How to Create Micro-Influencer Marketing Campaigns that Rock

Do you own a business and want to take advantage of influencer marketing?

If so, you’re definitely moving in the right direction.

Experts consider influencer marketing as one of the most effective marketing strategies for generating a return on investment.

So, if you’re looking for tips on how to build an effective campaign, we’ve got you covered.

Here is all you need to know about micro-influencer marketing.

Who are micro-influencers?

Micro-influencers are social media users who have around 50,000 loyal, engaged followers. Basically, micro-influencers are ordinary, everyday people (not celebrities) who engage a specific niche audience.

However, we should emphasize that micro-influence is defined by the “quality” rather than the number of followers. A micro-influencer is not someone with a specific number of followers, but someone who can influence consumers’ purchasing decisions.

Why collaborate with micro-influencers?

Do you wonder why it’s better to collaborate with micro-influencers rather than macro-influencers?

There are a few reasons to build a micro-influencer campaign:

Micro-influencers establish trust with their audiences, and that results in higher engagement.

• Micro-influencers can deliver your brand message to your target audience in a more meaningful way.

• Micro-influencers are more cooperative. In fact, they are eager to collaborate with brands that appeal to them.

• Collaboration with macro-influencers like Kim Kardashian is affordable only for multinational corporations. Micro-influencer marketing, however, is accessible to everyone. Even if you have just started your company and have a tight budget, you can still find a micro-influencer who will agree to promote your product.

Seven tips on how to build a successful micro-influencer marketing campaign

1: Set your goal

A micro-influencer marketing campaign, just like any other campaign, starts with goal setting.

You should clarify for yourself what concrete results you want to achieve.

What is your top priority? Do you want to raise brand awareness, improve customer loyalty, or increase sales?

Answer this question, and only then move to the next stage.

2: Choose the right micro-influencers

This step is the most important!

So please, do your homework before choosing your micro-influencers.

Here are some tips to help you find the perfect candidates:

• Use tools like UpFluence, Webfluential, Social Bakers to see real followers and engagement rates.

• Focus on micro-influencers who work in a particular niche related to your brand. For instance, if sell postpartum leggings for yogis, you need to find a yoga micro-influencer who is currently on her postpartum journey.

• Make sure that the chosen influencer promotes only one or two brands. That’s important. If a micro-influencer advertises all kinds of products and collaborates with a bunch of different brands – it’s more likely that his audience doesn’t trust his product reviews.

3: Provide value

Niche micro-influencers are in high demand, so be ready to “compete” with other brands to win their attention.

Before you reach out to the chosen influencers, learn more about them, and try to develop a personalized, one-of-a-kind collaboration offer.

Here’s an example:

Let’s say you sell fancy, French-style-inspired handbags and want to collaborate with Natalie, a fashion micro-influencer from Berlin.

You could offer Natalie $500 per social media post but also sponsor her trip to Paris, so she can snap a few Instagram-worthy pictures in front of the Eiffel Tower.

You get the idea. Craft a compelling reason for them to work with you beyond just paying them cash. Seek out ways to work together in order to build trust and relationships.

4: Write a compelling outreach email

Have you already chosen some influencers and crafted an “irresistible” collaboration offer?

Now you can write an outreach email.  Here are a few email marketing tips for you:

• Use the influencer’s first name in the email subject line.
• Write one or two sentences about your brand.
• Give the influencer a compliment. Explain why you have chosen her over thousands of others (people like to be appreciated).
• State your “special offer” clearly and early in the email.
• Add a call to action. Encourage the influencer to write you back and learn more about your “special collaboration offer.”
• Keep your email short and to the point. Don’t bombard the influencer with a bunch of different facts and ideas.
• Proofread the text of your outreach email using an online grammar checker like Scribens, or writing services like TrustMyPaper or Studicus. Get rid of spelling errors and typos to make sure that your email will make a good first impression. You want to be professional.

5: Provide clear guidelines

At the next stage, you need to negotiate further. You need to provide clear guidelines and outline your expectations so there is no confusion:

• Explain what specific goals you want to achieve (e.g., reach 10,000 prospective customers, increase sales of product X by 15%)
• Mention how many sponsored posts/stories you want them to publish.
• Specify the date and time when sponsored content should be published.
• If you want a micro-influencer to run a contest or a giveaway, specify when you want to announce winners and what prizes you will provide.
• Make it clear when you will pay the influencer for her work.

“If you discuss all the aspects of collaboration in advance, you will boost your micro-influencer marketing efforts a lot. You will smooth communication and avoid possible misunderstandings,” says Neightan White, a blogger for SupremeDissertations. 

6: Be cooperative

Be there for your influencers when they need you the most.

Answer their emails promptly, never ignore their calls, and provide them with props or whatever they need to create great content for your brand.

Here’s why:

Firstly, the influencers will appreciate your support – it will motivate them to work harder to make your marketing campaign a success. They will be willing to create great content for you. They will do their work with joy.

Secondly, unlike macro-influencers, micro-influencers do not always have enough equipment and experience to create content of the highest quality. And some will appreciate your assistance.

7: Don’t micromanage your influencers

Influencers are creative people by nature. They want to create content in the way they do it best. So please, don’t micromanage them – give them the freedom to create what they see fit.

Remember, its their individuality that makes them stand out and attract a loyal following. Don’t mess with that.

If you have chosen the right influencers and design clear guidelines, you have nothing to worry about. The result of the influencer’s work will not disappoint you.

Build your first micro-influencer marketing campaign today

Many companies have already crafted effective micro-influencer marketing campaigns. They have gotten their products noticed on social media and skyrocketed their sales.

So what are you waiting for? Do you want to take your business to the next level?

Build your micro-influencer marketing campaign today and achieve your goals.

There’s no better time than now.

Kristin Savage is a freelance writer and marketer who has a keen interest in the influencer marketing industry. Currently, she works for writing companies WowGrade and BestEssayEducation and run an editorial project at GrabMyEssay. She visits influencer marketing conferences and modern museums as often as she can afford it.