Over the years, with the rise of influencer marketing, many opinions and stereotypes about the use of influencers have been formed within the industry. But more marketers are coming around to the idea of adding influencer marketing to their overall strategy. And the reason is simple: it just works! It is no coincidence that global spend on influencer marketing reached USD 5.67 billion in 2018, and is predicted to reach USD 8.08 billion by the end of 2020.
Companies operating in the technology space are no exception, and whether the goal is to generate leads, increase brand awareness, or establish thought leadership, there is a growing number of tech companies harnessing the power of influencers – especially micro-influencers.
If you are one of those tech companies, that is awesome! But what is the best and most efficient way of managing the way you work with micro-influencers?
1. Manage the relationship, not the influencer
The main thing to keep in mind when managing your relationship with an influencer is exactly the fact that your goal should be to manage that relationship, not the influencers themselves. Therefore, it is important to establish a balance where you want the influencer to feel part of your team and engaged with your brand and your campaign, but not feel like they are an employee.
2. Give them room to develop their creativity
As long as influencers feel like you are giving them the opportunity to develop their creativity and express themselves, rather than it being just another job, you will keep them more motivated. Remember, they have built their audience by being an authentic and trustworthy voice about tech, and they clearly are doing it right if you chose to work with them. So, trust them, and let them do their thing.
3. Reward them with something more valuable than money
The right micro-influencers will already be familiar with you and your tech brand, and may possibly even be clients. So why not reward them with a discount on the purchase of your next product, or even a sample of it?
You can also offer other rewards, such as:
- exclusive or early access to your latest tech/software products and features
- an “official product reviewer” badge that they could show off on their website or social media channels
- the opportunity to take over your social media channels for a certain period of time
Ultimately, what all influencers want is for their voice to
carry weight within their niche and their community, no matter how big or small
that community is. Being associated with your tech brand will add a lot to
their credibility and increase their influence within their tech-loving audience,
which can be much more valuable than any monetary payment.
Following these tips will not only allow you to keep the micro-influencers you
work with engaged with you and your tech brand, but the trust you show them
might be repaid in the form of quality content and a relationship that may
outlast any campaign.
I hope this blog post has given you a useful introduction to how your tech company can work with micro-influencers. For more in-depth information, read my free, full-length guide here. The guide covers:
- why you should work with micro-influencers
- how to manage your relationships with micro-influencers
- the payment and reward options you should offer micro-influencers
- how to scale your influencer marketing efforts internationally
César Gonçalves
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