If something comes to me, here you find the most important information, depending on whether only one or two key points or sentences. Here once again everything in spelling:
Stephan M. Czaja
Owner, among others Social Media One / Influencer Agency
Your full-length interview:
Why should a cosmetic institute rely on influencers in general and on micro- or nano-influencers in particular?
Many initially shy away when they hear terms like Social Media Marketing, Blogger Relations, Micro or Nano influencer. The principle is very simple and everyone knows it!
The more flyers you distribute, the more people know about our cosmetic institute. Who then still supplies a convincing service with the customer, wins new regular customers and thus also humans, who pronounce a recommendation opposite friends or work colleagues.
They also use the same principle of reach and recommendation in social media marketing.
On Instagram and other social networks, there are many people who match your audience. For example, if you usually have 25 to 45 year old women as customers, you can find bloggers on Instagram who reach a larger number of people. For example, 1,000 to 10,000 people and are of the appropriate age. If these 1,000 people (or followers) also come from the immediate vicinity, all the better.
This is exactly why it is worthwhile to rely on smaller influencers, as their reach often still consists of regional relationships, e.g. friends and friends. Large influencers with channels for 100,000 people spread the reach throughout Germany and worldwide. Such influencers are only worthwhile for a national make-up artist agency. You need a local connection to your city or district.
So let’s get back to our micro or nano influencer. For example, you could invite ten different influencers from your area to Instagram for a free make-up session or a consultation. In return, the blogger talks about you and your business in his Instagram Stories or makes a posting.
In the Instagram Stories bloggers take their fans into everyday life. From small videos for breakfast to the trip to the gym and lunch… Here one can talk perfectly about the day, e.g. that one is already looking forward to the visit in the studio. The next day, your influencer makes a video live from the consultation appointment or shows in photos, the before / after result.
The fans will have a look at the stories and postings and will also take notice of the recommendation. If you do such actions several times in a row, you can gain more reach and thus potential customers.
How much budget does the cosmetician have to plan?
As far as nano and micro influencers are concerned and the terms are not exactly defined, cosmeticians do not need to plan a large budget. Time and commitment are important, also in the cover letter and in making contact.
Why do people want to work with this one influencer and what are the advantages of the influencer? Is there a free type consultation? Is there a free makeup? Is there perhaps a second free make-up if the influencer needs it e.g. for an event? Large budgets are not paid in this area, but rather a win-win situation for both sides.
What kind of results can she expect?
As with all marketing measures, the aim is always to test methods. One might find a very good influencer, with great regional reference, through a friend who delivers an excellent result. The other may first have to deal with two or three less effective influencers. At the end of the test action, e.g. with five to ten influencers, you can draw your own conclusions, who worked well, who was uncomplicated, who posted a lot?
What might cooperation with an influencer look like?
Please remember to create an added value as a package, e.g. with the second free make-up, for a date of your choice. So you have a posting or several stories from the first appointment that are positive for you. At a second, private appointment, he gets Influencer a make-up for an event, the second special for the Influencer. All in all you have a great and comprehensive package.
Budget you only need for your time and material. If you still want to pay something, you can calculate the prices with tools like this Instagram price calculator.
As a special goodie you can put a special product on top that you as a private person might not buy, e.g. because it is a little more expensive than the usual, common products. This gives you a great overall package for your first cooperation with which you can convince the first influencers of yourself.
Invite the influencer to your shop and remember that the influencer may report about the visit in a story the day before. After that there is a story in the shop and a story with the results. Ideally a posting, with a satisfied customer!
How do I find the right influencer?
My recommendation is to ask friends or acquaintances in your area whether they know influencers from their own city. Request Influencer, with a size of 5,000 to 50,000 fans.
Also: Use Hashtags for your search, use the #Düsseldorf for smaller cities, scroll through the results and click on the profiles of people you like. If these people have 5,000 fans, they’re ideal.
For larger make-up artist studios M40 software as well as social analytics. Here you can filter influencers directly to cities.
If you like a person very much, 1,000 people may be enough. If these 1,000 people ultimately produce ten who make an appointment with you based on the positive recommendation of the influencer, you have already generated your added value!