How to make a big impact with a small influencer marketing budget

How to make a big impact with a small influencer marketing budget

If you are just getting started with influencer marketing, here are a few ways you can keep your costs low while still creating a big impact. To find those people with an affinity for your brand, take a look at your followers to see if there are any micro-influencers. Reach out to them and ask if they are interested in working with you or receiving some product in exchange for a post. As fans, they will likely be thrilled to work with you, and, while this does not mean the influencer won’t expect to be paid, they are more likely to work with you at a reduced price. When looking for influencers, pay close attention to the content they create. Find people who have posted about similar products and match your target customer. One way to ensure you get strong engagement for your sponsored content is by paying based on engagement. Amplify content with paid social Sure, it costs money to boost content shared by influencers, but that investment goes a long way. You can make room for this in your budget by cutting down on the number of influencers you pay and boosting the posts of the ones you work with. Find out what works for your brands and then go all-in once you find the sweet spot for you.

How to Create a Budget for Social Media Marketing
Einfache Praxistipps für effektives Social Media Marketing ohne Budget
Bury St Edmunds social media expert Kim Morrison with suggestions for marketing your business on a shoestring budget

Influencer marketing is so hot right now. I’ve spoken to several brands that have shared an interest in testing out influencer marketing, but they’re hesitant because they have a small budget or aren’t ready to go all-in for a strong campaign.

If you are just getting started with influencer marketing, here are a few ways you can keep your costs low while still creating a big impact. Completing a campaign on a small budget will help you dip your toe in to learn what works and what doesn’t before moving on to make a larger investment.

Start with your fans

When we at Seasoned Influence surveyed 100 micro-influencers, affinity to the brand was ranked as having the highest impact on the rates they charge. To find those people with an affinity for your brand, take a look at your followers to see if there are any micro-influencers.

Reach out to them and ask if they are interested in working with you or receiving some product in exchange for a post. As fans, they will likely be thrilled to work with you, and, while this does not mean the influencer won’t expect to be paid, they are more likely to work with you at a reduced price.

Working with these influencers can organically bring you more of the same. We find that when we do a campaign with one micro-influencer, others are likely to reach out and express interest in collaborating.

If you are not well known yet and don’t have any fans, create them. Send micro-influencers products to get them acquainted with you. Consider ways you can highlight them. You could do a series of interviews or include influencers in a roundup on your site to start that relationship.

Find the perfect fit

After brand affinity, the second most influential aspect of a campaign affecting influencers’ rates was how well the campaign matched the influencer’s expertise. When looking for influencers, pay close attention to the content they create. Find people who have posted about similar products and match your target customer.

The more granular you go, the better. For example, Clorox wouldn’t want to just target “Moms.” Instead, they might try to find influencers with more than two children who have posted DIY tips for cleaning in the past that their users engaged with.

Combine affiliate marketing with influencer marketing

Be creative in how you compensate bloggers. If you can provide influencers with a unique affiliate offer, it allows you more room to negotiate a lower upfront rate, because they can earn additional income from actual conversions their content generates.

This could even end up costing you more in the long run, but it takes away the risk of paying an influencer without getting the results you were hoping for. They are now incentivized to produce the highest-performing content, and doing well increases the likelihood they will share additional content in the future.

Focus on the engagement

We’ve all heard a lot about fake followers and fake engagement on influencers’ content. When you are evaluating influencers all day, fake engagement sticks out like a sore thumb. The strongest indicator of an engaged, trusting audience is in the comments. Look at the influencer’s social channels to see if readers are asking questions, leaving insightful comments or tagging other people to make sure they see their content. Do not base an influencer’s value on the numbers of followers they have alone.

I would rather work with an influencer with 20,000 followers and a 6 percent engagement rate than someone with 100,000 followers and a 2 percent engagement rate. The influencer with the larger following will still have more reach and engagement, but the influencer with the smaller audience will have a more intimate relationship with their following (i.e., more influence over them) and will charge a fraction of the price.

One way to ensure you get strong engagement for your sponsored content is by paying based on…

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