Welcome to the 30 Days of Guerilla Marketing Techniques!
We’re not going to waste time with long introductions or fillers, instead we’ll jump right into day one, which is all about leveraging the power of social media and influencers.
While macro-influencers with millions of followers may seem like the ideal choice, micro-influencers can be just as effective, if not more so, for guerilla marketing campaigns.
Micro-influencers have smaller, niche audiences that are highly engaged and can offer a more personal touch to your brand. In this article, we’ll explore how you can recruit dozens of micro-influencers to promote your brand and maximize your marketing efforts.
Identify Relevant Micro-Influencers
To start, you’ll need to identify micro-influencers who align with your brand’s values, target audience, and industry. Look for influencers with followers ranging from a few thousand to under 100,000.
Tools like social media listening platforms, influencer marketing platforms, or simply manual research on platforms like Instagram and YouTube can help you find suitable micro-influencers.
You’ll find a handy list of sites and tools you can use to search for and locate micro-influencers below.
6 Methods Marketing Experts Use To Locate Micro-Influencers
- Social media platforms: Platforms like Instagram, YouTube, TikTok, and Twitter are great starting points for finding micro-influencers. You can use their search functions, explore relevant hashtags, and browse through related accounts to discover influencers in your niche.
- Influencer marketing platforms: These platforms serve as a marketplace for connecting brands with influencers. They provide search filters to help you find micro-influencers based on specific criteria such as follower count, engagement rates, demographics, and interests. Some popular influencer marketing platforms include:
- Upfluence
- Tribe
- AspireIQ
- Grin
- HYPR
- Heepsy
- Social media listening tools: These tools allow you to monitor conversations and track mentions related to your brand or industry. While not specifically designed for influencer discovery, they can help you identify active micro-influencers who are already talking about your niche. Some widely used social media listening tools are:
- Brandwatch
- Mention
- Sprout Social
- Hootsuite
- Awario
- Buzzsumo: Buzzsumo is a comprehensive content discovery tool that can also help you find influencers. You can search for relevant topics or keywords related to your brand, and Buzzsumo will provide a list of top-performing content and the influencers who shared it.
- LinkedIn: While primarily known as a professional networking platform, LinkedIn can be a valuable resource for finding industry-specific micro-influencers. Use the search function to identify professionals with relevant expertise and a strong presence on the platform.
- Manual research and referrals: Don’t underestimate the power of manual research. Take the time to explore popular blogs, websites, forums, and industry-specific communities to find individuals who have an engaged following and regularly produce content related to your niche. Additionally, consider asking for referrals from your existing network or reaching out to satisfied customers who may have a small but dedicated following.
Remember, each tool and platform has its strengths and limitations, so it’s advisable to use a combination of these resources to get a comprehensive list of micro-influencers who are the right fit for your brand.
Research Engagement and Authenticity
Now this is cut and dry, so we don’t need to waste much time on this one!
Once you’ve identified potential micro-influencers, dig deeper to assess their engagement rates and authenticity. High follower counts don’t always translate into meaningful engagement.
Look for influencers whose followers actively like, comment, and share their content.
Additionally, review their previous sponsored posts to ensure their collaborations feel genuine and align with their audience’s interests.
Craft a Compelling Offer
To entice micro-influencers to work with your brand, create a compelling offer that provides value to both parties.
Consider offering free products or services, exclusive discounts, access to new releases, or even monetary compensation if it aligns with your budget.
Clearly communicate the benefits of partnering with your brand and what you expect from them in return.
7 Best Practices When Creating Your First Offer
- Take the time to understand the micro-influencer’s interests, values, and the type of content they create and tailor your offer to align with their niche and audience.
- Go beyond generic offers and really provide a personalized experience by offering a customized package that demonstrates your knowledge of their content and audience, making them feel valued and appreciated.
- Provide micro-influencers with exclusive access to your brand, which may include early access to new product launches, behind-the-scenes insights, exclusive discounts or promotions for their audience, or VIP invitations to events.
- Offer your products or services for free to the micro-influencer, so they can experience the quality and benefits firsthand, enabling them to authentically promote your brand based on their genuine experience.
- If it fits within your budget, consider offering generous monetary compensation to micro-influencers for their collaboration to demonstrates that you value their time, effort, and influence in promoting your brand.
- Provide micro-influencers with an opportunity to earn a commission or participate in an affiliate program, which will incentivize them to promote your brand and help create a mutually beneficial relationship beyond just a one-time promotional fee.
- Help with content creation by providing high-quality visuals, product samples, or content ideas to make it easy for micro-influencers to create compelling content that showcases your brand in the best possible light.
Remember, every micro-influencer is unique, so consider these ideas as a starting point and customize your offer based on their individual preferences and the specific dynamics of your collaboration. Building a compelling offer that provides value to micro-influencers increases the likelihood of them wanting to advertise or market your brand.
Personalize The Outreach [Scripts Included]
When reaching out to micro-influencers, take a personalized approach. Avoid generic, copy-paste messages and instead show genuine interest in their content.
Mention specific posts or collaborations you enjoyed and explain why you believe they would be a great fit for your brand.
Personalization goes a long way in building a connection and increasing the likelihood of a positive response.
Here are three examples of strong outreach scripts you can use when direct messaging potential micro-influencers:
“Hi [Influencer’s Name],
I hope this message finds you well! I’ve been following your [platform/Instagram account/blog/channel] for some time now, and I’m really impressed by the content you create. Your [specific post/video/article] on [topic] was particularly insightful.
I’m reaching out on behalf of [Your Brand]. We’re a [brief description of your brand and what you offer]. We admire your work and believe your unique style and audience align perfectly with our brand.
