A micro-influencer program is used by businesses and nonprofit organizations to “borrow the networks” of individuals who love what you do…or, in a for-profit business, want to earn some income by selling your product or service. In some cases, this type of program might be called an “Ambassador Program.”
After overseeing one such program for a mid-size nonprofit, I gleaned a tremendous amount about building a micro-influencer program. We had around 300 Ambassadors who played a significant role in raising funds and helping us gain a tremendous amount of exposure.
Once you grasp these ideas, these five practices, which I have learned firsthand, will help maximize your program.
ONE | Listen to the micro-influencers who are sacrificing for your organization…they will tell you everything you need to know. Peter Drucker often spoke about the idea that once you are part of an organization for a while, you are no longer a constituent, and you lose sight of what constituents find valuable. You might think you know what micro-influencers need, want, and value, but you probably don’t. Find ways to listen to the men and women already acting as your influencers…and listen beyond what they are just saying out loud.