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Influencer Marketing for Small Businesses

You know that today’s market demands every advantage you can get for your organization to succeed.

So what can you do to gain an edge?

Dive into the world of influencer marketing.

But what is influencer marketing, and how can it actually help your business?

Think about it: if you post without a plan, you’ll have a hard time explaining to an influencer what you want to accomplish, let alone analyzing your campaign’s success afterward.

That’s why it’s a good idea to understand the purpose of your campaign. What are your marketing goals? If your purpose is to increase followers, the strategy will look different than if you want to boost engagement or generate leads.

Physical goals, like higher sales or increased traffic to your business, should be included in your campaign plan. Remember, the whole point of influencer marketing is to help you make more money.

Once you have clear campaign goals, it’s time to connect with influencers.

You don’t have to own a giant corporation to benefit from using influencers in a marketing campaign. In fact, influencer marketing can be a huge boost to your small business campaign!

By working with influencers, you also gain access to new audiences at a fraction of the price of traditional marketing banners.

So you’ve got your campaign goals set. Now what?

Search your own social media pages:

Search hashtags related to your business:

Peek at the competition:

By now, you’ve combed through your account, searched hashtags, and even took a peek at the audiences of the competition to find influencers. Are you ready to reach out? Not quite yet.

Make sure that the influencer’s audience is similar to yours. What is their geographic location? What is their age? Do they speak the same language as your market demographic? The goal here is to discover where your audiences overlap with each other.

Next, confirm that your potential influencers are legit. This is one of the few instances where the phrase ‘fake it till you make it’ is counterintuitive. Currently, followers can be bought to artificially inflate audience numbers. Thankfully, there are a few ways to detect “fake” followers:

Demographics. Look at where an influencer’s followers are located. Overall, are they in the same place as the influencer?

Engagement. In addition to the size of an influencer’s audience, you need to pay close attention to engagement rates.

Content. The last thing you want to double-check is the content style and quality of the influencers on your list.

As influencer marketing grows in popularity and scale, it can be difficult for small businesses to navigate these waters alone. That’s why so many companies are turning to influencer marketing platforms for small businesses

These platforms are designed to take the legwork out of the influencer review process.

Don’t want to deal with the hassle at all? I don’t blame you. Thankfully, there are full service influencer marketing agencies for small businesses as well!

An influencer marketing agency for small business works at all levels of the influencer collaboration process, including:

Now that you or your agency has found influencers to work with, it’s time to reach out.

A good rule of thumb is to check their account or webpage for an email contact. Make sure you introduce yourself personally so that they feel like they know who they’re talking to. This should make them more comfortable and willing to ask questions about your project.

Most professional influencers have a media kit of some kind. Asking for one is a great way to see if you are working with a serious influencer.

Once you’ve made introductions, talk about your campaign. Explain the direction of the campaign and be as transparent as possible about the timeline for the project, important dates, and rates.

Never reach out via a comment on a post. It’s unprofessional, so instead, stick to email or direct messages.

Another thing to do is never copy and paste the exact same message to every influencer. Again, it comes off as spammy and unprofessional. A better way to approach outreach is to add a few personal touches to your introductory message for each influencer.

Want to go that extra mile? Add some details about their page or their work. To get influencers to work with you, emphasize how they personally would be a great asset to your campaign. Trust me, it goes a long way.

The last thing to avoid is unrelated influencers. What good does talking to a cooking influencer do if you are running a campaign about 3D printing?

When it comes to the world of influencer marketing for small business, unrelated influencers are a waste of time! Confirm that potential collaborators fit your brand.

By now you’ve set up your campaign, found an influencer and are ready to start collaborating. Here are a few tips to help your campaign flourish.

Once your campaign is complete, share the results with your influencers. This not only strengthens professional co-working relationships but can also get influencers to work with you in the future. In addition, you might also get insightful feedback from your influencer team. Used wisely, this can consistently improve future campaigns!

Influencers can be broken into groups by follower size. Nano-influencers have 1k-10k followers. Micro-influencers have a 10k-100k audience size, while macro-influencers are followed by 100k-1M people. The largest type is a mega-influencer, which is a person with over 1 million followers.

That’s not a problem at all! Gifting products through ambassadorships or referral programs is pretty common among smaller brands. Brandbassador is a prime example of an influencer marketing platform for small business that helps manage ambassadors for your brand.

Working with an influencer can boost your campaigns, increase brand awareness, give you access to new audiences and expand your base. 

When it comes to using influencers for your brand, do your research! Make sure you are working with an influencer who has a real following, aligns with your brand, and has the skills needed to reach your campaign goals.

Which influencers in your audience fit your brand?

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Written by robert

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