Over the past decade, social media platforms have exploded in popularity, connecting people from all corners of the globe. And with this social media boom came the rise of a new breed of online celebrities known as influencers.
So, who exactly are these influencers? They’re individuals who’ve amassed a large following on social media and established themselves as experts in their respective fields. They have the power to sway opinions, captivate audiences, and make a real impact on the success of a brand.
When you partner with a local influencer, you can tap into their large following and effectively spread your brand message to a wider audience, ultimately boosting your business. Research has shown that influencer marketing is incredibly effective. It’s not just a passing trend; it’s a powerful tool that can yield impressive results.
In this article, we’ll delve into how Local Influencers can help you grow your brand globally and uncover ways you can leverage this valuable resource.
👥Local influencers- Community Trendsetters!
These folks have built up a solid following of around 1,000 to 10,000 loyal fans right in their own backyard. They have put in the hard yards, either over the years or more recently, and now they’ve got some serious sway over their followers. And guess what? You can tap into that influence to give your brand a boost!
The thing about local influencers is that they have a real impact on businesses in their area. Their followers see them as trusted experts, so when these influencers give your brand a thumbs-up, it’s like a golden seal of approval.
And here’s the kicker: their reach might not be as massive as big-time influencers, but their engagement is through the roof! Their followers trust their recommendations, and they are way more likely to take action based on what the influencer suggests.
So, with local influencer marketing, you can zoom in on a targeted audience of potential customers who are genuinely interested in what you have to offer. It’s like hitting the bullseye with every shot!
🌍 Why to include local influencers in your global marketing strategy?
👉 Human engagement
It’s tough to stand out in the crowd of social media content. But guess what? There is a secret sauce to grabbing people’s attention consistently: other people! Yes, influencers are the key to unlocking that door. They have this magical aura of credibility and authority with their followers, and when they give your brand a nod, it’s like the heavens part and the spotlight shines on you.
Think about it: we humans tend to trust and believe in people we know and can relate to. It’s like our built-in radar for authenticity. So, when an influencer we admire and follow puts their stamp of approval on your brand, it carries some serious weight. And that human connection? Oh, it’s pure gold! It’s what convinces people to take a leap and give your brand a chance.
And if you’re a brand with big dreams of going global, partnering with local influencers is an absolute must. It’s like teleporting yourself right into the hearts and minds of people in a specific region, getting on their radar in no time.
👉 Capitalizing on emotion
Believe it or not, people are drawn to content that stirs up their feelings. It could be joy, laughter, anger, or even sadness. The trick is finding that sweet spot for your brand. You don’t want to be too gloomy or too cheerful, or else people will lose interest quicker than you can say “hashtag yawn.”
Social media is filled with diverse influencers who have followers for various reasons. It’s not just about the content they create but also their personality and delivery. Brands can tap into this trust when partnering with local influencers who have already earned the loyalty of their following.
Influencer marketing has incredible impact. Studies show that it generates 64% more intense emotional responses and 182% more memorable moments compared to regular ads.
Talk about impact! And you know who’s especially good at creating those emotional rollercoasters? Micro-influencers! They have got the magic touch when it comes to tugging at heartstrings and igniting a fire within their followers.
When searching for local influencers to collaborate with, consider factors like their reach, engagement, and audience demographics. It’s important to ensure their audience aligns with your brand and to assess if their content is a perfect match.
🧲What makes brands attractive to Local Influencers?
Local influencers may not have the same massive following as celebrities or macro-influencers, but they have a devoted tribe that genuinely cares about their opinions. Their niche expertise and engaged followers make them a force to be reckoned with. When collaborating with brands, these influencers are selective, looking for partnerships that align with their image and help them grow their audience. It’s a win-win when a brand recognizes and respects its hard-earned personal brand.
Some of the reasons why working with brands are so attractive to influencers include:
👉Help them to Reach a wider Audience:
When an influencer partners with a brand, they are able to tap into the brand’s audience as well as their own. This can help them to reach a much wider audience than they would be able to on their own.
When influencers partner with brands, they often gain access to valuable resources like professional photography and videography services. These resources enable them to create high-quality content that stands out and captivates their audience. It’s a game-changer that elevates their content game and helps them make a lasting impression.
Influencers have the opportunity to make money through their partnerships with brands. This can include sponsorships, product placements, and earning affiliate commissions. It’s a way for influencers to turn their content creation into a profitable business venture.
Collaborating with brands allows influencers to form valuable relationships with other influencers and industry professionals. These connections bring mutual benefits, including learning from each other, collaborating on projects, and expanding their reach. It’s a win-win situation that fosters growth and creates a strong network within the industry.
