The Value of Outreach and Collaborations with Micro-Influencers
There’s untapped marketing potential in the world of social media influencers—and it’s a great way of gaining credibility, authority, and visibility for your brand.
The rise of social media influencers
A recent study by strategic marketing consultants Kepios revealed that globally, as of January 2022, there were more than 4.62 billion people active on social media platforms—which equates to a gargantuan 58.4 percent of the world’s population.
And it’s not a train that’s slowing down anytime soon, either. In the last 12 months, 424 million new users took the social media plunge in one form or another. The modern world is unflinching in its desire to digitally connect.
With the universal popularity of the various social media platforms, it seems inevitable that businesses will look to influencers to boost their online presence, engage relevant audiences and, ultimately, promote their products and services.
What are social media influencers?
In a nutshell, social media influencers are those accounts that have carefully constructed a reputation through a wealth of knowledge and expertise in a certain topic or field. They will have amassed a healthy band of loyal, engaged followers who rely on the influencer to provide regular content on the subject which they, the follower, will have a specific interest in.
The objective for brands is to collaborate with social media influencers as they have the ability to create trends and point their committed followers towards a product.
How does social media outreach work?
Outreach marketing works by locating and working with the right kind of influencer to promote your business. Influencers can serve as a vital link between you and your target customer while simultaneously giving your brand a moment in the social media limelight, increasing your popularity and attracting new followers to your platform.
Associating with an account with a sizable follower base, one that is prepared to mention, promote and endorse your business is a surefire method of driving traffic to your website and increasing online visibility.
The aim for any business should be to contact influencers with a relevant target audience—to collaborate on blogs, videos, product reviews, and guest features—and zero-in on a demographic who might be interested in your product. YouTube alone has a potential advertising reach of 2.562 billion, so the scope for this kind of brand promotion is huge.
Can working with Micro-Influencers help my business?
Micro-influencers are often regular, relatable characters who have achieved popularity by carving out a niche in a specialist field. Because of their authority on a subject, they will have attracted a considerable fanbase of like-minded followers.
It’s important to remember that the number of followers is not necessarily an indication of influence. When looking for the right kind of outreach strategy, more attention should be focused on the relationships and interactions a micro-influencer has with its followers.
What are Micro-Influencers?
It’s quite likely that larger or celebrity influencers will be out of your company’s budget range, as, traditionally, these kinds of social media accounts will request payment for promoting your product or service.
Meanwhile, micro-influencers will be more inclined to work with your brand for a much smaller fee—or, in some cases, for free!
Often a great way to engage a micro-influencer is to offer to send them your product, for them to either review, promote, or give away in a competition to their followers. In all cases, it’s a valuable means of getting your brand in front of an already-engaged audience.
Reviews are particularly helpful as the new target audience will trust the opinion of their favorite influencer and want to try the product for themselves. Also, encouraging influencers to publish links to relevant websites will help with domain authority which works towards increasing SEO performance.
A win-win situation.
How can we help?
Collaborating with social media influencers is still a fairly new phenomenon, and it might seem like a challenging, perhaps even daunting prospect for your business. If you’d like to pick our brains to help create an effective outreach strategy, please drop us a line. One of our highly-skilled social media whizzes would love to chat!
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Posted by Steve Towells on January 31st 2022
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