In order to remain relevant, brands now have to partner with influencers in their respective industries. The major challenge with leveraging relationships with major social influencers is that it can end up becoming resource-intensive.
This is the reason why many brands now prefer dealing with micro influencers. If you are still new to the concept of micro influencers, this article is for you.
Statistics show that 30% of people are more likely to purchase a product or service if a non-celebrity social media personality recommends that they buy it. There is tons of potential lying in this strategy just waiting to get exploited.
Since connecting with micro influencers is new ground for most, it can be challenging trying to decide how to identify them. For instance, what is the minimum amount of followers they need to have? How much compensation is compared fair in exchange for a partnership?
Thankfully, there are online platforms that make it easy to find and identify micro influencers.
Below I have highlighted some of the most popular platforms for managing micro influencers.
Klear is one of the leading platforms as far as identifying micro influencers is concerned. This is because, Klear allows you to customize the process of finding micro influencers using several criteria as filters.
With Klear you can find social media influencers based on the social media channel they are active on such as YouTube, Instagram, Twitter, or even ordinary blogs.
As earlier established not all social media influencers are created equal. You have celebrity influencers on the high tier and micro-influencers on the low-end.
This will narrow down the field of potential candidates for you. Next, you will need to go to each influencers profile and delve into insights provided by Klear. This way you will be able to tell if they are the best match for your goals.
Klear has an intuitive dashboard that makes it possible to easily manage your campaigns as well as relationships with multiple influencers at the same time.
Perhaps your promotion objectives or the nature of your business only allows you to promote your brand on specific social media channels. In this case Twitter.
TweetReach is a platform that is designed to help you identify influencers in the Twittersphere.
The following steps will guide you on how to use TweetReach.
First, you will need to key in a word that is related to your niche in the search bar. This will help you see which tweets have significant engagement.
From this identify a Twitter personality that has a massive following or that has an influential voice in our industry.
Reach out to them directly then proceed to work out a deal where they will promote your brand using their channel.
TweetReach is also perfect for conducting due diligence on specific Twitter accounts. Let us assume that you already have a particular influencer in mind. Before approaching them, it would be wise to analyze the insights provided to you by TweetReach.
Another factor that makes TweetReach indispensable is the fact that you are able to connect with influencers based on search terms used in specific locations.
Buzzsumo is definitely one of the market leaders as far as finding influencers is concerned. They have a diverse portfolio of marketing solutions for business.
Some of these tools include:
- Brand monitoring
- Competitor analysis
- Content discovery
- Influencer marketing goals
Using Buzzsumo you can find an influencer based on location or topics.
You can filter down the list of influencers using various criteria such as:
Buzzsumo also provides you with the domains and type of content influencers share frequently.
When forming a partnership with an influencer you need to know whether they are working with any other brand in your industry; a competitor perhaps, as this might undermine your marketing efforts.
Since influencers are in very high demand, it is common to have an influencer that is working with more than one brand.
Earlier we spoke of how you can partner with bloggers as a way of promoting your brand. Well, Buzzsumo helps you find and identify bloggers in your industry that you can partner up with as well as social media users.
Even though social media influencers might have a more powerful voice than bloggers, it is not always the case and even so a blogger can have a profound impact on your brand’s marketing strategy.
Using BuzzStream you will be able to identify potential bloggers that are a good fit for your industry. BuzzStream is able to identify the influencer’s/blogger’s number of followers as well as the frequency with which they post. In addition, you will also have access to engagement statistics for every prospective influencer.
BuzzStream has other features apart from identifying social media influencers including:
- Link building
- Digital PR
- Content promotion
You can use these features to complement any influencer campaigns you might be running.
GroupHigh is another top choice for brands looking to connect bloggers and social influencers. GroupHigh boasts of their expansive database that boasts more than 15 million profiles.
When you use GroupHigh, you are able to find influencers using various metrics including:
- Social presence
- Expertise in industries or niche topics
GroupHigh is especially useful if you are managing influencers that have a presence on multiple platforms.
GroupHigh also provides a report that contains your brand’s social mentions which in turn help you understand whether any investment you make in partnering up with influencers is paying off.
Like TweetReach, FollowerWonk is specifically designed to work with Twitter. Unlike any of the other platforms mentioned above, Followerwonk has a free version.
Followerwonk works a little bit differently from other platforms. You are able to search for keywords that are found in a user’s profile.
Other information that will be extracted from their profiles includes:
- Age of their account
- Number of followers
- Social authority scores
You can also use Followerwonk to keep track of existing relationships.
Followerwonk will help ensure that the influencers you are partnering up with have a strong authority hence keep you from spending money on a campaign that won’t work.
Onalytica is a platform that helps you connect with influencers as well as manage them. With Onalytica you can find influencers using categories. This enables you to connect with people who specialize in specific fields.
You can also use demographics as a basis for finding influencers. This is especially useful if you plan to market to a specific audience.
However, what really sets Onalytica apart from the other platforms is the fact that you are able to find influencers based on content as well as topic.
Basically, you will be required to upload something that you have created such as a blog post or newsletter, and the Onalytica content matching tool will provide you with a list of prospective influencers.
If you would like to learn more of how you can launch an influencer campaign to promote your brand, do get in touch.