Small to medium businesses are the most passive to adapt an influencer marketing strategy.
That’s because most small business owners have so many responsibilities, and staying on top of the most up-to-date marketing trends isn’t always a top priority.
It takes time to adapt to new technologies and small businesses usually don’t have in-house marketing manager or expertise necessary to make it happen.
Through experience, I’ve found that for many local small and medium sized businesses it’s most effective to craft localized marketing strategies that are unique to each brand.
Truth be told, there is a lot of power in using influencer marketing to get results for local businesses. Based on experience with local clients, here are a few local marketing tactics I’d recommend.
1. Localized Influencer Marketing
Localized Influencer marketing is a must when it comes to successful Influencer marketing.
All across the influencer landscape, brands are investing in churning out high quality, engaging content that encourages links, shares, and engagement.
And it isn’t just a strategy that only works for big brands — small businesses have proven time and again that all it takes to create engaging content is expertise in a specific field or industry and the persistence to devise a influencer calendar and stick to it.
Small local businesses have a great opportunity to engage influencers that is specific to their city or region.
A local business probably knows more than almost anyone else about how to provide their best service to specific demographics.
2. Local vs Global Influencers
Partnering with global-recognizable influencers can be extraordinarily expensive, and it’s a tactic that’s out of reach for small businesses.
But influencer marketing doesn’t just mean working with huge names. In fact, it’s usually a smarter, more effective strategy to engage local niche influencers.
These local influencers have engaged audiences who follow them based on their specific sphere of interest and influence. That means that although their follower counts are lower than those of global-influencers, local influencer marketing is more likely to connect with the right audience.
For local business, there’s an opportunity to tap local influencers who are well-known within a specific city.
Research the influencers in your city or town and see if any of them have interests that align to your company’s products or services. By building a connection with influencers in your area, you can introduce your business to new, highly relevant audiences.
3. Social Media Advertising
Social media advertising is getting more expensive (or harder to optimize) for your company and 7 of 10 marketers agree that their Facebook Ads are getting increasingly expensive or harder to optimize.
Social ads can help drive brand awareness, website conversions, and store visits but over the recent years the growth of internet user connecting ad-blocking software to their devices is growing and predicted to increase by 27.5% by 2020.
On Facebook, for example, you can target your ads to users based on state or region, city, zip code, or business address. You can further refine your local targeting to specify people who live in the area and therefor Internet advertising spending is constantly increasing, leading to an increasing growing number of internet ads.
This has led to overwhelmed internet users turning to ad-blockers. The most commonly cited reason for ad-blocking is that websites are more manageable without banners, but consumers also want to avoid irrelevant or offensive messages as well as prevent tracking of their online behavior.
More and more small businesses are focusing on influencer marketing strategies instead of social media advertisements.
4. Digital Content
Content is a must when it comes to successful digital marketing.
All across the digital landscape, brands are investing in churning out high quality, engaging content that encourages links, shares, and engagement.
And it isn’t just a strategy that only works for big brands — small businesses have proven time and again that all it takes to create engaging content is expertise in a specific field or industry and the persistence to devise a content calendar and stick to it.
5. Marketing Technology
Marketing technology has made a lot of things simpler and efficient.
As businesses grow, they intend to become great company. For becoming a great company, the business must be sustainable and to be sustainable, it must be scalable. Once a business captures enough market share in one region, it must look at other regions to grow. This has been made easier by digital marketing helping transform national boundaries and offering services to any and every part of the globe.
Globalization has further promoted this by making trading restrictions simpler. Companies like Coca-Cola can today be seen in every part of the world, literally and their business model has been appreciated far and wide.
Marketing technology, helps businesses become efficient and reach out to more people than is possible by traditional marketing methods.
Small businesses and businesses who do not use marketing technologies have a higher scope of increasing their revenues by using it but if they choose not to, in the long run, they shall be left out and may even face dissolution.
For local businesses with smaller budgets, the best approach is to try out localized marketing tactics and ultimately invest the bulk of your digital budget in the ones that show the best returns.
To learn more about highly localized Influencer marketing, visit Xrossworld…