Why Should You Adopt Micro-Influencer Marketing?

Apurva Pathak | January 13, 2022 | 67 views

Micro-Influencer Marketing
The internet is at everyone’s fingertips. According to SmartInsights, as of October 2021, 4.55 billion people use social media. No wonder it has become a marketing platform for businesses. Celebrities are now influencers who drive purchase decisions for their loyal followers.

Influencers are the best thing since sliced bread. But forget bread; they’re selling like hot cakes. They’re creating huge returns, and they’re only set to keep growing.”

Emily Warna, Brand Marketing Executive at TikTok

Micro-influencer marketing has gained popularity in the B2B marketing domain.

What is Micro Influencer Marketing?

Engaging an influencer with millions of followers may not be easy for many businesses because of the cost factor, availability, or time taken to foster a relationship with them. Micro-influencer marketing focuses on engaging micro-influencers who have a following of a few thousand upto about a hundred thousand in social media marketing and digital marketing. They create and publish relevant marketing content on their platforms.

Who Are Micro Influencers and How to Find Them?

Micro influencers could be anybody- your neighbor, travel enthusiasts, pet dogs, babies, zoos, you name it. Their accounts, though not as big as celebrity accounts, cater to a niche audience and have high content engagement. They focus on word of mouth rather than acting like boastful idols. They are laidback, more relatable, and mostly candid while interacting with their followers because they do not have any constraints like celebrities. Building a business relationship with such accounts is easier as compared to macro influencers.

Micro-influencers have a 20% higher conversion rate than macro-influencers because they are not celebrities but ordinary people who successfully manage their accounts. This increases their credibility and influence.

Here are some tips to find a relevant micro-influencer for your business:

  • Use CRM tools to find influencers on your customer list.
Scrutinize your email list and social media followers to look for a micro-influencer.
  • Scout your brand hashtag on social media.
See if this account aligns with your brand values and meets your criteria.
  • Narrow down your search by using the location filter.
Meet local micro-influencers personally to initiate a healthy association.
  • Set your micro-influencer campaign goals and ROI.
Figure out your expectations from the marketing campaign to find a relevant influencer.
  • Create clear campaign guidelines for your influencer.
Clearly document the role you expect your influencer to play in the campaign.
  • Shortlist micro-influencers who match your needs.
Choose the best-fitting influencers from your list and get ready to approach them.
  • Construct an impressive pitch to woo the influencer.
Your pitch should have an introduction, details about the campaign, and your payment offer.
  • Figure out how to get in touch with the influencers.
Depending on the contact info available, contact the influencer at an appropriate time.
  • Pitch your campaign offer transparently.
State the terms of your campaign, negotiate if necessary, and confirm the association.


Characteristics of an Ideal Micro Influencer

Finding a good micro-influencer is easy once you know the kind of account you are looking for. An ideal micro-influencer has the following characteristics:

Credibility

A decent follower count and engagement rate equals high credibility. Micro-influencers achieve this credibility by creating relatable content. An influencer with a loyal following can deliver amazing results with respect to engagement and conversions.

Involvement

A good micro influencer is passionately involved in maintaining their web presence (website, YouTube channel, TikTok and social media). Working with someone who isn’t keen on uploading content regularly may impact your campaign.

Penchant for Quality

Dedicated influencers put out high-quality niche content regularly, interact with their audience, create pleasing posts, and upload informative videos and well-drafted opinion pieces to reaffirm the trust their followers have in them.

Professionalism

Nobody likes to work with unprofessional individuals who do not follow through on their commitments. Professional influencers will not slack in uploading quality content, will remain approachable, creative, and collaborative while executing their role in a marketing strategy.

Creativity

Creative content wins over a niche audience and contributes to engagement. The influencer should know the current trends, infuse the content with unique charm, and do the most when it comes to collaborative brand content hosted on their website or social media platforms to drive engagement.

Affordability

It makes no sense to hire a micro-influencer who charges as much as a macro-influencer. Micro-influencers should be affordable and approachable.

How Do Micro-Influencers Contribute to Business Growth?

