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Local businesses are finding new ways to promote themselves by turning to their own communities rather than seeking out celebrity endorsements. The trend in marketing is shifting from relying on stars with large followings to focusing on individuals within the local area who already have a connection with potential customers.
Micro-influencers, defined as people with between 1,000 and 100,000 followers online, are becoming increasingly important for small businesses. These individuals may not be widely known, but they have built trust among their audience—often consisting of neighbors, friends, and coworkers. Research shows that micro-influencers typically achieve higher engagement rates compared to larger influencers. For example, those with fewer than 10,000 followers can see engagement rates around 7%, while those with over 100,000 followers average about 1.7%. Additionally, more than 80% of consumers report being likely to act on a micro-influencer’s recommendation.
These influencers often live in the same community as the business and its customers. Their recommendations feel accessible because they focus on places or products that are easy for locals to try.
Businesses are encouraged to identify potential micro-influencers among their regular customers or active online reviewers. This could include local artists, bloggers, teachers, or anyone who naturally promotes the business without prompting.
Building relationships with these individuals is key. “Ads can feel pushy, but a friend’s recommendation feels honest,” the release states. Companies are advised to invite micro-influencers to special events or offer them early access to new products. Some may prefer perks such as free classes or exclusive experiences over financial compensation.
Before starting a campaign involving micro-influencers, it is important for businesses to set clear goals—such as increasing store visits or launching new products—and ensure that the influencer’s audience aligns with their target market. Local businesses also benefit from being able to host influencers in familiar settings and celebrate local pride through content about community “hidden gems.”
Success should be measured not just by follower counts but also by tangible outcomes like clicks, store visits, or sales tracked through unique codes.
Long-term partnerships are recommended for sustained results. Businesses should treat influencers as part of their team by keeping them informed and involved in decision-making processes.
While data remains useful for tracking progress, genuine enthusiasm and authentic connections remain at the heart of effective local marketing efforts. As stated in the release: “Micro-influencer marketing is more than a trend. It brings back the power of word-of-mouth, right in your own backyard.”
