Did you know that at present 82% of the people would listen to the recommendations of the social peers? And this is one of the most important reasons why brands are so much interested in collaborating with a micro-influencer marketing agency. They are the best options to promote a brand and increase engagement.
Now, the point is, if you want to run a successful influencer marketing campaign, you have to give a lot of time and effort. Most of the brands struggle to find the right influencers. Similarly, a lot of influencers find it hard to connect with brands. This is where a micro-influencer marketing agency comes in.
Running an in-house influencer marketing campaign needs a lot of work. Businesses have to find the right influencer, vet them, brief them about business goals, and monitor the performance to make sure that they deliver accordingly. Thus, you see, it is a lot of work. Thinking about so many things can derail you from the primary business objective.
Therefore, it is not a surprise that a lot of businesses outsource the process to experts. Those who do that, pay for the quality work, metrics, convenience, and ongoing campaign support. every growing brand needs the support of a proper micro-influencer marketing agency.
Now before we get into the details on how to find out the best micro-influencer marketing agency, here is something you should know.
What are micro-influencers?
Micro-influencers are exactly what they sound like. We have shared a brief about micro-influencers in our previous blog post as well. Micro-influencers are hyper-specific influencers that have a lesser follower count for a given niche. However, they have an intensely engaged audience. Accounts with less than 25,000 followers are considered micro-influencers. Compared to celebrity influencers, micro-influencers are more engaged.
Why do you need micro-influencers?
Micro and Nano influencers have more engagement and hold better recommendation power. Micro-influencers achieve 22.2 times more conversations than any average consumer when they recommend something. Thus, it is time to stop spending money on high-end influencers who cannot offer you the desired engagement.
It is seen that influencers with 1,000 to 10,000 followers have earned an engagement rate of 4% while the accounts with more than 10,000 followers have an engagement rate of 2.4%. Also, the big-league celebrity accounts, with more than 1,000,000 followers have an engagement rate of 1.7%.
Now, you will come across a lot of micro-influencer marketing agencies. Everyone will claim to deliver a lot of things. Therefore, here are some crucial elements you ought to consider before hiring a micro-influencer marketing agency.
How to find the best micro-influencer marketing agency?
1. Find out who they have worked with previously
When you have made a list of the micro-influencer marketing agency, you check their track records. You would not want to work with an agency with a few months of experience or no prior experience in the digital marketing arena. To evaluate the efficiency of an agency, it is important to check which type of clients it has handled. Also, check the influencers they collaborate with.
This will help you in analyzing whether it is a good fit for your business goals and influencer marketing needs. If you have a limited budget, then it is not a good idea to work with an agency that only works with high-priced influencers. Instead, it is better to choose an agency with a pool of micro-influencers from your industry. Look for agencies that work with clients of your budget and size.
For instance, if a micro-influencer marketing agency handles social influencer marketing for tech clients, then that agency will not be a good choice for fashion brands. Sometimes you will also find agencies that work with different clients. They can also be helpful because they know what it is to launch small-scale and large-scale influencer campaigns. Also, you can continue to work with them when your brand grows.
2. Understand the approach of the micro-influencer marketing agency
Before you hire a micro-influencer marketing agency, it is imperative to understand their approach. You must try and learn as much as possible about their work process. This will offer you a complete picture of what it will be to work with them. Ask about the techniques or criteria they use to choose influencers and platforms for different campaigns.
It is important to have a smooth relationship with the micro-influencer marketing agency that you hire. They should explain how the agency measures the success of the campaign. The influencer marketing campaign has to make sense for your business. Therefore, the agency has to clarify its metrics that it uses for measuring the success of different campaigns. You should be able to notice the tangible benefits from influencer campaigns like user impressions, increase in follower counts, increase in sales, and engagement.
3. The best micro-influencer marketing agencies offer transparency
This is one of the most important aspects of a micro-influencer marketing agency. They are very much transparent about their pricing. Whenever an agency shares their pricing details clearly with clients, this shows that they have nothing to hide. Also, they help their clients decide from that start if they want to go ahead or not. Thus, it reduces wasted communication for the agency and also saves time for the client. As a client, you will know right from the start, whether you want to call for a quote or not.
4. The best influencer marketing agencies have lots of testimonials
Just like an influencer can help you get more engagement and sell your products, similarly, the testimonials showcase the credibility of an agency. When a company has got a lot of testimonials, it surely shows that the previous clients were happy with the work. Also, they have got good results. Thus, the more testimonials you can see, the better it is.
You don’t want to select the very first agency that you find in search results. Dig into the client satisfaction and check the work they have done in the past to make sure that they are a good partner.
5. Seek for entertaining/engaging content
When you are looking for a micro-influencer marketing agency, you will come across a lot of them. Of course, they will have connections with a lot of influencers. However, when you check influencers, try to find entertaining or engaging content. There are a lot of influencers with a large audience, but their content is not amusing. On the other hand, there are influencers with a lesser audience but their content is very entertaining. If the content is entertaining and the influence seems to genuinely engage, then, likely, you will also have a growth in organic audience.
6. It doesn’t have to be obvious always
There is no denying the fact that thinking outside the box has become highly obvious these days. Everyone wants to create something that is not done by someone else. However, this can be good when you are choosing influencers outside your genre or company. How?
For instance, if you are promoting a video game, you don’t need to only approach gamers. People who play video games are likely to enjoy other things as well. This can be gadget reviews or unboxing videos as well. Influencers who are not immediately obvious might be excited to sponsor the other kinds of brands that are no generally offered. Also, they can promote the brands in interesting ways.
7. Help the small influencers grow
It is our general tendency that when we think of influencers, the first thing that comes to our mind is someone with millions of followers. However, you should also consider the ones who have a few thousands of followers. As we have already mentioned that with the increase of followers, the engagement rate decreases, right now, micro-influencers are great options for engagement.
It is seen that influencers with less than or equal to 1000 followers have an engagement rate of 8%. The likes and comment rates follow the same percentage. Yes, you might think that micro-influencers are cheaper than big names. But consider the fact that loyalty is even a bigger benefit from the micro-influencers.
In the End
When you do the research, you will find micro-influencer marketing agencies with a brand value that matches yours. You’ve dedicated some time to check their content and figuring out why an agency is a good fit. Remember that influencers can work best when their own value matches the value of the brand. If you are aware of different social media channels, like YouTube or Twitch, you can tell the difference between the people who are just mentioning the advertiser for cash and who actually use/like the product. Try and look for a micro-influencer marketing agency that makes an effort to make a genuine connection with your business/brand.