Micro-influencers impact their audience. This impact is gained over time through good content, engagement, and a consistent web presence. If relevant micro influencers are a part of your marketing strategy, they can contribute to your business growth in the following ways:

  • They create brand awareness through regularly shared quality content.
  • Collaborative brand content created with influencers brings real engagement.
  • They can positively influence their followers’ purchase decisions.
  • They are trusted by their followers, so their words count.
  • Micro-influencers are normal people, not celebrities. They have higher authenticity and conversion rates.
  • They are affordable as compared to macro or mega influencers and can be easily available for campaigns.

When compared to macro-influencers, micro-influencer platforms can increase engagement by up to 60%, according to SocialBakers. According to ThinkWithGoogle, 60% of YouTube subscribers base their purchasing decisions on the advice of their favorite content creators. Additionally, influencer marketing enhances ABM strategies. These statistics are proof that it works and can bring about exponential business growth, brand awareness and conversions.


How to Measure the Success of Your Influencer Marketing Campaign?

To measure the success of your micro-influencer campaigns, take a look at the following parameters:


Backlinks

Measure the number of backlinks that are linked to the sponsored content put out by your micro influencer.


Mentions

Calculate the mentions your brand gets in the comments and reposts of the sponsored content shared by your influencer.


Brand Awareness

Measure traffic coming to your brand page from your influencer’s channels using tracking software.


Brand Engagement

Measure how popular a brand hashtag shared by your influencer gets. You can also measure the change in your follower count and engagement as it directly translates to ROI.


Landing Pages

Check the clicks on the landing pages that your influencer shares using Google Analytics.


Affiliate Links

Track sales or inquiries received through affiliate links your influencers share on their channels.

How Daniel Wellington Expanded Their Customer Base Using Micro Influencers Jasper and Louie

Daniel Wellington engaged an Instagram account dedicated to a pair of dogs (Jasper and Louie) for a campaign. This campaign showcased the dogs with their owners wearing Daniel Wellington watches. It received a great response from a unique customer segment apart from fashion and tourists.

The importance of influencer marketing strategy and the value of micro-influencers is growing because of the higher ROI they generate. Influencer marketing tactics will hold a prime position in the B2B and B2C marketing domains in 2022.


FAQ


Where can you find micro-influencers?

You can find micro-influencers from different industries on social media. You can also use tools to find influencers relevant to your industry.

What are the benefits of a micro-influencer marketing strategy?

Its strategy brings real engagement, brand awareness, and higher conversions than macro-influencer marketing and is affordable. Its success can be tracked in terms of ROI.

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Acronis CEO Patrick Pulvermueller Recognized on CRN®’s Annual Top 100 Executives List

