What are Local Micro-Influencers, how do you find them, and how can you use them to grow your business?
By this point we all realize that social media is important for growing a business, there's no doubting that.
You've also likely heard about "Influencer marketing". If you have't it's basically when someone with a large social media following, partners with a brand/business to create a single or multiple pieces of sponsored content.
Essentially by paying someone with a large following to promote your products, you can get in front of a large audience in a very organic way.
Think "word of mouth" at scale...
Because influencers have built great relationships with their following, the people that will see your product/service will trust the recommendation far more than a traditional ad.
The problem local businesses have when working with a large influencer is the cost, with top influencers commanding 6 figures or more per promotion. Talk about blowing the budget...
But don't worry...if you're a local business and not an international brand, there is an even better way for you to get the same effect as influencer marketing, for little to no cost.
The Alternative To Regular Influencer Marketing
It's called Micro-Influencer marketing!
A Micro-Influencer is an influencer on a much smaller scale, they usually have between 1,000 and 10,000 followers, although opinions vary give or take a few thousand.
The idea behind Micro-Influencer's is very much the same as with larger influencers, but with a few added benefits.
1. Micro-Influencer will promote your business for free or for very cheap in exchange for free product, service, or commission on sales.
2. Their following is much more intimate, mostly composed of friends, family, and locals.
3. Because they don't often get brand deals (yet) their following is not bombarded with ads, so they're far more receptive to sponsored content.
These are just some of the benefits of working with micro-influencers.
But what about that whole "Local" thing?
Local Micro-Influencers are simply Micro-Influencers that live/work in the same region as your business.
So if you're a car dealership in Toronto, you would look for car photographers or vloggers with a following of 1,000-10,000 that live within Toronto.
The benefit of local influencers is that they're "following" or "audience" will be primarily based around your place of business. Hence the term "Local Influencer".
Local influencer marketing is essentialy a word of mouth referral, but the person giving the referral isn't just telling one or two of their friends, they're telling thousands!
How to Find Local Influencers
So you now you get what a local micro-influencer is, and it's important, but how do you utilize them? What exactly do they do, and how do you find them?
Well first let's start with how you find local influencers.
You can find local influencers in a few ways:
That's how you find local influencers, but what do you do once you find them?
Once you find them you need to reach out, and provide them with an offer. Maybe it's free product, free service, discounted venue, or perhaps an invitation to an event. It all depends.
Sometimes you can leave it up to them, tell them your goals and let them be creative with how they promote you, but you'll have to make it worth there while, and usually that means compensation.
But if you're a little more creative, you can get influencers to work for free. How?
By providing them with a fun and engaging framework to be creative.
Host a local event, go on a coffee run with them, bring them in for a tasting, it depends on your industry but the concept is simple.
Create a fun event that they can't resist attending. Make them feel exclusive and special, and once they get there, it's in their nature to document and share.
They'll wan't everyone to know about this super cool event their at!
Launching A Local Influencer Campaign?
Launching a micro-influencer campaign can be as simple or as complicated as you want to make it, and the process to do so will vary depending on your business.
For example, if you sell fitness clothing, you might just want to send a few influencers your clothing, have them take photos in it, and share with their following.
But if your a restaurant the approach is different, maybe you invite a few influencers for a "VIP Tasting" in exchange for them documenting the event and sharing it online.
For more information about my take on local influencer marketing, check out this video!
Feel free to leave a comment under this blog or in the video, and I'll be happy to answer any questions that I can!