

You think I’m small? Yeah, I am. Volkswagen never tried to portray themselves as something they were not. The campaign taught that customers recognise, appreciate and value honesty.

Google’s Year in Search (2017)

Some companies create an advertisement that’s so true and powerful to forget.

Year in Search started in 2009 and serves as a written report of the most common Google searches over the past 12 months. Then Google adopted it for a three-minute video. This serves as a reminder of how much everyone is dependent on Google.

Google’s advertising campaign then reminds customers that they care. It unites everyone and promotes an uplifting message of how everyone’s usage of the company’s products reflects the best in all.

De Beers’ A Diamond is Forever (1999)

De Beers built the industry. It presented the idea that no marriage is complete without a diamond ring. Hence, they made diamond rings a necessary luxury. This teaches an important marketing lesson that advertising is beneficial even for luxurious products that portray them as a necessity.

These are marketing campaigns designed for different mediums. While earlier advertising was an expensive affair, today it’s not. The digital space has expanded at an unbelievable rate. Online medium provides an advantage to all its users. The ever-growing business world entered the digital sphere and so did marketers. But if you haven’t, then this is the time to switch to digital marketing!

At Shaktiki, we provide purpose-driven marketing solutions to help businesses thrive. Our approach assists brands in communicating their shared values of responsibility and sustainability to their customers, demonstrating trust in their business. We create impactful content that empowers our clients to effectively tell the story of their unique brand.

Get in touch with us today to know more about how we can help your brand excel.