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Micro-influencer marketing is the new long tail

micro-influencer marketing domino effect

I have been doing long-tail blogger outreach since 2006. Ten years later, I am still at it in earnest. Even more, I play so far down the long tail of influence that I can still create micro-influencer marketing campaigns that are earned media campaigns. What this means is that I can go so far down the long tail that I can find absolutely perfect matches for just about any client’s products and services.  I’m talking upwards to three-, four-, five-thousand online influencers at a time.

In the last year, there’s been a stampede of articles that seem to have caught on to what Dan Krueger and I are doing over at Gerris Corp (just give me a second to change all of my keywords from long-tail influencer marketing to micro-influencer marketing) with one giant caveat: all of the articles below deal with paid-posting and paid influencer marketing:

Pretty much, why spend $25,000 or $2,500-per-influencer post when you can pay under $250, is what they all say. Well, that’s all well and good, but you know what earned-media marketing is? Well, earned media refers to publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising — in other words, influencer marketing and micro-influencer marketing are both forms of advertising, neither of which are marketing, publicity, or public relations.

OK, no paid-shaming and no judgment but the real secret to a successful micro-influencer engagement is developing a campaign that’s absolutely compelling enough to earn attention, coverage, reviews, and social sharing without direct monetary compensation. Influencer marketing, especially micro-influencer marketing, demands attention, respect, responsiveness, and persistence — a lot lot more more than most agencies are really willing or able to expend.

If you don’t do it right, if you don’t cross all your Ts and dot all your Is, then you’ll really need to revert to mercenary quit-pro-quo. And most influencers and micro-influencers who insist on being paid generally only feel that way because “give me money” is often akin to “either go away, or pay,” which is to say I am hoping you’ll say no to my rate chart because I really naturally wouldn’t write about your product or you but I would be a complete fool to say no to money as I am a professional and time is money, you disrespectful, entitled, so and so.

So, on that note, my buddy and colleague, Dan Krueger, and I are at the end of our three month earned media online influencer marketing campaign and we at Gerris and Skinny & Co coconut oil would love to thank you for almost five-hundred earned social media mentions on blogs, YouTube, Instagram, Pinterest, Periscope, SnapChat, Twitter, Vine, Facebook, etc. That’s a lot of sterling positive mentions in only three months!

Here’s the entire list that we pulled together in our final report:

