Nano-influencers and micro-influencers might have a smaller following, but the trust they\u2019re able to build within their network can have a significant impact.\u00a0<\/p>\r\n
Niche influencers are also more relatable, as their communities are closer-knit. This often leads to higher engagement and warmer leads than working with a bigger influencers. <\/a>\u00a0<\/p>\r\n\r\n\r\n\r\n But choose the wrong-fit influencer, and you may not just risk losing out on sales \u2013 they might damage your brand\u2019s reputation.<\/p>\r\n\r\n\r\n\r\n Even if you have a list of potential nano- and micro-influencers, how can you make sure they\u2019re the right fit? How do you recruit the most qualified<\/a> influencers for your brand?<\/p>\r\n\r\n\r\n\r\n We asked 16 marketing experts how they effectively ironed out their own influencer hiring process.<\/p>\r\n Without doing your homework, you\u2019re likely going to end up working with the wrong people.<\/p>\r\n\r\n\r\n\r\n Or, you may be confident in your choice, but without conducting any research, you might jeopardize the collaboration or fail to get the desired results.<\/p>\r\n\r\n\r\n\r\n This is why Financer.com\u2019s<\/a> Johannes Larsson suggests brands take the time to get to know potential influencers beforehand.<\/p>\r\n\r\n\r\n\r\n \u201cShow them you\u2019ve done your research by learning what type of content they create and the values they stand for. That way, they know you\u2019re serious about working with the right people, which gives them confidence in your brand.\u201d<\/p>\r\n\r\n\r\n\r\n Similarly, Evan McCarthy of Sporting Smiles<\/a> advises, \u201cMake sure the influencer’s persona is in line with your brand and products. If they are even slightly controversial, your products could be questioned. <\/strong>You must be confident they won’t cast a negative light on your products.\u201d\u00a0<\/p>\r\n\r\n\r\n\r\n It\u2019s also important to familiarize yourself with market trends. Go through research reports on the state of influencer marketing, and talk to your network or people who\u2019ve worked with influencers before.<\/p>\r\n\r\n\r\n\r\n Learn the going rate that nano- and micro-influencers<\/a> charge. And while you are at it, learn how influencers typically work.<\/p>\r\n\r\n\r\n\r\n These actions will help you understand \u201chow much the influencer is worth to your company, and what a fair offer is,\u201d says Melanie Musson from ExpertInsuranceReviews.com<\/a>. \u201cIf you haven\u2019t done your research, you can\u2019t approach the influencer with confidence.\u201d\u00a0<\/p>\r\n\r\n\r\n\r\n On the topic of influencer rates, Brian Nagele from Restaurant Clicks<\/a> advises, \u201cBe competitive when it comes to rates you offer, and think about a long-term relationship rather than a one-off gig. Many influencers are looking for brands to work with on a consistent basis.\u201d<\/p>\r\n Sporting Smiles\u2019 Evan McCarthy has similar advice: \u201cDon\u2019t just offer free products or free experiences. Paid nano- and micro-influencers will bring much more engagement, as they feel valued.<\/p>\r\n\r\n\r\n\r\n \u201cOf course, you may need to send free samples or products for them to promote, but they will value the collaboration more if treated with the same regard as macro or mega influencers.\u201d\u00a0<\/p>\r\n\r\n\r\n\r\n This is vital for enticing the right influencers to work with you. While finding good-fit influencers is one part of the puzzle, ensuring they say yes to collaborating with you is another.<\/p>\r\n\r\n\r\n\r\n It\u2019s essential you clearly specify your budget and \u201cmention from the first email what they will gain from this collaboration,\u201d suggests Don Adams of RegionalFoundationRepair.com.<\/a><\/p>\r\n\r\n\r\n\r\n \u201cNano- and micro-influencers receive many requests to collaborate and don\u2019t have the time to deal with back and forth emails. Being upfront and transparent is great for building your professional relationship.\u201d<\/p>\r\n\r\n\r\n\r\n Your introductory email needs to be short, to the point, and convincing.<\/p>\r\n How do you\u00a0 make sure prospective nano- and micro-influencers don\u2019t miss your email? Start with building relationships over social media first.<\/p>\r\n\r\n\r\n\r\n Get on the influencer\u2019s radar. Influencers are more likely to get back to you if they\u00a0 recognize your brand, email address, or profile picture.<\/p>\r\n\r\n\r\n\r\n AdminRemix<\/a>\u2019s Lundin Matthews advises, \u201cFamiliarize yourself with the influencer you’re eyeing and then contact them personally. Establish a rapport and good relationship with them, and offer them a contract just like you would with other people you work with.