The Power of Micro Influencer Marketing
Building customer trust is hard, but getting new customers to take the plunge and try your business for the first time is even tougher. While social media does give us lots of opportunities to shout from the rooftops about our brand, cutting through the clutter to find a loyal audience that is interested in what you have to say takes a lot of time, listening, and — money. That’s right, while Facebook, Instagram, and Twitter used to be powerful free tools, new algorithms mean that actually getting your message out to your core audience is going to cost you in ad spend.
So how can a small business owner build trust and raise awareness about their brand on a budget? The solution may just be micro influencer marketing. In a nutshell, influencer marketing is the partnership between a brand and a social media user who has amassed a following and likes to spread the word about products and services to people who enjoy hearing from them. They do this in an organic way, highlighting their personal experience with the product or what they like most about the service, and then give it the tick of approval, encouraging their followers to try it for themselves. While many influencers have audiences well into the millions, micro-influencers can have followings of anywhere from 1,000 to 100,000 people - and that smaller audience can actually work to the brand’s advantage.
When Journey builds influencer marketing programs for clients, we look for local influencers who have a following of 20,000 to 50,000 people and whose online profile, goals, and personality fit with the brand that we are working with. A recently executed campaign engaged 20 micro influencers with an average following of roughly 30,000 people. We invited them into our client’s business to experience their facility under a clear agreement that if they enjoyed it, they would tell their social media circles about it. The rave reviews by our selected influencers were seen by a collective audience of over 600,000 people in our client's local area, and we were able to grow our social media following by over 200%. The best part? We didn’t pay one single influencer to feature our client in their social media posts! Additionally, we now have a database of influential local people that we can rely on to help us promote our client organically and in a way cost effective way that makes their followers curious to try our client for themselves.
Do you think micro influencer marketing might be for you? Find out how we can help.