Where can I find influencers I can contact
4 strategies for attracting customers with micro-influencers
Acquiring new customers has become almost impossible due to the oversaturated market environment.
Search engine optimization takes months to achieve its first success.
But you can't lose any time and just sit around for months.
PPC advertising costs a lot of money and is quite complicated if you are not familiar with it and cannot afford an advertising agency.
And word of mouth also subsides at some point.
While customer recommendations are great, they are also limited.
Most advertising strategies take up a lot of time and only achieve success after many months.
But sometimes you can't wait that long.
Is there an alternative?
Yes, micro influencers.
Influencer marketing is ideal for customer acquisition.
eMarketer says more and more companies are investing in influencer marketing, but most can't afford stars like Kim Kardashian.
Fortunately, this is not necessary either.
Instead, you should work with small niche influencers, also known as “micro influencers”.
In this article, I'll explain what micro-influencers are and how to use them to attract customers.
What micro-influencers are and why you need them
Influencer marketing is an emerging industry.
The growth of influencer and social media platforms is truly amazing.
I have also used influencer marketing countless times to promote my brand and my company.
You can't make your company better known without fans and followers, which is why you should use influencers in these cases.
Influencers advertise your products and achieve very good conversion rates.
That is why more and more companies are relying on influencer marketing and are spending more money.
48% of all companies say they want to invest more money in influencer marketing.
In 2016, influencer marketing on Instagram was responsible for US $ 570 million in revenue, so it is ideal for sales.
All sorts of companies and brands are already using it.
But what is a micro-influencer? How does micro influencer marketing differ from normal influencer marketing? Why should you use micro influencers and not normal influencers?
It's best to start with a general definition.
As the name suggests, micro-influencers are specialized.
They usually have a smaller following in a specific niche. Their audience is very active, but mostly less than 25,000 fans.
Famous people and stars are not micro-influencers because they have millions of fans.
People with fewer than 25,000 fans are known as micro-influencers and have a very active audience.
Data shows that micro-influencers are very successful.
Markerly has analyzed over 800,000 Instagram profiles, each with over 1,000 followers, to find out what results these profiles achieve compared to the profiles of big and well-known stars.
They found that the number of likes fell sharply as the number of followers increased.
Comments and user interactivity also fell sharply as the audience grew.
The more followers a user has, the fewer comments and likes he gets (if you put this in relation to the number of his followers).
Influencers with a particularly large number of fans therefore achieve poorer results and your money is not so well spent.
The same study also showed that Instagram influencers with 1,000 to 10,000 followers get 4% likes, but influencers with over 10,000 followers only get 2.4%.
And the really big stars with over 1 million followers only 1.7%.
A study by Experticity looked at five groups of micro-influencers to find out how much influence they exert on their fans.
Here is the surprising result:
- Micro-influencers win 22.2 times more customers than a normal user when they recommend a product.
- 82% of all customers say they trust a recommendation from a micro-influencer.
Micro influencers recommend more products than macro influencers and exert a greater influence on their fans, thus gaining more customers.
So you don't need an influencer who has millions of fans.
A small influencer has a more active audience and more influence.
So don't waste your money on expensive influencers who don't get any traffic and have less active fans.
Now I'll show you four strategies on how to use micro-influencers to get new customers.
How to take advantage of micro-influencers for your company
Before I show you how to use micro-influencers to attract customers, I have to explain to you how to find suitable influencers.
You have to find the right influencers for your company, this is very important for your campaign.
If you work with the wrong influencers from the wrong niche, you are throwing money out of the window because you are targeting the wrong customers.
Fortunately, there are a few programs you can use to find and contact suitable influencers.
HYPR is one of my favorite programs.
With this program you can find out all sorts of things about different influencers from all possible niches and gain useful data.
You can perform up to 100 searches for free.
Most of these programs cost money, but HYPR lets you search for influencers and generate detailed reports for free.
To do this, first create a customer account.
Then you can do a search query from the dashboard.
We are now setting up a few filters for this.
As a reminder: Influencers with 1,000 to 10,000 followers achieve 4% likes and influencers with over 10,000 followers only 2.4%.
Micro influencers therefore have 1,000 to 10,000 fans.
We can set a filter for this.
Now we have to enter our industries and niches in the search box.
You can enter up to five keywords.
Next we have to narrow down our target group, for this we use demographic characteristics.
Always remember, micro-influencers get great results because they target a small and very engaged niche audience.
Use the filter options to narrow down your search results.
Now you can view the profiles and data of the influencers found.
HYPR provides you with tons of free data to find the right influencer for your next advertising campaign.
Once you've put together a list of suitable influencers, you need to get in touch with them.
With micro-influencers, you can quickly win new customers and grow, I'll show you how to do that.
1. Campaign-specific hashtags
Campaign-specific hashtags strengthen brand awareness and increase the conversion rate.
They allow the micro-influencer to connect with your brand more easily.
Here is an example of the Lacroix water brand:
The company works with many influencers to promote its products and attract new customers.
The influencer of this campaign has just 1,000 followers.
The target group of the micro-influencer is very specific and that's why it's worth it.
Lacroix even developed its own hashtag for this influencer campaign.
The influencer receives free products and the brand wins brand advertising on Instagram.
The participating influencers almost all have less than 10,000 followers.
Why is the campaign working so well?
Because it looks real and authentic.
The chosen influencers live the Lacroix lifestyle and embody the brand image.
All are real and down to earth people.
