15 Big Benefits Of Working With Microinfluencers (And How To Engage Them) – Forbes

Microinfluencers are a great way to connect with a highly niche audience. These social media leaders have smaller, but very highly-engaged followings. When you identify the right ones, you can hire them to promote your business or product -- often for much less than it could cost to hire a celebrity or macroinfluencer.

Not sure where to begin with your microinfluencer campaign? Below, the experts ofForbes Communications Councilexplain how microinfluencers can have a positive impact on your company and the best way to engage them.

Members explain why working with microinfluencers is a beneficial marketing strategy.

1. High ROI

Microinfluencers offer marketing solutions at a low-cost with a high return on investment. They also increase the reach of a business exponentially and are highly trusted by their followers. Engaging with several microinfluencers increases the width of the reach but also its depth. -Molly Biwer,Hallmark Cards

2. Genuine Content

In 2020, I will roll out two major microinfluencer programs that will not only offer the influencer commission benefits but will also allow them to earn products to gift their friends, families or followers. I prefer to partner with current fans of the brands (instead of people I have to search for) because then the posts will be more genuine, which almost always results in better sales. -Blish Connor,Blishful Thinking

3. Cult-Like Loyalty

Micro-influencers have built-in followers already interested in businesses, products, and/or services like yours. Their followers also hang on every word and recommendation made with cult-like loyalty. This makes micro-influencers in your industry or niche ROI positive. To get them onboard, spark up a bit of conversation via social media and let them know how much you enjoy their content. -Stephen Seifert,Seifert Media

4. Authentic Audience Connection

Partnering with microinfluencers often yields more impactful results than macroinfluencers or celebrities because of their smaller, more engaged audiences. Nowadays, people are looking for personal one-to-one recommendations, and microinfluencers help establish that authentic connection with their audience. -G'Nai Blakemore,Mattress Firm

5. Deep Audience Insights

Do your best to align goals with the microinfluencers. Ask what gets the best response from their audience and work with them to make the posts authentic. Aligning incentives with an affiliate program can help, on top of paid placement and promo codes. While you need to stay brand-consistent, allow the influencer a seat at the strategic table to maximize results. -Ellen Sluder,RingBoost

6. Improved Trustworthiness

Microinfluencers can improve your brands trustworthiness and can help you reach your desired target audience. In terms of mircoinfluencer engagement, encourage your microinfluencers to become the fresh faces of your brand. Ask them to share their honest thoughts on your products/business and constructively use that feedback, or ask them to create product tutorials and relevant live-stream videos. -Jeff Grover,Best Company

7. Increased Top-Of-Funnel Traffic And Sales

While celebrity influencers with vanity metrics have fallen from grace in recent months, microinfluencers have been proven effective partners for businesses of all sizes. Their value is through authentic and original content, driving primarily top-of-funnel traffic and sales, which can be measured through performance-based models like CPA. Treat them like true partners and watch your revenue grow. -Cristina Garcia,impact.com

8. Sharing Of In-Depth Content And ABM Materials

Microinfluencers have highly-targeted audiences and are a great fit for sharing in-depth content, ABM campaign material or material aimed at a specific vertical. Begin developing relationships with microinfluencers early on in the process, but don't expect them to share your content "just because." Like broader influencers, microinfluencers look something in return for helping your business. -Holly Chessman,GlowTouch Technologies

9. Participation In More Intimate Social Conversations

Working with microinfluencers allows brands to participate in a social conversation at a much more intimate level with communities that typically demonstrate higher levels of trust and engagement. Sponsorships for microinfluencers are inherently a more personal experience, so it's even more important that brands find influencers and audiences who personally align with their brand values. -Chris Gonzalez,NeoReach

10. Product Reviews

Microinfluencers are a great marketing asset when leveraged for reviews of your product, both on their social media and on retailers. They should disclose that they were part of a seeding campaign but the opinions provided are truthful and their own. As a brand, you should also re-gram their content or have them take over your Instagram Stories for a day to get your audience engaged and excited. -Sherry Jhawar,Blended Strategy Group

11. Connection With Passionate Niche Markets

Microinfluencers have the ability to reach smaller, more passionate audiences that broader campaigns may miss. Think about messaging and offers that can be tailored for the microinfluencers audience. Your offer should feel organic for their brand in order for them to fully embrace. -Jessica Terashima,EZ Texting

12. Collaborative And Creative Partnerships

What microinfluencers may lack in scale, they make up for in impact! Theyre cost-effective and more often than not, a collaborative and creative partner. Ensure that theyre an organic fit and your brand voices compliment each other, then invite them into your extended family and approach the relationship less as a promotional transaction and more as a long-term, advocate-building opportunity. -Wayne Leeloy,G7 Marketing

13. New Ideas From The Comments

Often we consider social media comments to be "noise." Unless the noise is coming from a major influencer, we tune it out. However, our greatest ideas and innovation can be found in "the noise!"Listen to what is being said to you and about you. Review the hashtags for your business and the misspelled usage for comments and ideas. -MaryPat Kavanagh,Terahertz Device Corporation

14. Intentional Demographic And Geolocation Targeting

Microinfluencer marketing can be a solid bridge between traditional paid media and social media. Using an agency with a network of influencers makes it efficient for you to manage influencer marketing and will generally offer more choice in audience and geolocation you can target. Sharing your brand's story will help microinfluencers carry your message as they share with their audience. -Sarah Little,StorageMart

15. Brand Advocacy

Today, online influencers and reviews generate as much trust as a review from a friend. Studies show microinfluencers generate the highest engagement rates. Save money by using their niche market to hit your target audience, and testing what works or doesn't without spending more. Product/service reviews and social media sharing are a great start and then move to personal content promotion ideas. -Rachel Verslues,IGT Global Solutions Corporation

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15 Big Benefits Of Working With Microinfluencers (And How To Engage Them) - Forbes