  1. Ben Greenfield Fitness via Affiliate
  2. Candid Belle via Blog Post
  3. Ayre via Facebook
  4. Maggie Wolff via Facebook
  5. Fitness Factory via Facebook
  6. Parenting Patch via Facebook
  7. Trihardist via Facebook
  8. Eat Lose Gain via Facebook
  9. Running Escapades via Facebook
  10. Skinny Hollie via Facebook
  11. Tutus And Tennies via Facebook
  12. Sue Kauffman Fitness via Facebook
  13. Prime Beauty via Facebook
  14. Having Fun Saving via Facebook
  15. Learning to Eat Allergy-Free via Facebook
  16. Fun & Fitness via Facebook
  17. Runner Maybe via Facebook
  18. Eat Lose Gain via Facebook
  19. Ann Louise First Lady of Nutrition via Facebook
  20. A Squared via Facebook
  21. Hermetica Health via Facebook
  22. Sonnet’s Review via Facebook
  23. Healthy Habits Happy Heart via Facebook
  24. Marcia’s Healthy Slice via Facebook
  25. The Parenting Patch via Facebook
  26. The Java Mama via Facebook
  27. Miami Total Fitness via Facebook
  28. Miami Total Fitness via Facebook
  29. Too Tall Fritz via Facebook
  30. You, Your Body & Your Health via Facebook
  31. Wild Family via Facebook
  32. Wild Family via Facebook
  33. Wild Family via Facebook
  34. Wild Family via Facebook
  35. Stacey Makeup via Facebook
  36. The Parenting Patch via Facebook
  37. Invictus via Google+
  38. Put A Little Umbrella In Your Drink via Google+
  39. Ayre via Instagram
  40. Running Escapades via Instagram
  41. A Very Sweet Blog via Instagram
  42. A Very Sweet Blog via Instagram
  43. Skinny Hollie via Instagram
  44. Tutus And Tennies via Instagram
  45. Where I Need To Be via Instagram
  46. Running Escapades via Instagram
  47. You, Your Body & Your Health via Instagram
  48. Real Gluten Free Meals via Instagram
  49. Real Gluten Free Meals via Instagram
  50. Real Gluten Free Meals via Instagram
  51. Real Gluten Free Meals via Instagram
  52. Marcia’s Healthy Slice via Instagram
  53. Chicago Running Bloggers via Instagram
  54. Cuppajyo via Instagram
  55. Absofcakes via Instagram
  56. Prime Beauty via Instagram
  57. Having Fun Saving via Instagram
  58. Having Fun Saving via Instagram
  59. Katrine Van Wyk via Instagram
  60. Runner Maybe via Instagram
  61. Daydreaming Beauty via Instagram
  62. A Squared via Instagram
  63. Invictus via Instagram
  64. The Gourmez via Instagram
  65. Arianne Cruz via Instagram
  66. Arianne Cruz via Instagram
  67. Too Tall Fritz via Instagram
  68. Ben Greenfield Fitness via Instagram
  69. Sonnet’s Review via Instagram
  70. Marcia’s Healthy Slice via Instagram
  71. Athletic Revolution via Instagram
  72. The Java Mama via Instagram
  73. Miami Total Fitness via Instagram
  74. You, Your Body & Your Health via Instagram
  75. Diary Of A Slow Runner via Instagram
  76. Stacey Makeup via Instagram
  77. Sue Kauffman Fitness via Periscope
  78. Prime Beauty via Pinterest
  79. Trihardist via Blog Post
  80. My Journey to Fit via Blog Post
  81. Tutus And Tennies via Blog Post
  82. A Case of the Runs via Blog Post
  83. The Complete Herbal Guide via Blog Post
  84. The Complete Herbal Guide via Blog Post
  85. The Complete Herbal Guide via Blog Post
  86. Prime Beauty via Blog Post
  87. Learning to Eat Allergy-Free via Blog Post
  88. Fun & Fitness via Blog Post
  89. Runner Maybe via Blog Post
  90. Lift Write Love via Blog Post
  91. Invictus via Blog Post
  92. Arianne Cruz via Blog Post
  93. Believing in myself via Blog Post
  94. Hermetica Health via Blog Post
  95. Sue Kauffman Fitness via Blog Post
  96. Trihardist via Blog Post
  97. Healthy Habits Happy Heart via Blog Post
  98. Marcia’s Healthy Slice via Blog Post
  99. Simple Natural Solutions via Blog Post
  100. Dani California Cooks via Blog Post
  101. Miami Total Fitness via Blog Post
  102. Too Tall Fritz via Blog Post
  103. You, Your Body & Your Health via Blog Post
  104. Diary Of A Slow Runner via Blog Post
  105. Stacey Makeup via Blog Post
  106. Put A Little Umbrella In Your Drink via Blog Post
  107. Ho Ho Runs via Blog Post
  108. The Hundred Blog via Blog Post
  109. The Parenting Patch via Blog Post
  110. Barefoot Gentile via Blog Post
  111. A Very Sweet Blog via Blog Post
  112. Prime Beauty Blog via Blog Post
  113. Ho Ho Runs via Blog Post – teaser
  114. Journey In Running via Blog Post – teaser
  115. Daydreaming Beauty via SnapChat
  116. Running Escapades via Tumblr
  117. AMT Editorial Staff via Twitter
  118. So What? I run. via Twitter
  119. Ayre via Twitter
  120. Maggie Wolff via Twitter
  121. Trihardist via Twitter
  122. Chris Abraham via Twitter
  123. Delicious Knowledge via Twitter
  124. A Very Sweet Blog via Twitter
  125. A Very Sweet Blog via Twitter
  126. A Very Sweet Blog via Twitter
  127. Journey In Running via Twitter
  128. Tutus And Tennies via Twitter
  129. Marcia’s Healthy Slice via Twitter
  130. Learning to Eat Allergy-Free via Twitter
  131. Learning to Eat Allergy-Free via Twitter
  132. Athletic Minded Traveler via Twitter
  133. A Squared via Twitter
  134. Invictus via Twitter
  135. The Gourmez via Twitter
  136. Arianne Cruz via Twitter
  137. Arianne Cruz via Twitter
  138. Arianne Cruz via Twitter
  139. Too Tall Fritz via Twitter
  140. Sonnet’s Review via Twitter
  141. Healthy Habits Happy Heart via Twitter
