Sourcing local influencers effectively involves a strategic approach that leverages various tools and platforms to identify and connect with individuals who have a strong, engaged following within your target geographic area or community. Here's a comprehensive strategy to find and collaborate with local influencers:
1. Define Your Goals and Audience
Set Clear Objectives: Know what you want to achieve with your influencer campaign (e.g., brand awareness, sales, event promotion).
Understand Your Audience: Identify the demographics, interests, and behaviours of your target audience to find influencers who match this profile.
2. Use Social Media Platforms
Instagram and TikTok: Use location tags and hashtags related to your city or region to discover content creators who actively engage with local audiences.
Twitter: Search for local hashtags or keywords and check out profiles that participate in community discussions.
Facebook: Look into local groups and pages that are relevant to your niche.
3. Leverage Influencer Marketing Tools
Several platforms and tools are designed to help brands find influencers by location, niche, engagement rate, and more. Tools like AspireIQ, Upfluence, and BuzzSumo can be very effective in streamlining your search (paid). Socialblade is a free option.
4. Attend Local Events and Networking Opportunities
Participating in or sponsoring local events, trade shows, and meetups can be a great way to meet influencers in person and build a more personal connection.
5. Explore Local Blogs and Publications
Identify local bloggers and journalists who cover topics relevant to your brand. They often have a significant local following and can be influential in spreading the word about your product or service.
6. Collaborate with Local Businesses
Engage with other businesses in your area to find out if they have worked with any influencers or can recommend individuals who align with your brand values and audience.
7. Use LinkedIn
LinkedIn can be particularly useful for finding professional influencers or thought leaders in specific industries within your local area.
8. Analyze Engagement and Authenticity
Once you've identified potential influencers, evaluate their engagement rates and the authenticity of their interactions. Influencers with a highly engaged local audience can often deliver better results than those with a larger but less engaged follower base.
9. Reach Out Personally
Personalized outreach is key. When you contact influencers, mention specific details that show you've done your homework about their work and explain why a partnership could be mutually beneficial.
10. Consider Agency Partnerships
If you're struggling to find the right local influencers or want to streamline the process, consider working with a local PR or marketing agency that has existing relationships with influencers in your area.
By following these steps and being thorough in your research and outreach, you can effectively source local influencers who can help achieve your marketing objectives. It's also important to maintain a relationship with influencers after a campaign ends, as ongoing partnerships can lead to more authentic and effective promotions.