The Importance of Local Influencer Programs
Things change quickly in the digital world. Consumers are more savvy than ever, and social media has moved from a way to keep in touch to a targeted advertising tool. These factors, and many others, are motivating businesses and digital marketers to move further from conventional advertising techniques to new, more natural ways of engaging with customers. One method that has recently grown in popularity is the use of Instagram influencers. Quality Instagram influencers are able to connect with an audience in a way that we (the marketers) sometimes cannot. These influencers also have 1) built in followings 2) understand how to engage with their audience 3) can widen your potential reach without the high costs of traditional advertising. This method has been successfully leveraged for ecommerce companies for some time now. This includes the makeup delivery company Birchbox, clothing company Madewell, and Boxed Water--who paired their influencer program to the charitable Retree initiative.
Keys to a Local Influencer Program:
Elevated Marketing Group continues to build strong, quality, unique and local influencer connections to serve a range clients. Since starting these brick-and-mortar programs, we’ve been able to identify what makes a program work. Whether it be for a restaurant, coffee shop, bar or otherwise, we believe there are three overarching keys to success.
When working with a brick and mortar business, it’s vital to seek out local influencers with a heavily local following. 250,000 followers is great, but if those followers are spread around the world, it will limit your ability to get bodies in your restaurant. And that, of course, is the key goal. If we’ve learned anything from social media over the past few years, it’s all about engagement. Not surprisingly, engagement is at it’s highest when followers are most relevant aka local.
Local Influencers + Local Followers = Best Bet for Quality Engagement
Elevated takes into account a number of factors when it comes to reach. As we stated above, a massive following may not equate to a high engagement rate. Nevertheless, as a rule of thumb we seek out Instagram influencers with a minimum of 5,000 followers. We look at that number and compare it to the engagement they receive on their own posts. We’ve all seen massive Instagram accounts with little to no activity, and we’ve all heard of ways to “cheat” the system with empty accounts: “Get 1000 followers a day.” According to Forrester, their “top brands’ Instagram posts generated a per-follower engagement rate of 4.21%. That means if they have 10,000 followers, they will average 421 likes per post. Keep that in mind when reviewing influencers. If they have 8500 followers and only average 60 likes, their per-follower engagement rate of .71%.
Last but not least... Ensure the influencer, their account and their following are a match for your brand. If you plan to utilize them as an advertising tool, you need to remain consistent and on brand. We love to empower our influencers and let them choose what, when and how they post. In the end, however, it must align with our client’s identity. Our goal with brick-and-mortar related influencer programs is to find influencers who would naturally frequent the business with followers that would likely do the same. This becomes particularly important for new businesses/accounts.
Nowadays, being “Instafamous” is more than bragging rights, it’s a money-making tool. As a digital and social marketing company, Elevated Marketing Group has chosen to leverage the power of social media influencers in a local way to benefit brick-and-mortar locations.
Learn more about our influencer programs or request a free consultation: elevatedgrp.com/hire-us.