Why Your Social Media Isn’t Converting And How Influencer Marketing Can Help

Why Influencer Marketing Works Wonders for Small Businesses

If you're new around here, you might not know my background. Before helping businesses with their social media, I was an influencer myself. So, I've seen this from both sides! I know how powerful it can be to connect a brand with the right audience.

Here's a breakdown of why influencer marketing is so effective for small businesses:

• Relatability Over Reach: Local influencers often have smaller, but highly engaged communities who trust their recommendations. This is key. As I always say, engagement is the secret sauce! It's about connecting with the right people, not just a lot of people.

• Community Connection: These influencers are part of your local scene. Their followers are more likely to become your customers. Think of it this way: a local food influencer showcasing your restaurant's new brunch menu is going to reach people who are actually likely to eat there!

• Word-of-Mouth Magic: In a world where trust is hard to come by, a recommendation from an influencer feels like advice from a friend. It's the digital version of good old-fashioned word-of-mouth, and it's incredibly effective.

How to Find and Work with Influencers (Without Breaking the Bank)

Ready to dive in? Here's how to find and work with influencers effectively:

• Find Local and Relevant Influencers:

  • Don't get hung up on follower count. Focus on engagement! Look for influencers with high levels of likes, comments, and shares.

  • Make sure they're local to your area and relevant to your industry. For example, a local realtor could partner with a home staging expert or a family blogger who highlights neighborhoods.

  • Pro Tip: Use hashtags like #[YourCity]Influencer on Instagram or Facebook to discover potential partners.

• Engagement Over Numbers:

  • As mentioned, engagement is crucial. Take the time to check how often their audience interacts with their content.

  • Remember, a small, engaged audience is more valuable than a large, disengaged one.

• Check Their Values:

  • Ensure their tone and content align with your brand's voice and goals. This is vital for building trust with your audience.

How to Approach Influencers and Build Strong Relationships

Finding the right influencer is just the first step. Here's how to approach them and create a successful collaboration:

• Start Small and Personal:

  • A personalized DM or email goes a long way. Avoid generic, copy-pasted messages. Influencers can spot those a mile away!

  • Be specific about why you think their audience would love your product or service. Show that you've done your research.

  • Mention something specific from their feed to show you're invested.

• Offer Value First:

  • Instead of just asking for a free promotion, offer something in return. This could be free products, discounts, or exclusive experiences.

  • Consider offering a combination of freebies and a small payment. This shows you're serious and helps build a long-term partnership.

• Collaborate and Give Creative Freedom:

  • Work together on ideas, but also give them creative freedom. Their audience trusts them for a reason, so let them do their thing!

  • Align on goals and maintain open communication.

Negotiating Deals That Work for Everyone

• Barter Options: Many small businesses successfully trade services or products instead of cash. For example, a restaurant could offer a free meal in exchange for a food influencer's post.

• Set Clear Expectations:

  • Outline the deliverables (posts, videos, stories, etc.).

  • Agree on timelines and tagging instructions.

  • Be transparent about your budget, even if it's small.

Measuring Success and Evaluating ROI

How do you know if your influencer marketing is working? Here's how to measure success:

• Track Engagement: Monitor likes, comments, shares, and clicks on the influencer's posts.

• Use Unique Links and Promo Codes: Provide influencers with specific promo codes or trackable links to measure direct sales and website traffic.

• Evaluate Your ROI: Ask yourself: Did the collaboration pay off? Was the collaboration valuable?

Listen to the Full Episode Here: Why Your Social Media Isn’t Converting And How Influencer Marketing Can Help