We would love to collaborate with you on a [specific type of collaboration: sponsored post, product review, giveaway, etc.]. We’d be happy to provide you with [details of what you can offer: free products/services, exclusive discount codes, etc.] as a token of our appreciation.
If you’re interested, I’d be more than happy to provide you with more details about the collaboration and answer any questions you may have. Please let me know your thoughts, and we can take it from there!
Looking forward to the possibility of working together.
Best regards, [Your Name]”
“Hey [Influencer’s Name],
I hope this message finds you having a fantastic day! I recently came across your [platform/Instagram account/blog/channel], and I’m really impressed by the amazing content you share with your audience.
I’m reaching out from [Your Brand], a [brief description of your brand and what you offer]. We’re passionate about [your brand’s mission/goals] and believe that your unique perspective and engaged audience would be a great fit for a collaboration.
We’re interested in partnering with micro-influencers like you to spread the word about our [specific product/service/event]. We’d love to send you [details of what you can offer: a free product, an invitation to an exclusive event, etc.] to try and share your honest feedback with your followers.
If you’re open to this collaboration opportunity, I’d be thrilled to discuss the details further. Let me know if you’re available for a quick call or if you have any questions.
Looking forward to the possibility of working together!
Warm regards, [Your Name]”
“Hello [Influencer’s Name],
I hope this message finds you doing well! I’m a big fan of your [platform/Instagram account/blog/channel] and the fantastic content you produce. Your [specific post/video/article] about [topic] really resonated with me, and I believe it resonates with your engaged audience as well.
I’m reaching out on behalf of [Your Brand], a [brief description of your brand and what you offer]. We’re in the business of [your brand’s mission/goals], and we’re looking for passionate micro-influencers to collaborate with us.
We’d love to work together on a [specific type of collaboration: sponsored content, brand ambassadorship, etc.]. As a token of our appreciation, we can offer you [details of what you can offer: a customized discount code for your followers, exclusive sneak peeks of our upcoming products, etc.].
If you’re interested in exploring this opportunity, I’d be thrilled to provide you with more information and answer any questions you may have. Feel free to reach out, and let’s create something amazing together!
Thank you for your time, and I hope to hear from you soon.
Best regards, [Your Name]”
Remember to personalize these templates by including the influencer’s name and tailoring the message to reflect their unique style and content. Additionally, make sure to keep your outreach concise, friendly, and genuine.
Establish Clear Guidelines & Expectations
To maintain consistency and protect your brand image, establish clear guidelines for the content micro-influencers will create.
Communicate your brand’s key messages, desired tone, and any specific requirements.
However, also allow room for creativity and individuality, as micro-influencers often excel at crafting authentic, relatable content that resonates with their audience.
You also need to clearly communicate your expectations, including deliverables, timeline, and guidelines for content creation. This ensures both parties are on the same page and helps avoid misunderstandings. Share your expectations upfront and keep them within the realm of realistic.
This is also going to show the influencer that you’re a professional who understands how brand-building and brand awareness works, which will build their confidence in working with you and your business.
Monitor and Engage
Once micro-influencers start promoting your brand, actively monitor their posts and engage with their content.
Like, comment, and share their posts to show your appreciation and amplify their reach.
Encourage them to tag your brand and use designated hashtags to increase brand visibility and allow their followers to discover your products or services.
Track Results and Analyze Impact
Throughout your campaign, track key metrics to measure the impact of your micro-influencer marketing efforts.
Monitor follower growth, engagement rates, website traffic, and conversions to assess the effectiveness of each collaboration.
Use this data to refine your strategy and optimize future influencer partnerships.
Expert Tips for Newbies Working With A Micro-Influencer For The First Time
Here are some insider tips for working with micro-influencers, especially if you’re a newbie:
- Treat your collaboration as a partnership by engaging with the micro-influencer’s content.
- Micro-influencers often have a unique style and know their audience best, so trust their expertise and give them creative freedom within the guidelines you’ve established to let them showcase your brand in an authentic way that resonates with their followers.
- Encourage micro-influencers to create and share user-generated content (UGC) featuring your brand because UGC not only boosts authenticity but also expands your brand’s reach as their followers engage with and share the content.
- Ensure that your brand’s messaging, aesthetics, and values are reflected consistently across all touchpoints, which helps maintain brand integrity and creates a cohesive experience for the micro-influencer’s audience.
- Micro-influencers have built their audience and know what resonates with their followers, so listen to their insights and ideas, and value their expertise when discussing content creation or campaign strategies.
- Ensure that the micro-influencer clearly discloses their partnership with your brand according to the guidelines set by the Federal Trade Commission (FTC) as this transparency is crucial to maintain trust and comply with legal requirements.
- Show your gratitude to the micro-influencer for their collaboration and support by sending a personalized thank-you note, or offering some additional perks or incentives, or even sharing their content on your brand’s social media channels.
Remember, building relationships with micro-influencers takes time and effort.
Just be patient, genuine, and focused on creating mutually beneficial collaborations.
Remember, working with a micro influencer is a long-term brand-building strategy, and you’ll need to adjust your expectations accordingly.
Don’t assume that you’ll pay an influencer $1,000 for a post and immediately receive $100,000 in sales.
That’s not how it works!
By recruiting dozens of micro-influencers to promote your brand, you tap into the power of niche audiences and authentic connections.
These influencers can help generate buzz, increase brand visibility, and drive meaningful engagement with potential customers.
Remember to choose influencers carefully, personalize your outreach, and foster genuine relationships to maximize the impact of your guerilla marketing campaign.
