MICRO INFLUENCERS How local relationships can help build your business

When it comes to online marketing, credibility is critical. Consumers are bombarded by hundreds of ads every day and are increasingly tuning them all out. One effective way to earn consumers’ trust is through third-party endorsements. By working with local – or micro-influencers – you can increase your brand awareness, build brand trust and drive traffic at a minimal cost.  

“Influencers are known for something within a target community and can influence the actions of the target community members.”

An Introduction to Local/Micro-Influencers

Micro-influencers are individuals who actively post on social networks or blogs and who have attracted modest but significant numbers of followers. In general, someone can be considered a micro-influencer if they have more than 1,000 but less than 10,000. Micro-influencers tend to have more credibility than macro-influencers (think celebrities like Kim Kardashian), a more narrow target audience, and higher engagement.

Image via Medium.com

Building Your Brand with Micro-Influencers

Micro-influencers are often eager to work with brands and vendors because they want to grow their following and post engaging content. They also love free stuff and like the validation of having a brand associated with them!

HOW TO WORK WITH INFLUENCERS IN YOUR MARKET

1. Identify Relevant Influencers
The influencers you enlist should focus on things that relate directly to your brand. As an independent paint retailer, they might be designers, contractors, painters, or color experts. Anyone who speaks to the target you are also trying to reach.

2. Engage with Incentives
Once you select an influencer, offer them clear incentives to promote your product. One strategy is to start by offering some free product in exchange for a post or video tutorial. For example, if there is a contractor or designer that has a decent following (preferably one that is familiar with you and your products) reach out and ask them to give a review of one of your products, focusing on those that sell and perform well in your specific region.

In exchange, they can: Try the product and/or provide a testimonial by doing a video, show how to use the product, and explain why to use it and where to get it. This is valuable social proof that your product works and also gets your name in front of a shared audience (by someone other than you!).

3. Make it Mutual
Influencers are looking to grow their social audience because it drives attention to them or their business. So it’s a win-win arrangement. Make sure you are tagging and promoting the content as well - social algorithms love that! It helps your content be seen by a wider audience. Make sure you both know what # hashtags and @ tags to use!

4. Authenticity Wins
Influencer marketing is most effective if micro-influencers work your products seamlessly into their content, rather than merely hyping it up. You should give them suggestions on how to use the product and make sure they are informed on any other product details.

5. Put it in Writing
To make sure both parties have clear expectations and deliverables of the relationship. Draft a simple proposal that includes:
- Overview
- Goals
- Expected Outcomes
- Payment/Trade Terms
- Next Steps

This will help the micro-influencer understand their role and responsibilities and also define and manage your expectations.

By establishing an ongoing relationship with the right micro-influencers, you can attract trusting, loyal customers.

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