Modern Marketing School

What Are Micro Influencers?

Ashley Baxter — Tue, 30 Jul 2019 16:06:53 +0000

Quality over quantity is one of the core pillars of a good modern marketing strategy.

Micro influencers are exactly that when it comes to leveraging the influence of others to promote your brand or business.

Let’s dig into what they really are and why they matter.

WHAT IS INFLUENCER MARKETING?

In influencer marketing, brands promote themselves by working with individuals that have a massive online following. These influencers may be celebrities, household names, or even considered the most well-known authorities in their niche.

If you want an example of a traditional influencer, look no further than Kim Kardashian. With more than 140 Million followers on Instagram, Kardashian is not only a household name but also a successful business woman with a strong personal brand in fashion and beauty.

Over the year’s she has been known for paid promotions of brands other than her own as an influencer. From Flat Tummy Tea to Sugar Bear Hair, her social posts are big business and great exposure for companies who want to reach her audience. But the cost is not cheap.

Business Insider reports that a recent lawsuit revealed brands are paying Kardashian between $300,000 – $500,000 to make a single post about their products or services. In the example below, she was paid for an Instagram post promoting a teeth whitening kit from HiSmile.

View this post on Instagram

Whitening my teeth the only way I know how @hismileteeth #TeethWhitening #HiSmile #Ad

A post shared by Kim Kardashian West (@kimkardashian) on Mar 4, 2019 at 7:01pm PST

So what’s a brand to do if they can’t shell out hundreds of thousands per post to work with influencers?

“MICRO” MEANS MEANINGFUL

Micro influencers are a bit like traditional influencers. However they have a much smaller following (between 1,000 – 100,000 followers on each social network).

As a result, they promote brands for much lower rates. But what’s more important is that they often have more authentic relationships with their audience. Why does that matter? Because…

Influencer marketing means nothing without engagement.

Most brands will see more engagement (and better overall results) by working with a handful of micro influencers than they will from working with one mega influencer like Kardashian.

INFLUENCER MATHEMATICS

Smart marketers have come to realize that there’s something that matters more than the number of followers an influencer has. That thing is how many people engage with their posts.

That metric is called an “engagement rate”.

While micro influencers have a smaller audience, they also tend have a far higher engagement rate than their larger counterparts.

The graphic above gives you a quick and easy formula to calculate an influencers engagement rate per post. However, there are many free calculators that will do the math for you. For this post we used the influencer engagement calculator from the folks over at Phlanx.

LOOKING AT THE DIFFERENCE

Screenshot and data from Phlanx

At the time of writing, Kardashian had an engagement rate of 1.29%. That’s on the low end of industry standards for expected engagement rates with influencer content. 1% – 4% is considered average engagement with 4% – 6% considered high engagement.

Anything less than 1% misses the mark of true influence. You can assume that the individuals audience has a large volume of bots. They may even have followers that are more detractors (the official marketing term for haters) than they are fans.

Because Kim’s initial audience is so large, she’s an exception to the rule and still pulls in almost 2 million engagements per posts. However, you can guess that most of her followers don’t actually know her outside of social media and episodes of Keeping Up With The Kardashians.

Micro influencers, on the other hand, tend to fall on the high end of engagement rates. We’ll look at Brand Soul Activator & Business Coach, Minling Chuang, as an example.

Screenshot and data from Phlanx

Chuang is a micro influencer with a strong personal brand in entrepreneurship and style. At the time of writing she had nearly 25k followers and an average engagement rate of 13.92%.

Engagement rates that high suggest strong trust and authenticity with her audience. Because it’s smaller, her followers are more likely to know her IRL (in real life) or have a connection to her that extends beyond social media.

In the eyes of her audience she’s closer to the category of “friends and family”. According to a study by Stakla, consumers place the opinions of this group at the top of their list when it comes to deciding how they spend their money.

60% of respondents to the study said that content from a friend or family member influences their purchases decisions, while just 23% said that content from celebrities influenced their purchasing decisions.

This makes micro influencers, like Chuang, a perfect marketing partner for brands geared towards stylish entrepreneurial women. at a cost much lower than $300,000 – $500,000 a post.

WHAT THIS MEANS FOR YOU?

Influencer marketing is a great way to leverage other people’s audiences to increase awareness for your brand. It’s applicable in nearly every industry from consumer goods to professional services and even to travel and experience based businesses.

Having a small budget shouldn’t be a barrier to entry. Consider using micro influencers and get creative with the benefits you can offer them to promote your brand.

Have you used micro influencers in your marketing? What were the results? Will you consider using them in the future? Tell us in the comments below.

The post What Are Micro Influencers? appeared first on Modern Marketing School.

