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8 Ways to Leverage Micro-influencer Marketing


Influencer marketing can be an incredibly powerful part of your marketing campaigns. You know that, or you wouldn’t be reading this right now! Tools like Socialpeeks can be especially effective when you have:

  • a clearly defined audience (both in terms of demographics and geography), and
  • a compelling story for influencers.

Here are 8 ways you can use Socialpeeks to meet your goals:

Product launches:

Step 1: Define your goals and metrics of success

Why are you launching this campaign? Is it brand or product awareness? Increase in positive sentiment? Sales? The answer is probably a little bit of each! Defining this clearly will help you…

Step 2: Determine who your ideal influencer is

Write a persona for your ideal influencer. What communities are they part of? How do they contribute to the conversation?

Step 3: Build your list of influencers

Use a tool like Socialpeeks to find the people who lead the communities you want to reach out to.

Step 4: Engage

Reach out to everyone on your list with a compelling offer. Keep in mind that these are real people, and spend time developing the relationships. Ideally, your partnership with these people extends far beyond this campaign - they could become brand ambassadors and lead a grassroots movement for you!

Step 5: Monitor and adjust

No matter what your goal was, track your metrics of success. Reach out to more or different influencers if necessary, and make notes that will help you optimize future campaigns.

Event promotion / ticket sales:

Step 1: Define your goals and metrics of success

For events, this will likely be ticket sales. But you could also be measuring brand awareness, tickets to a specific speaker or part of the event, etc.

Step 2: Determine who your ideal influencer is

Take advantage of geo-targeting to make sure your influencers are hyper-local. Running an event at a bar in New York? Don’t just target all of New York - Socialpeeks lets you find influencers who live in the neighbourhood and actually visit that bar!

Step 3: Build your list of influencers

Step 4: Engage

Reach out to everyone on your list with a compelling offer. For events, it’s often helpful to set up referral hashtags, and offer discounts to drive interest and sales.

Step 5: Monitor and adjust

Brand awareness:

Step 1: Define your goals and metrics of success

Common KPIs for brand awareness campaigns are: mentions, share of voice, engagement, and sentiment.

Step 2: Determine who your ideal influencer is

Write a persona for your ideal influencer. What conversations are they leading? Do they talk about industry trends, or the basic needs that your product meets?

Step 3: Build your list of influencers

Use a tool like Socialpeeks to find the people who lead the communities you want to reach out to.

Step 4: Engage

Reach out to everyone on your list with a compelling offer. When it comes to brand awareness campaigns, the goal should be building long term relationships. This is a great opportunity to offer experiences like tickets to a conference you’re holding, instead of monetary rewards.

Step 5: Monitor and adjust

Product development and adoption:

Step 1: Define your goals and metrics of success

Micro-influencers can be a great way to test your product, develop new features, and build loyal, early adopting, brand ambassadors - all in one fell swoop! Metrics of success in this case might look like engagement with the product team, and long term engagement and reach.

Step 2: Determine who your ideal influencer is

Write a persona for your ideal influencer. In this case, you should see a lot of overlap with your existing user personas. In order for their feedback to be valuable, these people should be aligned closely with your ideal target market.

Step 3: Build your list of influencers

Step 4: Engage

Reach out to everyone on your list. This is the easiest kind of offer - people love backstage access, and they’ll continue to contribute as long as they feel like their opinion is being valued. You might even want to consider creating a product advisory board to encourage their engagement.

Step 5: Monitor and adjust

Keep tabs on what your influencers are saying across platforms, and keep them engaged. The more valued they feel, the more they’ll advocate for you when your product is launched. Also, be diligent about collecting their data and communicating with your product teams - you can gain a lot of insight in campaigns like this!

Community building:

Step 1: Define your goals and metrics of success

What would an ideal community look like, and where would it live? How are social networks a part of it? Is the community based on Twitter, or will you have a forum? If the latter, would you like to see topics shared on social feeds?

Step 2: Determine who your ideal influencer is

Write a persona for your ideal influencer. Leverage your customer list, and make sure you include your existing influencers and advocates!

Step 3: Build your list of influencers

Step 4: Engage

Reach out to everyone on your list with the invitation to join your community. Make it worth their while: keep the community exclusive (at least at first), and make sure you’re adding value. That value could be access to other influencer minds, to your leadership, or to your resources.

Step 5: Monitor and adjust

Keep community building! Communities only last with fresh members and unique ideas.

Content creation:

Step 1: Define your goals and metrics of success

Amount of content, engagement, and reach are all great KPIs to consider.

Step 2: Determine who your ideal influencer is

In this case, we’re looking for partners and thought leaders. Try to find people who are leading conversations on topics that already exist on your content calendar. You might also want to consider reaching out to be featured on other people’s blogs, webinars, etc. Your brand has a lot of expertise to share as well!

Step 3: Build your list of influencers

Use a tool like Socialpeeks to find the people who lead the communities you want to reach out to.

Step 4: Engage

Reach out to everyone on your list with personalized offers. People love being told that their opinion is interesting and valued.

Step 5: Monitor and adjust

Competitive analysis:

Step 1: Find the conversations where you and your competitors might be mentioned

Use keywords and data from your current social listening campaigns to identify the conversations and communities you should be monitoring.

Step 2: Start tracking

Track mentions of your brand, and your competitors over time. Make sure you’re also monitoring sentiment, context, and theme to get a good map of your competitive landscape.

Step 3: Monitor and adjust

Don’t let this campaign go stale! Conversations are always shifting, so it’s often best practice to revisit and add keywords and influencers at least once/month.

Lead generation:

This one’s a little removed from influencer marketing, but it will definitely get your sales team excited!

Step 1: Create lists of your top prospects

Leverage your existing list, and use your persona to identify new leads.

Step 2: Start crushing it!

Follow their conversations in real-time to find opportunities to engage with them.

Step 3: Monitor and adjust


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