Can you think of the last time you saw something and you just had to tell your friends about it?
Do you remember having a great experience at a restaurant and later Instagram about it?
This is, essentially,word of mouth marketing (WOMM). It’s an organic way of spreading information which utilizes components of viral marketing, though unlike viral marketing, it spreads by more natural channels.
Word of mouth is a form of advertisement or promotion (just one reason it’s so important). It’s shared by customers and triggered by an event the customer experiences. This event is something beyond what’s expected.
We call it “Localized Influencer Marketing’ (LIM).
In this post, we’ll look more into the details of localized Influencer marketing – what is localized Influencer marketing, why you need it and why it’s so important in the modern communicative landscape.
How is Word of Mouth Marketing different to Localized Influencer Marketing?
It’s all about creating a buzz. It’s a passive way of gaining a following. The more you interact with people the more likely your name will spread.
Think of the snowball effect – you start off with a small, interesting post on Instagram. That post impresses a couple people, then those people spread the word. Before you know it that one post is all over. It’s about creating mega brand recognition.
Localized Influencer Marketing is marketing that focuses in targeting a group of Influential people who live near your business, and is intended to encourage them to refer their friends and family members.
Xrossworld localized marketing is a segment of WOMM, but it’s a more proactive way of generating clientele, as you have to actually control the referral process and track the process of conversion.
Instead of doing a mass shout-out, the idea of localized Influencer marketing is more personal. Localized marketing is more about creating a bond with specific people. That way they’ll refer friends and family.
Why you need it.
Consumers trust their friends. This is why word of mouth marketing is the most valuable source of marketing.
According to a Nielsen study, 92% of consumers believe suggestions from friends and family more than they do advertising – this stat alone solidified the word of mouth use case.
Localized Influencer Marketing (LIM) also doesn’t stop after just one interaction. One person will tell another, and that person will someone else, then that person will continue the chain and spread the word further, making it a great vehicle for exposure and distribution – if used well.
Of course, the same is true in reverse – negative news can spread just as fast, but the essential benefit of WOM in the connected era is personal endorsement, which is not only more readily available, but is seen as significantly more valuable to modern consumers.
How to use Localized Influencer Marketing
Connect with consumers, as opposed to ‘collecting’ them.
Sure you might have millions of social media followers, but you have to establish connection with those users to generate any tangible benefit. If your audience is not interested in you, they’re not likely to help you grow. They’re collecting dust and clogging your real fan base.
You want real people and supporters. The more passionate your fans are about you, the more likely they’ll share you. As noted, the passing of information through word of mouth is powerful in influencing others, it has a way of reaching parties that it might not have been able to do otherwise.
This is even more relevant when considering the rise of ad blockers and increasing ad blindness, particularly on digital platforms.
Here are three tips to maximize your Localized Influencer Marketing
1.Showcase your best service
Think of it as social currency – share what makes you look fun/good/interesting. This entices sharing.
Consumers feel more confident in the information they’re sharing when they’re contributing something that’s worth talking about.
For example, research has shown that Instagram users are more likely to share content that educates their network, and/or makes them look good and reinforces a certain image of themselves. You can tap into such behavioral trends to benefit your messaging.
If you establish yourself with a few local people, they’ll share the experience with friends – you may not remember the last time you shared a mediocre restaurant or service with someone, but you’ll no doubt be able to remember an amazing experience or event.
For example, you might have gone to a great Japanese restaurant and had a good night out. You know a co-worker who loves sushi – you relate your experience to them
Sharing valuable information makes you valuable. Great, unique customer experiences, along with having a great product, can help increase your value, and thus, your localized Influencer Marketing (LIM) potential.
3. Engaging credible Influencers
Finding credible Influencers will give the highest ROI but obviously this is the hardest task when it comes to Influencer marketing strategy and even though we live in an age of technology and automation using these online platform should be a easy process and not a burden. So next time you’re implement an Influencer marketing strategy focus on engaging a group of Influencers who live near your business.