Micro influencers are users of social media who have considerably smaller but more vibrant following when compared to macro influencers. They are people who specialize in a particular area and share social media content about their interests frequently.
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An Expertcity research estimated as many as 82% consumers are highly likely to follow the recommendations made by a micro influencer. In this article, we will show you some specific ways in which micro-influencers can be targeted.
Have a goal to start off
The first step is to understand the goal of the campaign and the sort of impact you expect from the micro-influencers on your campaign. It is very important to clearly understand the primary goal of the marketing campaign. This can help you figure out what you are looking for from your micro influencer.
There are several reasons for which campaigns can be run.
- Raising the awareness levels for your product or brand.
- Running a promotion for a new product.
- Increasing conversions.
- Introducing new product categories.
- Remedying negative publicity.
Searching for Micro Influencers
Once your goals have been laid out, you can start on a plan for locating micro-influencers for the campaign.
- Explore the potential of a dedicated influencer marketing tool to identify popular social media influencers to help you in this regard.
- Use hashtags to identify potential micro influencers, using a tool like HootSuite.
- Use Google Alerts to know about people who write regularly about products and topics relevant to you.
- 86% influencers have a blog; leverage blogger outreach tools such as Alltop and FollowerWonk to engage them.
Evaluate the Micro Influencer’s Relevance
The micro-influencers relevance is one of the key metrics you need to examine.
- Do they create content that is relevant to your area?
- Do they specialize in covering your industry?
- Is the audience made up of people who have an interest in the particular industry?
- Does their voice have a prominent, well-respected position in the industry?
Additionally, you should also examine the influencer’s relevance in a specific sub-category. Take for instance, one influencer may be an expert on automobiles in general. But for promoting electric cars, this influence may not be a direct shoo-in.
Engagement is the Key
One way to determine engagement rate is by calculating the average number of likes and comments in 5 of the posts. After doing so, make a calculation of the average number of likes and comments as a percentage of the total follower count. By calculating average engagement, you can spotlight the top influencers.
To motivate micro influencers:
- Reward them financially
- Share online traction with them
- Offer product giveaways
- Offer commission on sales
A great way to up the engagement quotient with micro influencers is to engage in dialog with them on Google Communities, online forums, LinkedIn, and blog post comments. This also helps create a lot of shareable content, which will even motivate the micro-influencer to just broadcast along with your brand name.
Using these guidelines, you should be able to have a better idea as to how to target micro influencers.