As the name suggests, local influencer marketing is about leveraging local influencers to promote your brand locally.
Local influencer marketing focuses on tapping into the people who have influence over potential buyers and focusing marketing activities around them to deliver a brand message to your target market.
Looking to do influencer marketing in your area? Here are three tips to help you get the most out of your efforts.
1- Opt for micro-influencers
The aim of local influencer marketing is to collaborate with local journalists, bloggers, Youtubers or Instagrammers who have a strong local audience and can therefore influence buying decisions in your area.
Although you may be attracted to a macro or mega-influencer in your area who has a large local following (for example, local sports stars). We advise you to partner with micro-influencers to make local influencer marketing profitable.
Due to their smaller audience, local influencers generally charge less than influencers with a larger subscriber base. This is why start-ups and smaller brands with a smaller marketing budget can afford to partner with them for local influencer marketing campaigns.
2- Invite influencers to your home
Local influencer marketing can contribute greatly to your popularity with the public in your area. You can invite local influencers to your shop, restaurant or beauty salon to test your product or service.
There is no need to ship the product or ask them to visit your city, which saves you additional shipping or travel costs. Moreover, their price depends on their scope and the complexity of the collaboration. And their regular presence in your company will most certainly make you a hit with the people in your area.
Take advantage of their presence on your premises to capture the moment and share it with your customers. Don't hesitate to hire a professional photographer to help them get all the right shots.
Influencers are always looking for quality content to post on their social media profiles. By using a professional photographer, their work can add more value to the influencer's feed. This makes it a win-win situation for your company and the influencer.
3- Think about organising events
You can also organise an event at your home and invite a few local influencers to generate even more visibility for your brand. Such events have proven to be mutually beneficial. Having the right people in your restaurant, salon or shop allows you to personally present your products or services. In addition, local influencers will get information from you or your team and can better tell their followers about your business.
Instagram Stories during the event are a great way to introduce your brand to the influencer's audience in a very authentic way. However, some local influencers with more influence might want monetary compensation in exchange for the promotion. In such a situation, you need to have an idea of how much to pay.
A great way to determine the estimated value of the local influencer's publication is to count the number of subscribers they have. You can pay them about 1 to 2.5 cents for each subscriber they have per sponsored post. However, this rate will of course change depending on their engagement rates and other parameters as well as the terms of the agreement.