👉Access to new Products and Services:
Collaborating with brands gives influencers the chance to try out new products and services before they hit the market. This keeps them updated on the latest trends and allows them to share their insights and reviews with their followers. It’s an exciting opportunity that helps influencers stay ahead of the curve in their industry.
👉Exposure to new Industry Trends:
Working with brands exposes influencers to new industry trends, helping them stay ahead and be among the first to try new things. It also introduces them to new products and services they may not have discovered otherwise, broadening their knowledge and opening doors to collaborations. It’s an opportunity that keeps influencers informed, inspired, and at the forefront of their field.
👉Building their Personal Brand:
Collaborating with brands helps influencers build their personal brand by showcasing their style through the products and services they promote. It also boosts their visibility and establishes them as experts in their field, strengthening their credibility and influence.
🔍How to evaluate influencers for your brand?
Social Media Reach📈
When selecting influencers for your brand, their social media reach is indeed a crucial factor to consider. The size of their follower base determines the potential audience for your brand’s message when it’s shared by the influencer. Hence, it’s essential to look for influencers with a substantial social media following.
In addition, to reach, the engagement rate is another important metric to evaluate. This rate reflects the level of interaction between the influencer and their followers. By dividing the number of interactions by the influencer’s follower count, you can gauge their influence and the likelihood of their followers seeing your brand’s message.
While reach and engagement are vital, the quality of an influencer’s content should not be overlooked. It’s crucial to ensure that their content aligns with your brand’s values and resonates with your target audience. The influencer’s ability to produce high-quality, relevant content reflects positively on your brand and enhances its perception among its followers.
Create a Database of Potential Influencers💾
To kickstart an influencer marketing campaign, the first step is to create a database of potential influencers. Include both big and small influencers relevant to your brand. Consider criteria such as relevance, engagement rate, content quality, brand image, and past collaborations to refine your choices. Building a comprehensive database ensures you find the right influencers for your campaign. Some of these criteria include:
- Nature of target audience and following.
- The following size
- Social media channels
- Notable recommendations
- Strong points
- Observations: Additional factors like delivery, presentation, personality, existing endorsements, and competition.
- Contact Info
Once you’ve compiled your influencer database, initiate contact through email or social media. Emphasize brand alignment, seeking influencers whose values resonate with your brand. Clearly communicate your collaboration expectations and brand values to ensure a mutual understanding.
Additionally, it is vital to evaluate the influencer’s audience. Consider whether their followers are relevant to your brand and target audience. Focus on finding influencers whose followers are genuinely interested in what you have to offer, ensuring a more valuable and meaningful partnership.
Conduct thorough research on the influencers before reaching out to them. Gain insights into their audience demographics, existing endorsements, and competition. This knowledge will enable you to tailor your pitch and approach to effectively engage the influencer, demonstrating your understanding of their content and audience.
You should make sure that you are offering something of value to the influencer. This could be compensation, but it could also be something like exclusive content or early access to your product. Influencers are more likely to work with you if they feel like they are getting something out of the partnership.
When negotiating rates, it is important to keep the value of the partnership in mind. If you are offering something that is valuable to the influencer, you may be able to negotiate a lower rate. However, if you are not offering much in return, you will likely have to pay a higher rate.
It is also important to consider the influencer’s audience. If the influencer has a large and engaged following, they will be able to generate more leads and sales for you. However, they will also command a higher rate.
It is important that you narrow down what platforms you want to be visible and relevant. Your choice of influencer will be dependent on this. If you want to focus on Instagram, then you will need to find an influencer with a following on that specific platform.
Additionally, you should also consider what type of content performs well on each platform. For example, images perform well on Instagram but videos might be more effective on YouTube. Choose platforms that will allow you to share the type of content that you think will be the most effective.
Once you have chosen your platforms, it is time to start looking for influencers.
🧩5 Hacks to Start a Conversation with an Influencer
To stand out and get noticed by influencers, begin by researching and understanding their content, niche, and target audience. This ensures a suitable fit for your brand. Craft personalized messages that demonstrate your knowledge and genuine interest in their work. Engage with their content beforehand to establish a connection.
Here are 5 easy hacks to start a conversation with an influencer:
👉Do instead of Ask
To grab an influencer’s attention, you need to go beyond offering remuneration. Stand out by thoroughly researching the influencer, and understanding their content and audience. Tailor your outreach to highlight the alignment between your brand and theirs. Offer a creative and unique campaign idea that excites them. Build a genuine relationship by engaging with their content and showing authentic interest.
