Micro-influencers are a hot social media marketing trend. Collaborating with them can give you significant engagement without burning a hole in your pocket. By having a tighter number of followers (e.g. 1,000 to 50,000), this type of influencer is able to create stronger and more personal connections than a celebrity influencer who has 1 million plus followers.
Savvy marketers and brands are now realizing it’s pointless to spend all of their money on celebrity influencers. More often than not, a celebrity’s followers aren’t even the target audience a brand needs.
However, managing micro-influencers isn’t a cakewalk. Here are five things you need to do to effectively manage them.
1. Set Up an Onboarding Process
Make sure your first meeting with micro-influencers is an experience that they’ll love. This will set the tone for your working relationship. First impressions are everything, and if you’re looking to foster a long-term relationship with them, you need to put your best foot forward.
To ensure everything goes smoothly, set up an onboarding experience. Be sure to focus on:
- Making them feel welcome.
- Motivating them by sharing all of the great things you can achieve together.
- Reiterating the reasons for working with them and setting your expectations clearly.
- Giving them an easy first task (e.g. sharing content) so they can get started immediately.
By setting up a proper onboarding process for your micro-influencers, you're paving the way to ultimately making them your brand ambassadors.
2. Ditch the 9 to 5 Mindset
Ditch the traditional 9 a.m.-5 p.m. corporate mindset. Micro-influencers aren’t traditional employees, and you can’t treat them as such. Think outside the box with projects that go beyond traditional working hours and offer work/life balance.
For example, prAna, a sustainable clothing retailer created a unique campaign called the “Seven Day Stretch Campaign.” Bloggers were invited to wear the same pants for seven days at a stretch and share their experiences. There was no set time for posting, simply share content using the hashtag #7daystretch during the seven day time period.
prAna also allowed them to choose from a few styles, ensuring the influencer would be wearing something that appealed to their sense of style. The campaign not only created brand awareness, but also showcased the durability of the product. And of course, winners were awarded some interesting goodies.
3. Provide Incentives
Monetary incentives might work brilliantly for salespeople. However, when it comes to micro-influencers you need a different approach. Since they're passionate about your brand, money is not the best motivator here. Instead, non-monetary incentives such as free products, or entry to exclusive events can work wonders.
If you’re offering them money as incentives, they will soon start attaching importance to quantity over quality. That’s not something you really want. Ultimately, you need their passion to show through their work. That’s what will truly resonate with your customers.
Popular watchmaker Daniel Wellington is known for their influencer campaigns. They’ve worked with multiple influencers and given them free watches in exchange for promotion. They've also coupled it with coupon codes to encourage more conversions, too. Such incentives are great for boosting motivation and making your relationships with micro-influencers sweeter.
4. Use a Platform for Communicating
Create an environment where your micro-influencers are able to interact with your team easily by using a platform for socializing. Facebook groups are a great way of building a community and sparking a conversation between members.
Related Post: How to Build Brand Trast With the Help of Influencers
Your micro-influencers will feel more connected, and they can use the Facebook group to share ideas, information, feedback, or just fun stuff. It's a great way of ensuring that your micro-influencers are engaged and interactive.
You can also utilize an influencer marketing platform like Grin to manage your micro-influencer interactions, too. This platform will also allow you to share your requirements and keep track of payments easily.
5. Articulate Expectations Clearly
Setting expectations goes a long way in ensuring that your micro-influencer program runs smoothly. Often micro-influencers are unsure of what brands want from them, so you can’t really blame them when they aren’t able to deliver results.
Related Post: The Ultimate Guide to Micro-Influencers [Gifographic]
Lonely Planet does a great job of making their expectations clear for bloggers by outlining exactly what they require.
Source: Lonely Planet
From what we’ve seen so far, motivation is the biggest factor for the success of your micro-influencer campaign. Investing time and effort in the above-mentioned points can help you keep micro-influencers motivated. Not only that, you can also build lasting relationships with them, which are crucial to the success of your campaigns.