You know the big-time influencers in your niche. They may have 100,000 social followers, and maybe even a million or more.
You know their name. Your co-workers know their name. Everyone knows their name.
You can’t doubt their status.
When you use the word “influencers,” that’s what most people think of.
Why Do Companies Care about Influencers So Much?
Today, they hold the key to lots of sales. And those sales come fast. They have a high level of trust with their audience, and when they tell them to buy something, their audience doesn’t hesitate.
But big-time influencers can be difficult to reach. Everyone wants to have a business relationship with them. And since they have such a high level of trust with their audience, they’re highly selective about what they recommend to them.
So, it can be nearly impossible to get through to big-time influencers on a consistent basis.
Instagram, in 2016, generated $570 million in sales through influencer marketing, for example.
So, Why Go After Micro-Influencers?
Because, they’re much easier to access, while still having a large enough audience (25,000 or less) in a focused niche that can drive serious sales.
Here’s how you might do that:
As you look at social media accounts, you’ll come across people who love to hike. If you sell products for outdoor enthusiasts who like hiking, you’ve found a natural connection.
Make sure they get a good amount of comments, likes, and shares when they post. That way, you know they have an engaged audience.
Say you run a company that conducts tours. Pretty boring on the surface, right?
Yep. But not when you involve influencers.
For example, you might ask them to post pictures of the amazing sights they see on one of your tours. You could offer them a free tour in exchange for their honest feedback, for example.
User-generated content works so well because it comes across as more authentic. Compare that to a $100,000 photo shoot depicting a celebrity doing the same thing.
Which would you trust more?
These are logistically easy. Simply reach out to the influencer, ask them to create a detailed content piece about your product, but only after they experience your product firsthand.
It’s important you don’t show you’re trying to influence their opinion. You want their honest feedback…and not positive feedback just because they get their product for free.
Even if that feedback ends up not being positive, at least you learn how to improve your product to fit your market’s needs.
As you can see, building relationships with micro-influencers doesn’t need to be difficult. Just make sure you take time to qualify each one first.
Do they seem to be the perfect fit for your product?
Do they have an engaged audience?
If so, reach out. It could be just the spark your business needs to catch fire.