Sign up now to get the news, research, tips, and expert analysis you need for local marketing success. In fact, you may even harm your blog and your brand. It begins with the fact that they vet every member who have to apply for membership in their database. Their influence is often concentrated within a specific niche – be it beauty, fitness, tech, fashion, or lifestyle. Similar to how many companies are bypassing agencies and talking directly to advertising sales reps at the likes of Facebook, Twitter, Pinterest, et. The campaign was successful, and the brand reached almost 500K individuals. Build a network of micro-influencers. But it’s trickier for local businesses to find and engage with the right people to share their brand message. The rise in popularity of micro-influencers coincides with the rise of influencer marketplaces. Here, contributor Gaurav Sharma shares some guidance on discovering the right local and micro-influencers to support your business goals. One of the greatest success stories is PSY, who created the music video Gangnam Style. Learn how to build an authentic relationship with micro influencers. Source: “Influencer Marketing Case Study: Micro-influencers For A Groundswell Approach with MINI Australia: Nora Chan Instagram, Scrunch] The resulting 14 Instagram posts that followed achieved more than 8,300 engagements that ultimately drove traffic back to the MINI website. If you want to find local influencers manually, it can be a very time-consuming and taxing process. Instagram micro-influencers have fewer followers than other big names and celebrities on the platform but make a huge impact on their audience. This change in perspective can greatly help micro-influencers who generate higher engagement when compared to macro-influencers. Gaurav Sharma is the Co-founder of Attrock, a result driven Digital Marketing Agency. Which micro-influencers should you go after? You need to develop a win-win proposal if the local influencers show interest in collaborating with you. Instagram and the rise of the micro-influencer. These influencers have between 10,000 and 100,000 followers. Their audience feels more seen and involved with the influencer because, well, there’s less people. But if you approach influencers the wrong way, you won’t get the results you want. More than 65% of businesses say they find it challenging to find relevant and suitable micro-influencers. Remember, though, you have to work to get to this position. It depends on the niche and the influencing power that these influencers have. It’s also a good way to grow your content and assess your strengths and weaknesses. Some of the most popular influencer marketing platforms are Reelio, BuzzSumo, and BuzzStream. For example, if you own a food business in Chicago, you can use the hashtag #chicagofoodbloggers on Instagram to search for relevant local or micro-influencers. Invite micro-influencers to take photos for your Instagram pages and write content for your blog. Micro or macro? Source. The organic beverage brand gave a sample product to their micro-influencers, who then shared Instagram posts and talked about the benefits of the product. Win and retain clients with white-label solutions. The next section of the proposal needs to give the micro-influencer a reason to get back to you. Also, you need to talk about how the opportunity is relevant to their niche. Don’t comment just for the sake of it, though, because it will look spammy. Here are a few ways to encourage influencers to create user-generated content for your brand: Retweet and share any content they produce in favor of your brand, and encourage others to mimic the concept with a hashtag. Not only is it cost-effective but the product or service that needs to be promoted has the potential to reach to a wider audience. You can use automated tools to monitor the online activity of your target influencers. Reelio enables brands to efficiently find relevant micro-influencers from their industries. Bright Ideas / Blog on November 6, 2018. Your email to the influencers must clearly outline what they’ll get out of the collaboration. When micro-influencers love brands and their products, the authenticity reflects in their content. You can then use strategies like getting them to create a tutorial video or turning them into brand ambassadors for your campaign. Run the site of a local business? Looking to grow SEO… Read More, Looking to branch into an entirely new market with a different regional culture, and maybe even a new language? This search type can also help you find some relevant local hashtags related to your industry to expand your search even further, as you can see below. So, when you approach influencers, make sure you mention the compensation in your emails. 3. With a well-developed strategy, collaborating with influencers can help you market your brand more effectively! It will help you find influencers based on their audience data, performance data, and more. After all, just because someone is an advocate of a brand does not necessarily mean they will have the type of personality or style that consumers will relate and respond to. People listen to them and respect them. Start with Social Media Interactions. Here are some tips: 1. Lastly, it is important for brands to reach out to micro-influencers who share a similar tone and set of values. Looking for micro-influencers in other social media. This ensures that you get the most accurate results without taking too much time. A Definition Explained in Plain English for You, The Top 23 Instagram Tools You Need for Successful Marketing, The Top 30 Instagram Influencers To Follow In 2021, When is the Best Time to Send Marketing Emails? But it’s trickier for local businesses The post Local and Micro-influencers: How to Find, Approach and Engage Them for More Human Marketing appeared first on BrightLocal. Find suitable micro-influencers 3. That’s why they have many advantages for brands. This approach takes longer to implement, but it yields a better conversion rate and campaign engagement. Micro-influencer outreach is no different from regular influencer outreach. Though they have fewer followers, their audiences are loyal and highly engaged. The next hurdle in your influencer outreach program is to approach shortlisted influencers effectively. Contributor Shane Barker provides his considerations for localizing your content for more conversions. Apart from speeding up the search process, another advantage of this approach is that the micro-influencer might already be a fan of your brand and would more likely agree to a collaboration. 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