  142. Marcia’s Healthy Slice via Twitter
  143. Dani California Cooks via Twitter
  144. Miami Total Fitness via Twitter
  145. Too Tall Fritz via Twitter
  146. You, Your Body & Your Health via Twitter
  147. Candid Belle via YouTube
  148. Run Run Live via YouTube
  149. Fun & Fitness via YouTube
  150. Arianne Cruz via YouTube
  151. Sonnet’s Review via YouTube
  152. Kim Alston via YouTube
  153. Runner Blog via YouTube
  154. Lengthening Locks via YouTube
  155. Trihardist via YouTube
  156. Bliss Holistic Health via YouTube
  157. The Parenting Patch via YouTube
  158. The Parenting Patch via YouTube
  159. Candid Belle via Blog Post
  160. Mom’s Sunday Cafe via Facebook
  161. TooTallFritz via Facebook
  162. AnnLouise.com via Facebook
  163. Liv Life via Facebook
  164. SeaweedArt via Facebook
  165. Confessions of a Semi Slacker Mom via Facebook
  166. Simply Sweet Home via Facebook
  167. The Daily Bitch via Facebook
  168. Mindful Momma via Facebook
  169. Cliffy’s Mom’s Blog via Facebook
  170. The Simple Moms via Facebook
  171. SeaweedArt via Facebook
  172. SeaweedArt via Facebook
  173. Eighty MPH Mom via Facebook
  174. Eighty MPH Mom via Google+
  175. A Day in the Life of a Surferwife via Instagram
  176. The New Alex via Instagram
  177. Run and Live Happy via Instagram
  178. Confessions of a Semi Slacker Mom via Instagram
  179. daydream4beauty via Instagram
  180. Mindful Momma via Instagram
  181. 5 Lettre Words via Instagram
  182. The Simple Moms via Pinterest
  183. Mommy’s Nest via Blog Post
  184. The New Alex via Blog Post
  185. Run and Live Happy via Blog Post
  186. Arianne via Blog Post
  187. bobbie via Blog Post
  188. Nikkole via Blog Post
  189. MB via Blog Post
  190. MB via Blog Post
  191. Julie D via Blog Post
  192. Kim Alston via Blog Post
  193. The Complete Herbal Guide via Blog Post
  194. The Complete Herbal Guide via Blog Post
  195. Sonnet via Blog Post
  196. Colette via Blog Post
  197. Lisa Scherber via Blog Post
  198. My Journey to Fit via Blog Post
  199. Prime Beauty Blog via Blog Post
  200. Runner Maybe via Blog Post
  201. Trihardist via Blog Post
  202. SeaweedArt via Blog Post
  203. Confessions of a Semi Slacker Mom via Blog Post
  204. Simply Me via Blog Post
  205. Simply Sweet Home via Blog Post
  206. Downhillrun via Blog Post
  207. My Springfield Mommy via Blog Post
  208. 4 Lettre Words via Blog Post
  209. Cliffy’s Mom’s Blog via Blog Post
  210. The Simple Moms via Blog Post
  211. Life is Good via Blog Post
  212. SeaweedArt via Blog Post
  213. SeaweedArt via Blog Post
  214. Eternal Amour via preview Blog Post
  215. daydream4beauty via SnapChat
  216. Eternal Amour via Twitter
  217. Babblings of a Mommy via Twitter
  218. 4 Lettre Words via Twitter
  219. quickclicknyc via Twitter
  220. quickclicknyc via Twitter
  221. freecashgifts via Twitter
  222. jennasm66663888 via Twitter
  223. primebeauty50 via Twitter
  224. primebeauty50 via Twitter
  225. tnyffeler via Twitter
  226. visitblakemere via Twitter
  227. esolutions via Twitter
  228. delishknowledge via Twitter
  229. realgfmeals via Twitter
  230. calumirable via Twitter
  231. marissavicario via Twitter
  232. not_margaret via Twitter
  233. nsdbeauty via Twitter
  234. healthytravel via Twitter
  235. supplychaincrun via Twitter
  236. stephaniemialki via Twitter
  237. trustmarkswork via Twitter
  238. cosmeticforu via Twitter
  239. cosmeticforu via Twitter
  240. sowhatirun via Twitter
  241. tipfornatbeauty via Twitter
  242. erichstauffer via Twitter
  243. adair62 via Twitter
  244. mamasmeals via Twitter
  245. bobbie087 via Twitter
  246. keyweight via Twitter
  247. annanoliver via Twitter
  248. lorikarpman via Twitter
  249. booksbydan via Twitter
  250. eternalamour via Twitter
  251. shellygreenlaw via Twitter
  252. shellygreenlaw via Twitter
  253. theadamgentile via Twitter
  254. debraboutique via Twitter
  255. weightloss4u101 via Twitter
  256. weightloss4u102 via Twitter
  257. Being a Dandelion via Twitter
  258. SeaweedArt via Twitter
  259. Simply Sweet Home via Twitter
  260. The Daily Bitch via Twitter
  261. Mommy’s Nest via Twitter
  262. Mommy’s Nest via Twitter
  263. Mindful Momma via Twitter
  264. Mom For Him via Twitter
  265. Cliffy’s Mom’s Blog via Twitter
  266. Cliffy’s Mom’s Blog via Twitter
  267. The Simple Moms via Twitter
  268. The Simple Moms via Twitter
  269. SeaweedArt via Twitter
  270. SeaweedArt via Twitter
  271. SeaweedArt via Twitter
  272. SeaweedArt via Twitter
  273. Eighty MPH Mom via Twitter
  274. Candid Belle via YouTube
  275. Kim Alston via YouTube
  276. Andrea B via YouTube
  277. The Daily Bitch via YouTube
  278. Mommy’s Nest via YouTube
  279. Lynifer’s Blog via YouTube
  280. Mommy Has to Work via Facebook
  281. Trihardist via Facebook
  282. The Mommy Diaries via Facebook
  283. The Mommy Diaries via Facebook
  284. Natural Health 365 via Facebook
  285. DownhillRun via Facebook
  286. Lynifer’s Blog via Facebook
  287. Babblings of a Mommy via Facebook
  288. Wannabe Super Mo via Facebook
  289. Wannabe Super Mo via Facebook
  290. Balance Yoga and Wellness via Facebook
  291. Mythic Yoga via Facebook
  292. Dance Trance via Facebook
