What Are Micro Influencers?
What are Micro Influencers? A new term coined by Business Intelligence Online, “micro influencers” is the future of influencer marketing. In an increasingly digital world, it is becoming increasingly difficult for businesses to ignore the needs of consumers, but often find themselves lacking in the ability to successfully communicate with them. This is because traditional channels like traditional advertising and customer relationship management fail to grasp the unique needs of a target audience, while a digital channel which focuses on the behaviors and interests of a group of individuals can create highly targeted communication.
For the purposes of this article, we will define what are micro influencers, and how they can benefit your enterprise. For the purposes of this definition, we will assume that you are not involved in the fad-driven entertainment industry, but that you have an Internet marketing strategy. Because the Internet can encompass many different verticals (and because of the dynamics of online marketing), there are three distinct channels through which you can engage with the micro-influencers:
The first way you can get in touch with the consumer face of your business is by creating content, or a campaign, which ties into your Internet marketing strategy. The content may be an inbound call to action, where you call up your target audience, or an email offering. It may even be a short video explaining why your product is better than that of your competition, or highlighting features of your service which will appeal to your buyers. The idea is to tap into the psyche of your target audience, and use subtle behavioral science techniques to pinpoint what will trigger a response from these people. After you identify what will trigger a response, you can plan the appropriate course of action.
The second way to engage with micro influencers is to start following their tweets. Most of the time, these users will also have Twitter handles or businesses that they follow on Twitter. Once you’ve identified these users and you’ve begun following them on Twitter, start sharing positive content about what you’re doing. As your followers start getting to know your brand and what you’re promoting, many of them will follow you as well. Your followers on both social networks are a great place to advertise for free.
Finally, one of the best and most effective ways to target your audience with the help of micro influencers is to use the case study concept. Micro influencers are experts in a specific niche, and you want to make sure that you’re aligning your company’s interests with theirs. Let them have a role in helping you define your target audience, then use their expertise to drive sales.
For example, let’s say you have a dog grooming service in Texas. You want to extend your services beyond Texas, so you create a blog and landing pages on Facebook and Twitter. You can also use micro influencers to build your brand. You can create a blog and link it to your Facebook page or create individual landing pages for each of your cities. By creating micro influencers, you can attract a targeted audience to your websites and online marketing efforts.
In order to get the most out of your micro influencers, remember to stay topical. Most of them won’t necessarily be on Twitter or Facebook right away, so be sure to keep them informed through regular posts. If you notice that one of your followers has become interested in your business, start following them and share content with them on a regular basis. This doesn’t have to be all your business is spreading, but if you notice that it’s spreading too quickly, make sure that you’re keeping in touch with your follower through the form. In addition to keeping them in the loop about your offerings, you’ll find that you’ll be able to work more closely as a team with this person because of the increased connection to your business.
As you can see, there are a few different things that you can do in order to gain the most from these new social networks. If you’re going to take advantage of them, know what you’re getting yourself into. There are ad blockers that work extremely well on some social networks, but not others. Be sure that you have a good understanding of what you’re getting yourself into before you go ahead and use ad blockers, because this is a very important step!