Micro-Influencers, Macro Profit

Why on earth would I want someone called a MICRO influencer to promote my business. That seems awfully counterproductive …. But, is it?

Spoiler Alert: It’s not.

Let’s take Kim Kardashian as an example. You’ve heard of her, yes? Kim K recently endorsed a brand called Sugar Bear Hair via her Instagram account. With 101 MILLION followers, you can count on a serious amount of people seeing that post and seeing the name Sugar Bear Hair. Here’s the problem: Out of those 101 million people, how many of them are actually interested in a hair product? How many fit the Sugar Bear Hair demographic?

Sugar Bear Hair promises to promote faster hair growth, increase hair shine and reduce hair breakage. Being as these vitamins are designed to give you long, shiny hair, I’m going to go out on a limb and assume that their target market is composed of primarily women.

(Disclaimer: Don’t get me wrong, there is NOTHING wrong with a nice, shiny man bun every now and again gents.)

Now, based on population and Fisher’s Principle, let’s say that of her 101 million followers, 50% are men. Now consider all the other factors that will rule people out of monetarily committing to a gummy vitamin that claims to make your hair long and shiny – finances, hair type, allergies, fake accounts, etc. What I’m saying is that a lot of people have now SEEN this brand, but how many of those people will actually bring money in for the brand?

When you open your coffee shop in the little quaint, seaside town you call home, do you want 101 million people spread across the globe to see its name, or do you want the head of the PTA who has 200 local followers to see your brand?

Hint: You’re going to want to connect with your local audience, not strangers all over the world.

Jane from your son’s PTA might only have 200 Facebook friends, but she decides where PTA meetings are held. You connect with her. She holds a meeting at the coffee shop. One of the members gets together with her girlfriends once a month for coffee – this month it’s her turn to choose the venue. She suggests the new coffee shop that the PTA introduced her too. Two of her friends realize that they pass this new coffee shop on the way to drop their kids off at school in the morning so they start going. Then they tell all the moms in their carpool about the new coffee shop on the way to school. The list goes on.

You don’t need to connect with an influencer that has 101 million followers to drive sales. All you need is the RIGHT influencers that will connect you to your local audience. Someone with a local following and, in your case, a love for coffee.

Real people. Real sales. Real growth.