Micro-influencers can be extremely effective in promoting the word about your brand and driving engagement online. Where can you find these micro-influencers?
Influencer marketing has been one of the biggest buzzwords in marketing in the past few years, but now, it’s micro-influencers who get the most attention. The reason for that is very simple: they are an extremely effective promotional tool, and less costly than using the top niche influencers. In this blog post, I’m going to show you how to find the perfect micro-influencers for your business.
What are micro-influencers and why use them
Micro-influencer is a term that was recently introduced to signify all of those bloggers, social media users and so on that hold influence, even though their audience is not as big as one would expect from an influencer. Generally, they tend to have an audience of about 10k to 100k followers on social media – but there are still a lot of benefits to working with micro-influencers.
Now as to why use them? The reason is simple: they might not have that big of an audience, but that doesn’t mean they’re not influential. In fact, the fact that they have fewer followers can work to your advantage; studies have shown that a smaller audience actually leads to more engagement between the influencer and their followers and plus, micro-influencers have a much closer relationship with followers.
What to look for in a micro-influencer
As I mentioned earlier, micro-influencers tend to have an audience of about 10k-100k followers. However, you need to look beyond numbers to get a better idea of whether this is the right influencer for you.
- Relevancy: how relevant is the influencer to your niche/audience? What is their area of expertise and, most importantly, what types of content do they post on their blog/website, or share on their social media? In order for an influencer to be an effective tool for your business, they need to have a similar audience to yours.
- Engagement: once you’ve determined whether the influencer is relevant, you need to look into their engagement – namely, how much they engage with their followers. The ideal influencer will engage with their audience on a regular basis, as well as receive regular engagement from their followers and other users. Once you find a few different influencers, you can use the free Twitter Analytics report card from Agorapulse to compare the accounts and check their engagement:
As you can see, you get a snapshot view of their Twitter activity, as well as an overview of how much they interact with users, how many conversations they hold and the quality of their engagement; the more interaction, the better.
How to find micro-influencers
There are all kinds of influencer marketing tools that you can use to find and connect with social influencers. Here are some of the best methods for finding micro-influencers, along with useful tools:
1) Look at your own followers
First off, you should look at your own followers. For example, the aforementioned Agorapulse tells you whether you have any influencers already following you – this is a great place to start, as the connection is already there. All you have to do then is to start engaging with them and growing this connection. Share their content with your audience, answer their questions, leave comments and generally try to engage them in conversation.
2) Research from scratch
After checking your own followers, you can start looking for more micro-influencers. Here, you can use a tool like Buzzsumo. With it, you can search for influencers by keyword/s, and then order your results based on follower numbers, website domain authority and more: Another useful feature is that you can see what types of links each influencer shares, so you can get a better idea of their relevancy to your own audience. Plus, you can see their retweet and reply ratio, as well as a number for average retweets, so that you can start getting an indication of how engaged they are with their audience – and how likely they are to share and retweet your content.
3) Look at your own employees
Another potential source of micro-influencers? Quite simply, in your own backyard: are there any potential influencers among your employees? If so, you might just find the perfect tools for boosting company culture through social advocacy.
The beauty of social media is that almost anyone has the opportunity to grow their following and even become influencers – and some of your employees might be in that group. So, why not get them involved in your influencer marketing programme?
Your employees know your business better than anyone; some have grown along with your business, they know what your message is, what your values are and what you want to achieve. They are there every step of the way – and they can help you further grow your business.
If you want to get your employees more involved and have them share company content on their social accounts, you should establish a clear Employee Advocacy programme. Set clear guidelines for what they can post and what they can’t, create the content they need ahead of time and ensure a strong line of communication between your employees and the marketing department.
Micro-influencers can be a highly effective tool in your arsenal. Whether it’s a blogger, a regular (but avid!) social media user, or even your own employee, using these types of micro-influencers will help you improve your reach online, help you boost up your followers and your engagement, as well as help build up the trust in your company.
Highly regarded on the world speaker circuit, Lilach has graced Forbes and Number 10 Downing Street. She’s a hugely connected and highly influential entrepreneur. Listed in Forbes as one of the top 20 women social media power influencers and was crowned the Social Influencer of Europe by Oracle. She is listed as the number one Influencer in the UK by Career Experts and is a recipient for a Global Women Champions Award for her outstanding contribution and leadership in business.