Influencer Marketing for Small Business — Step by Step
How Influencers Can Work For Small Brands
It is easy to assume that small businesses are missing out on most of the tangible benefits of influencer marketing that large brands are easily reaping. This is because larger brands often have bigger marketing budgets and a stronger brand identity that makes it easier to collaborate with mega influencers – who seem to be out of the reach of small businesses.
In reality, the contrast is the case. Many small businesses are collaborating with many influencers to reach their target audiences in a more authentic way and building bonds on the backbone of trust and engagement.
If you’re running a small business and wondering how influencers can work for your brand, here are practical steps you should take:
How Small Brands Can Maximize Influencer Marketing
Here’s how influencers can work for small brands;
- Start by working with micro influencers
The good news is that just as large brands target mega influencers, small businesses can work with micro influencers who charge as little as $75.
Unlike mega influencers, micro influencers have a smaller community. This means a smaller number of followers, but a more specialized niche. Micro influencers’ communities are often built anywhere from 1000 – 10,000 followers.
Influencers with lower followers have a tendency of sparking higher rates of engagement because they have a more active audience. A micro-influencer with a community of 1000 – 10,000 has an average engagement rate of about eight percent. Meanwhile, influencers with more than 100,000 followers can only boast of an average engagement rate of just 2.5 percent.
In effect, micro influencers’ communities are usually more vested and interested in their influencers’ content compared to communities who follow mega influencers. This is a huge opportunity for small businesses to reach their precise target market, build desired bonds, and achieve set objectives. If you have a smaller budget, this might be a great place to start.
- Provide exclusive offer through your influencers
You should strengthen your influencer collaborations with a special offer that you make available only for a limited time. An exclusive offer will help you create a sense of urgency and also be an incentive for your target market to make a purchase once they see it on their influencer’s posts.
To make the exclusive offer more effective, ask your influencers to share information about it in their content. For example, a free sneakers for every purchase of over $200 this week only. Your influencers can go a step further by highlighting the key features of the sneakers and how they like to wear it. This can motivate their community to make a purchase and get the special offer as a bonus.
- Target a more relevant audience for quality leads
Micro-influencers build their reputation as experts and thought leaders in a specific niche by focusing their social media content and presence on a precise interest. Thus, micro-influencers build a specific audience base because their community is made up of only those who are interested in their specific niche.
Unlike mega influencers, micro influencers aren’t spread too thin – making them a perfect fit for small businesses. So once you find a micro-influencer whose interest is strongly connected to your brand, it’s a perfect opportunity to present your business to the precise audience you’re targeting.
This means you’ll end up with very high-quality leads as your micro-influencers present your brand to a community who are already interested in it.
- Gain the trust of your target market
Small businesses are more likely to gain the trust of their target audience because they tend to use micro-influencers who are more ‘humans’ and aren’t considered as celebrities.
How is that possible?
In a survey by Collective Bias, they uncovered that:
- 30% of consumers were more likely to buy a product if it’s endorsed by a non-celebrity than a celebrity.
- 70% of surveyed Millennial claimed they prefer non-celebrity endorsement.
- 60% of its respondents considered recommendations, either by a blogger or a social media post, before deciding to purchase a product.
This means online communities who follow micro-influencers trust their recommendations thereby creating an easy avenue for small businesses to grow their brands.
- Create discount codes for your influencers
People are always looking for a bargain when they shop online. If you’re looking to generate sales with your influencer marketing, you can provide discount codes for your influencers to share with their communities.
You can create discount codes that are personal to the influencers, such as their names. You can also create a generic discount code and share them among your influencers. This can turn out to be a huge incentive for your target market to make a purchase.
Another key benefit of using discount codes is that they make tracking and measuring your campaign absolutely easy. With discount codes, you can easily decipher which influencer generates the highest ROI.
- Boost your influencers’ posts
If one or more of your influencers have created a remarkable content about your brand as part of your collaboration, you should consider getting a permission to create a paid social media ad that features that content.
This is a huge opportunity to boost the content to your audience. Boosting amplifies the content beyond your influencer’s community while giving more people the chance to see it!
Even more, you can add a call-to-action button such as “Learn More” or “Shop Now” on the paid social media ad to make it more effective.
You should ensure that your influencer gives you the permission to boost their posts or you should include it as a part of the prerequisite for collaborating with them.
- Make the most of your marketing budget
Small businesses have smaller marketing budgets compared to their larger counterparts. While some larger brands use traditional ad methods alongside their mega influencer marketing campaigns, small businesses can hardly compete at that level.
However, by working with a micro-influencer, small businesses can make the most of their marketing budget. Through micro-influencer collaborations, small businesses pay less and end up with a highly active, relevant, and engaging audience who are already interested in their niche. This is one of the most effective methods for small businesses to make the most out of their marketing budget.
You can see the guide rates here for working with Instagram influencers, and on theright.fit you can get started with a budget as little as $75. Fully screened, professional influencers are ready and waiting to work with you. Contracts & insurance is all covered directly in the platform, to keep both parties safe and ensure success. Get in touch today so your business can reap the rewards of working with influencers.