Diya had always dreamed of starting her own business. An online course during lockdown and a lifetime interest in Chemistry later, she launched her online business, selling handmade soaps and candles. She knew her products were top-quality, and she also packaged them creatively. But how do customers who’ve been burnt by these small brands trust her?
Testimonials are great but before converting those 10-15 early customers who can testify, what can she do?
Whether you are an artisanal coffee brand, natural skincare product retailer or sell funky T-shirts, you have hit this road block. The big brands are difficult to compete with if you don’t have money to bedazzle or a name your customers know.
That's where micro-influencer marketing can make a big difference.
What is Micro-Influencer Marketing?
Micro-influencer marketing is a type of influencer marketing that involves partnering with individuals who have a smaller following on social media, typically between 1,000 to 10,000 followers (Nano influencers) or 10K to 100K (Micro-influencers).
These influencers have a highly engaged audience (usually made of people with similar tastes and spending habits) that trusts their recommendations and opinions, making them an effective marketing tool for small businesses.
Benefits of Micro-Influencers in Marketing
- Increased Trust and Authenticity
Micro Influencers are closer to normal people than celebrities of any kind (bollywood or Instagram). They use normal product and often stick to their favourites. This builds trust when customers see them use products over a period of time. Small businesses struggling with gaining the trust of potential customers, who are more likely to opt for established brands can get people to try alternatives
- Cost-Effective Marketing
Micro-influencers are often willing to work with small businesses for lower rates than their larger counterparts. This makes micro-influencer marketing a cost-effective way for small businesses to reach a highly targeted audience. Plus, with the rise of social media platforms like Instagram and TikTok, micro-influencer marketing has become even more accessible and affordable for small businesses.
- Highly Targeted Audiences
Micro-influencers have highly engaged followers who are interested in their niche. This means that partnering with a micro-influencer in your industry can help you reach a highly targeted audience that is more likely to be interested in your products or services. This can lead to higher engagement rates, increase chances discovery, and ultimately, sales.
How to build a Micro-Influencer campaign?
First, understand who buys your products and why.
Pro tip: Think like a buyer.
- Who ultimately makes the purchasing decision? (Young romantics, Moms, event planners?)
- Why are they choosing you over brands? ( Personalisation, cheaper alternative? )
- Where are your buyers? (College kids scrolling Insta, weddings, kitchen?)
- Where do they do their research? (Pinterest, Instagram home cooks, models)
Secondly, how to choose the right Influencers?
- Figure out how much are you willing to spend- cash or kind or both
- Define what you want - awareness, sales, get people to try
- Research beyond their numbers- check comments and commenters (drop some comments too, show some love), see what they like etc
- Send personalised messages to influencers explaining your needs, what you are willing to offer
- Talk to the influencer and reach common ground on the work - who makes the creatives, how often must the influencer posts etc.
Finally, launch it. Monitor progress. Even if you fail, you fail in front of a few. Learn, do better next time.
Sow, reap, repeat.
If that sounded like a lot of work or you are impatient or you are the products guy and you want people to come find you. Things can still get WYLD for you.
WYLD card is the world’s first social currency payments card that rewards users with cash backs when they give the brands behind their purchases a shout-out on social media.
Eg: You bought a T-shirt from Snitch and went for a date to Socials, Bandra. You post a picture of yourself tagging the restaurant you ate at and Snitch in your post or story. Within 72 hours, you get a cashback of 30-100% of your expenditure depending on your Social Score.
Partner brands get authentic user-generated content that can be repurposed by brands and makes your customers talk about you to their friends. The WYLD tribe is a growing community of small and big influencers. You get a chance to feature in front of a community of big and small influencers who are willing to try something new to tell their followers.