  293. Hey what’s for Dinner Mom? via Facebook
  294. Trihardist via Google+
  295. Natural Health 365 via Google+
  296. Babblings of a Mommy via Google+
  297. Mommy Has to Work via Instagram
  298. Gluten Free Muse via Instagram
  299. Cost of Living via Instagram
  300. The Mom with Moxie via Instagram
  301. A Day in the Life of a Surferwife via Instagram
  302. 4 Lettre Words via Instagram
  303. Wannabe Super Mo via Instagram
  304. Gretch Runs via Instagram
  305. Hey what’s for Dinner Mom? via Instagram
  306. Hey what’s for Dinner Mom? via Instagram
  307. Fitness and Fuel via Instagram
  308. Eat Run Sail via Instagram
  309. Eat Run Sail via Instagram
  310. Susan Kauffman via periscope
  311. DownhillRun via Pinterest
  312. Suzy Q Homemaker via Blog Post
  313. Mommy Has to Work via Blog Post
  314. Trihardist via Blog Post
  315. A Case of the Runs via Blog Post
  316. A Very Sweet Blog via Blog Post
  317. Adam Gentile via Blog Post
  318. AYRE via Blog Post
  319. Believing in myself! via Blog Post
  320. Complete Guide to Natural Healing via Blog Post
  321. Complete Guide to Natural Healing via Blog Post
  322. Cozy Home Cottage via Blog Post
  323. Dan Greene via Blog Post
  324. Dan Greene via Blog Post
  325. Eternal Amour via Blog Post
  326. FL Mom’s Blog via Blog Post
  327. Healthy Diva via Blog Post
  328. Hermetica Health via Blog Post
  329. In Sonnet’s Kitchen via Blog Post
  330. Invictus via Blog Post
  331. Journey in Running via Blog Post
  332. Learning to Eat Allergy Free via Blog Post
  333. Mama Mandy via Blog Post
  334. Marcia’s Healthy Slice via Blog Post
  335. Mommy’s Nest via Blog Post
  336. My Journey of Fit via Blog Post
  337. Nicole Running via Blog Post
  338. Peanut Butter Runner via Blog Post
  339. Preppy Mom’s Wanderings via Blog Post
  340. Prime Beauty Blog via Blog Post
  341. Prime Beauty Blog via Blog Post
  342. Runner Maybe via Blog Post
  343. Runner Maybe via Blog Post
  344. Sonnet Lauberth via Blog Post
  345. Sue Kauffman Fitness via Blog Post
  346. Sue Kauffman Fitness via Blog Post
  347. Suzy G Homemaker via Blog Post
  348. Trihardist via Blog Post
  349. Trihardist via Blog Post
  350. Trihardist via Blog Post
  351. Tutus and Tennies via Blog Post
  352. Tutus and Tennies via Blog Post
  353. Vegan Crunk via Blog Post
  354. Women’s Running via Blog Post
  355. Natural Health 365 via Blog Post
  356. Mama’s Minutia via Blog Post
  357. Eternal Amour via Blog Post
  358. Babblings of a Mommy via Blog Post
  359. A Mom’s Balancing Act via Blog Post
  360. Blessings of a Stay At Home Mom via Blog Post
  361. A Healthy, Happier Bear via Blog Post
  362. Fitting It All In via Blog Post
  363. Mommy Has to Work via Twitter
  364. Trihardist via Twitter
  365. Gluten Free Muse via Twitter
  366. A Homeschool Mom via Twitter
  367. Adam Gentile via Twitter
  368. Alex Caspero MA,RD via Twitter
  369. AMT Editorial Staff via Twitter
  370. AMT Editorial Staff via Twitter
  371. Becky Branch via Twitter
  372. Believing in myself! via Twitter
  373. Bobbie Perkins via Twitter
  374. Chris Russell via Twitter
  375. Cosmeticsforyou via Twitter
  376. Dan Greene via Twitter
  377. Dan Greene via Twitter
  378. Debra’s Boutique via Twitter
  379. Dima Al Mahsiri via Twitter
  380. Dima Al Mahsiri via Twitter
  381. Dima Al Mahsiri via Twitter
  382. Dima Al Mahsiri via Twitter
  383. DownhillRun via Twitter
  384. DownhillRun via Twitter
  385. DownhillRun via Twitter
  386. DownhillRun via Twitter
  387. DownhillRun via Twitter
  388. DownhillRun via Twitter
  389. DownhillRun via Twitter
  390. DownhillRun via Twitter
  391. Erich Stauffer via Twitter
  392. Erich Stauffer via Twitter
  393. Erich Stauffer via Twitter
  394. Eternal Amour via Twitter
  395. Jason Sibley via Twitter
  396. Jeffrey Vail via Twitter
  397. Jill L & Sue N via Twitter
  398. Lori Karpman via Twitter
  399. Lorna Rebecca Rowley via Twitter
  400. Lorna Rebecca Rowley via Twitter
  401. Maggie Wolff via Twitter
  402. mandyunruh via Twitter
  403. Marissa Vicario via Twitter
  404. Moses Gitangu via Twitter
  405. Prime Beauty Blog via Twitter
  406. Prime Beauty Blog via Twitter
  407. Prime Beauty Blog via Twitter
  408. Prime Beauty Blog via Twitter
  409. RealGlutenFreeMeals via Twitter
  410. So What I Run via Twitter
  411. Sonnet Lauberth via Twitter
  412. SoWhatIRun via Twitter
  413. Susan Kauffman via Twitter
  414. Timeless Beauty Secr via Twitter
  415. Tutus & Tennies via Twitter
  416. Zoe Christelow via Twitter
  417. Cosmetic For U via Twitter
  418. Java Mama Blog via Twitter
  419. Weight Loss 4 U via Twitter
  420. Natural Health 365 via Twitter
  421. DownhillRun via Twitter
  422. DownhillRun via Twitter
  423. DownhillRun via Twitter
  424. Cost of Living via Twitter
  425. Eternal Amour via Twitter
  426. Babblings of a Mommy via Twitter
  427. 4 Lettre Words via Twitter
  428. Wannabe Super Mo via Twitter
  429. Gretch Runs via Twitter
  430. Dance Trance via Twitter
  431. Hey what’s for Dinner Mom? via Twitter
  432. A Slice of Brie via Twitter
  433. Suzy Q Homemaker via YouTube
  434. Andrea B via YouTube
  435. Andrea B via YouTube
  436. Kim Alston via YouTube
  437. Everyday Mom Ideas via YouTube

