So, what is an “influencer”? Basically, they are individuals with a large and engaged following on social media or other online platforms. They have the power to impact their audience’s purchasing decisions through recommendations, reviews, and content creation. Due to their large following, partnering with influencers can be an effective way to increase your brand’s visibility, reach new customers, and build trust with your target audience.
While many people think of influencers as celebrities with millions of followers, local influencers are just as powerful, if not more so, when it comes to helping your business grow.
A local influencer has a dedicated following in your community or region, and their content is often focused on local culture, events, businesses, and experiences. This makes them a perfect partner for small businesses looking to reach an audience that’s geographically relevant.
The Benefits of Local Influencers
While many businesses aim for big-name influencers, partnering with local influencers in your area can be a game-changer for your business, and here’s why:
- Targeted Reach: Local influencers connect with audiences in your area, helping you reach potential customers who are likely to visit your business or purchase your products.
- Authenticity: Since they are part of the community, local influencers often have a more authentic connection with their followers, which can build trust in your brand.
- Cost-Effective: Working with smaller, local influencers is often more affordable than collaborating with national or global influencers, offering a great return on investment.
- Community Engagement: Local influencers can help increase your business’s visibility within the community and foster a sense of local pride and support.
Considerations & Risks
While influencer marketing can be effective, there are a few things to consider before diving in:
- Relevance: Make sure the influencer’s audience aligns with your target market. If their followers aren’t likely to engage with your product or service, the partnership may not yield the results you’re hoping for.
- Transparency: Be clear about your expectations, including the type of content, deadlines, and compensation. Ensure the influencer discloses the partnership to maintain transparency with their audience, which is important for trust and legal compliance.
- Track Results: Set clear goals and track the performance of your influencer campaigns. Keep an eye on metrics like engagement, website traffic, and sales to evaluate whether the partnership is bringing value to your business.
Making sure that you and your business has a plan to track and use the influencers reach can make sure your investment provides a return. Ensure that you are familiar enough with the analytic tools through social media platforms, and that you have a way to track sales and properly correlate it with the influencers campaign. Finally, make sure that you are able to meet, and vet the influencer that you choose to represent your business. Though it is rare, risks do exist when trusting an individual with your business’s reputation:
- Brand Mismatch: Partnering with an influencer whose values or content don’t align with your brand can harm your reputation. Do thorough research to ensure they’re a good fit.
- Negative Feedback: Influencers are human, and if they say or do something controversial, your business could be associated with that negativity. Always vet influencers and ensure their past behavior aligns with your brand image.
Influencers, especially local ones, can be a powerful asset to your business. They help you reach a targeted audience, build trust, and increase brand visibility. Just be mindful of selecting the right influencer, ensuring clear communication, and monitoring results to get the most out of your partnership. With the right approach, local influencers can drive significant growth for your business. If you feel that a local influencer would be a good investment in your business, we provide recommendations on how to find a local influencer in this article.
