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Recommendations for Marketers If you are a marketer considering influencer marketing, consider what role it will play in an IMC campaign. Micro-influencers can provide a direct way to reach target markets and provide a trusted voice to sell your product or service. Companies interested in micro-influencer marketing need to consider the following conditions before diving head-first into an influencer marketing campaign. 1. Be prepared with the information detailed in Chapter 3. In particular, Part 3 of Chapter 3 (Desires for Brand Partnerships) discussed how micro-influencers desire to work with brands. The danger in choosing not to approach and partner with influencers in a manner that they desire is that your marketing efforts and dollars will not be as effective as they could be comparatively. 2. Choose the right influencers for your campaign. A mass message here will not work. Influencers are able to decipher if a message has been tailored for their account or if it is simply a stock email with their information filled in. Do your research to find micro-influencers whose values align with your company, whose followers would be interested in your product, and who already promote your product or products similar to yours. Partnering with influencers who are simply promoting your product for monetary compensation will hurt your brand image; followers are able to sniff out inauthenticity from influencers, and aligning your company through partnerships with such influencers will associate their followers’ negative feelings to your brand. Choosing influencers who align with your brand's vision and values will make partnerships easier, more effective, and will give you a sounder piece of mind when you hand over creative freedom to the influencer. 47PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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