Have you ever thought about reaching out to a local celebrity or well-known figure to market your small business? Radio DJs and local sports legends are popular figures for such advertising and have traditionally been used for radio spots or TV commercials. David Robinson, the former basketball player for the San Antonio Spurs, for example, does TV commercials for several local companies in the San Antonio area these days.
Over the past few years, however, influencers on popular social media platforms have been an important marketing tool to reach young audiences around a huge variety of products and services. Endorsements by celebrities are nothing new, but more recently, sponsorships paid for by advertisers have branched out to include popular Instagram accounts, bloggers, and You-Tube stars. News anchors, local food stars, and retired athletes are some popular sources for local businesses to reach out to for influencer marketing.
How Can an Influencer Benefit My Small Business?
Depending on your business type, reaching out to a local influencer could be beneficial. For instance, if you sell garden supplies in the greater Portland-metro area, being featured on An Oregon Cottage could be a great way to put your brand in front of your ideal consumer. Your products would be exposed to a relevant customer base, coming from a personality that is a trusted resource in the Oregon gardening community.
What is an Endorsement?
Conversely, influencer endorsements affect a very particular audience and are sometimes seen as more trustworthy in the eyes of their followers. Influencers are a part of a niche community and are looked to often as experts that have open dialogues with their followers. Social influencers are usually approachable (they are generally more responsive to comments and messages than celebrities who are sponsored for a campaign) and are considered more authentic compared to celebrity-driven marketing campaigns. Here’s an example of the top social influencer on Instagram for 2018, so far (according to CBS News): Huda Kattan.
Using social influencers responsibly could be a creative way to reach new customers, both on a national and local scale. What are your thoughts on this new, socially-oriented trend?