Last Sunday, the pastor at church mentioned a book in his sermon. He even went a step further and said that if the congregants had not read the book, that he recommended we do. I thought the book sounded interesting, so I acquired a copy.
That, my friends, is micro-influencing at work.
Marketing with micro-influencers has recently become a hot topic. Social media has given rise to a new brand of micro-influencers, but smart marketers have always worked with micro-influencers.
A micro-influencer is anyone with a smaller audience (it’s a relative number). These include:
- Church leaders
- Ministry leaders
- Community leaders
- Professors and Teachers
Why Micro-Influencing Works
Micro-influencers are more effective than any other category of influencer marketing. Why? Because people trust recommendations over advertising.
A study conducted by Nielsen in 2015 found that 80% of respondents said that they trust opinions or recommendations of family and friends. Often the audience of a micro-influencer considers these people as part of their trusted circle.
This is why another study found that nearly one in three Christians have purchased a Christian product after hearing about it in a sermon in a church, while only one in six having made a purchase after hearing about a product on the radio. This study demonstrates the difference between micro-influencers (pastor) and macro-influencers (radio).
The key with micro-influencers is not the size of the audience, but how much trust these individuals have with their audience. The micro-influencer may only have an audience of 200, but if that audience is highly engaged with him, then his recommendations carry clout.
Targeting micro-influencers is a marketing strategy that authors can adopt. Here are a few ideas:
- Give review copies to micro-influencers to increase the likelihood that these individuals will read and recommend your book to their audience.
- Authors with an audience (think social media following or newsletter subscribers) can partner or collaborate with other author micro-influencers for cross-promotional purposes. For example, authors with books in the same genre can pool together to create a multi-book giveaway with each author promoting the giveaway to his or her own audience.
- Ask a micro-influencer to write a guest post for your blog. The influencer will then let her audience know that she is making a guest appearance on your website and her followers will visit, exposing you and your books to a new audience.
- Partner with a ministry that focuses on people who would benefit from your book’s message. Be a sponsor for one of the ministry’s fundraisers or events in exchange for some promotion for your book.
Remember, micro-influencers are not just online. They are also present in the physical world. Partnering with micro-influencers both online and in your community can bring increased awareness and sales for your books.
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Photo Courtesy of Ben Konfrst.