The Social Observer

The Social Media Marketing Blog by SNHU Students

Micro-Influencers and Small Business Go Together like Peanut Butter and Jelly

partnering with micro-influencers for your small business
Influencer marketing is no longer just for big brands.

Marketing a small business may seem like a simple task, but there are some unique challenges to overcome. What works for big brands cannot always be scaled down to a small business setting. However, partnering with micro-influencers is a great strategy to implement regardless of the size of your brand or marketing budget.

When you think of influencer marketing, many people focus on big names on social media. While this describes one end of the influencer marketing spectrum, small businesses should turn their focus to micro-influencers. Micro-influencers are typically focused on a specific industry or product sector and can be well-known to the local area of the small business. Micro-influencers often have smaller follower counts than other social media stars, but they are focused on a more niche audience and the connection they have with this audience is much stronger.

While they don’t have the vast reach as macro-influencers, the relationship they have with their followers means a more focued, engaged audience for you. In fact, according to HelloSociety, a micro-influencer campaign can generate a 60 percent higher engagement rate than a typical influencer campaign. And, as a bonus for those with a limited marketing budget, partnering with micro-influencers typically costs much less (a few hundred dollars versus thousands, depending on the micro-influencer) than per post than other big-name social media influencers. This combination of greater engagement at a small cost means partnering with micro-influencers can be 6.7 times more cost-effective than macro-influencers.

Marketing for a small business can be difficult but modeling your marketing strategy after the successes of big brands can help. With a few small changes and some creativity, small businesses can develop a successful strategy that fits their brand and their budget.  Partnering with micro-influencers for your small business is a great option.

Category: Social Media Marketing 201