The Channel Company, Acronis | August 03, 2022

Acronis, the global leader in cyber protection, announced today that CEO Patrick Pulvermueller was recognized by CRN®, a brand of The Channel Company, as one of its 2022 Top 100 Executives. He was also cited as one of the top 25 innovators on the annual list, which recognizes forward-thinking and innovative technology leaders who have proven their commitment and dedication to the channel through solution-provider-focused strategies and a willingness to take bold steps despite market unpredictability. CRN’s Top 100 Executives List shines a light on the executives who are shaking up the status quo, supporting channel partners, and placing big bets on where the market is headed next. CRN commends these visionaries across four sub-categories that positively impact the IT channel: the 25 Most Influential Executives, Top 25 Channel Sales Leaders, Top 25 Innovators and Top 25 Disruptors. “It is an honor to be named to CRN’s Top 100 Executive list,” said Acronis CEO Patrick Pulvermueller. “It is an honor to be named to CRN’s Top 100 Executive list,” said Acronis CEO Patrick Pulvermueller. “Innovation drives everything we do at Acronis, and I’m incredibly proud of our team of industry leaders who bring creativity and expertise to the technology they develop. As Acronis continues its rapid growth trajectory, we are committed to giving our service providers the modern, integrated cyber protection they need to secure customer data and mitigate security risks.” Cloud software and hosting industry veteran Patrick Pulvermueller joined Acronis as CEO in July 2021 after serving as GoDaddy’s Partner Business President. Since joining Acronis, the company continues to disrupt the data protection and cybersecurity markets while redefining how service providers leverage remote monitoring and management (RMM) and professional services automation (PSA) services. Last week, the company raised $250M in Series E funding, driving their valuation to $3.5 billion. “Winning leaders embrace innovation while going all-in with partners in their commitment to accelerating business growth and digital transformation for their customers,” said Blaine Raddon, CEO of The Channel Company. “Their exceptional vision, know-how and execution contributed significantly to the strength of their companies, partners, customers, and the IT channel as a whole. Congratulations to all included on the CRN 2022 Top 100 Executives list for successfully bringing channel-focused innovation to the market, enabling new growth opportunities, and producing one channel success story after another.” Earlier this year, Acronis unveiled enhanced features to the company’s #CyberFit Partner Program, which increased its emphasis on supporting partner development, particularly for cloud-based services, and offering competitive professional and financial assistance to partners who migrated to Acronis. In February, Acronis Chief Channel Evangelist Amy Luby and Channel Chief Alex Ruslyakov were recognized as members of CRN’s prestigious 2022 Channel Chiefs list. To learn more about Acronis’ #CyberFit Partner Program, visit https://www.acronis.com/en-us/partners/. About Acronis Acronis unifies data protection and cybersecurity to deliver integrated, automated cyber protection that solves the safety, accessibility, privacy, authenticity, and security (SAPAS) challenges of the modern digital world. With flexible deployment models that fit the demands of service providers and IT professionals, Acronis provides superior cyber protection for data, applications, and systems with innovative next-generation antivirus, backup, disaster recovery, and endpoint protection management solutions powered by AI. With advanced anti-malware powered by cutting-edge machine intelligence and blockchain based data authentication technologies, Acronis protects any environment - from cloud to hybrid to on premises - at a low and predictable cost. Founded in Singapore in 2003 and incorporated in Switzerland in 2008, Acronis now has more than 2,000 employees in 34 locations in 19 countries. Acronis Cyber Protect solution is available in 26 languages in over 150 countries and is used by over 20,000 service providers to protect over 750,000 businesses. Contact for press release: Karl Bateson | karl.bateston@acronis.com About The Channel Company The Channel Company enables breakthrough IT channel performance with our dominant media, engaging events, expert consulting and education, and innovative marketing services and platforms. As the channel catalyst, we connect and empower technology suppliers, solution providers, and end users. Backed by more than 30 years of unequalled channel experience, we draw from our deep knowledge to envision innovative new solutions for ever-evolving challenges in the technology marketplace. www.thechannelcompany.com

