Influencer marketing has been piquing the general interest of people and marketers since quite some time now. Justifying this is the statistics showing how most of the marketers have increased their budgets for influencer marketing in 2017. This lucrative branch of marketing, especially micro-influencer marketing, has been gaining public attention for all the right reasons. In this blog, we will look at ways to run a successful social media influencer marketing campaign without any hurdles or pitfalls.
Micro-Influencers are the ones with a niche engaged following. They can be referred to as individuals who are passionate about their field and therefore, they have authentic and trustworthy knowledge regarding recommendations of what to buy. Given below is a step-by-step guide to acing the micro-influencer marketing campaign and gaining the best out of it:
- Plan and Strategize:
It is important to set your goals and metrics before deciding on a micro-influencer. Setting up goals will help you decide what kind of an impact are you aiming at, which will help you in taking better decisions about choosing the micro-influencer. It is important to set up the metrics for measuring success. These metrics can be the effect on brand awareness, sales, consumer engagement, increase in followers, etc. as per the goal of the company. You should also identify the social media platform that you are looking at. The social media platform will depend upon your target audience and the kind of product you are marketing. The goals and the metrics help to decide and analyze the profile and the success of the micro-influencer campaign.
- Find Suitable Micro-Influencers:
This is the most important and crucial part of the campaign, since, the entire campaign is driven by micro-influencers. It is important to choose influencers whose content is in line with your brand, who have consistent engagement with their followers, who have followers ranging from 10k to 100k and above, who are regularly maintaining their feed and who have a good knowledge about the field that you are looking at. One can find the influencers by simply searching for the keywords on the social media platforms or going through profiled. Often, filtering results also helps in selecting the right influencer for the niche you are looking at.
- Reach Out to your Target Influencers:
Once you have zeroed upon the influencer you are willing to work with, the next obvious step is to reach out to them so as to interact with them and explain to them about your aims, goals and your products. This can be made possible by contacting them through Instagram DMs, Facebook messages, comments, emails and so on.
- Co-ordinate the Campaign:
Once your micro-influencers are set in place, you can get the ball rolling. Talk to them about your brand and your campaign so that they know how to promote it the best. You can also decide the content of schedules of your posts. However, there are certain FTC rules to follow while working with social media influencers. Once your campaign is understood by both the parties, you can decide on the deliverables from your side. They can be free products, visibility on your social media or even money. Sometimes, discount coupons can be given so that you can keep a track of the effectivity of the campaign by tracing the number of people who use the coupon code.
- Measure the Results:
The goals and the metrics come into the picture here, when you have to measure the success of your campaign. You can review the campaign and see the increase in followers, purchases, clicks, online visibility, etc. depending on the aims of the campaign. If it is a success, you can thank the influencers by email or social media posts, making way for future collaborations.
Thus, micro-influencer marketing campaigns are nothing but choosing the right person from the right field for the right audience. Understanding this would bring any micro-influencer social media campaigns great success!