By Olivia Ryan
Every company’s main goal is to sell its products. For the sale to occur, there are a lot of processes that need to happen. One of the most important processes, the one that takes place right before the sale occurs, is the marketing process. During this process, the company uses various methods of reaching new and already existing customers. One of the most important trends in the marketing industry is the micro-influencer marketing strategy.
By now, you might be asking yourself: ”What’s a micro-influencer and how can he help me sell my company’s product?” Well, here’s a definition: A micro-influencer is a person who has the ability to reach large groups of people and use his influence and impact their opinion on a certain product or company. He’s called a micro-influencer because he’s not a celebrity, like Beyonce, but he has a follower base which companies can use to reach their clients.
How Can Micro-Influencers Increase My Sales?
Well, a powerful brand is vital if you want to close the sale easier and increase those numbers. According to statistics on Business2Community, 59% of the clients tend to buy new products from companies they are familiar with. Also, more than 1 in 5 clients will buy a product because they have an affinity for the brand.
A micro-influencer can increase the brand awareness your company needs in order to get better visibility. Depending on their type of activity — blogger, vlogger, fashion police — they can either write a review of your product, create video tutorials or reviews, or post photos of them using your product.
How to Choose an Appropriate Micro-Influencer
The great majority of these influencers’ activities are on social media networks. A very raw, but very cost effective method of finding these influencers is to do the research yourself. The other method would be to go use an influencer marketing platform and find the ones that suit you best. Here are the two methods explained.
This hands-on approach is very basic, but it can be very effective. Let’s say you own an online fashion shop which you’ve opened one year ago. You sell clothes, accessories, and shoes. Go through your follower base, and create a basic persona of your audience. Once this is done, find through your follower base clients that fit that description and take a look at their social media profiles. In terms of fashion, who are they following, who they interact with, etc?
On Facebook, go to the About section, scroll down to Likes, and select People. Here’s where you’ll find the micro-influencers you are looking for. Go through their pages and find the ones active in the fashion industry.
Influencer Marketing Platforms
In terms of time, this method is more effective, but, in terms of money, this will increase your marketing budget. Basically, these platforms are the meeting place for companies and the influencers they want to contact. Their advanced search criteria will help you find a micro-influencer in no time at all.
Like mentioned before, the downside of this method is the fact that you have to pay a fixed subscription fee and a percentage of the influencer’s fees.
How to Create a Micro-Influencer Strategy
Here is a breakdown of the most important steps involved in creating a micro-influencer marketing strategy.
Set Your Goals
Goals are very important because you need to know where you are heading. Let’s say your fashion influencer uses videos for its marketing campaigns. Here is an example of goals:
- 300,000 views
- 1% click-through rate
- 10% conversion rate
- 1 month
This means that in one month’s time, from the 300,000 views, you will get 3,000 leads in your shop. Out of these 3,000 leads, you are looking to obtain 300 conversions. If you pay $1,000 for this marketing campaign, it means that it’ll cost you roughly $3.33 per conversion. That’s a very decent amount!
Create a Log of Your Campaign
Your marketing campaign should have a logical approach; you can’t just upload two random videos and expect to have decent results. Here’s a plan you can use:
- Week 1 – Post a small teaser of your product’s review. You need to create a buzz around the campaign, let your clients know what you are going to launch. A 10-15 seconds teaser of your videos is what you can deliver.
- Week 2 – Launch video number one and invest in promoting it.
- Week 3 – Launch the second video and use remarketing to retarget the audience you’ve already reached.
- Week 4 – Ask for feedback from the viewers.
It’s important to be proactive, that’s why you should assign someone to take care of your audience. That person needs to answer their questions and bring them closer to your business.
Benefits of Cooperating with Micro-Influencers
Like we said, a powerful brand means that your clients will buy your products instead of other companies. The conversion rate will increase and your business will start booming.
Here are a few benefits of having micro-influencer marketing campaigns:
- Builds trust
- Boosts your brand’s visibility
- Generates content for your social media channels
- Increases your conversion rate
Sales are very important for your company. You need to use innovative methods to engage with your clients and stay ahead of your competition. These types of micro-influencer marketing campaigns are meant to reach your clients by using persons with a very high influence in your niche, persons who can reach your audience.