A few years back, the term “Influencer Marketing” was unheard. But today, it has emerged as one of the most important channels to advertise and promote a brand.
According to a survey by Influencer Marketing Hub, Influencer Marketing is one of the fastest-growing customer acquisition channels, and 67% of marketers said they are planning to increase their budget on Influencer Marketing.
However, if you are a startup in the early days, you may not be able to afford to work with influencers. But, worry not, we have local influencer, also known as Micro-Influencers. In this article, we are going to discuss about how can you leverage Local Influencers and how local influencers can impact your marketing campaign.
Let’s begin with a basic question,
Who are Local Influencers?
Local Influencers are influencers with lesser followers than celebrities or large influencers. But they have followers in a specific niche.
According to Forbes, local influencers have followers in the range of 10,000 to 5,00,000.
Why Are Local Influencers key for your communication mix?
Local Influencers have active followers because they usually post about specific topics and only people interested in it will be following them. According to Marketly’s report, influencers with 10,000 to 1,00,000 have best customer engagement and reach.
Local Influencers have a more targeted audience, and they can streamline the content to specific geography. This works well for local brands.
Local Influencers are affordable. Generally, influencers charge you bomb for creating and sharing content. But local influencers change you reasonably, and they are constantly looking for collaboration opportunities.
How to engage Local Influencers?
Local Influencers can help you in enhancing your social media presence. They can increase your brand mentions, repost your social media posts, or create content. There are many ways a brand can collaborate with Local Influencers, to name few,
1. Brand Mentions and Sponsored Posts
Local Influencers can mention your brand and promote your brand-specific hashtags in their post. You can track your brand reach with social media listening tool.
Influencers can be paid to share and promote your content as Sponsored posts on their page. You can allocate a budget and target for each influencer before they promote your content.
2. Generate Brand Content
You can use local influencers to generate content for your campaign. E.g., you can give your product for the trial to influencer and ask them to try your promote and share their review as a testimonial.
There are also brands engaging with influencers to social media takeover. So basically you give your page access to the influencer, and let them manage your page for some time. This can be risky, so ensure what kind of influencer you are tying up before doing. And, have proper guidelines in place. At the end of the day, your brand value is the most important factor for you.
3. Sharing Private Events
Organizing events where you can engage with multiple influencers at a single window. This not only influencers to interact with your product in a controlled environment, but it also offers you an opportunity to create organic content. And, if you have a lot of influencers attending your event, and if they post about your event with a specific hashtag, there are high chances that your hashtag starts trending in your region.
4. Reach Customers and Grow Sales
Engaging with several local influencers can help you reach out to your targeted audience and convert them into customers. Influencers have the power to influence their followers to buy your product/service. According to a recent study on influencer reported that that 57% of millennials make a purchase decision after being influenced by content they see in social media.
5. Promote Giveaways / Contests
Influencers can promote your contents or giveaways to their followers. They can ask their followers to share your post, tag their friends or family, comment or like your post etc. You can engage multiple influencers to scale your giveaway or contest.
6. Influencer Specific Discounts
Local Influencers can be used as an affiliate or referral network. If you can generate a unique coupon code or discount code and ask the influencer to share it to their followers. Once a customer comes to your website and makes a purchase through the code shared by the influencer, you can give them a percentage of profit margin as influencer fee.
7. Build Credibility
Make influencers to post an honest review about your product/service. You can give away free samples to an influencer, and they can share their views. This will help in your product reach and build credibility for your brand.
How to find Local Influencer?
1. Start looking Into Your Followers
The first place to look out for local influencers is your followers base. Identify the list of profile who has at least 10,000 followers and start engaging them for collaboration.
Search for specific hashtags related to your product or service. If there are people with a decent amount of followers using the hashtags related to your product or service, engage with them.
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