Monthly Archives

April 2019

MICRO INFLUENCERS: HOW BRANDS CAN BENEFIT

By | Influencer Marketing

With super-uber-mega-celebrity influencers like Kylie Jenner reportedly demanding around $1 million per Instagram post, brands with more modest budgets can easily assume that influencer marketing just ain’t for them. In fact, leveraging the power of influencers is often seen as the reserve of super brands with seemingly endless marketing budgets.

But what if I told you it doesn’t have to be that way? What if I told you that smaller businesses, even start-ups, can benefit from the power of the influencer?

Enter micro influencers!

Micro-influencers are much like they sound. These are often niche influencers with a smaller following than the behemoths in the industry. Some define micro-influencers as those with followers roughly between 10k-100k. Personally, we would say this is more like 5k – 25k – although this varies widely on the platform and niche in which they specialise.

These types of influencer are often much easier for brands to approach and work with.

Forget reach

Don’t get us wrong. If your primary goal is to be seen by as many people as humanly possible, working with a celebrity influencer may be the best way forward. Some studies even suggest that businesses that work with multiple micro influencers may not see the same benefits in terms of reach than when working with macro and celebrity influencers.

So why bother working with micro influencers at all?

micro influencers outreach

Accessibility

The first reason businesses should consider working with micro influencers is due to the fact that they are simply much more accessible. This is for two reasons. Firstly, larger influencers are inundated with messages and requests to partner with brands. This can make it very difficult to physically grab their attention, often leading to businesses having to flash some serious cash to get noticed.

Secondly is the fact that larger influencers will often have agents or talent managers who deal with brands on their behalf. When you have the budget to do so, this can be very beneficial as they can make the whole process run a lot more smoothly. But for small and start-up businesses, this is an extra barrier in the way of working with influencers.

Micro influencers are a lot more receptive to outreach and are less likely to have barriers to access them.

Niche Insight

Micro influencers are often experts in their particular niche. This allows brands to not only tap into their influence but also tap into their industry expertise. This can be particularly helpful for brands when sound boarding new products. This is also useful when they are trying to get to grips with what their customers are currently receptive to.

influencer insight

Genuine Influence

Arguably, micro influencers hold more actual influence over their audience when compared to their larger counterparts. This is because those with smaller audiences are able to more easily communicate and develop relationships with their audience. For larger influencers, this just isn’t humanly possible at such a grand scale.

However, this is only true if that micro influencer ACTUALLY is putting in the time to build those relationships. After all, a smaller following is no guarantee of quality connections. That is why due diligence is always required when working with influencers, whether large or small.

Value Exchange

Paying influencers should never be off the table. After all, if they are ‘desirable’ enough for you to want to work with them then their skills are likely to be worth paying for. Yet, many micro influencers will be happy and willing to work with your brand in exchange for other types of value.

This value may be free products. But may also include access to events, early access to new products or exposure to a wider audience.

 

Working with micro influencers should be part of every brand’s strategy. Larger brands can benefit from working with smaller influencers when combining them with other influencer tiers.  This delivers a comprehensive approach to marketing campaigns. Smaller and start-up businesses may find that working with micro influencers may be the only option given restraints on budget. This also allows these businesses to build relationships with up-and-coming influencers. Ultimately allowing the influencer and the brand to support each others growth over time.

 

Ready to start working with micro influencers? We are experts at helping brands to leverage the benefit of these types of influencer. Get in touch with us to discuss your marketing goals and how we can help.  

WHATSAPP’ENING TO MOBILE MARKETING?

By | Marketing

WhatsApp, the messaging giant owned by Facebook made a pretty significant announcement recently. With many businesses already using the platform to reach and engage their audience, the company are rolling out the WhatsApp Business app. This new tool is focused specifically on helping businesses grow their mobile marketing efforts.

To many, using WhatsApp is just another thing to think about when marketing your business. But the tool has more power than you might think. It often facilitates the spread of viral marketing campaigns.

For example, did you know that WhatsApp:

  • Has an average open rate of 98% – this is pretty impressive, even before you compare it to the measly open and engagement rates of some other forms of marketing
  • Average Click Through Rates (CTR) are 30%
  • It is also the second biggest social platform based on user numbers, bested only by their owners, Facebook.

So, arguably this announcement has created a big opportunity for early(ish) adopters of the tool to benefit hugely. The new WhatsApp Business app platform promises to help businesses both promote themselves whilst simultaneously streamlining communications.

WhatsApp Business App Profile

One new feature on the app is the ability to build a profile to represent your business. This will allow you to publish key information including your business address, a business bio/description, email address/contact information and a link to your website.

WhatsApp Business App

Rapid Replies

Inevitably, as your business grows and your customer base take up WhatsApp as a seamless way to communicate with you, dealing with enquires will become a more and more time-consuming task.

To remedy this, the new WhatsApp Business app tool will allow you to automate messages. As well as save common answers to enquires for rapid replies.

Contact Categories

Much like a good CRM. The WhatsApp Business app will also allow you to add labels to contacts. This will help you keep on top of contacts and their stage in the customer journey.

CRM WhatsApp

 

With Facebook’s latest focus on rolling out e-commerce features on Instagram, we predict that in-app purchases may be a natural development for the WhatsApp Business app. Seamlessly combining business to customer communications with opportunities to purchase directly is likely to see this new tool become a key part of many marketing strategies in the coming years.