What Are Micro-Influencers?
Micro-influencers are bloggers, YouTube personalities, and other online entities who produce content that could be co-opted to paint your MSP business in a good light. Given tech companies will have more success in marketing if they collaterally outsource outreach. Put it this way: if somebody who isn’t employed by your business directly advocates for your MSP, then potential customers on the fence are more likely to listen to them. Others who recommend you are almost always going to be more compelling than you recommending yourself as an MSP.
Defining Characteristics of the Right Micro-Influencers
You can’t choose just any old online personality and expect them to effectively operate as a micro-influencer. They’re not all the same. Some will definitely do the job better than others. The following three general guidelines should help you find those who are a “right fit” for your MSP:
Their Level of Relevancy to Your Business
First, how relevant is a given micro-influencer? If they’re very influential, but they’re against IT, then whatever they produce won’t be helpful to you. However, even an “influencer” with a relatively mild following can produce leads for you if they’re properly aligned to your MSP and associated branding.
High Quotients of Engagement
Your MSP business should seek influencers who engage their audiences well. You should see plenty of comments below their videos, and the right sort of influencer will additionally produce chatter outside their individual posts. The more engaging your micro-influencers are, the more efficiently they’ll help draw in new customers.
Consistency in Output
Engaging, relevant content doesn’t mean a blessed thing if there isn’t consistent output. Two videos a year aren’t going to do you much good, should you pay a micro-influencer to do a blurb about your MSP amidst their regular content.
You need to find those who not only produce good content which is a brand match for your business, but do so with regularity. Regularity in output that’s engaging and relevant will produce a positive level of impact. Don’t be afraid of controversy.
There’s an old saying: no publicity is bad publicity. Granted, you don’t want to associate with a micro-influencer that is totally scandalous, but a little controversy and debate is fine. They will generate an audience that is strictly loyal, and that audience will see your MSP as aligned to that micro-influencer. However, those who don’t like the micro-influencer will see the same. So, there’s definitely a balance to be attained here. That said, it can definitely be done.
Establishing Micro-Influencer Outreach That’s Effective
An MSP business that onboards micro-influencers based on relevancy, engagement, and output should see ROI for the effort. Seek a little consultation to help you iron out the particulars. Generally, this is a fine strategy, and many big-ticket organizations have realized how effective this mode of outreach can be.