Most people are familiar with the term “influencer marketing” and have a vague idea of what it is. Some big company sends a popular TikTok creator a huge box full of their products in exchange for reviews, shoutouts and sponsorships. The TikTok creator gets paid for leveraging their platform, and the company gets its products or services in front of thousands or even millions of people. It’s a win-win.
But what if we told you influencer marketing doesn’t just work for the Sephoras, Buffalo Wild Wings, Nikes and Nerdwallets of the world? Influencer marketing might have a place for your small business, just not quite on the same scale as the “big dogs.” The premise of influencer marketing still remains the same: people listen to trusted voices within the media, their social circles and their communities. Leveraging another person’s influence to get in front of people who may believe in your product or service will never stop being valuable.
So even though you might not have the budget to hire a celebrity or social media star, you probably already know people who have influence where it matters most.
Think local.
Maybe it’s the popular high school coach everyone respects. Maybe it’s a local photographer with a loyal Instagram following. It could be the community Facebook group administrator, a real estate agent, a fitness instructor or someone who simply has a reputation for recommending great local businesses. These people have built trust with their audiences, and that trust is often more valuable than a massive follower count.
The best part? Many local influencers aren’t looking for massive sponsorship deals. Sometimes it’s as simple as inviting them to try your product, experience your service or attend an event. If they genuinely enjoy it, they’ll often be happy to share their experience with their audience.
The key is authenticity. People can spot forced promotions from a mile away. Instead of paying someone to read a script, build relationships with people who naturally align with your brand and let them tell their story in their own voice.
For small businesses, influencer marketing isn’t about going viral. It’s about building credibility, reaching the right audience and creating word-of-mouth at scale. When done thoughtfully, even a handful of trusted local voices can make a meaningful impact on your brand.
If you’re looking for creative ways to get your business in front of more local customers, SJC Marketing can help you build a strategy that fits your goals and your budget. Contact us today to get started!