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CHANNEL PARTNERSHIPS

Pixotope Announces New EMEA Partners and Distributors

Pixotope | September 28, 2022

Pixotope, the leader in live augmented reality (AR), extended reality (XR), and virtual production solutions, is continuing to break down barriers to Virtual Production adoption by expanding its network of partners across the EMEA region. This expansion follows the success of major productions for Pixotope, including support of the world's largest esports event, Valve’s Dota 2, 2021, held in Bucharest’s 50,000-capacity stadium, Arena Națională. Alongside Pixotope, new business partners Tangram, Telmaco, Vantec, The Level, Mondatum, Post Logic, Plan Shoot Deliver, Centron, CVP, and BDS will drive market-leading virtual production technology in their respective territories. David Cheng, VP Sales & Marketing (EMEA) at Pixotope, says, "We're delighted to be working with our new partners in the EMEA region. These new partnerships reflect the increased global demand for high-level, virtual production technology throughout EMEA. We’re looking forward to broadening access to Pixotope technology and seeing what clients create next." David Cheng, VP Sales & Marketing (EMEA) at Pixotope, says, "We're delighted to be working with our new partners in the EMEA region. These new partnerships reflect the increased global demand for high-level, virtual production technology throughout EMEA. We’re looking forward to broadening access to Pixotope technology and seeing what clients create next." All the new business partners represent the best talent in their respective regions to support the adoption of Virtual Production. Clients can take additional assurance with the introduction of Pixotope Certified Experts, who have each taken a specialized course and exam, ensuring the best level of support for productions. To support the new business partners, Pixotope has appointed Lisa Schneider as Channel Marketing Manager, to be responsible for the global Pixotope Partner Program. Lisa joins Pixotope from Arvato Systems, where she supported the sales teams and spent several years in the company's Media & Entertainment division, becoming a familiar face at industry events and exhibitions. Lisa says, “I’m looking forward to working with such a prestigious group of partners and leading a program that brings real value to our business partners, enabling them to grow their business as we grow ours and fulfill our mission to make virtual production accessible to all media creators.” New Pixotope EMEA Partners Tangram Solutions - Spain We are a company offering the best audiovisual solutions through the most advanced technologies for more than 18 years. We provide our clients with specialized advice, being experts in the development and optimization of pipelines for Media Entertainment. We are a company that distributes both software and hardware of the first brands in the audiovisual industry, and we are currently leaders in Virtual Production. We are HP Amplifly Power Partner specialized in Workstations Specialist and Autodesk Gold Partner of Media & Entertainment (M&E). We work with film production companies, series, animation, VR, AR, professional schools, and universities. Always being at the forefront of new technologies, providing the sector with new ideas to speed up production. Telmaco - Greece Telmaco S.A. is a leading European AudioVisual and Broadcast Systems Provider and Integrator located in Athens, Greece. The company has been operating very successfully for many years in Greece and Cyprus, with a branch office in Thessaloniki, Northern Greece. In recent years Telmaco has expanded operations internationally and is involved in Turnkey System Integration projects in Northern Europe, the Balkans, the Middle East, Asia, and Africa. VANTeC - Portugal VANTeC provides technology, consulting, integration, training, and support for the media market, optimizing its clients’ resources and offering complete solutions. Founded in 1991, VANTeC has 31 years of experience in the market. VANTeC is part of the Danmon Group*. *The Damon Group works specifically in the broadcast sector, with an international presence in various countries like the UK, Germany, Denmark, Sweden, Norway, Dubai, Jordan, Vietnam, Spain, and Portugal. The Level - UK & IRE Established in 2020 by founder and creative director Kevin Cooney, The LEVEL has worked with some of the biggest names in television sports broadcasting, including F1, FIFA, ITV and Disney, to deliver a truly immersive experience in real-time production. Blurring the lines between animation, virtual and live performances, The LEVEL are creators and innovators and proud to pioneer virtual production solutions and workflows for the broadcast industry. Based in Nottingham in the heart of the midlands, the team have over 20 years’ combined industry experience, which they are now using to take the business to the next level, delivering real-time virtual productions of all shapes and size across the broadcast, media and corporate sectors. Mondatum - UK We are tech innovators, problem solvers, and contract developers. We specialize in on-set virtual production, in-camera visual effects, and real-time visualization. As Unity’s newest tech partner outside games, we are focused on helping organizations to incorporate game engine technology into their creative processes and workflows. Post Logic - France Post Logic distributes a complete range of software and integrated systems for post-production video, film, 3D animation, and broadcast. We are looking for innovative technologies and offer software solutions for the whole of the image processing chain: management of rushes & DI, film restoration, encoding, storage, & special effects compositing, 3D, DCP, and graphic design, as well as hardware systems suitable for the graphics chain: workstations, render farms, secure direct-attached, NAS and SAN storage, networking, monitoring & HD UHD play-out. Plan Shoot Deliver - Czech Republic Plan Shoot Deliver. That's what we do. Founded by Warren Yanish, who has twenty-five years of broadcasting and content creation experience. We bring thousands of hours of live television, sports, documentaries, and corporate & commercial video production experience to the industry. Our focus is innovative solutions for video technologies, Virtual Production, 3D Environment Creation, XR, VR, and AR content creation. Based in Prague, Czech Republic we have worked with clients worldwide to produce amazing projects using Unreal Engine, Twinmotion, Pixotope, Blender, Houdini, 3Dsmax, Sketchup, Revit, and many others in our production pipeline. Contact us for a solution to your next video, broadcast, or film project using Virtual Production. Centron - Slovakia Centron is one of Europe’s leading integrators in the field of supplying professional audiovisual systems and designing, managing, and implementing projects based on audiovisual and communication technologies. Founded in 1991, we have been operating across the Slovak and Czech markets as a distributor, seller, and integrator of professional audio and video technology. CVP - UK & Belgium For over thirty-five years, CVP has been one of the leading Broadcast and Professional video solutions providers, with a comprehensive sales and support infrastructure across the UK and Europe. The company prides itself on maintaining close relationships with key manufacturers such as ARRI, Sony, RED, and Canon, and uses its unrivalled experience to listen to customers, understand their needs, and deliver the right solution with first-class service. CVP offers creative consultation, sales advice, technical service provision, and training. BDS - Italy Broadcast Digital Service was founded in 1994, spanning thirty years of experience in the construction and assembly of audiovisual and commercial directories in multimedia systems, Virtual Studios, Augmented Reality Studios, and Realtime VFX for Film & TV. For over ten years we have expanded our focus on two new sections: Production & Creative Lab. We always work by your side, guaranteeing highly qualified teams, able to develop ideas and content for important audiovisual realities.

