Using Local Influencers to Get Attention for Your Brand

By Raubi Perilli

      May 30, 2018     Solutions    

Influencer marketing has been around for decades but has quickly gained traction in the social media era. With just a few clicks, someone famous can share a post and millions of people can learn about a new brand or develop a positive association with its products or services.  

But, influencer marketing it isn’t limited to mega-brands. You don’t have to be Starbucks or Oreo to take advantage of local influencers, and you don’t need a million-dollar budget, but you do need a plan.  

Keep reading to learn more about local influencer marketing and how your brand can take advantage of celebrities and big names in your area to promote your business and boost sales.

Who Are Local Influencers?

Local influencers are people who have a strong impact in your community and wide network of people who follow them. They might be local business owners who help other organizations, public figures like the town mayor or weatherman, or even celebrities like athletes or local musicians. They may also be local writers, critics, or experts that have a deep knowledge or unique voice about an area. They have recognition and a strong following in a local community.

Local influencers don’t need a national presence. For example, Lebron James is an international influencer and a local influencer in Cleveland. If he endorses a restaurant or business in the area, local residents are likely to flock to it. However, there are other influencers in Cleveland who also have pull. While the local theater critic in the area might not make the same waves as Lebron James, he can still influence people by endorsing local shows and encouraging theatre fans to check them out.  

Each town has its own local influencers with various levels of clout. Identifying these influencers can help you develop a strategy to work with them.

How Can You Identify Local Influencers In Your Community?

The first step toward developing an influencer marketing campaign is to identify influencers in your area. Here are a few steps you can take to develop your influencer list and determine the best course of action to tap into their star power:  

  • Follow the news to see which public figures are mentioned and in what context.
  • Look up the major employers in your area and make note of their owners and managers.
  • Check on social media to see who in your area has a large following.
  • Browse various media outlets in your area, like your local MyArea Network site, and look for regular contributors.

A great example of an influencer is a city’s mayor. This person is typically deeply involved in the community and seen around town on a regular basis. However, that doesn’t always mean they are the best influencer for your brand. If they are deeply unpopular, then you might not want them endorsing your products. They also might not agree to endorse your brand if they don’t agree with it.    

Alternatively, an influencer’s endorsement might not be a good fit for your brand, even if they offer it. It’s unlikely that a vegetarian celebrity would endorse a local barbecue restaurant unless it offered some vegetarian-friendly mac-and-cheese and fried okra that was simply irresistible.   

How Can Local Influencers Help Your Brand?

The main benefit that local influencers have is exposure and the ability to drive sales to your business. Compare your social media presence to theirs. In all likelihood, they have thousands (if not tens of thousands) more followers than you have. If they tweet about something or endorse your brand, then your name reaches all of those followers.  

Even if your business has a relatively large follower size, influencer marketing can help your brand reach new people. It’s unlikely that all of the people who like your brand completely overlap with everyone who likes theirs.  

The most effective influencer marketing drives sales. While brand exposure is nice, it doesn’t always grow your revenue. You want to form strong partnerships with local influencers that encourage people to buy your products and give money to your business.  

When done well, your influencer marketing campaign can help you reach your sales goals and improve your position within the local community.

How Can You Work With Local Influencers?

There are multiple opportunities for brands to work with local influencers. Some are more hands-off, while others encourage the local celebrity or business owner to get involved with the brand they are promoting. A few examples of influencer marketing that you can base your own models off of include:  

  • Inviting an influencer to your business and asking them to post about it on social media.
  • Encouraging local influencers to review your products or services online.
  • Asking local influencers to attend your events and even speak at them.
  • Make sure local influencers are seen using your products.
  • Having local influencers directly tell their customer base to use your products or services.

For example, if patients in your dental waiting room see the mayor come in for a routine cleaning, they are likely to believe your services are high-quality and recommend them to friends. Similarly, asking the mayor to post about your dental practice means your business could reach thousands of local residents who might need to change their dentist. Influencer marketing works on both a large and small scale.  

MyArea Network Offers Influencer Marketing Options

In an effort to promote local businesses, MyArea Network has developed brand profiles to help companies stand out. When you manage your presence on our profiles, you’re able to get your name out there and expose your brand to new audiences. Local customers who never heard of your brand before can discover more about your products or services on our pages.  

As our presence grows in the Tampa Bay Area, we hope to use our influence to endorse the best local businesses around and help consumers make smart shopping decisions.  

If you want to learn more about MyArea Networks profiles, or brainstorm ways to expand your business with influencer marketing, contact us today. We can set up a free consultation to review your brand and come up with a plan to get noticed by local influencers in the area.