Influencer marketing was one of 2017’s buzz words but this trend doesn’t show any signs of going anywhere just yet. According to research, influencer marketing gives brands getting it right a strong return on their investment with an influencer campaign delivering as much as 11x the ROI of banner ads.
AdWeek says millennials in particular are untrusting of brand generated content, with only 1% saying they can be swayed by advertising. 97% look to blogs and other forms of non-traditional media for information about a product or brand before purchasing.
43% of millennials demand authenticity over content –which makes influencer marketing an exceptional tool to engage with new consumers and have others use their sway with buyers to influence purchase decisions.
The bad news? Influencer marketing has been around for a while now which means that influencers have also cottoned on to the fact that they yield the power in the modern digital landscape. As any brand consultancy London will tell you, working with major influencers comes with a hefty price tag and can cost you anything from tens to hundreds of thousands of pounds.
The good news is that you don’t need to work with someone who has a following in their millions. Micro-influencers, who typically have between 1000 and 10,000 followers can be just as valuable. In some cases, they’re actually a better investment because they have more sway over a particular niche, making it easier to pitch your campaign in exactly the right way to a very specific demographic.
Step 1: Decide who you want to reach
So, how do you find them? If your brand consultancy London hasn’t already done so, you’ll need to first put some thought into what your campaign objectives are. Identify the types of customers you want to reach out to – buyer personas can come in very handy here. A micro-influencer campaign won’t deliver your message to all of your buyers, but it will start conversations and raise awareness with a very specific sub-set of your demographic.
Step 2: Compile a list of possible influencers
Once you have narrowed down who you want to reach, you can start to create a list of micro-influencers. Your brand consultancy London may have specific tools to help you create this list but, you can also identify relevant influencers with some good old fashioned research. You have a few options at this stage:
- Survey your desired demographic and ask them who they follow online. Which blogs do they like? Which social media profiles? You can use this insight to create a list of influencers.
- Go online and conduct Google searches, looking for blogs that relate to your niche and shortlist any that seem to target the same kind of audience.
- Conduct hashtag searches on social media and make note of Instagram or Facebook profiles that post content relating to your niche and fit within the micro-influencer follower number parameters. Look for frequent posting, regular likes and comments on posts.
Step 3: Craft your pitch letter
Once you know who you want to target, and have narrowed down your list into manageable chunks, create a pitch letter. Outline who you are, your brand and suggest a few ways you may want to collaborate. Giving influencers a sense of the opportunities available piques their interest but be sure to welcome their own input – as content creators who have taken time to build their audience, they’re better placed than you are to determine what kind of campaign would resonate with their followers.
Step 4: Drawn up an agreement and define expectations
Before you get started with your campaign, create an agreement which defines expectations such as number of posts, expenses and duration.