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MARKETING DATA

Khoros and EveryoneSocial Partner to Strengthen Digital Marketing Strategies Across Social Channels

Khoros, EveryoneSocial | July 07, 2022

Khoros, an award-winning leader in digital-first customer engagement software and services, today announced it has partnered with EveryoneSocial, the leading employee advocacy platform. The partnership combines the power of Khoros’s social media management solution (including content management, publishing, social listening, and governance) with tools in EveryoneSocial that help brands engage their employees and support marketing, sales, recruiting, and communications initiatives across social media. By leveraging the technologies of Khoros and EveryoneSocial, digital marketers can align content, messaging, and campaigns with a brand’s employee advocacy program to boost awareness, maintain reputation, and even help drive their business’s bottom line. "We're excited to partner with EveryoneSocial to help brands enhance their customer experience by empowering their best champions: their employees. Together, we're giving brands an expanded toolkit that maximizes their digital marketing strategies on social to reach a wider audience and ensures every team member across the organization—from marketers to recruiters—is sharing the right messages to help create customers for life,” said Chris Tranquill, chief strategy officer at Khoros. “We know social media leaders want the convenience of an all-in-one solution, but we also know that they don’t want to settle for mediocre tools. They want the best, which is why we’re so excited to be partnering with Khoros. This partnership brings together the market’s leading social marketing and employee advocacy platforms to give our customers the tools they need to generate maximum ROI,” said Cameron Brain, CEO & Co-Founder of EveryoneSocial. “We know social media leaders want the convenience of an all-in-one solution, but we also know that they don’t want to settle for mediocre tools. They want the best, which is why we’re so excited to be partnering with Khoros. This partnership brings together the market’s leading social marketing and employee advocacy platforms to give our customers the tools they need to generate maximum ROI,” said Cameron Brain, CEO & Co-Founder of EveryoneSocial. Khoros is unique in the industry with its ‘single pane of glass’ platform to manage omnichannel customer interactions. In addition to its award-winning social marketing capabilities, the Khoros platform also features best-in-class digital customer care products for contact centers, enterprise-grade communities software, and valuable voice of customer (VoC) insights—all powered by its patent-pending, AI-powered orchestration engine. To learn more about Khoros’s digital customer engagement platform and services, visit khoros.com. For additional information about EveryoneSocial’s employee advocacy platform, visit everyonesocial.com. About Khoros Khoros’s award-winning customer engagement platform helps over 2,000 global brands, including one-third of the Fortune 100 companies, create customers for life. With over 20 patented technologies, Khoros connects every facet of customer engagement, including digital contact centers, messaging, chat, online brand communities, CX analytics, and social media management. Combined with our top-rated services, the Khoros platform enables brands to connect with customers throughout their entire digital journey. Khoros powers more than 500 million daily digital interactions and leverages AI to turn these interactions into actionable insights. Primarily owned by Vista Equity Partners, Khoros is recognized as one of the Best Places to Work both nationally and locally across our 11 offices around the world. For more information, visit khoros.com. ​​About EveryoneSocial EveryoneSocial is the platform that transforms employees into influencers by empowering them to authentically create and share content on social media. Many of the world’s highest-growth companies – including Qualtrics, T-Mobile, and Highspot – use EveryoneSocial to engage employees, expand brand reach, and drive organic social media ROI.

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Events