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Mastering Influencer Marketing: How to Strategically Promote Your Small Business in 2023

Dive into the world of influencer marketing and learn how your small business can attract affordable influencers for promotional success in 2023. Discover the potential of nano and micro-influencers to boost your growth.

Published onJune 14, 2023
Written byEzgi Arslantay
Timing5 min read

Influencer marketing for small businesses has dramatically transformed the landscape of digital advertising. Emerging as one of the most effective ways to drive sales, 49% of consumers depend on influencers for purchase decisions. Even with significantly smaller budgets compared to their corporate counterparts, small businesses can make a substantial impact through effective influencer partnerships. This article explores why this strategy is particularly effective for small businesses or startups, how to find affordable influencers - specifically, nano and micro-influencers - and how to best promote your business with influencers. Let's delve deeper into this concept.

Understanding Influencer Marketing for Small Businesses

Influencer marketing involves partnering with influencers - individuals with a significant online presence and a dedicated audience - to promote your products or services. For small businesses, this form of marketing provides an affordable, effective way to reach potential customers who might otherwise be difficult to engage. By leveraging the influencers' already-established trust and connection with their audience, businesses can authentically promote their offerings and create valuable content.

Mega influencers, with follower counts in the millions, are typically the go-to choice for big corporations. However, despite their large followings, they often have lower engagement rates, and their follower base might include many fake accounts.

Influencer TypeFollower Count
Nano Influencers1,000 - 10,000 followers
Micro Influencers10,000 - 100,000 followers
Macro Influencers100,000 - 1,000,000 followers
Mega/Celebrity Influencers1,000,000+ followers

Why Choose Nano and Micro Influencers?

As part of your influencer marketing strategy, you might consider partnering with nano (1,000-10,000 followers) and micro (10,000-100,000 followers) influencers. Although these influencers have fewer followers than their mega counterparts, their audience often boasts higher engagement rates. This engagement is due to the authentic connections these influencers have with their followers. Furthermore, nano and micro influencers are generally more affordable, making them ideal for small businesses with limited marketing budgets.

a girl is taking a selfie with sunglasses
a girl is taking a selfie with sunglasses

Content Creation with Influencers

When collaborating with influencers, content creation should be at the forefront of your strategy. This collaboration can take various forms, including user-generated content, sponsored posts, guest blog posts, YouTube videos, or affiliation links. It's essential to align the content type with your brand and the influencer's style to create authentic, relatable content that effectively promotes your business.

Finding and Evaluating Influencers

Finding the right influencers for your brand involves some research. Start by searching relevant hashtags on social media platforms like Instagram and TikTok. Check the profiles with top-performing posts and evaluate them based on their following and engagement rate. Be wary of influencers with a high percentage of fake followers, as this can decrease your campaign's effectiveness. Anything above 25% fake followers is a red flag and a possible sign of fraud.

To calculate an influencer's engagement rate per post, add up the likes and comments (total engagements), divide that by the number of followers, and multiply by 100. For nano and micro influencers, you should ideally look for engagement rates between 4% and 7%.

a phone with the tiktok home page open next to the flower pot
a phone with the tiktok home page open next to the flower pot

Outreach and Collaboration

Once you've identified potential influencers, it's time to reach out. Initiate contact with a personalized message expressing your interest in a collaboration. Once the collaboration begins, ensure the influencer's content aligns with your brand values and messaging.

Here's an example of an outreach message: "Hi, I've been following your content and love your messaging surrounding [topic]. I'd love to talk to you about a sponsored content campaign for [your company]. Time to chat soon? I'm available at [your contact info]."

Harnessing the Power of Influencer Marketing with fucimo

Fucimo is a multichannel ad marketplace that simplifies the advertising process for small businesses and startups. It offers a diverse range of media channels from podcasts to influencer marketing, from digital out of home advertising to newsletter marketing; allowing you to connect directly with media owners and influencers, streamlining transactions efficiently, and making informed decisions with transparent pricing and performance.

Table: Key Aspects of Influencer Marketing for Small Businesses

AspectDescription
Understanding Influencer MarketingPartnering with individuals who have a significant online presence to promote your products or services.
Choosing Nano and Micro InfluencersThey are more affordable and boast higher engagement rates due to authentic connections with followers.
Content CreationAlign the content type with your brand and the influencer's style to create authentic and relatable content.
Finding and Evaluating InfluencersLook for engagement rates between 4% and 7% and avoid influencers with high percentage of fake followers.
Outreach and CollaborationInitiate contact with a personalized message and ensure the influencer's content aligns with your brand values.

Case Study: The Power of Micro Influencers

The sparkling water company La Croix provides a perfect example of successful micro influencer marketing. They collaborated with a group of micro influencers who consistently posted Instagram content about the brand. In one particular campaign, the featured influencer had 1,300 followers with an impressive engagement rate of 9%.

Influencer marketing, especially with nano and micro influencers, presents a substantial growth opportunity for small businesses. By investing in influencers with authentic engagement and high-quality content creation, you can authentically and affordably promote your brand.

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FAQ:

Q1: Why is influencer marketing effective for small businesses?

Influencer marketing offers a cost-effective method for small businesses to reach potential customers who might be difficult to engage. This strategy leverages the trust and connection influencers have with their audience, leading to higher engagement and authentic promotion.

Q2: How do I find the right influencers for my brand?

Begin by searching relevant hashtags on social media platforms. Look at profiles with top-performing posts and evaluate them based on their following and engagement rate. Be cautious of influencers with high percentages of fake followers.

Q3: What is the ideal engagement rate for nano and micro influencers?

For nano and micro influencers, an ideal engagement rate is between 4% and 7%.

Q4: How can I ensure that the influencer's content aligns with my brand?

Effective communication and collaboration are key. Be clear about your brand values and messaging when reaching out to influencers. Make sure to review and approve content before it's posted.

Q5: What kind of content can I create with influencers?

A: The collaboration can take various forms, including user-generated content, sponsored posts, guest blog posts, YouTube videos, or affiliation links. It's essential to align the content type with your brand and the influencer's style.

Small Business Marketing
Influencer Marketing
Content Creators

Ezgi Arslantay

Co-Founder at fucimo

Ezgi Arslantay is a marketing professional and entrepreneur with a diverse background in brand strategy, marketing management, and business development. As the co-founder of fucimo, she assists SMBs and startups to reach and buy media, and enables creators and media networks to increase monetization through innovative technology. Before co-founding fucimo, Ezgi navigated diverse roles in both rising startups and household brands. Follow her fucimo blog for the freshest insights as she explores the intersection of technology, advertising, and business.


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