5 Tips For Rapid Instagram Growth

Ashley Baxter — Tue, 05 Jul 2016 17:11:50 +0000

It’s all about the Insta! This image focused social network has emerged as a great place to reach new audiences and build raving fans for many brands. Learn the 5 rules you need to follow to build the right following and see success in your strategy.

Instagram is great, but can businesses really use this channel to add more money to their bottom line?

The answer is clear. YES!

There are some obvious industry winners on the channel like fitness, food, and travel. But any company with a great visual story to tell can make Instagram marketing work by following the right rules consistency. Quality and consistency are key, so let’s dig into the rules you should follow for rapid growth on Instagram.

Rule 1
Provide value with each post

Determine what your target audience wants and provide it on your page. That could be inspiration, motivation, or tips on a specific topic. Make every piece of content you share a gift to your audience. That will help you attract the right crowd and position yourself as an expert in the space.

Rule 2
Be consistent

You want people to know what to expect from your channel so they keep coming back for more. That won’t happen if you share content sporadically, disappear for too long, or have posts that don’t share some similar themes. Create a content calendar for when you’ll share content on Instagram and stick to it.

Rule 3
Use the right hashtags

Hashtags are the best way to connect with and find other users interested in your topic. But don’t use hashtags in your post. Right after you post your image leave a comment on your own graphic with up to 30 hashtags. That will get you more exposure.

Rule 4
Don’t be afraid to automate

Many finding success on Instagram are doing so through automation. Use tools to automatically engage others by liking images that have used specific hashtags. It get’s more exposure for your page when they look to see who you are.

Rule 5
Cross promote

Use your other media outlets to promote your Instagram page. Include a “follow me on Instagram” call to action on your blog posts, website pages, Facebook/Twitter posts, and etc. Use the audience you have in other places to drive engagement on Instagram.

Have you tried following these rules in your Instagram strategy? Tell us your results in the comments below.

The post 5 Tips For Rapid Instagram Growth appeared first on Modern Marketing School.

What is Twitter? (And How To Work It)

Ashley Baxter — Mon, 12 Oct 2015 01:39:48 +0000

You’ve got 140 characters or less… can you still tell a captivating story? Thousands of marketing pros are using Twitter to do just that every single. We’ll tell you how to get the most from this micro blogging platform as you incorporate it into your marketing mix.

What is Twitter?

Twitter is a social network that acts as a micro-blog. Instead of writing blog posts, Twitter users share their thoughts in 140 characters or less.

In addition to sharing a handful of words, users can also post a picture, video, or link to a website to go along with their update. The platform is created in a way that encourages users to keep their updates brief and to the point. This makes it a great outlet to quickly learn about pop culture items, breaking news, and other timely events.

Both individuals and brands have found success using Twitter as a channel to connect with their fans and followers. We’ve got a few suggestions on how to work Twitter to your advantage.

How To Use Twitter For Marketing Success

Tweet Often
On some networks (like Facebook & Instagram) your followers can be turned off by seeing too many messages from you or your brand. Twitter is a little different. Due to messages being 140 characters or less, you can share information more frequently as long as the content isn’t too repetitive and is meaningful to your audience.
Stay Focused
Build a content calendar for the Twitter content you plan to publish. There are a number of online platforms that allow you to do this. However, if you prefer to keep it old school you can also use an excel spreadsheet. The important thing is that you build a following in your niche and continuously feed them relevant information.
Be Timely
The hottest content on Twitter tends to be breaking news and other information that is somewhat time sensitive. Twitter moves very quickly and everyone is constantly looking for what’s newer than the information they just consumed. By keeping your content timely you’ll attract a tribe that wants to engage and interact.

Use An Authentic Voice
You voice on Twitter should be the same as your voice in everyday life. This is true for both brands and individuals. As you write Twitter content for your brand, consult you brand guideline or simply read through existing brand content. Whether your voice is professional or laid-back, staying consistent will help your fans and followers connect with you naturally.

The post What is Twitter? (And How To Work It) appeared first on Modern Marketing School.

How To Inspire Trust In Your Brand With Influencer Marketing

Ashley Baxter — Tue, 08 Sep 2015 20:12:06 +0000

Influencer marketing is a strategy that the smartest marketers are using to gain the trust of potential customers with rapid speed. We’ll tell you how you this single strategy can help you win the hearts of your target market and build authority quicker than ever before.

When it comes to creating a brand online, trust is a big factor that can lead you to success or failure.

If your brand is trusted, consumers will be more willing to interact and engage on your channels with the brand. They’ll also be more likely to deem your website to be credible enough to make a purchase from or share with their friends.