Profiles with over 1 million followers may look cool, but the engagement is worse than the result of the micro-influencers.
Additionally, most of the mainstream stars don't fit your brand.
Do like Lacroix and develop a campaign-specific hashtag.
The hashtag can start with your brand name to drive brand traffic and attract new customers.
2. Use user-generated content
The best campaigns with user-generated content work with micro-influencers.
The Hawaii Tourism Authority set completely new standards with an influencer campaign in January 2015.
The campaign revolutionized Instagram marketing.
Vince Soliven, the campaign's executive creative director, says:
“A social media star who is actually a‘ completely normal consumer ’has a very special connection to the user. If that person has a special experience, it is not posed or the result of a photo shoot that cost $ 5,000. The photo was taken with a normal GoPro and the user thinks: ‘I can do that too’. "
The “Let Hawaii Happen” campaign generated over 100,000 posts in one year and reached 54% of Americans who love to travel!
Now the best:
65% of users who saw this campaign say they want to vacation in Hawaii in the coming year.
All thanks to the participation of local micro-influencers from Hawaii, such as Lindsey Higa:
The campaign relied on influencers who fit perfectly with the brand vision and brand image.
Although the organizer was a boring agency, the campaign was a complete success and made Hawaii an attractive travel destination.
One of the reasons for this was the use of user-generated content.
Not only did the campaign include specially produced images, it also shared images taken by tourists and locals, which added credibility and authenticity.
93% of all consumers are influenced by UGC (User-Generated Content) when making a purchase decision.
With UGC you can increase the conversion rate of your campaign by up to 29%.
Fortunately, this strategy is very easy to implement.
Here is an example from Buffer:
Perhaps user-generated content is exactly what your next marketing campaign needs.
Get in touch with suitable micro-influencers, build a relationship with them and use them to position your brand.
3. Place sponsored articles
Sponsored posts are very similar to UGC. In this case, influencers share your posts on their profile.
Such contributions encourage engagement and strengthen an authentic brand image.
For example, the influencer could create videos or other content related to your product.
This strengthens your brand, generates traffic and also increases interest in your offer.
Sponsored posts can be found all over Instagram:
You can even find them on YouTube:
A good influencer campaign can be launched with sponsored contributions, but this strategy also works for micro-influencer campaigns.
The best thing to do is to contact an influencer and send him your product in exchange for an honest product review.
If you are already working with influencers, the idea will be implemented very quickly. Depending on the contract, you can simply ask the influencer for a sponsored contribution.
Everyone knows that you can win new customers with influencers.
Customers trust them and that is why they trust their product recommendations.
Use this to your advantage and let your influencers create sponsored posts for your brand.
4. Tell a story
You can get more customers with a good story, there's no doubt about that.
When I launched my blog a few years ago, I initially struggled to get enough visitors.
My blog posts were great and I wrote new articles regularly, but I still couldn't get enough visitors.
The content was relevant, but nobody wanted to read it.
So I gradually incorporated my own stories and experiences into my articles.
Here is the result:
I was able to increase my traffic significantly within a few months.
I have achieved results that I would never have dared to dream of before!
These successes are also possible with micro influencer marketing.
The art of storytelling is a natural way to attract customers who are genuinely interested in your brand.
American Express uses this strategy:
The company quickly linked a boring product with an exciting topic: travel, adventure and fun.
The influencer not only shares the post with the statement "AMEX are the best!", He develops a story that shows why American Express is the best choice.
In this way you create a connection between a boring product and the everyday life of the customer!
Customers can then identify better with the product and see its possible uses.
They realize why they absolutely have to buy the product.
If you are also using the art of storytelling to your advantage, you should start on your preferred platform. Look specifically for micro-influencers who tell stories.
Is the influencer fond of traveling?
Or a niche expert?
Here, too, you have to find influencers who fit your brand.
Perhaps your company will donate some of its earnings to charitable organizations. In that case, you could be looking for an influencer who travels a lot and volunteers in nonprofits in developing countries.
If your company donates computers to orphanages, find an influencer who can do similar things.
You can attract more customers and generate more sales by telling a compelling story.
I have already used this strategy to get more readers for my blog and more customers.
I like to tell stories, including on social media.
This way you can win new fans for your brand. These build a relationship with your brand in ways that sponsored posts and UGC alone couldn't.
This strategy is the next step in influencer marketing. Give your customers a good reason to love your product (and share their love with their friends).
Tell a compelling story with your micro-influencer campaign.
Acquiring customers and increasing sales is hard work.
Especially nowadays, when almost every industry and niche is oversaturated.
There are far too many companies offering the same products and services.
How are you supposed to keep up? How can you still win new customers in this environment?
Most companies turn to SEO or PPC advertising.
SEO only generates high-quality traffic after many months, and PPC advertising can become a real nightmare if you have to take care of other things on the side.
Either of these strategies is a full-time job and you simply don't have the time for that.
Is there an alternative?
You could invest in influencer marketing, more precisely in micro-influencers.
This niche is growing and companies are getting great returns on investment.
First find suitable micro-influencers. You can compile a list of suitable micro-influencers on the HYPR platform.
But remember that the influencer should have less than 10,000 followers to achieve particularly good results.
Then think of topic and campaign-specific hashtags that the micro-influencer can use to generate traffic.
Make use of user-generated content as well, because it is very popular.
Ask the influencer to create sponsored posts to get your message across faster.
The influencer should master the art of storytelling, because this way the customer can better identify with your product.
Have you already achieved success with micro-influencers for your marketing campaign?
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