\u201d<\/p>\r\n\r\n\r\n\r\n According to Adam Ng of TrustedMalaysia<\/a>, \u201cDMing lets you get to know the influencer before booking, even if it has to be done through a management team. This is also a great way to double-check that they really match your vibe.\u201d<\/p>\r\n An official contract shows you\u2019ve given thought to the partnership\u2019s terms, conditions, and expectations. Putting everything down on paper also makes sure both parties agree on what\u2019s required from them.<\/p>\r\n\r\n\r\n\r\n John Li of Fig Loans<\/a> says having contracts in place is also the professional way to go about partnering with influencers: \u201cDon\u2019t just send a casual DM. Draft a contract for both one-off and ongoing influencer relationships that clearly outlines the expectations for both parties.\u201d<\/p>\r\n\r\n\r\n\r\n Keep in mind that while drafting contracts can be time-consuming, it\u2019s mostly a one-time thing. Once you\u2019ve created contracts, you can share the same contract with all the influencers you work with.<\/p>\r\n\r\n\r\n\r\n \u201cWhen it comes to nano-influencers, you can hire them for short-term projects with small budgets to test their effectiveness before you consider a longer-term working relationship,\u201d highlights James Diel of Textel.<\/a><\/p>\r\n\r\n\r\n\r\n \u201cIt\u2019s a great option for risk-averse small and medium-sized businesses with tiny marketing budgets.\u201d<\/p>\r\n When working on pilot projects, Nate Tsang of WallStreetZen<\/a> recommends to \u201ctell influencers what you want to achieve and what a sponsored post needs to include. Work closely for those first few posts, but trust their experience for the long-term relationship.\u201d<\/p>\r\n\r\n\r\n\r\n \u201cThe key to influencer marketing is reaching those who believe in your mission,\u201d opines Grant Aldrich from Online Degree<\/a>. \u201cPeople become advocates for you because they share common values and philosophies.<\/p>\r\n\r\n\r\n\r\n \u201cInfluencers get solicited every day, and for many, it\u2019s not just about the money. There are micro-influencers out there who care deeply about certain topics and share those opinions with their audience.<\/p>\r\n\r\n\r\n\r\n \u201cEven if you don\u2019t have a dollar to spend, there are influencers out there who will share your company, simply because they believe in it.<\/p>\r\n\r\n\r\n\r\n \u201cThe more authentic you are and the stronger the mission behind the company, the more influencers you will find to speak about your company and help you on your journey.\u201d<\/p>\r\n\r\n\r\n\r\n But this doesn\u2019t mean you should only look for free ways to promote your business. Instead, be clear about your budget and ask each influencer what their expectations are in terms of compensation.<\/p>\r\n\r\n\r\n\r\n Eric Thomas of Simple Solar Living<\/a> says it well: \u201cShow them it can be a symbiotic relationship for both of you. Some brands pay influencers outright, but many brands supply products in return for services rendered<\/strong>. Lay out what the reciprocal nature of the relationship will be \u2013 and get them excited about it!\u201d<\/p>\r\n\r\n\r\n\r\n \u201cIf you\u2019re not going through an agency, be sure you have a solid vetting process in place so you avoid bot and other low-quality accounts that can ruin your brand\u2019s image,\u201d advises David Aylor or David Aylor Law Offices<\/a>.<\/p>\r\n\r\n\r\n\r\n \u201cYou\u2019ll want to do thorough research and always, always, get a contract signed before any deals commence \u2013 this protects the safety of both parties.\u201d<\/p>\r\n\r\n\r\n\r\n Sarah Jameson from Green Building Elements<\/a>\u00a0 also recommends evaluating influencer\u2019s track records when hiring them: \u201cRequest that they grant you access to their portfolio. Not only will this include material, but the majority of influencers will be able to tell you how successful the campaign was. Because social media platforms contain analytics tools, request their data. This should validate that you have the appropriate person.\u201d<\/p>\r\n Pro tip:<\/strong> Create a checklist of steps to take when finding and vetting nano- and micro-influencers. Some mandatory steps to include are:<\/p>\r\n \r\n\r\n<\/p>\r\n1. Take time to research the influencers you want to work with<\/h2>\r\n\r\n\r\n\r\n
2. Familiarize yourself with influencer marketing trends<\/h2>\r\n\r\n\r\n\r\n
3. Show influencers what\u2019s in it for them<\/h2>\r\n\r\n\r\n\r\n
4. Build personalized connections first<\/h2>\r\n\r\n\r\n\r\n
5. Create contracts for your influencer partnerships<\/h2>\r\n\r\n\r\n\r\n
6. Start with a pilot project first<\/h2>\r\n\r\n\r\n\r\n
7. Recruit influencers who believe in your mission<\/h2>\r\n\r\n\r\n\r\n
8. Have an effective vetting process in place<\/h2>\r\n\r\n\r\n\r\n
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