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Influencer Marketing – The Emergence of it's own Marketing Channel & How can Micro-Influencers & Nano Influencers can Help Grow your Brand
Episode 9: Influencer Marketing – The Emergence of it's own Marketing Channel & How can Micro-Influencers & Nano Influencers can Help Grow your Brand with me – your host Carey Sperry
Data is showing that Influencer Marketing is gaining sig more spend from marketing budgets. I was shocked to read that Estee Lauder recently announced that they plan to allocate 75% of their entire marketing budget to influencer marketing in 2020. Some of them are big names such as Kendall Jenner and others are what we are going to break down later in this episode, what are Micro-Influencers like on YouTube and Instagram. You might be saying, yah well, that's a HUGE company and that isn't relevant to us. With this announcement and data, it is a definite sign of what works today in social media marketing so I thought the subject deserving of some attention so you can consider what it means to you and your business. SMBs have some distinct advantages and brands large and small are changing the way that they work with Influencers. Bigger isn't always better in 2020! As my kids say, "Facts"
This is going to be a shorter episode as I decided to let you know about this shift if you hadn't already realized how stark it is and second kindof lay the ground work for next weeks episode where I interview a Micro-Influencer.
In this episode I'm going to go over what could miss out on if you don't at least think about partnering with a Micro or Nano Influencer and I'll break down what those are for you also.
1 – Influencers have Large & Often Engaged Followers
You can see right in their bio how many followers they have and when you click on their posts, you can assess the engagement and number of comments. So this may seem obvious but for those of you who haven't really put much thought into what Influencers really DO – when they post about your brand, you could get noticed by their followers.
2 – Influencers are more trusted by Millennials than are advertisements
With the Drive to Authenticity & Trust – this is important data. If Millennials are in your customer base or will be soon, then think about it – the speed to conversion will be faster via an Influencer because they already trust them or they wouldn't be following them most likely. Unless they're a hater!
3 – Neuroscientific studies by firms such as Whalar, show that Influencers content measurably has shown higher levels of emotion and memorability compared to television, Facebook in general or YouTube. Additionally, in many instances people go from doing nothing in response to content to a "yes" after they consume content promoting a product or service when promoted by an Influencer.
The Whalar study demonstrates that Creativity, Authenticity and Values Driven are key components that prove to drive the success of the Influencer's results so when you determine these components are present in an Influencer's content, you can more confidently expect they will gain the attention about your product with their followers
4- There's opportunities to give product or a free service in exchange for promotion by Influencers
Not all of them require to be paid or be paid big! It's just a matter of finding them and striking an arrangement that makes sense for both parties.
Some brands create affiliate programs where the Influencers get a link to post in their bio or in specific posts – such as a blog post with the link where people can click thru to buy and they are transparent about the factg that they are an affiliate and they may be compensated if they are, if that's the case. Side note!
5 – Tracking conversion or results related to that Influencer can also be done if you give promo codes like JOGINJANUARY for a jogging pant or COOKING42 for a pregnancy cookbook let's say. Alternatively, you can use referral links which are URLs to a landing page. You give one of these to the Influencer while they include your brand in their posts organically.
6 – Brand Ambassadors use your product ongoing for typically long periods of time. It's called Brand Ambassadors. They use your product, occasionally urge others to use it too and they are a reflection of your brand. You can then also then repost their posts, acting as like a testimonial for your brand or product. In Episode 4 with Heather Cox of @Aglowpresets she talks about how she's built a very successful Brand Ambassador program and it's growing every week pretty much, by she gaining university students to represent her brand and preset products.
7 – Some influencers are also bloggers and you can ask them to include a link or two in a blog taking readers to your offer(s)! Bloggers post social media posts directing followers to go read their blog. See how this works?!
Now how do you find Influencers if you choose to go it on your own without an agency's help – first you can start with who already follows you today! So go to your followers - Then dig into their followers and comments they get on their posts. Then you can search by hashtags #. So go into the search field, click a hashtag relevant to your business or service, then click thru to their presence to see you know, how many followers they have and what kind of engagement they have. You look specifically and I know it's time consuming but it could be worth it. Look for people in your niche or who are interested in your niche with the number of followers between 5,000 and 25,000. Those are what most brands consider the Micro-Influencers. Influencers will collaborate sometimes too, so you can ask an influencer that you already know, who you know and trust and are well aligned to your brand – who do you know that is also an Influencer who might be interested in collaborating with you around our brand?! Ask that of the Influencer you like working with. Add hashtags to that collaboration or collab. campaign and your reach could really blow up!
In these show notes you can find a couple of message to Influencer outreach templates. Ok? They are email or message templates you can use to get started. It goes like this:
Hi Betsy, I came across your Instagram when I searched by #___________ and I was really impressed with your content. I saw you also have a blog and are really passionate about _______. We are a _________ and _______ company. My role here is _____. Our IG handle is __________ and you can visit our website at www._______.com. We would love to see if you would be interested in partnering up with us to promote our _______ next month, in _____. If so would you be available later this week or next for a call to talk through and see if our synergies align?
Best,
Carey
That's just one example. I'll have one more in there for you to try.
Now Conferences are a really great way to meet Influencers too. Face to face is always the fastest way to detect chemistry and start to form a relationship.
No onto this next term. Nano Influencer. Have you heard of it? These are people with over 1,000 followers but not yet reached Micro levels of 5-10k
Next week we feature a microinfluencer. I interview this microinfluencer so you can hear specifically of what some of them do, how personality plays a role and considerations that will help convert people into being your customer. Don't miss it!
