For most companies, leveraging the power of local influencers can be incredibly effective. While global influencers like Mark Cuban have substantial reach, local influencers are often more valuable for driving conversions to your website. Local influencers tend to be more trusted and accessible, making it easier for businesses to form lasting connections.
Building relationships with these influencers requires effort and trust, but you have more common ground, less competition, and better mutual connections compared to non-local influencers. The challenge lies in identifying these influencers.
Who are Local Influencers?
Influencers are individuals who have established reach and trust with your target audience. Over time, they have built credibility, allowing them to connect with and sway your audience. They can better disseminate information about your brand due to their established reputation. While celebrities are the most obvious examples, every industry has its own influential figures who wield similar power.
A local influencer is someone who impacts your local audience specifically. Similar to local SEO, they offer targeted influence with less competition, making them more effective for local businesses.
How Local Influencers can Affect Your Local SEO
Simply put, local influencers improve your local SEO by spreading the word to a targeted audience through social sharing, natural links, and mentions. Good publicity from a reputable source can help generate more natural links, reviews, and improve your company’s authority. As your authority increases, Google ranks you higher in local search results, enhancing your visibility.
First Step: Know What a Local Influencer Looks Like for Your Business
Before seeking out a local influencer, you need to define what makes someone influential for your business. While some prominent names may be obvious, others require research. Create a list of criteria that a potential influencer should meet based on what can help your company achieve its goals.
A few criteria to consider:
- Having an up-to-date blog with quality content
- Industry experience
- A significant number of quality followers on social media
- Connections with the press and community events
This is not a one-size-fits-all approach. Define what “local influencer” means for your industry, audience, and business. Afterward, you can begin your search.
How to Find Local Influencers
Here are several methods for finding local influencers who can boost your local SEO:
Attend Local Networking Events and Conferences
Local businesses often attend these events for networking, making them perfect for meeting local influencers. Pay close attention to frequently mentioned names, signaling potential influencers. Networking at these events can provide insights and direct introductions to key figures.
Ask Customers How They Found You
Include “influencer” as an option in customer surveys, whether on a Thank You page, job application, or before an appointment. Providing an option for "celebrity" or a similar term, and leaving space for specifics, can help identify effective local influencers.
Research on Social Networks
Start by searching social media for local influencers. Focus initially on those with 500 to 2000 followers, as they may be more approachable. Examine their presence on Facebook, LinkedIn, and Twitter, and look for mutual connections. High-quality posts and active followers are indicators of a credible influencer.
Use Tools Like Followerwonk or Buzzsumo
Various social media tools can help identify influencers within your niche. Moz’s Followerwonk can analyze Twitter analytics to find influential people relevant to your industry. Buzzsumo allows keyword searches to identify who is sharing related content, providing leads on potential influencers.
Leverage Google+
Although Google+ Ripples is discontinued, the network itself still holds value. Use analytics to identify who shares your content, or explore your competitors’ pages for insights on influential figures.
Ask Your Loyal Customers
Reach out to loyal customers directly, either via email or in-person, to inquire about the blogs they read, news sources, and events they attend. Their responses can direct you to potential local influencers.
Your Next Steps
Identifying local influencers is half the battle. The other half involves creating and sustaining relationships, allowing mutual benefit in terms of increased online traffic and audience engagement.
How do you find local influencers and leverage those relationships to enhance your local SEO? Share your experiences and thoughts in the comments below.
Image Credits
Featured Image: Gustavo Frazao/Shutterstock.com
All screenshots by Amanda DiSilvestro. Obtained February 2016.
