How can the most influential customers in the neighborhood help your business?
Creating partnerships with customers who have an above-average following on their social media accounts can be one of the best, most cost-effective marketing solutions for your business.
Local people with a significant following on their social media have the ability to harness the power of word-of-mouth with underpriced attention. This also has a lot to do with Instagram’s mystical algorithm. As a business, have you noticed that certain posts of your don’t get as many views/likes/impressions like they once did in 2017 or 2018? Depending on the type of account you have (i.e. business or personal), your content won’t go as far and have as much reach. Of course, you have the option to pay Facebook or Instagram to “Boost” your post, but what if there was a way to get significantly more (trustworthy) reach for less money — enter social influencers.
1.) Trust Building
When a customer at your business posts a gorgeous photo and captions it, “this was delicious!”, it hits their followers a couple of ways. First, when someone I know approves of something, I take that into consideration when I’m thinking about buying something similar. Second, the proof is in the pudding with that gorgeous photo. Thirdly, there’s a sense of “F.O.M.O” or fear of missing out. It can feel like that photo just solved my problem or “what’s for dinner tonight” and I want something delicious like I see right now on my phone.
2.) Increased Brand Reach
Those blessed with a personal account and a significant social following have the ability to reach potential customers you never could unless you threw thousands of dollars a month into social advertising. One lucky post from them and hundreds if not thousands of people get to see something beautiful and delicious from someone they trust; what’s better than that?!
Make sure to examine the demographic of the followers of a particular influencer before you commit to utilizing their social following and building that relationship.
3.) More (Better) Feedback
When looking at social influencers for your business, it helps if they’re in the same industry of course. An influencer who is already in the business of reviewing food will be able to give you significantly more insight than working with a make-up artist influencer, for example. So, let them test, try and sample. The more they enjoy their visit to your business, the more they post and share their experience with their following.
Ultimately, there’s a likelihood the influencers who actually like your food or products will come back and be regular customers as well. #winwin
4.) Cost Savings & ROI
Underpriced attention is the name of the game here. You could give Google, Facebook or Instagram a couple of hundred bucks or you could give an influence a free lunch and get more reach. Kind of seems like a no-brainer, right?
Saving you money in the short-term and long-term will take your marketing a lot further than it otherwise would. Also, why stop at one influencer? If you can host a party of influencers (taking non-stop photos and videos to share with the world) and it costs you $500 in food, you might see a 200-500%+ return when comparing that to fussing with advertisements on Google, Facebook or Instagram.
Alright, I hope that gives you some better insight into how influencer marketing can benefit your restaurant or business. If you have any questions, please reach out to us at AgencyAMG.com