One of the best ways you can help your business grow right now is through the use of influencer marketing. It has taken over a majority of marketing strategies that we see online and rightfully so. Influencer marketing has proven itself as an excellent way to stimulate growth for businesses of any kind.

A common misconception is that you need to have the big bucks in order to afford this marketing tactic which is DEAD WRONG! Allow me to walk you through the 5 key ways you can utilize influencers to boost your exposure.

1. Marketing with Micro-Influencers

You might be asking, “why would I waste time on smaller influencers that can’t bring as many people to my business as mega-influencers?” And I would say “hush child you have so much to learn.” All jokes aside there is an INSANE amount of value that micro-influencers offer that even mega-influencers can’t.

Understanding their strengths is an important step in taking full advantage of the influencer economy. Here is what they bring to the table:

• Great Engagement: One huge benefit of micro-influencers is the higher engagement rate that comes with them compared to bigger names. Studies have shown that micro-influencers enjoy a more loyal fan base that actually engage with the content posted.

• Niche Advantage: These influencers understand the value in niches and most choose to focus on a particular area. Whether that be fitness, travel, finance, etc… There is a micro-influencer out there for you that can target your ideal audience.

• Relatability: What stands out for these types of influencers is their authenticity factor. Micro-influencers usually have a closer connection to their audience which translates into a deeper trust connection. What this means for you is a higher conversion rate.

I suggest looking at the social media platforms that best align with your marketing needs and audience goals to find your ideal micro-influencer. Popular apps like Instagram are a great place to start. You can also check out popular influencer service sites like Brandwatch, Upfluence, and Afluencer.

2. Set Clear KPIs and Campaign Objectives

Every marketing campaign needs crystal clear goals and key performance indicators (KPIs) in mind before they even begin looking for an influencer. This way you can make sure you’re picking the best influencer for the goals you are trying to achieve. Here are some metrics to look out for depending on your campaign goals:

• Brand Awareness: If you are trying to get your brand name in front of as many people as possible try setting goals for metrics such as likes, shares, and comments. This will help you measure how many people are starting to get familiar with your brand.

• Sales: Perhaps your main objective is to generate as many sales as possible. If that is the case then tracking your conversion rate and purchases from an influencer promo code are key metrics you should keep in mind.

• Increase Subscriptions: If you want to build your community then track newsletter/subscription signups and follower growth that come directly from your influencer.

Setting clear KPIs and goals is a great way to make your expectations clear for the influencer you end up bringing on board. Take some time with this step.

3. The Power of Not Paying

No I am not telling you to be a deadbeat and scam your influencers for free work. Instead, I am telling you to recognize the non-monetary forms of payment that your business may be able to offer so that you don’t have to break the bank. These are some alternative forms of payment you could make use of:

• Free Product: A lot of influencers, especially micro-influencers are open to receiving free products that they are genuinely interested in or enjoy. This is good for you. If they enjoy your product then this can lead to authentic engagement and promotion that will benefit your business!

• Affiliate Marketing: Affiliate marketing is a great way to motivate your influencers because they only get paid when they make a sale for your business via promo code, link, etc… This is huge right now and one of the most popular methods of payment.

• Exclusivity is King: The trick to this method is offering early access to products or exclusive discounts or anything else that you can think of. This provides value to them because you are providing never-before-seen content for their socials and that makes them feel valued.

• Collabs and Promos: Think about doing a giveaway for their audience. This way they are able to engage with them in a unique and fun way at no expense to them. And you get to put your product in the hands of prospective customers. It’s a win-win!

It is important that your terms are made clear to your influencer about what is being offered. This way you can avoid misunderstandings and create a lasting relationship where you can potentially try all of these methods.

4. Create Relationships That Last

I cannot stress enough how important it is to have a genuine connection with your influencers. They are people too and the better the connection, the better they will represent your product and company. Take note of some of the best ways to bond with your influencer:

• Be Their Biggest Fan: Before you send that cold pitch, make sure to act like their number one supporter. Like, comment, and share their posts to build familiarity. This is what will make them want to work with you!

• Be Personable: No one wants to feel like they’re talking to a robot so be a human when you do outreach. Try referencing a recent post or project they’ve been a part of so they know that you want a partnership, not an employee.

• Sweeten The Deal: One thing that most influencers can’t resist is an opportunity for growth. It is how they become successful, so offer them opportunity first before asking something of them. That could be promoting their page or collaborating on content. Give them something that helps them out first and they will be more inclined to return the favor.

Lay a solid foundation for these influencer relationships so that you both can grow and benefit off of each other’s audiences. These connections can generate a steady source of customers and exposure that is mutually beneficial to both parties.

5. Measure Twice, Optimize Always

Okay so your campaign is live! Now what? It’s time to measure your results and see where you can improve for the next time because using influencers is still a process just like many other marketing tactics. You won’t get everything right the first time and that’s okay! Here are some key things to look out for:

• Metrics Galore: Looking at metrics such as likes, comments, and shares is your key to seeing how well the campaign resonated with your influencer’s audience.

• Referrals and Conversions: Discount codes and direct links from your influencer are some of the best ways to keep track of exactly how much traffic is coming from them. You’ll also be able to see the average conversion rate of their audience this way.

• Survey For Summary: If you have the time to craft a survey for your audience then I suggest you do so. This can be a great way to see how they heard about your brand or product and can pinpoint where most of your traffic is coming from. Showing just how much your influencers are contributing to the exposure of your company.

• Adapt and Overcome: So you’ve taken a look at how your campaign did, now it’s time to take action. Which posts did the best? What influencer brought the most traffic and conversions? Find out what worked out and double down. And vice-versa, see what didn’t do too hot and eliminate it. By focusing on what gave you the highest return on investment (ROI) you’ll end up with an even better campaign on your next run.

Conclusion

Influencers are huge players in the marketing game. It is essential that you learn how to utilize them in the most effective way possible so your campaigns can thrive. So start small, with micro-influencers because they offer an insane amount of value. Make sure to set clear objectives for your campaign and influencers so everyone has a clear goal in mind. And since you’re on a budget, consider different forms of payment that still benefit both parties. Don’t forget that influencers are people too and they will work harder for you when a genuine connection is present. Lastly, make sure to always measure your results and see what you can improve for next time.

Which of these tips helped you out the most? Which one will you be including in your next Influencer Marketing Campaign?