Who are Micro-Influencers and Why Do We Use Them for Investor Marketing?
Social media has become a powerful tool that can increase a company’s online presence and brand awareness when used strategically. Sharing a company’s news to reach a target audience is important in investor marketing. Using micro-influencer campaigns is a great way to deliver your message to the public and get it in front of a larger audience. In addition to a strong digital strategy and commitment to growing your company’s social audience, you should consider working with micro-influencers to spread your stock story.
Micro-influencers are people who have around 1,000-100,000 followers on social media accounts and are considered to be experts in niche industries. Micro-influencers are active in all different industries, including travel, fashion, technology, investment, etc.
Looking into some numbers, influencer marketing grew to a $5-10 billion industry in the last 5 years. 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in 2019, while 18% are spending between $100,000 – $500,000 per year (Bailis , 2019). The industry is booming due to the many benefits of devoting some resources to this marketing tactic.
Below, we will explore 5 benefits of using micro-influencers for a company’s investment opportunity:
Micro-Influencer campaigns are more effective than traditional ways of paid advertisements because they share their own opinions to an audience who trusts them and is explicitly interested in their area of expertise. Because their audience is close-knit, they care about what content they share–one off-the-mark post can damage the relationship with their audience. Celebrity influencers may have millions of followers, but even if, say, Dwayne Johnson was to share your company’s news, his audience is not specifically looking for stock investment opportunities, so the likely conversion of that would be much smaller than someone whose followers are majority retail investors. In the case of micro-influencers, you know that their followers are all interested in a particular topic, and are a better-curated target audience.
The cost of influencer posts depends on the number of followers and potential reach. For a micro-influencer account, the cost per post is typically much lower. Although the group size is smaller, engagement is typically higher, due to the targeted nature of the influencer’s expertise. You have better chances to get their followers’ attention and create discussion about your company, rather than just paying an influencer with more than 1 million followers thousands of dollars for a post that might be largely overlooked. On average the rates vary around $1,000 per post for influencers with 100,000 followers. So you have higher chances to stay within your budget by using micro-influencers for sharing your news and still can reach a motivated audience.
3. Engagement Rate
If you want to get the biggest bang for your buck with an influencer, you should look into their engagement rate. Especially in the realm of investor marketing, you want your stock performance not only to be seen but discussed as well among potential investors. For example, the followers on an investor-focused social account/group are expecting to see posts about investment opportunities. Rather than simply giving “likes”, they are likely to engage in a conversation and discussion about your stock. Since product/stock reviews influence buying preferences of motivated retail investors, engagement is a good thing. Retail investors tend to invest in opportunities with a higher rate and number of reviews, even if some of them aren’t exclusively positive (for more info on this, check out our blog post about how to deal with negative social media comments). The main message that should be sent to the audience using micro-influencer channels is: “This stock/offering is popular, and people are investing. You should consider doing so, too.”
4. Target Audience
As with any successful digital marketing tactic, micro-influencers’ campaigns address a niche target audience. In saying this, choose micro-influencers with areas of expertise closely related to your company’s industry and offering. For example, if a health and wellness-focused influencer shares news about a technology company that specializes in infused beverages, it could have two outcomes. On one hand, if the company’s branding doesn’t leverage health/wellness, the content shared could be considered a misalliance, and may seem to be absolutely out of context. On the other hand, if the stock story is tightly aligned with health and wellness, you may reach a previously untapped target audience with retail investors ready to learn more.
Last but not least, micro-influencer marketing helps to increase your website’s SEO. The keywords and phrases make your content more likely to get higher rankings in search engines if they are seen/clicked on by a larger audience. This can help to generate new organic leads looking for opportunities with those keywords and brand messages. SEO is a part of a successful digital marketing strategy. Promoting a conversation about your offering via micro-influencers is a great way to expand your digital footprint and strengthen your overall investor marketing strategy.
For more information on how to distribute your company’s news and stock story to our growing network of over 300k engaged potential investors, check out our News & Content Syndication Program Spectrum offered by Plexus Media’s specialists. Give us a call today – 1-844-6PLEXUS ext. 108