With an impressive audience reach, digital marketing via social media is one of the most effective ways for boosting businesses. There are numerous strategies, techniques, tips, etc. to help you to increase your sales via social media marketing. But influencer marketing is really the most effective means of promotion.
Influencer
An influencer is everyone with authority in a specific niche or generally a famous person. An influencer can be a writer, engineer, cinema star, music star, chef, etc. “Influencer marketing” is an online marketing strategy that uses credible people to boost the sales of a brand and send its message to potential customers.
Among influential people on social media, some superstars with millions of followers such as Selena Gomez, Jennifer Lopez, Kim Kardashian, etc. are really sought after and of course more expensive. Each of their posts will get millions of likes, comments, shares, etc. Not all businesses can afford to have these celebrities advertise their products or services. So, if you have a limited marketing budget, you have to consider building a relationship with Micro or Nano influencers.
Micro-Influencer
Micro-influencers are personalities on a small scale and usually in a certain niche in which they can promote your brand. They are usually considered the users with approximately 5,000 to 50,000 followers. Of course, you have to be careful in selecting them based on their expertise and niche to support your investment. According to Social Tradia, the intention of many of these influencers is to sell their accounts. You need to exactly determine your target audience before involving the related micro-influencers. You can join related channels, groups, or pages to know the active influencers in that certain field.
Niche relevance
Despite celebrities, micro-influencers have a more direct niche relevance as they work specifically in one field. Due to this aspect, micro-influencers know your audience and the way they can be encouraged to purchase your products/services. With micro-influencers, your marketing on social media will be more focused and it is really good for special products/services.
Event marketing
If you want to hold an event, micro-influencers can be more beneficial than celebrities. Because they can encourage a certain group of people, instead of all fans of a superstar, to attend your event and buy something from you.
Friendship
Another important matter is that instead of a single commercial deal with a celebrity, you can build a long-lasting relationship with micro-influencers. Because superstars barely make new friends especially with a marketer. On the contrary, if you have micro-influencers feel that they are not just a tool to boost your brand, you can hope to make a strong friendship with them.
Nano-Influencer
The benefits of micro-influencers in terms of expense and niche can be extended to Nano-scale influencer marketing. This is a newly born concept in the field of digital marketing. As will be understood from the name, they have a small group of followers compared to micro-influencers. Their followers are usually less than 1,000.
The circle of their influence is not on the scale of a niche. They affect their own community like local businesses, neighborhoods, organizations, etc. For instance, they might be local general practitioners, local sports coaches, governors, or lawyers. The most important aspect of Nano-influencers is the ability to have the people in the vicinity notice an event or campaign. They have the strongest links and engagement within their community. So, they can introduce a product or service to their friends, colleagues, family, neighborhood, etc.
Because of these beneficial aspects, many businesses have decided to assign some of their marketing tasks to Nano-influencers. Nano-influencers have a real, face-to-face connection with people and they guarantee the sales in a locality.
Conclusion
The beneficial aspects of Nano and Micro-influencers were explained in the above sentences. However, due to the limited audience reach, they cannot be the only influencer strategy of a huge company. So, you have to divide the weight of your marketing objectives proportionally on Macro, Micro, and Nano-influencers. A meticulous balance of your budgeting and managing of these levels are required if you want to have a high ROI.