Influencer marketing can help you win the hearts of your target market and build authority in lightning speed. People listen to influencers because they are trusted and because they almost feel like they know them on a personal level.

Let’s look at a few examples:

EXAMPLE 1 – BUILDING TRUST USING INFLUENCERS AS A PERSONAL BRAND

Mary is a business coach who’s in her first month of business. She’s got the smarts and is very passionate about helping others find success on their own. However, she’s so new to the industry that she doesn’t have many referrals or past work to share with potential clients.

Most people in this situation would scramble to take on as many new clients as possible to build up a big portfolio of work. Influencer marketing provides us with a few other options that are more effective, less demanding, and highly impactful.

First, Mary could try to partner with established business coaches (influencers) in her area that can speak to her knowledge and provide a testimonial to her work. Having the seal of approval from an old pro will help others trust that she is skilled as a business coach.

Mary could also find a high profile individual who is struggling with their current business or looking to begin a new one. Assisting one well-known influencer will build more authority and trust for her brand than her work with a dozen business owners who are unknown.

EXAMPLE 2 – BUILDING TRUST USING INFLUENCERS AS A CORPORATE BRAND

XYZ clothing shop opened their doors 5 years ago and is struggling to survive. On average about 10 people a day walk through their doors. 50% of the people who enter their store make a purchase and their average sale is around $150. The owners know that they have the right inventory, they just need more door swings.

The business owners could turn to traditional media buying and purchase advertising on local radio stations and TV channels. While this could help with brand awareness, influencer marketing would be a stronger choice to improve perceptions about the store and their quality of clothing.

First, the shop could select a few influencial people around town and invite them to a special after hours shopping event. This group could include bloggers, city officials, or other well known individuals with a large network of friends. Building buzz around the event would help generate word of mouth marketing for the store.

Are you interested in starting an influencer marketing program for your brand or business? Let us know in the comments below.

The post How To Inspire Trust In Your Brand With Influencer Marketing appeared first on Modern Marketing School.

4 Reasons Why Influencer Marketing Is The Next Big Thing

Ashley Baxter — Sat, 05 Sep 2015 20:05:27 +0000

What’s next on the horizon of marketing? Influencer marketing, that’s what! Check out these 4 reasons influencer marketing is the next big thing that marketing professionals need to keep their pulse on. As consumers continue adopting to social media one thing has become very clear, real-time brand engagement is the pathway to success.

Snapchatting, and Periscoping, and Instagraming… oh my!

As consumers continue adopting to social media one thing has become very clear, real-time brand engagement is the pathway to success.

But any corporate marketer knows that it’s not always a quick and easy process to make real-time engagement happen. Long lead editorial calendars, legal approvals, and dozens of roadblocks get in the way of connecting with consumers on a deeper level quickly.

But influencer marketing is starting to change the game. By allowing influencers to share their message, marketers can tap into a network of influence that would normally be beyond their reach. In addition, they gain extra wiggle room for creativity as they are no longer the owner and publisher of the content for the message they want to share. This, among many other things, leads many to believe that influencer marketing will be the next big thing and a key component for successful marketing strategy.

1. Influencer Marketing Is Efficient

One of my favorite quotes is “If you have to tell people you are cool, you aren’t cool”. Nothing rings more true for brands today and traditional media buys are typically just that. A brand has their “we’re cool” message and they buy a canvas of ads on TV channels, radio stations, and publications to share it.

With influencer marketing, the brand isn’t buying a canvas of space in which to tell their story. Other people are naturally telling the story for them. With that, some of the influencers credibility rubs off on the brand. The message of the brands proposition or value is shared through a third-party which makes the claim more believable.

In short, influencer marketing can accomplish everything a brand would like to achieve in a much shorter period of time.

2. Influencer Marketing is Timely

Anyone who’s ever spent weeks trying to explain their marketing content to a lawyer knows that the struggle for brands to post timely and relevant content is real. Latching on to hot pop culture trends is a great way to elevate a brands profile. However, it can be a pain to get through the waves of legal approval that plague modern marketers.

With influencer marketing, brands can relax (just a little bit) because the content is no longer theirs. Brands should make sure their influencers stay aligned with FTC disclosure guidelines. But many lawyers will allow softer rules and guidelines on content that isn’t being posted directly from company channels, allowing the brand to more quickly jump into relevant conversations.

3. Influencer Marketing is Creative

What happened when a popular retailer commissioned 50 fashion influencers on Instagram to wear the same dress but pair it with their own style? The dress sold out in one week. Why? Because influencer marketing is creative. It allows consumers to see how your brand or product can relate to their life or the life they aspire to have.

