Ljubica is a Marketing Expert at Brybe Marketplace, the digital marketplace where buyers, influencers, and freelancers can connect and collaborate.
What’s the one thing we learned during this pandemic that forever changed the way we function?
The importance of communication and connection.
And when I say communication and connection, I don’t refer to the personal relationships with our closest friends and family. I’m talking about the professional relationships, business relationships, and above all, the connection brands, especially small businesses, have with their customers.
Long gone are the days of generalized content, unoriginal marketing strategies, and poorly constructed social media copy. Now, we know and value only those brands and marketing teams that are willing to go the extra mile to build long-lasting relationships with their current and new customers.
And in order to do that, brands need to have the right people on their side.
It’s much easier for everyday social media users to connect with micro-influencers – they’re down to earth, dedicated, professional, reliable, fun, and most importantly, loyal and niche-oriented. That’s why micro-influencers’ engagement rates during the pandemic grew by 130%!
If you’re still having your doubts on whether you should hire micro-influencers for your next campaign, stay with me. I’ll tell you how you can grow your small business with the help of micro-influencers.
Here’s what you need to focus on if you want to accomplish your business goals with a little help from micro-influencers:
1. Define Your Campaign Goals
If you don’t know where you’re going, every road will get you nowhere.
Henry Kissinger said it a long time ago, and it’s still true.
If you want to track the progress and the success of the influencer campaign you’re about to launch, you need to define the campaign goals. When it comes to influencer campaigns, these are the most common goals:
- Raise brand awareness.
- Grow website traffic.
- Increase social media followers.
- Grow the number of sales and leads.
- Define your brand’s reputation.
You should ask yourself – what do I want to achieve with this campaign? Do I want more followers or closed sales? That’s how you’ll get closer to clearly defining your campaign’s objectives.
Once you set your goals, you should find the influencers, and here’s where things can get quite interesting.
2. Take Your Time To Find The Right Influencer For Your Brand
The second thing you need to do is to discover and hire the right influencer. The influencer you choose can either make or break your campaign. That’s why it’s crucial to be patient at this stage and to take your time while looking for the ideal influencer.
Where do you begin?
You don’t want to spend hours scrolling through countless profiles of influencers on social media, not knowing which one to choose. As a business founder or marketer, your time is limited and you should use it effectively. That’s why it is more beneficial for you to use user-friendly tools or software to find the ideal influencer for your business. There are many of those on the market, I welcome you to try our marketplace brybe.com. It’s a digital marketplace where you can set different filters in order to find the right influencer.
The best part?
You can choose your industry, and the platform will show only the influencers who are working within your niche. This is the best feature for small business owners because you wouldn’t want to work with generic influencers. You must choose influencers who can identify with your brand and support your brand’s vision and mission. If necessary, do a background check of the influencers you pick, just to make sure that they’re the right for your business.
What else do you need to do for a successful influencer marketing campaign?
3. User-Generated Content – A Proven Influencer Marketing Tactic
Have you ever wondered why small business owners have such a stable relationship with micro-influencers?
It’s all about mutual respect, which is due to the existence of UGS – user-generated content. It’s the type of content created by the users reshared by the brands. The benefits of implementing UGC into your marketing strategy are huge, but right now, I’m going to focus on these three only – 93% of consumers acknowledge the power of user-generated content before making a purchasing decision. Also, UGC is 20% more influential and increases website conversions by 29%!
Why is this important for you as a small business owner to know?
If 93% of consumers are more open to receiving product recommendations from people they know than brands, that shouldn’t discourage you. In fact, that’s where all the power of user-generated content lies – your business can benefit from it!
Businesses that share content created by micro-influencers increase their credibility and authority, but also recognize the effort behind creating original content that shouldn’t go unnoticed. By sharing user-generated content each brand reduces the gap between the consumers and the brands, making their products or services more humanized and affordable.
You don’t know where to begin building a UGC strategy? Take a look at these successful campaigns, and once you see that big brands like Airbnb, Starbucks, and Spotify use UGC, you’ll feel inspired enough to build a UGC influencer campaign for your brand too.
What else can you do to scale your business?
4. Storytelling Still Works
There’s no better way of building connections with customers than storytelling.
Storytelling is still one of the most profound ways to build lasting relationships with potential customers. And, with the rise of social media users who consume video content, more marketers and influencers have a chance to work on their storytelling skills.
How can your brand increase its social media presence with storytelling?
Simple – hire micro-influencers who are involved within your niche and who are skillful enough to create engaging content that will captivate users’ attention.
Do you remember Gillette’s campaign “We Believe” that was launched at the beginning of 2019? It caused quite the media revolution because the campaign was nothing but average, but it proved its point – storytelling works. When brands are trying to acknowledge their influence on a community by trying to make a change, that’s when real connections happen.
While this campaign didn’t include micro-influencers per se, it shows the power of storytelling.
But you as a small business owner can learn a lot from it.
Ask yourself this – what’s your brand’s story? Which customer’s problems are you trying to solve? Who’s your target audience? How do your products or services improve their lives?
The only focus of your storytelling campaign should be to provide value, and not close sales. Find the profound reason why someone would choose your brand over someone else and address that through the influencer.
5. Sponsored Post – The Most Common Influencer Marketing Practise
Last, but not least – sponsored content.
Sponsored content it’s the most used way for any brand to connect with future customers through micro-influencers. It’s the type of influencer campaign where micro-influencers post sponsored content on their social media profiles and leave it there, for as long as it’s set up in the agreement.
There are a lot of benefits for using sponsored content – bigger engagement, simpler way to measure the campaign’s effectiveness, increased number of followers, etc. Plus, sponsored content is an awesome way for the users to find out more about your product or service.
Usually, micro-influencer post an entire review video or reel, where they show the benefits of using your product. You can launch a sponsored ad campaign by reaching your chosen micro-influencers, offering them your products for free in exchange for an honest review.
And that’s it!
It’s not easy to be a small business owner nowadays. The competition is fierce and rigid, but if you have the right micro-influencers on your side, you’ll accomplish your business goals. It will take some time to discover and set a proper influencer marketing campaign, but if you follow this guide, it will be a much easier process.
Remember, focus on your goals and look for niche-oriented influencers only, and you’ll scale your small business in no time!
One of our experts will get back in touch with you soon.