As more and more B2B firms take to social media marketing, the demand for micro-influencers has increased. Their ability to influence a smaller audience that gives much higher engagement rates is a special advantage to digital strategies.
Experiences Effect Decisions More Than Cold Facts
Experts reveal that micro-influencers get almost 60% higher engagement rates than bigger and more prominent social media presences, as it creates a better level of trust with customers. Hyperlocal influencers create more impact because while they are micro-influencers, they have shared interests and common geographical area.
The hyper-local influencers have attained popularity or respect by being a voice in their community. They are not professional influencers; they are defined by their profession or position in the community first.
Hyper-local influencers have a different ability to relay information about a brand or product on a personal level in areas that are missed by more prominent campaigns. Traditional influencer marketing is a broader aspect with a more extensive customer base, whereas hyperlocal marketing is more focused and targeted with regards to the consumer. In essence, the usual influencers show a brand to a broader audience, whereas hyperlocal influencers assure that the brand hits the exact people it needs filtering out common interest and geographical location.
The hyperlocal influencers work on the below factors:
- A location-based keyword strategy
- Up-to-date contact information
- A full local SEO strategy with geographically-specific landing pages, etc.
- Optimizing Google My Business
- Local content
The success of a hyperlocal influencer campaign depends on enough evidence to back up that the targeted community actually cares and has an interest in the product or service. Also, firms need to form a content strategy that resonates with the targeted community. Hyperlocal influencers can inspire people to market the product or service further in their business circles. As micro-influencers have a trusted voice, the probability of people seeing the marketing campaign as over-hyped is lessened.
With the increasing popularity of mobile search, the concept of local communities is transforming from a geographically-shared space to one of the shared interests, needs, and experiences. So, a future hyperlocal influencer might not be particularly relevant in their particular geographical area, but still, be a pillar of a tightly-knit internet community.
A survey by Mitchell confirms that 74% of millennials and Gen Z do not factor geographical locations in with their definition of “community.” They hold the majority of the spending power in the current economy, and they believe that “locality” is a place where connections are made based on common interests. Experts still question on the hyperlocal marketing having a shortened lifespan; it’s actually the opposite. These local communities can branch out of geographical restrictions, helping brands to build personal relationships on a smaller scale, directly with people who are even more likely to engage based on interest.
The hyperlocal influencers are actually the final key to achieve digital media marketing success. As investment becomes increasingly proportionate to the scale of success, the popularity of hyperlocal influencers will increase since they become an integral part of B2B digital marketing strategies. And as consumers continue to get bombarded with non-stop advertisements, hyperlocal influencers can cut through the noise with their advocacy and authenticity.
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If firms are mapping their customer journey beyond the segment level to a more specific micro-segment and geo-targeted level, it is time for them to focus on creating hyperlocal content in association with the hyperlocal influencers.