Influencer marketing enables brands to expand their reach, increase brand awareness and boost conversions, and connect with audiences on a more personal level. It’s an effective and engaging means of creating connection between brand and consumer. And it’s not just for big brands and big names.
In fact, humans have always participated in and perpetuated local influencer marketing. Technically speaking, wink wink, it’s what happens when we talk about “things” we experience locally with people we know locally. Sometimes there’s a discount or referral bonus involved. And when we talk about what we like with the people we know, those people may try out new things based on what we say.
But you’re not here to read about human civilization. You’re here because you work in marketing, and you’re hungry for more information on influencer campaigns, and specifically local influencer campaigns.
What can local influencer marketing do?
Let’s think about local influencer marketing’s ability to deliver considerable advantage on a smaller scale. The tactic blends seamlessly into paid media mixes designed to build local awareness and drive user engagement; however, it can be leveraged to target other key performance indicators (KPIs), e.g., driving conversions, increased site traffic and return on investment (ROI) as well. And this isn’t exactly rocket science, but where we’ve seen local influencer marketing work best is for brands with specific, localized audiences. (Drive markets and in-state travel—ring a bell with anyone in destination marketing?) When that audience is all in one geographic area, and so is the influencer, a local brand’s entry into the conversation seems more natural. “That person (influencer) really did go there, really did have that experience, and that’s something I (follower) can do too!” Just like in a conversation with a neighbor or friend, in the social or blog environment that the influencer has created, audiences are more receptive to the brand’s position and messages.
How do you do it?
When activating a local influencer campaign, do consider whether you work with several micro-influencers with trusted followings or a single, broad-reach macro-influencer? The decision comes down to brand strategy and KPIs. Generally speaking, micro-influencers with 10K-50K followers have 41.7% higher engagement rates than macro-influencers with 500K-1M followers (aspireIQ.com). In either scenario, pay attention to each influencer’s authenticity, voice and trustworthiness, and how relatable and relevant their messages are to their follower base.
Another item to consider when creating your media mix is ROI, as it may be a differentiating factor between potential partners for your brand’s influencer campaign. Influencer marketing typically generates positive ROI, with brands gaining up to $18 in earned media value for every dollar spent (influencermarketinghub.com).
Who produces the content?
Due to their trusted and loyal following, influencers know exactly the type of content their audiences crave. They will ensure that content answers their followers’ needs and questions, all the while seamlessly delivering brand messaging. More brands are turning to influencers as independent content creators especially in today’s COVID-19 world given continued restrictions on production crews.
Why do it?
Why is this tactic, especially when localized, key to an optimal media mix? In short, local influencer marketing provides legs for local impact and keeps your brand’s message top of mind in a relatable, authentic environment. Ultimately, influencers will boost awareness and drive engagement and consideration for your destination, product or service. In terms of conversions, about 80% of consumers have carried out a purchase after an influencer recommendation (oberlo.com). And your brand will be part of fresh and unique content from a trusted source.
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Now in our 50th year of business, Vladimir Jones is Colorado’s original independent, integrated advertising agency, with offices in Denver and Colorado Springs. We believe in brilliant brands and love making the world love them as much as we do.