Influencer marketing is a chance to let your brand belong to the people and be integrated in a way that is likely outside of your normal box. Sure, you can mix a few rules into your influencer marketing program to keep the sharing of your message within a specific sandbox. But the creativity in letting influencers collide their own style with your brand can be priceless.

4. Influencer Marketing is Fun

Image that a Grammy Award-Winning artist is going to take over Twitter handle for an hour. Imagine that a hilarious comedian with over 2 million followers on YouTube is going to share how your brand is incorporated into their life. That’s kind of a big deal and worth getting excited about.

Influencer marketing can be great fuel to your branding fire. It’s something the consumers and brand employees get excited about as well. The potential to execute fun and innovative influencer marketing strategies is endless.

Do you have an influencer marketing strategy in your mix? Tell us why or why not in the comments below.

The post 4 Reasons Why Influencer Marketing Is The Next Big Thing appeared first on Modern Marketing School.

Influencer Marketing 101

Ashley Baxter — Wed, 12 Aug 2015 14:00:21 +0000

What if you could skyrocket to being the top brand in your industry overnight? We’ll share with you exactly how to make this happen with influencer marketing strategy. Whether you’re a big brand, or a personal brand, influencer marketing can help you reach your goals.

What if you could skyrocket to being the top brand in your industry overnight? How would it feel to skip the slow process of working your way to the top and becoming an instant thought leader or premium brand?

You’ll happy to know that it’s very possible, but the strategy for getting there might be different than you’d imagine. The secret of brands who shoot to consumers top of mind is often influencer marketing. It’s been around forever, but often goes unnoticed.

It can come in the form of product placement or even having a celebrity or well-known personality be associated with your brand with perfect timing.

Influencer Marketing In Real-Time

Recently, rapper Tyga was scrutinized in the media for gifting his Kardashian girlfriend, Kendall Jenner, with a used vehicle he’d given a previous love interest. However, once he presented his new girlfriend with a $320,000 Ferrari at her birthday party in front of her family, friends, and plenty of paparazzi the story changed overnight.

The media is now all abuzz about Ferrari. This is a great example of smart influencer marketing. We can’t confirm that Ferrari was in on the plan, but in this situation an influencer was able to get Ferrri’s name publicity more valuable than any TV ad they could have ever purchased.

The influencer was able to insert their brand into the story giving them more relevance and staying power with consumers. For years, getting a Ferrari as a teenage birthday present will be a part of pop-culture.

The Influencer Marketing Theory

Networking with influential thought leaders in pop culture or your industry opens doors for you and your brand. You will be able to create more opportunities to associate yourself with them in the eyes of your fans.

Immediately, you will be granted a portion of the trust and authority they have worked so hard to attain purely through your association with them.

A great example for a large corporate brand would be the Ferrari example. An example for a personal brand would be, getting a well-known person in your industry to share a testimonial on your work. You would reap 2 benefits:

Additional exposure for your work through their established network of followers
Their seal of approval or validation that your work is high quality

How to Work With Top Influencers

So that’s great in theory but how do you actually get to the point where those big influencers are willing to associate themselves with your brand?

There are a number of ways you can go about this and will outline them below. This works a little differently for larger corporate brands and personal brands. Both are outlined below.

Personal Brands

Guests Posts – Offering to provide a guest post to influential thought leaders in your niche is a great way to connect. Most of these individuals will have a link on their site where they accept submission for guest posts. If they don’t, simply reach out through their contact form.

Ad Swaps – Here you will promote another blogger to your mailing list in exchange for them doing the same for you. That way you both benefit by gaining exposure to the audience the other has built a relationship with.

LinkedIn – This professional networking site is a great way to connect with others in your industry. Remember to be courteous and always offer some method of assisting the thought leader in achieving their goals instead of just asking for favors.

In-Person Networking Events – Networking events are a great way to make connections. You can find professional networking events on your local events calendar, sites like EventBrite, and other locations. Check your local professional associations as well.

Corporate Brands

Agencies – Many creative agencies have an access to an arsenal of influencers who are eager to work with large brands. The level of influencer can range from small to large and their costs follows the same scale.

Influencer Sites – There are a number of websites that exist for the sole purpose of connecting influencers with brands. One of my favorites is The Shelf where brands can view influencer profiles to decide who they would like to work with. Also, sites like Products For Review & Bloggers Required allow brands to offer their products or services for free to willing reviewers.

Direct Outreach – Brands can also reach out to influencers directly. Before doing this, you should craft an influencer strategy or program within your organization. However, it’s a very effective way to work with larger celebrities and boost your brands cool factor. When you reach out directly, be prepared with a pitch package to highlight exactly what you have to offer the influencer. This will avoid confusion and lengthy negotiations.

Do you plan to integrate the tips shared in today’s post? Let us know in the comments below.

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