Marketing With The Mogul: How To Make The Most By Using Influencers

With the evolution of social media, it has become the marketplace for shopping. Social platforms like Instagram have installed features that allow its users to shop right from their accounts. It is essential for your brand to utilize these tactics to connect and sell products in one place to your existing and new customer base. In using these tactics the best way to connect to the user is through influencers. Influencers are an extension of your brand that promotes to gain customers that may not be aware of the products and services your brand offers.

Heres how to determine the right Influencers for your next campaign.

Marco-Influencers vs Mirco-Influencers

Marco-Influencers are influencers that are dominating their industry. Typically Marco-Influencers can be someone that is viewed as a high profile celebrity with tons of social following and fans. These influencers typically set major trends and whatever they tell their audience they think is great they listen.

Micro-Influencers may not be the high profile celebrity they more than likely a blogger, business owner or maybe even just a local fashionista that everyone loves. These influencers are the best for launching a starting influencers campaign. Micro-Influencers have a much higher engagement rate with their social following than Marco-Influencers which makes them much more trusted and easier to retain customers.

Marco-Influencers vs Mirco-Influencers: Engagement

There is no secret that when it comes to influencers Mirco-Influencers have more engagement than Marco Influencers. While these influencers have less of a following than Marco-Influencers their followers are much more trusting in the content that they are posting. This means that customers are more likely to engage with Mirco-Influencer's content even when it is sponsored. These influencers' consistency and niche are sure to capture more attention from their audience with any product or service they promote. This influencer is sure to get you a high ROI on a campaign.

Ex: Fashion Nova is one of the most popular online brands largely because of its influencers. Fashion Nova does a great job of aligning with influencers that social following is their target audience. They have tons of Micro and a few Marco influencers that promote the brand. In this case, we will be looking at Darnell Nicole a Mirco Influencer for the brand. Darnell a blogger and fashionista her over 662k following looks to her for fashion tips. Darnell averages at least 15,000 likes per post. Looking at the Fashion Nova post below with 30,927 likes Darnell is generating 2.7% of engagement from this post. This is much higher than the typical engagement of a Marco-Influencer. Looking at Darnell's social post you notice fans comment on her post asking her questions about looks. She responds with the name of outfits and items which help them better find the items on the Fashion Nova site. This makes for a high conversion from her followers on purchases of items she has posted.

@darnellnicole

Marco Influencers vs Mirco Influencers: Reach

When it comes to influencers NUMBERS MATTER! While Micro-Influencers have the ability to engage more with customers Marco-Influencers have the ability to reach more people at a given time. These influencers typically have over a million followers on social media. Because of their large following, they have the ability to promote your brand's message out to almost 3x the number of people that Mirco-Influencer has the ability to do at once. If your campaign goal is to create brand awareness for your product or service a Marco-Influencer is the best for the campaign.

Ex: Looking at Fashion Nova Marco-Influencer Bernice Burgos. Bernice is a socialite and business owner with over 5 million followers globally. Bernice's social media content ranges in areas of fitness, food, fashion and more. Her post on social media typically gets around 150,000 likes each time. In many cases, it would take a Micro-Influencer almost three times the ability to get this reach based on their following. Being a Marco-Influencers has the ability to touch a large group of people with no exact niche in content.

@realberniceburgos

Marco-Influencers vs Mirco-Influencers: Affordability

I know exactly what you are thinking. This sounds great I need to hire influencers to get my brand name out there but how much will it cost? When it comes to Marco-Influencers they are going to cost big bucks. These influencers have the ability to charge thousands of dollars for one post. If you’re a small brand looking to gain awareness and ROI a Micro-Influencer is the best choice. Micro-Influencers charge between $200-$2,500 typically for a post. With Micro-Influencers it is much easier to negotiate a budget with them for multiple post over a time period. The more money made from a Mirco-Influencer will offer you the funding down the road to roll out a large campaign with a Marco-Influencer when needed.

Marco-Influencers vs Mirco-Influencers: Target Audience

It is essential when choosing an influencer that you choose one that aligns with your brand's message, goals and target audience. It is important to determine an estimated ROI for a campaign to help you in selecting the best influencer to help you achieve your campaign goals. One of the greatest benefits of hiring a Mirco-Influencer is its relevance to their target audience. This helps drive the ROI in the campaign significantly because of their niche to your product or service. When it comes to a Micro-Influencer they have expertise in their areas which makes their following interested in the subject matter in their content which should align with your brand. This makes them more likely to generate more qualified leads along with and easier conversions compared to Macro-influencers.

Ex Jalisae Vaughn a Fashion and Lifestyle blogger from Dallas, TX. With her 116K social following, Jalisae has been a Micro-Influencer for many brands including MAC, Fabletics, 1800 Contacts and many other large brands with the engagement of almost 7% om some post. These big-name brands seek influencers like Jalisae because of the authenticity in her content and engagement with her followers they trust her judgment on products and because of expertise in these promoted brands areas.

@jalisevaughn

Have a brand that you think influencers could help you achieve your first-quarter sales goals of 2020? Not sure that you have time to manage influencers and your business? No worries I’m here to help. Click the contact link and fill out the form to learn more about my Influencer Management package.