The use of content produced by social media influencers to promote a product or service is becoming more and more commonplace in the world of business marketing.
As audiences turn to micro-influencers for more personable, approachable and trustworthy sources of information, small businesses can begin to reap the many benefits.
Wait, what is a micro-influencer?
The metrics are a little murky but the general rule of thumb is that a micro-influencer is anybody with a following of around 1,000 – 100,000 followers/fans/subscribers/readers etc.
A micro-influencer does pretty much the same thing as the big dogs, just on a much smaller scale than the Kylie Jenners and Kim Kardashians of the cyber world.
That’s why they’re so perfectly aligned with SMEs and start-ups – both small but successful fish in a very large pond.
A micro-influencer could be your child, a colleague who sits opposite you at work, the person who delivers your post or even your pet chinchilla.
As long as it’s a profile or digital identity with a small but loyal and engaged audience, they can stand under the umbrella of micro-influencing.
How micro-influencers can boost your small business:
It’s all in the name – these people have the power to influence large groups of people in a way that you would struggle to as a business owner or faceless brand.
In fact, 82% of consumers agree that they would be highly likely to follow up on a recommendation made by a micro-influencer*.
The benefits for you, the business owner?
Expand your reach and brand exposure
These people are engaging and connecting with thousands of internet-users on a daily basis.
Implementing micro-influencers as part of your small business marketing strategy will enable you to tap into this audience and spread your brand like wildfire.
Way more budget-friendly
Infamous macro-influencer, ‘Zoella’ is reportedly able to charge up to £50,000 for one Instagram post which will reach her growing audience of over 10 million followers. Yes, you read that correctly.
So, for small-scale businesses with equally modest marketing budgets, micro-influencers are a far more cost-effective option.
Quality user-generated content
The more content around your product, brand or service being created via micro-influencer marketing, the less content you have to create and invest in yourself.
By their very nature and chosen career path or hobby, micro-influencers are often extremely talented writers, photographers, video creators and graphic designers.
Collaborating with them will enable you to absorb these skills as a temporary extension of your own digital arsenal.
As well as social media posts and images, there is also the option to negotiate a link back to your website in a blog post or article on a micro-influencer’s own site.
Link-building is a tried-and-tested champion of small business SEO so this is a great way to boost your backlink profile and prove your worth to the Google Gods.
Top tip: Look out for high domain authority and low spam scores!
Drive more sales and web traffic
Micro-influencer marketing eliminates the hard sell approach, while still pushing a product or service under the noses of your target demographic.
People feel like they’re getting a recommendation from a friend rather than a blanket marketing ploy so are therefore more likely to visit your website and/or make a sale.
*Statistics via an ExpertVoice study
If you’d like more information about any of the bits and bobs mentioned above, or if you’d like to share your own thoughts with us, get in touch or join the conversation on Twitter or Facebook.