Using Influencer Marketing to Help Your Small Business

Being the fastest-growing online marketing channel, influencer marketing has been an enormously helpful tool for countless businesses. While the first thing that comes to mind when someone says “influencer” is a celebrity promoting your product or service, that practice is only the tip of the iceberg.

How Influencer Marketing Help Businesses?

How Influencer Marketing Help Businesses?

In fact, the majority of customers trust the word-of-mouth recommendation from someone who is actually not that much of a celebrity at all.

Influencer targeting

In order to choose the right influencer, you need to monitor your audience closely. Assuming you already know who your customer persona is, the next best thing is identifying who your customer persona likes, reads, re-tweets, or follows. A perfect influencer is someone who:

  • Fits the context of your business. Not every influencer is the right one for you. Depending on your niche, you need to pick the one whose online presence is already characterized by what you want to pitch.
  • Has a reasonable number of online followers. An influencer’s reach is equally important because the more people see your content, the more likely they are to interact with your brand.
  • Knows what they’re doing. Actionability of your chosen influencer is measured by their ability to earn and maintain their audience’s trust. If they possess authority and respect, then they have a great power to convince the audience to trust their choices.

Finding the right influencer

Having established what characteristics a good influencer should possess, the quest may begin.

It may sound absurd, but micro-influencers are a better option than macro-influencers. The latter being those whose followers exceed the number of 10,000. (How Influencer Marketing Help Businesses?)

Surprisingly enough, statistics have shown that audience engagement is at its highest with influencers with around 1,000 followers. This trend is inversely proportional, since the number of likes, shares, and comments seems to dwindle with the increase of followers. This makes micro-influencers ideal for small businesses and you can easily measure the campaign engagement.

So, who are those people?

Ideally, that should be someone who already knows about you and values your work. Some of these people already earn money online by doing exactly that. This will save you the effort of convincing them to put in a good word for you.

If that is not the case, start by monitoring the taste of your own followers or your customer base. Once you identify those potential influencers, you need to make a step toward getting them to advertise you.

But, how do you approach them?

  • Go slowly. Ideally, you should build a relationship with your potential influencer before coming forth with a proposition. This is done through enthusiastic interaction with their account, whether it is by commenting, liking, or sharing their content.
  • Influencers who are very keen on keeping the communication active on their own account are more likely to notice your presence and engage in a conversation. It is easier to approach them than those who are reluctant to interact with the content or are altogether inactive on their account.
  • Authenticity is something they strive for. Therefore, your approach should be authentic, too. Offer them something they will truly like and will be able to advocate for.

Writing a good outreach email

Email might be just the right tool for establishing an authentic communication. It is personal and direct. Your first outreach email should possess several qualities:

  • Timeliness. Try not to pitch something they are fed up with. Find a perfect moment to propose a perfect match for them.
  • Creativity. Don’t send run-off-the-mill emails or those taking ages to read.
  • Integrity. Prove that you are worthy of being exposed to their audience.
  • Purpose. Send a straight-forward message with your idea which will benefit you both.

Connecting through marketplaces and platforms

There is a difference between a marketplace and a marketing platform. While platforms allow you to perform a search on your own terms, a marketplace is more of an industry-specialized agency which serves as an intermediary between you and influencers. (How Influencer Marketing Help Businesses?)

Speed and efficiency make marketplaces rather handy. On the other hand, marketing platforms allow you to post campaigns and come up with the best solutions for interesting content. They are ideal for those businesses that have no clear idea of how to target the right influencers.

Influencer outreach platforms uncover information which helps target the influencers according to their location, engagement, reach, and site metrics.

Depending on your chosen strategy, free time, and goals, either one is possibly perfect to assist you in finding a good influencer fit.

The bottom line is that influencers work wonders for small businesses. They are valuable ambassadors of your brand and their number is evolving rapidly. It is high time you found the ones who fit your vision best.

How Influencer Marketing Help Businesses?

Emma Miller

Emma Miller is a Sydney based writer with a degree in marketing. Interested in digital marketing, social media, start-ups and latest trends. She's a contributor at Bizzmark blog.