You'll find many influencer marketing examples that work on a national and corporate scale, though what about local businesses? For local restaurants, especially, the chance to become successful through influencers is one we haven't yet seen hit full stride. But through one local story in London, England, you can see the possibilities in how local influencers could change the way restaurants in small communities market themselves.
In the above example, it's a London pizza restaurant called Pizza Pilgrims. Located in the Soho district of London, their goal was to bring authentic Italian pizza by visiting real locations in Italy.
When they documented their entire trip on YouTube, it brought an early bevy of fans into their marketing fray. It was the perfect way to set up the path toward hiring influencers to get word out about their restaurant.
Their influencer tactics, however, worked on a more local basis through a relatively simple process.
Hiring Bloggers for Hyper-Local Influencing
Pizza Pilgrims used its own YouTube Channel to attract people who were within the geographic region where the restaurant is. The next goal was to hire influencer bloggers who lived within just a mile from the restaurant.
This was a smart technique since it gave a chance for those in the district to market to others in the same area.
Blogging, though, can become an overly generalized concept. The restaurant's owners gave more of a purpose to blogging so it wasn't just asking them to give reviews.
At the heart of this was getting local people involved in projects and campaigns. As a result, it made those influencers feel valued while they wrote about Pizza Pilgrims. It ultimately brought a new twist to the influencer marketing idea that could easily get used here in the United States.
The question is, would it work here, and what other steps could lead to good influencer outcomes?
Local Marketing in the United States
Google has taken local marketing to a new level by giving businesses better tools to get themselves found easier online. Review sites like Yelp also bring a localized "make or break" path for many local businesses. Yet, the blogging concept from Pizza Pilgrims above is one you could see become bigger here in the states.
While Instagram and social media still matters in the influencer mix, blogs are still very influential when they have loyal audiences. The key is to work closely with influencers and give them the proper keywords to use so their blogs get found easier online.
Of course, the goal for all influencers is to go after those who already have successful blogs. In that regard, it's sometimes just as effective to link up with other local businesses to create an authentic partnership.
Partnering for More Localized Influence
When you partner with other another local restaurant that's perhaps related to what you do, it can bring symbiotic influencer marketing for better results. You can also do double duty in hiring influencers to save you time finding them on your own.
Regardless, you can act as influencers to each other for mutual success. As a hyper-local marketing campaign, it can work much like bloggers who curate content. When you share content from another business, they're more apt to share your content on their channels.
With all this in mind, it's worth remembering influencers don't have to strictly be notable people. Seeking a high volume of customers in a small geographic area can mean finding successful bloggers who wouldn't mind teaming up with fellow local bloggers to create a more powerful influencer force.