As a small business, your marketing budget is likely limited, and so is the time you can devote to marketing campaigns. This is why it is high time to get acquainted with micro-influencer marketing, especially with the time and money saving Bartr Brand platform/app.
Since 2015, micro-influencer marketing is taking over mere influencer marketing in conversations within the business world, with more and more brands investing their budget allocations into micro- influencer campaigns to promote brand awareness. More than half of the world’s population will be online by 2019, according to a new report by Cisco. In four years’ time, an estimated 3.9 million people will be online out of a total global population of 7.6 billion, representing 51 percent of people on earth As, according to a recent report by Cisco, more than half of the world’s population will be online by 2019, that is 3.9 billion potential customer, out of which an estimated 2.77 Billion social media users worldwide. All reachable through the Internet!
Yet, as a small business, you do not need that large a customer base. On the contrary, you need a well-defined, filtered by relevant demographics, location and interests pool of potential customers, preferably reachable at minimal costs and efforts.
This is where micro-influencer marketing comes in.
1. It’s considerably cheaper than both traditional marketing and classic influencer marketing
Micro-influencers are happy to work in exchange for a sample product, keeping your marketing budget to a minimum for maximum exposure.
Whereas big brands will invest hefty sums in hiring mega-influencers and celebs to promote their brands, this type of influencer marketing is not only expensive but not well suited to small businesses for two main reasons.
- It is nigh impossible to target a well-defined audience through mega-influencers and celebs as their audience is usually large and eclectic.
- The conversion rate from large influencers is much lower than that of micro-influencers
Whereas micro-influencers with less than 50k followers routinely reach a conversion rate of 8% and over, mega-influencers conversion rate drop as low as 1%, as they are deemed less reliable.
2. It’s more personalized
Micro-influencers are closely attuned to the expectations of their audience, and work hard to cultivate it. Their content is therefore highly personalized, they do take the time to answer comments and to interact with their audience and tailor their caption in the most effective way to match their audience’s tone.
In short, they provide tailor-made peer recommendations and, in view of Nielsen findings that 83% of consumers trust peer recommendations over branded advertising, this guarantees maximal impact.
3. It’s more targeted
By definition, micro-influencers have a more intimate audience. As such, their audience gravitates naturally around the topic, style or location impersonated by the micro-influencer. For small businesses with a well-defined target customer base, it is an ideal way to reach only the target audience, without wasting money on non-relevant viewers.
So, choosing the right micro-influencer is paramount to ensuring the success of your micro-influencer marketing campaign. Choosing one with the right style and interests is much more important than the number of followers.
With Bartr Brand’s audience analysis, you can at a glance have a precise idea of the micro-influencers audience interest, demographics, locations etc. And, best of all, you do not even have to look for micro-influencers and beg them to promote your products. They come straight to you.
4. It might open you to new markets
While you invest your time and efforts developing your product, polishing it to a shine and generally managing your business, micro-influencers invest theirs to cultivate their audience and present them with the most attractive content they can.
Each one of them is like a mini advertising agency for targeted audiences. Bartr Brand’s micro-influencers have even more impact than those working with agencies as they are entirely independent in selecting the product they want to promote.
This means that any micro-influencer placing a bid to promote your product estimates that this will be of interest to his or her audience. Some of our clients who ventured trusting micro-influencers judgment and letting them promote to an audience they actually never thought of before had the surprise of discovering an entirely new potential market for their products.
Definitely a good investment, as it combines the benefits of marketing, sales AND market research, all for the cost of a product sample.
The main purpose of influencer marketing is branding rather than sales. AS you well know, familiarity with a brand name is critical in inspiring confidence, which eventually leads to sales.
With micro-influencer marketing, however, it might even lead to direct sales, as the trust factor is magnified by the trust they naturally place in the micro-influencer they follow.
With the new Instagram features, micro-influencers can link directly to your webpage through their story, by prompting users to simply swipe up. This brings more traffic to your webpage, which not only might lead to direct sales but increases your SEO scores, as traffic from Instagram qualifies as organic traffic. The time visitors spend on your site after a referral from an influencer is 15 to 40% higher than organic traffic from Google search the first page, further positively raising your SEO score