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A local marketing plan is essential for your business. It helps you gain access to your target audience, ensuring that your brand is present in a relevant space. It’s about gaining a foothold within your geographical territory. A prominent channel worth investing time (and budget) into is micro-influencers. Connecting with local micro-influencers can substantially boost your growth, driving a new level of authenticity and trust with potential customers. Here’s how your micro-influencer strategy can skyrocket your local marketing plan to new heights.
What is Micro-influencer Marketing?
The term “micro-influencer” refers to creators on social media platforms with 10 000 to 50 000 followers. Unlike influencers with enormous audiences spanning various regions, micro-influencer content is more niche, cultivating a fervent following. Typical micro-influencer genres include travel, fashion, health and fitness, food, and beauty.
Micro-influencers build communities around the content they create, interacting with fans and followers regularly. As a result, their engagement rates are through the roof. While they may not have the broad reach of high-profile influencers, they’re able to deliver more targeted results. That’s why micro-influencers are far more prevalent in a local marketing strategy.
Micro-influencer marketing utilizes “everyday people” to promote specific products. Today’s consumer is hyper-aware of influencer marketing and celebrity endorsements, making micro-influencer suggestions easier to trust. Neilson’s Global Trust in Advertising study shows that the most believed form of advertising comes from people they know. Micro-influencer marketing is today’s word-of-mouth marketing on a whole new scale. If done correctly, it can directly impact conversions, brand awareness, and reputability in one go.
Why Micro-influencers Matter in Your Local Marketing Strategy
Local micro-influencer marketing allows you to collaborate with local personalities to influence purchasing decisions in your region. Here’s why it’s worth investing in this channel:
- They’re Relatable
Local micro-influencers are more tangible and relatable than celebrities. They’re ordinary people sharing authentic content that doesn’t feel sponsored. Today’s consumer has cottoned on to blatant promotions, but there’s a new level of value in genuine brand or product placement.
- It’s Cost-Effective
More prominent influencers with a considerable following are naturally more expensive. Established big-name celebrities can charge up to $550 000 to post on their feed. That’s a massive knock to your content budget, and in reality, you’re unlikely to see the returns you’re after. By focusing your attention on local micro-influencers who are more affordable, you can stretch your budget and deliver a better ROI.
- Generates higher engagement
Local micro-influencer marketing generates higher engagement rates on social media. It’s hyper-relevant content aimed at the right audience, creating an authentic connection. Micro-influencers build stronger communities with their followers, often sparking cult-like behavior and ultimately driving better conversion rates.
- It’s In The Data
Markerly did a study on over 800 000 Instagram accounts, each with over 1000 followers. They analyzed how engaged their audience was when compared to celebrities with much larger follower counts. They found that as the follower count increased, like rate, comments and engagements dropped. The more followers an influencer has, the fewer likes and comments they get. Naturally, this is all relative to the follower count.
Another study by ExpertVoice revealed that micro-influencers achieved 22 times more conversions when they recommended products. In addition, 82% of consumers indicated that they were more likely to follow a recommendation from a micro-influencer than a celebrity.
As you tackle your local marketing strategy, it’s vital to consider consumer perception. In today’s market, micro-influencers carry more “influence,” delivering desired results.
3 Brands Using Local Micro-Influencers Successfully
- Pura Vida
Brands like Pura Vida Bracelets find that micro-influencers play a crucial role in their overarching marketing strategy. Why? They’re low-cost and deliver high returns when it comes to sales and community development. While Pura Vida has dabbled in influencer marketing for years, today’s oversaturated market has pushed them to re-focus on micro and nano-influencers via ambassador programs.
In 2021 their social media marketing strategy prioritized building a micro-influencer base. To date, they’ve had 125 000 brand ambassadors sign up for the program, driving referrals and recommendations for their products to an engaged audience.
Strategies like these feel organic and authentic from the consumer perspective, building a genuine rapport and following for Pura Vida while delivering a positive ROI.
- Andie Swim
Andie Swim developed a micro-influencer strategy that aligned with their body positivity message. It allowed them to reach new audiences and demographics with the right tone, communicating a core brand pillar.
According to Andie, their micro-influencer strategy extended the brand’s potential monthly reach from 100 000 audience members to over 700 000, with engagement rates of 7% compared to their usual 2%.
Andie has managed to double their Instagram following in a year, thanks to their new micro-influencer program. They utilized up to 300 influencers in a month, driving their share of voice with a relevant target audience.
- La Croix
In a competitive marketplace, La Croix saw its micro-influencer strategy as an opportunity to stand out. The brand relies heavily on social media marketing to target its millennial audience. By incorporating a branded hashtag for their campaign, they made it easy for micro-influencers to connect easily.
La Croix’s dedicated hashtag campaigns utilize a considerable base of micro-influencers with more minor follower counts. Their content is genuine and authentic, with posts from people who embody the lifestyle and brand image they wish to portray.
In 2017, influencer marketing was the fastest-growing customer acquisition method. While this remains true today, strategies have most certainly evolved. Utilizing micro-influencers in your marketing plan is a cost-effective way to drive growth in both reach and conversions. When it comes to boosting your local footprint, it’s one of the top ways to improve reputability and share in brand voice. Take advantage of the buying power authentic, user-generated content can create with an appropriate micro-influencer strategy.
Emma Dittmer is the Marketing Manager at UCOOK, South Africa’s leading dinner-kit service. Working in a start-up environment means she’s well versed in the fast-paced, exciting world of e-commerce and all things digital.