For companies with smaller marketing budgets or who want to target consumers in a specific location, influencer marketing may be a viable option to increase brand awareness. Micro influencers can be useful in both situations, but a small business has to know how to find micro influencers to work with.
How to Find Micro Influencers
Brands that focus their efforts on influencer marketing platforms may not find the right influencers they’re looking for. They may only see the top influencers on each social network. Some of these platforms have network minimums that micro influencers may not meet. And those people who haven’t been influencers for a long time or don’t have that many fans may not realize that brands are willing to work with them. So they may not sign up for these platforms even if they do qualify.
This can make the task of finding micro influencers for influencer marketing campaigns a bit more intensive than looking for bigger influencers. After all, brands can easily find the top influencers on Instagram, Twitter, or any other social network, but it takes more effort to find influencers who aren’t as well known. Brands and agencies can find what they are looking for on social media and on Google, but a marketing platform like the Coovy app makes such a search much easier.
Search Smarter, Not Harder
We recommend that you give our software a try, however, if you want your manual search to be efficient, you’ll need to identify some of the terms that influencers in your niche may use. Because some users may be willing to work with companies but haven’t done it yet, they may not use industry terms. Someone may make an excellent beauty influencer but not talk about “makeup” on their social profiles or blog. Brands may need to search for “reviewers” or “bloggers” rather than “influencers.”
Hashtags make it especially easy to find people who are posting about specific topics on social media. Agencies and brands may even have luck finding influencers by using branded hashtags in their hashtag searches to reveal influencers who are already working with other brands.
Don’t Forget Search Engines
Google may not be as useful for finding influencers on scale, but it’s a great way to connect with high quality bloggers. Fortunately, many bloggers have pages on their blogs detailing sponsorship and advertising opportunities, which makes them easier for brands and agencies to find. Google can also help with influencer research, for example by listing relevant people for specific keywords, or searching through YouTube to find channels of possible influencers.
Finally, brands should consider searches that will bring up local influencers. If you’re a small company or focus on providing products or services to specific locations, finding an influencer in the area can lend authenticity to your influencer marketing efforts. And those influencers who focus on their local area often fall into the micro influencer category because it’s more of a niche interest. However, if both the brand and influencer market the content smartly, it can draw the attention of visitors.
Reaching Out to Micro Influencers
When a brand finds micro influencers who are a good fit or share the same target audience, it’s up to them to make contact in the right way. This means using the correct name and information when sending a message. There may be times when you can only reach influencers via their social accounts, which may seem more casual compared to email or messaging on influencer marketing platforms. But you should remember to be professional in these messages.
And while brands may want to reach out again if they don’t hear back from the influencer right away, it’s important not to overwhelm micro influencers with messages. Influencers often receive a lot of messages from hopeful brands and agencies, and poor behavior will get you ignored or worse — blocked and marked as spam. Keep track of influencers you’ve already spoken or worked with, too. Failing to do this shows that you’re not paying attention and that you don’t value an influencer’s time.
Just because micro influencers may not have a lot of experience working with brands for marketing campaigns doesn’t mean that they do not deserve respect and professional treatment. Brands that understand this can build long-lasting relationships with these influencers who may move up influencer tiers as their networks grow and they build their personal brands. Of course, there are times when a brand only needs an influencer for a single influencer campaign.
Influencer Marketing Campaign Management
Aside from the search for influencers and communication, campaign managing is an important part of digital marketing. Many brands realize that a micro influencer typically sees more engagement than other influencers (see also page: What Is a Micro Influencer). Brands and agencies should track engagement during their campaigns. They can note the top posts and change the campaign if necessary. Flexibility is key to social media marketing.
As brands complete successful micro influencer marketing campaigns, they can create their own list of influencers to work with in the future rather than finding Instagram influencers from scratch. This will save a lot of time and effort in the future. Of course, new micro influencers pop up every day, and brands should keep an eye out for these people. They can reach more people by working with multiple influencers and not always working with the same person. But they have to know how to find micro influencers first.
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