Harnessing the power of micro-influencers in B2B marketing

by | Nov 30, 2017 | Analysis, Public Relations

Unlike hugely popular influencers with enormous social follower counts, the micro-influencer is a social personality that has between 2K and 25K monthly visitors—and according to Kissmetrics, this lower visitor count provides a 16x-higher engagement rate then other paid media alternatives.

Micro-influencers are people who are well versed in a certain topic—and most often very passionate about it—and want to share their findings, opinions, and experiences with their followers. As a result, this influencer is often well trusted in that area.

In micro-influencer marketing, brands team up with people who have a focused and niche following on social media to run promotions for products using regular, everyday visual posts rather than sponsored ads.

Surges in social media subscriptions, increases in web traffic and readership of specific web posts—this is all doable with micro-influencer marketing campaigns, which carve out a unique niche amid the influencer marketing landscape for B2B customers on social media.

Consumers are putting more trust in micro-influencers over celebrity testimonials, which are increasingly seen as dubious. Even though it’s subtle, FTC guidelines require that influencers include an ad number if they are getting paid for their participation in an endorsement, which is not the case with micro-influencers. They are also more likely to comment or respond to their followers, resulting in more intimate consumer relationships, which in turn leads to deeper connections and trustworthiness in the long term.

So how do you find these micro-influencers?

There are a lot of ways to see who the leaders are in your industry—you can find identify them on your follower lists, use relevant hashtag research, Google top local bloggers, or research your top accounts. Another way is to manually search social media platforms to see if any relevant profiles pop up. You can also do a search for mentions of your brand, and see if anyone is particularly jazzed about your company.

After you have identified your micro-influencers, there are certain things you should do when working them. You should stress your campaign’s relevance and customer engagement first, not outreach. Choose your micro influencers carefully, and make sure their values align with yours. Send them some freebies, and always emphasize authentic reviews.

The rates that most large (or macro) influencers charge are more than most small businesses can afford. So hiring a micro-influencer is cost effective for smaller companies as their rates are much lower.

When you are putting together a micro-influencer campaign, you want to focus on the meat of the campaign—you shouldn’t have to worry about if the influencer you’re working with is the best possible one. Using an influencer marketplace such as NeoReach streamlines the process, and puts you in direct contact with the best micro-influencers for your project.

Micro-influencers represent a unique, niche approach to social media-aided marketing efforts. When done right, micro-influencer-assisted marketing can be remarkably effective.

Emily Roberts
Emily Roberts is a young writer who is passionate about literature and blog writing.


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