I hope we covered everything — there were so many and not all of our amazing bloggers reported each and every social share with us explicitly.

Chris Abraham

Chris Abraham, digital strategist and technologist, is a leading expert in digital: search engine optimization (SEO), online relationship management (ORM), Internet privacy, Wikipedia curationsocial media strategy, and online public relations with a focus on blogger outreachinfluencer engagement, and Internet crisis response, with the digital PR and social media marketing agency Gerris digital. [Feel free to self-schedule a 15-minute call, a 30-minute call, or a 60-minute call with me] A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and adviser to the industries' leading firms. Chris Abraham specializes in web technologies, including content marketing, online collaboration, blogging, and consumer generated media.  Chris Abraham was named a Top 50 Social Media Power Influencer by Forbes, #1 PR2.0 Influencer by Traackr, and top-10 social media influencers by Marketwire; and, for what it’s worth, Chris has a Klout of 79 the last time he looked. Chris Abraham started doing web development back in 1994, SEO in 1998, blogging in 1999, influencer engagement in 2003, social media strategy in 2005, blogger outreach in 2006, and Wikipedia curation in 2007. Feel free to self-schedule a 15-minute call, a 30-minute call, or a 60-minute call. If you want to know the services that Chris offers check out Services If you want to work with Chris use the Contact Form You're welcome to follow me via Social Media You can learn more about Chris over in About Chris writes a lot so check out the Blog Chris offers webinars so check Events

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