People increasingly trust referrals from people they know more than traditional advertising and official brand messages. Thus, if you wish to establish a strong relationship with your customers, micro-influencer marketing is the way to go. Micro-influencers (<100,000 followers) are passionate about what they do and people see them as reliable sources of recommendations. Follow these steps to create a micro-influencer campaign that works.
1. Have A Clear Goal
First of all, it has to be clear what are the main reasons you’re carrying out a micro-influencer campaign. Make sure you and your team have clear and measurable goals. For instance, do you wish to increase your social media followers, increase sales, app installs or social interactions with your brand? Whichever your aim is, your campaign will have to be tailored towards it.
2. Know Your Audience
For your micro-influencer campaign to be successful, you need to know what your audience cares about. You cannot find the perfect influencer unless you are certain what topics, blogs, and social media channels your audience uses. Take advantage of several online analytics tools like Google Analytics and Capsulink to learn more about your customers and the ways they interact with your brand.
3. Find The Perfect Micro-Influencer
Now that you know your audience, you have to think about your brand’s identity too. Bring those two aspects together and you’ll have a clear image of what your micro-influencer should be like. While looking for the influencer to cooperate with, remember that the person has to embody your brand’s values, has to be relatable to your audience and has to have a relevant follower base.
4. Choose The Way To Implement Micro-Influencers In Your Strategy
Once you’ve found the perfect micro-influencer to cooperate with, you have to make clear what are the ways you will be implementing micro-influencer marketing in your existing strategy. Some examples of the ways your brand can cooperate with micro-influencers include social media mentions, discount code promotions, co-created content, giveaway contests, etc.
5. Measure Your Success
Like any other marketing strategy, also micro-influencer marketing relies heavily on analytics. Make sure you track social engagement, conversions, leads and click-through rates to evaluate if the campaign is effective. If you’re working with multiple partners, be it micro-influencers or top Instagram influencers, it’s crucial to compare the success of each one of them and make further marketing decisions accordingly.