Partnering with influencers is daunting — especially because the ones we see most have millions of followers and charge thousands per post. So how can small businesses take advantage of the exposure and audience influencers carry? Here are a few tips.
Micro-influencers have smaller followings than your typical influencers, with 1,000 to 100,000 followers, yet, partnerships with them are actually more effective. Studies have found that with growing numbers of followers comes lower engagement — and lower sales conversion. Micro-influencers, on the other hand, have tight-knit communities of followers who see and follow their content, and usually, the micro-influencers focus on niche content. This makes it easy to reach customers that have relevant interests and fit the target profile. Consumers place a lot of trust in these influencers, too: 82% of consumers say they’d be highly likely to buy products recommended by a favorite micro-influencer.
Where to Start
Here are a few sources to help you find the influencer that is right for your business:
- Your Own Followers: Take a scroll through your own followers. Look at the influencers they are following. You might even have a micro-influencer following you already!
- Hashtags: Search through relevant hashtags. The more specific, the better — it’ll erase the noise and point you to accounts that align with your industry and brand. Having trouble finding the right hashtags? Keyword Tools helps you find hashtags relevant to your industry (for free!).
- Geotags: Eat Local, Shop Local … Influence Local! Scrolling through posts with location tags in your area will help you find influencers next door.
What to Consider
Now that you’ve found some options, you’ll want to sort through these accounts to find the best one(s).
- Brand Fit: The influencer you partner with represents your business. They should post content and represent themselves in a way that feels appropriate for your brand.
- Accountability: If they are already partnering with other companies, what does their accountability to that brand look like? Do they upload posts and stories frequently? Do they give positive feedback or just tag the brand? You can assume the influencer will do the same with your brand, and you want someone who will take the partnership with your brand seriously.
- Engagement: Followers mean nothing if they don’t see or care about influencers’ content. Are the users frequently commenting on the influencer’s posts? Are they being tagged by other accounts? On the flip side, you want an influencer who is engaging with their followers — are they replying to comments and reposting stories?
— Tips from your friends at SB Media, StyleBlueprint and SB Digital
At SB Media, we value authenticity. Through our widely read digital lifestyle publication, StyleBlueprint, and our in-house media services agency, SB Digital, we have established genuine relationships with our clients and our readers. We aren’t just knowledgeable about the communities we serve; we are part of them.
What does this mean for you? We know how to connect your brand with your customers through more personalized experiences that increase the effectiveness of your digital campaigns.