Tuesday, January 18, 2022

13 Strategies for a Successful Microinfluencer Partnership

Influencer marketing is one of the best new ways to reach out to social media audiences. Influencers thrive on building relationships between themselves and their audiences, which makes them ideal partners for brands looking to reach the same market. Microinfluencers, by definition, have fewer followers, but often have an even more close-knit community. In many cases, this closer relationship allows for greater trust when it comes to marketing products. When dealing with microinfluencers, then, businesses need to understand what will make this particular relationship work well for both parties. To help, we asked 13 entrepreneurs from Young Entrepreneur Council (YEC) the following:

1. Do Your Research

“Do your research and pay close attention to whether or not the microinfluencer you are interested in has consistent, genuine content as well as deep audience engagement. Are their followers actually interested in the products the influencer is using? Work together with the influencer to create content that is authentic and engaging. A good influencer will know what their audience is looking for.”

2. Do a Deep Dive on Their Audience

“Do a deep dive on a microinfluencer’s audience. If they have your exact customer base or a new market you would like to enter, it could be a beneficial relationship. Check the nature of their engagement. Are the comments generic or do people dive deeper with questions about product size, ingredients or use cases? Check this thoroughly before partnering.” ~ Tyler Bray, TK Trailer Parts

3. Have a Written Agreement

“Make sure to put your agreement into writing that both parties can follow. It should include goals, expectations, deadlines, rights, payments, etc. You have to ensure that there is mutual trust between both parties by executing the written agreement to also overcome possible hurdles down the road. It also gives either party the option to exit the agreement in case anything goes wrong.”

4. Set Up Benchmarks and Milestones

“Setting up benchmarks and milestones for microinfluencer marketing campaigns can help determine if goals are being met. It also establishes parameters both parties are expected to work within and can help define success.”

5. Have a Clear Reputation Agreement

“Have a clear reputation agreement. Your reputation is the biggest risk factor that you have with a microinfluencer, because if their actions are not reflective of the values of your brand, you risk a dangerous association.”

6. Create a Relationship First

“Create a relationship first before making your pitch. Get to know them, and vice versa. Then you can discuss the goals each party wishes to reach and how you can go about doing just that. Jumping right in by haphazardly pitching microinfluencers usually doesn’t go very well.”

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