Who are hyperlocal influencers?
Hyperlocal influencers are those who post their opinions and reviews on a plethora of forums — bloggers, Instagram engagers and the Twitterati make up what are today popularly called “hyperlocal influencers”.
They are users who have gained a high following on social media due to the traction their content receives. These hyperlocal influencers end up endorsing brands through creative advertising and can influence buying patterns. In a fast-moving in a country like India where positive feedback and reviews do influence buying habits to a large extent, hyperlocal influencers can be especially effective as they become known names and faces within their own communities.
Why does hyperlocal marketing work?
Hyperlocal social marketing allows brands to communicate to a group of individuals with similar interests in a specific community or neighborhood. Providing agents with opportunities to connect with customers on a more personal level further demonstrates that they care about them and the local community.
Hyperlocal influencer marketing works wonders because it allows for a core group of individuals who are most likely to use the brand, to become loyal to the brand. There is an interesting correlation between the rise of hyperlocal marketing and the influencer marketing industry, where early adopting brands with big budgets activated large level influencers to reach a national or global audience. Recently, with the democratization of attention and influence, there has been a shift toward using the hyperlocal Micro Influencer.
Engaging in micro communities allows brands of all sizes to target and activate their local customers to use word of mouth marketing within their personal network (just like the good ol’ days). These communities also produce higher engagement rates, making them more efficient.
How can hyperlocal influencer marketing be leveraged successfully?
- Through reviewers and other specific customer feedback
Brands and platforms that allow for reviews or other specific customer feedback should definitely keep an eye out on who’s saying what about you. Brand loyalists can easily be turned into hyperlocal influencers by bringing them into the funnel of your brand, through a comprehensive process that can yield you gold if you follow it!
- Through regular followers
Approach individuals who have been constantly and consistently engaging with your brand. They are either regular customers or avid followers of your work on social media. These hyperlocal influencers can then go on to convert the people within the vicinity - who are your most important target audience - into loyal customers, too!
- Through local bloggers
It can be tricky to get the right traction from a blog, especially when there are so many un-optimised, unvisited blogs out there. However, if you do notice a local individual or group blog performing exceptionally well, and are inclined towards the same field as your business, and are getting enough attention online - go for it.
- Through local sponsorships and associations
Commemorate the important moments of your company through local associations. Tie up with either local organisations or budding local celebrities for endorsements and collaborations, and do not stop there! Keep them in the loop with every offer you have or campaign you run; and turn them influencers!
Technology is already making it easy to target individuals hyperlocally on social media. Social Times reports that nearly 60% of marketers plan to increase influencer marketing budgets. If you target audiences on a more hyperlocal level activate them using micro influencers, you are bound to get increased engagement on your spends! Go ahead and start building your brand with a great bunch of hyperlocal influencers.