Micro-influencers are people with a distinct social
media presence, typically between 1,000 and 100,000 followers, in a given
niche. They know a lot about their area or field of influence and people look
to them for recommendations and advice about what matters and what to purchase.
Since micro-influencers resemble more of a trusted friend
than a slick salesperson, they have some serious marketing power that you
should capitalize on starting now.
The Data on Micro Influencing
A 2017 Consumer Content Report surveyed 2,000
adults in the US, UK, and Australia about their unique perspectives on the
consumer buying process.
When it comes to engaging with a brand, it
turns out that what matters most to 90% of Millennials is authenticity. And
what do they consider “authentic”? Certainly not perfectly packaged branding.
Instead, Millennials prefer to consult a
trustworthy source to decide where to spend their money, and 60% of them find
that content created by consumers themselves is where they can find it.
What does this mean for you? That
micro-influencing is a powerful tool to reach your customer base, no matter
what their age or demographic.
A Powerful Tool in Your Local Market
We all know that word-of-mouth is the most
powerful tool to win new customers. Well, micro-influencing takes it to a whole
new level by combining word-of-mouth with social media.
Micro-influencers have “influence” because
they’ve built a rapport with their audience and, in many cases, some of that
audience is made up of a local community of followers. By connecting with
micro-influencers in your area, you can create buzz and make a serious local
And it makes sense. Users of Instagram love to
see the appealing images of local products and services in their feed because
it helps them discover new businesses to explore right in their backyard.
San Diego influencer Coco San Diego is a
perfect example of a local micro-influencer whose very authentic enthusiasm for
her community translates into a lot of foot traffic for businesses she
How to Find Micro-Influencers for Your Brand
Ok, now that you
know how powerful local micro-influencers can be for your business, let’s cover
how to find them.
Here are three
Search keywords and hashtags on Instagram, Twitter, or other social media channels to find influencers that fit your business and have a local audience.
Use Google to manually type in [YOUR CITY] + [YOUR INDUSTRY] + [BLOGGERS or INFLUENCERS] and scan the results. For example, a restaurant could type in ‘San Diego Food Bloggers’.
Check out a micro-influencer marketplace like heartbeat. Here, you’ll be able to find up-to-date info on trending influencers and connect to influencers that are available to do paid campaign work.
What if you run a business that doesn’t exactly attract influencers,
like a car wash? That’s ok, just look for local influencers that have a
good-sized general audience similar to your customer base and let them
strategize creative ways to share your business…that’s what they do!
Tips for Using Micro-Influencers
Invite them to try your business “on the house.” If they love your service or product, you may get some good (and
free!) exposure as they could respond by mentioning it or posting a “thank
Reach out and ask if they are open to doing paid posts or shout-outs. Prices could vary depending on their amount of influence, so determine
what you’re willing to pay ahead of time-based on what their influence could
mean for your business.
Let them be authentic… don’t try to guide
their campaigns too much. Remember, your potential consumer base is looking for
genuine interactions with your brand, and the micro-influencer will provide
Use a variety of micro-influencers. Rinse and
repeat! The more positive exposure form multiple avenues, the more awareness
for your brand. But don’t use them all at once or it will be very clear to the
Instagram community that it’s a paid campaign, which defeats the purpose of
using influencers for more authentic feeling marketing.
It’s time to get off the fence and commit to
putting in the time and effort to find micro-influencers that can drive you
Use the tips outlined above to launch your
first local micro-influencer campaign!
Let us know how it goes, and let us know if we
can help. 🙂
Clarence Fisher has spent more than a decade in the Internet marketing trenches honing his online marketing skills. After helping national companies go from concept to millions of dollars in revenues, he decided to focus his Internet marketing powers on helping local business owners achieve their goals. Clarence has a keen eye for finding out what works in a marketplace and positioning his clients’ companies to dominate their markets.
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