Leveraging Big Benefits From Micro-Influencers

Marketing is key to not only getting the word out about your products and services but also for convincing potential consumers that your offerings provide the best quality, best value, are the trendiest, etc. Influencers can be a huge benefit in this respect. Influencers are individuals or organizations that have the ability to influence the beliefs, attitudes and actions of others. An influencer might be a popular professional athlete who touts the efficacy of a particular shoe, supplement or clothing brand. Or it could be a celebrity who shows up on the red carpet wearing a particular fashion brand—one that carries your label.

These are examples of large-scale influencers. Small businesses typically don’t have access to such individuals unless by pure good fortune. But in an article for Forbes, Dinah Wisenberg Brin writes that some businesses have found success using “micro-influencers” to achieve similar effects, albeit on a smaller scale.

“Unlike celebrities with hundreds of thousands or millions of social media followers, micro-influencers may have anywhere from 1,000 to 50,000, possibly more,” she says. “While the exact numerical definition varies among experts, statistics suggest smaller niche players may wield more influence when it comes to effective social media marketing.”

One of the primary benefits of micro-influencers is their ability to connect with their followers on a more personal level. For example, an influencer with 10,000 followers is much more likely to be able to respond to and interact with more active members of that group than a celebrity with millions of followers. Additionally, a micro-influencer is typically focused on a narrower niche, meaning it’s easier for them to establish credibility in more specific areas.

Consider, for example, a micro-influencer who is seen as an expert in the upscale dining industry in a certain metropolitan area. That person is going to have greater credibility when promoting a local restaurant than a national personality that has, at best, a tangential relationship to the local dining scene.

It can be difficult for small businesses to attract the attention of mega influencers like nationally or internationally known celebrities. But that doesn’t mean influencers can’t help boost their businesses. The key is identifying micro-influencers who have credibility in the specific niche or niches important to your offering.

 

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Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We are adept at evaluating and analyzing communication efforts and working with clients to plan, create and publish high-quality, unique content, through both on- and offline media to achieve desired results. Our background in business journalism, marketing, PR/media relations and online communications makes us well-positioned to serve the needs of 21st-century marketers.

We serve clients who are looking for help creating content for a wide array of channels—from social media posts to full-length manuscripts, and everything in between. We focus primarily on service-related B2B topics and work with a number of independent consultants interested in building their thought leadership through online channels. For ongoing content management, our first step is to fully understand your goals, objectives and the competitive landscape.

Then we’ll conduct a thorough analysis and assessment of your digital presence, compared to competitors, and recommend a communication strategy to achieve your goals. But, we also regularly take on individual projects – white papers, blog posts, contributed articles, etc. If you’re interested in learning more, let us know!

(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)

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Best Practices in Influencer Marketing

 

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