Hi, I’m Syama Meagher, CEO of Scaling Retail, and today let’s talk a little bit about how to work with micro influencers. You know, micro influencers are really the next big deal. Editors, bloggers, they’re all taking a look at these micro influencers in order to see what they’re posting and what they’re trending. It’s so interesting to see how in this age of influencers, and I say this very heavy, because obviously these guys charge a ton of money, these big influencers – but in this age of influencers, the micro influencers are really where it’s at. So today let’s unpack how we work with these guys, how to negotiate rates, and ultimately the best ways to engage with them.
So firstly, it’s very important, guys, I did a recent panel over at Conde Nast with the editors of Vogue, of W Magazine, and they were telling me that they were actually paying more and more attention to micro influencers, and the reason why is that micro influencers have much higher conversion than their large-scale influencer counterparts. Now when I say micro influencers, what I mean are essentially the influencers who have just a couple thousand followers. Maybe they actually only have about, you know, a 2% engagement, but possibly it’s even higher because these guys are in a more focused atmosphere.
Next, when working with these micro influencers, it’s important to really understand in this new era, some of them are not even sure that they can be charging money, or really how much they can be charging. So one of my favorite things to do when working with them is to simply offer up an email and say, “Hey, can we collaborate? Is there an opportunity to trade, or can we see how we can work together?” As opposed to saying, “Can you send me over your rate sheet or your ad sheets,” right? Those are obviously things that we’re used to seeing from larger influencers.
Of course, guys, these micro influencers are going to be growing just as the large-scale influencers did about five to seven years ago. So trust me, they’re going to be growing in size as well as in what it is that they’re asking for in terms of payment. So if you can get in on the ground now and start to activate with micro influencers, you might find actually, that you’re going to get a better rate, and better exposure, and better conversion than you would if you jump on this bandwagon in about a year from now.
Now of course, I’m hyping up these guys, but how actually do you evaluate them and where should you be looking? Well, personally I think it’s very important to take a look at smaller cities where these micro influencers might actually be able to have a much larger visibility in terms of their market. So when you think about places like New York, San Francisco, Los Angeles that can be oversaturated, when it comes to micro influencers, think about smaller cities. Think about going global, right? Think about all the different places where your product might actually reach a more targeted audience that might actually convert a little bit better.
Now next, like I mentioned, you want to make sure these guys are turning over some great conversion. So take a look on their likes, take a look at who’s commenting, and do a little bit, you know, further digging. See who these people are and make sure that they’re real people and not just bots. Again, micro influencers do not have millions of followers, they might have 5,000 or less, so keep that in mind as you’re perusing.
All right guys, good luck with launching your micro influencer campaign. Remember, this is a new, hot marketing strategy. This is something that’s not going to be around in the next few years as these micro influencers continue to grow. Certainly there will more and more that are entering the space, but you definitely want to make sure that you get in on this trend before it blows up. If you want tips and tricks about how to do digital marketing, head on over to scalingretail.com, and if you’re ready to have us help you with your social media strategy, shoot us an email at hello@scalingretail. Please subscribe, follow our YouTube channel, it’s one of my favorite places to be, but we’re also on Instagram and Facebook. We are where you are. All right guys, have a fantastic day. Thanks, bye.
Hi, I’m Syama Meagher, CEO of Scaling Retail, and launching your PR on your own can be one of the most difficult and necessary things you’ll have to do for your own business. If you don’t have the budget to hire someone at a $1,000 to $10,000 a month, you might be looking to implement many of these strategies that I’m going to share with you right now.
Number one, I highly suggest signing up for an application called BuzzSumo. BuzzSumo allows you to track the top keywords in your niche across different platforms. Because you must be wondering, how does everyone end up with all this press? Well, it doesn’t happen without knowing all the key blogs and areas of business you should be pitching. So don’t think that getting in Vogue is always the best shot here. You might be looking at targeting different journalists or editors, and those people you’ll be able to find on BuzzSumo.
Number two, make sure that you have an idea of your targeted list building strategy. I’ve seen so many clients take a big list of what’s handed to them and just decide to cold pitch all of these people. But guess what, not all of these people give a whatever about what it is that you’re selling because you’re pitching the wrong person. So the big thing here about list building strategies is to make sure you’re targeting the right people. So that means going on LinkedIn, make sure they’re still working at that company. And then using a platform like Hunter.io to make sure you’ve got the right email address. Hunter.io is one of my favorite secret weapons that I actually share with most of my clients. It basically allows you to find almost anyone’s email address if you know the company they work for. Sounds pretty cool, right? Yeah, and it’s free, right. So talk about something that’s going to be really useful for you.
So number three, not getting a response isn’t a “No”, it’s just a “Not right now”. As the CEO of your business, you have a duty and dedication to be able to consistently hit these editors and these stylists every week or every month with your content and with your branding. And if you don’t hear back from them, you should continue to make sure that you’re sending them content on a monthly basis to see if, hey, maybe something you’re working on is really going to help them with the story that they’re doing.
Now the other thing you have to make sure you implement is something like a tracking software. I like to use Yesware. Streak is also great, and Boomerang. All of these three platforms allow you to actually be able to tell if someone’s opened up your email or not. Now, how amazing is that, right? It would be great to know if you shoot me an email, if I open it and choose not to get back to you. These are really, really important things that you’ve got to start to implement in order to activate PR. Now there are lots of places online that you can go to buy lists. There are lots of people who are gonna teach you how to do PR, but PR is all about relationships.
So number four is really thinking about these PR people as really, you know, these editors and stylists, they’re people too, right? If you just sent someone a party invitation, would you expect them to show up the first time they’ve ever heard from you? Probably not. So you have to start nurturing these relationships. And understand, the reason why PR agencies get paid so much money is really because they have the relationships, the contacts, and they take the time on a day to day basis to nurture those audiences. So you have to make sure you’re also taking the time. And don’t expect someone to say yes the first time around.
Now lastly and most importantly, you have to make sure when doing your own fashion PR that you have a strategy and a timeline. So that means how often are you pitching during the year? What types of pitching are you doing? What’s actually newsworthy? If you’re just launching out for a company right now, a launch is only valid for the first two months, right? You can’t be launching for a whole year. So you have to really sit down and figure out, “What’s new and exciting in my brand and how can I make a lot of noise in order to give that a lot of impact?”
All right guys, good luck with launching your fashion PR strategy. Make notes of all the apps that I’ve suggested, they’re going to save you so much time. And come follow me. I’m over on Instagram, Facebook, and YouTube at Scaling Retail. And you’ll find tons of exclusive content and blog posts over at ScalingRetail.com. Thanks so much for watching, guys, and have a fantastic day.
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