Here are a few ways you can do that:
- Sharing and commenting on their posts
- Endorse their skills on the platforms you are involved in.
- Find and report errors in their content.
👉Personalize your Pitch
To grab the attention of influencers, address them personally and tailor your pitch to their unique accomplishments and interests. Show genuine appreciation for their work. Provide valuable content, such as high-quality articles or product photos, that they can share on their platforms.
👉Engage with their Content and be Active
This is essential if you want to make a lasting impression on these key influencers. Follow their posts, comment often, and repost their content when appropriate. This will help show that you’re interested in their work, that you value their opinion, and show your appreciation for them.
Some of them even respond to questions that you tag them in, so make sure to take advantage of this and ask questions that are relevant to your brand.
👉Conduct an Expert Interview
To build a relationship with influencers and promote your brand, invite them to participate in an expert interview. Ask them about their journey, industry insights, and experiences working with brands. This helps you get to know them better and positions them as experts, boosting their credibility. Additionally, use the interview to gain valuable insights and promote your brand.
👉Transparent about Remuneration
Make sure that your influencers are clear about what they will receive in return for their work and time. Transparency is key when it comes to working with influencers – be upfront about the remuneration you can offer them and make sure they understand any terms or conditions associated with the partnership. This will help ensure that both parties are on the same page and that your influencers are comfortable working with you.
👉Strategies for Working with Influencers to Build Links
To build links with influencers, create a clear strategy by identifying potential influencers, setting goals, and outlining the benefits of collaboration. Personalize your outreach to highlight these benefits and offer compensation or incentives. This approach increases the chances of successful link-building and achieving your desired outcomes.
- Use the 3 Rs (Relevance, Reach, and Resonance) to narrow down your list of influencers.
- Establish objectives and compile a targeted influencer list.
- Build relationships with influencers by reaching out and clearly outlining campaign details.
- Check individual social media activity for engagement rates (likes, comments, shares) and follower segments relevant to your brand.
- Measure and analyze campaign performance in terms of ROI to determine effectiveness.
🔧Tools to Find Influencers and Track Your Marketing Campaigns
This tool helps you to filter and identify influencers who are the best fit for your product or service. It also provides detailed analytics on an influencer’s activity, giving you an indication of their engagement levels with followers. For each influencer, HypeAuditor provides the following info:
- Current ranking
- Influencer’s Instagram handle
- Audience country, followers, and estimation of authentic engagement
- Main fields, topics, and posts of influence
BuzzSumo is a powerful influencer search tool that can help you find influencers for particular topics or industries. It allows you to filter the results based on criteria such as followers, engagement rate, and location. You can also track existing campaigns by monitoring content performance, analyzing industry trends, comparing competitors’ performance, and discovering top-performing content ideas.
Followerwonk is an influencer discovery tool that helps you identify and track the most influential people in your niche by analyzing their social media data (Mainly for Twitter). It provides detailed analytics information such as Twitter followers, influence score, account type (personal or brand), and more. You can also use Followerwonk to analyze and compare your followers against the competition, track changes in follower growth over time, find influencers based on their interests or location, and more.
Upfluence is an influencer marketing platform that helps brands find and collaborate with the right influencers to promote their products or services. It provides advanced search filters, such as topic of interest, follower count, location, and more, to help you find the perfect fit for your campaigns. Upfluence also offers organic content discovery tools so you can find influencers who have already posted about your brand or industry. Additionally, you can use the platform to manage and track campaigns, analyze performance data, create content calendars, and more.
👉 Post for Rent
Post for Rent is an influencer marketing automation platform that allows you to quickly find and engage with the right influencers for your campaigns. The platform offers advanced search filters, such as the topic of interest, follower count, location, engagement rate, and more. It also provides content recommendations based on the topics relevant to your brand or industry.
It also enables you to track and measure the performance of campaigns. It provides detailed insights such as impressions, reaches, likes, shares, and more. Additionally, it offers a content calendar feature that helps you manage your influencer campaigns in an organized manner.
Influencers are the top-notch brand promoters of our time, utilizing platforms like YouTube, Instagram, and TikTok to reach vast audiences worldwide. The rise of local influencers has added a new dimension, catering to niche and localized communities. Leveraging influencer marketing platforms maximizes businesses’ return on investment (ROI) and ensures targeted impact.
As a branding agency, Pixel Street is well-equipped to help you create a successful influencer marketing strategy. Our platform provides all the tools and analytics needed to effectively measure and monitor your campaigns, making it easy for businesses to leverage influencer marketing strategies.