Influencer Outreach Template 2 go to www.allsocialyall.com
View all episodes
By Carey Sperry-Brown: Digital, Media Consultant, Tech Blogger and PodcasterEpisode 9: Influencer Marketing – The Emergence of it's own Marketing Channel & How can Micro-Influencers & Nano Influencers can Help Grow your Brand with me – your host Carey Sperry
Data is showing that Influencer Marketing is gaining sig more spend from marketing budgets. I was shocked to read that Estee Lauder recently announced that they plan to allocate 75% of their entire marketing budget to influencer marketing in 2020. Some of them are big names such as Kendall Jenner and others are what we are going to break down later in this episode, what are Micro-Influencers like on YouTube and Instagram. You might be saying, yah well, that's a HUGE company and that isn't relevant to us. With this announcement and data, it is a definite sign of what works today in social media marketing so I thought the subject deserving of some attention so you can consider what it means to you and your business. SMBs have some distinct advantages and brands large and small are changing the way that they work with Influencers. Bigger isn't always better in 2020! As my kids say, "Facts"
This is going to be a shorter episode as I decided to let you know about this shift if you hadn't already realized how stark it is and second kindof lay the ground work for next weeks episode where I interview a Micro-Influencer.
In this episode I'm going to go over what could miss out on if you don't at least think about partnering with a Micro or Nano Influencer and I'll break down what those are for you also.
1 – Influencers have Large & Often Engaged Followers
You can see right in their bio how many followers they have and when you click on their posts, you can assess the engagement and number of comments. So this may seem obvious but for those of you who haven't really put much thought into what Influencers really DO – when they post about your brand, you could get noticed by their followers.
2 – Influencers are more trusted by Millennials than are advertisements
With the Drive to Authenticity & Trust – this is important data. If Millennials are in your customer base or will be soon, then think about it – the speed to conversion will be faster via an Influencer because they already trust them or they wouldn't be following them most likely. Unless they're a hater!
3 – Neuroscientific studies by firms such as Whalar, show that Influencers content measurably has shown higher levels of emotion and memorability compared to television, Facebook in general or YouTube. Additionally, in many instances people go from doing nothing in response to content to a "yes" after they consume content promoting a product or service when promoted by an Influencer.
The Whalar study demonstrates that Creativity, Authenticity and Values Driven are key components that prove to drive the success of the Influencer's results so when you determine these components are present in an Influencer's content, you can more confidently expect they will gain the attention about your product with their followers
4- There's opportunities to give product or a free service in exchange for promotion by Influencers
Not all of them require to be paid or be paid big! It's just a matter of finding them and striking an arrangement that makes sense for both parties.
Some brands create affiliate programs where the Influencers get a link to post in their bio or in specific posts – such as a blog post with the link where people can click thru to buy and they are transparent about the factg that they are an affiliate and they may be compensated if they are, if that's the case. Side note!
5 – Tracking conversion or results related to that Influencer can also be done if you give promo codes like JOGINJANUARY for a jogging pant or COOKING42 for a pregnancy cookbook let's say. Alternatively, you can use referral links which are URLs to a landing page. You give one of these to the Influencer while they include your brand in their posts organically.
6 – Brand Ambassadors use your product ongoing for typically long periods of time. It's called Brand Ambassadors. They use your product, occasionally urge others to use it too and they are a reflection of your brand. You can then also then repost their posts, acting as like a testimonial for your brand or product. In Episode 4 with Heather Cox of @Aglowpresets she talks about how she's built a very successful Brand Ambassador program and it's growing every week pretty much, by she gaining university students to represent her brand and preset products.
7 – Some influencers are also bloggers and you can ask them to include a link or two in a blog taking readers to your offer(s)! Bloggers post social media posts directing followers to go read their blog. See how this works?!
Now how do you find Influencers if you choose to go it on your own without an agency's help – first you can start with who already follows you today! So go to your followers - Then dig into their followers and comments they get on their posts. Then you can search by hashtags #. So go into the search field, click a hashtag relevant to your business or service, then click thru to their presence to see you know, how many followers they have and what kind of engagement they have. You look specifically and I know it's time consuming but it could be worth it. Look for people in your niche or who are interested in your niche with the number of followers between 5,000 and 25,000. Those are what most brands consider the Micro-Influencers. Influencers will collaborate sometimes too, so you can ask an influencer that you already know, who you know and trust and are well aligned to your brand – who do you know that is also an Influencer who might be interested in collaborating with you around our brand?! Ask that of the Influencer you like working with. Add hashtags to that collaboration or collab. campaign and your reach could really blow up!
In these show notes you can find a couple of message to Influencer outreach templates. Ok? They are email or message templates you can use to get started. It goes like this:
Hi Betsy, I came across your Instagram when I searched by #___________ and I was really impressed with your content. I saw you also have a blog and are really passionate about _______. We are a _________ and _______ company. My role here is _____. Our IG handle is __________ and you can visit our website at www._______.com. We would love to see if you would be interested in partnering up with us to promote our _______ next month, in _____. If so would you be available later this week or next for a call to talk through and see if our synergies align?
Best,
Carey
That's just one example. I'll have one more in there for you to try.
Now Conferences are a really great way to meet Influencers too. Face to face is always the fastest way to detect chemistry and start to form a relationship.
No onto this next term. Nano Influencer. Have you heard of it? These are people with over 1,000 followers but not yet reached Micro levels of 5-10k
Next week we feature a microinfluencer. I interview this microinfluencer so you can hear specifically of what some of them do, how personality plays a role and considerations that will help convert people into being your customer. Don't miss it!
Influencer Outreach Template 2 go to www.allsocialyall.com