• Daniel Trösch

An Ultimate Guide to Local Influencer Marketing for 2020

Updated: Apr 3, 2020

Nearly 90% of consumers used the internet to find local businesses in 2019, out of which 33% did so every day. Additionally, 82% of consumers read reviews of local businesses online, and positive reviews make 91% of consumers likely to use a business.

As a result, it’s essential for every local business to have a presence online to truly grow their business. This is perhaps the reason why nearly 67% of consumers have been asked to write online reviews by local businesses. In addition, 24% of them are offered a discount, cash, or gift in return for the review.

But why?

Consumers have the ability to shape the opinions of the people in their circles and getting them to write reviews can increase the trust factor of the business in the locality.

The process is, in essence, nothing but local influencer marketing. In fact, 53% of consumers in the US discover new products and companies from their family and friends.

Image via HubSpot

While you may think influencer marketing is only a marketing method for big brands, many small businesses already use it unknowingly by asking people to recommend them.

Local businesses have the opportunity to tap into the power of word-of-mouth marketing in a more structured and scalable way by collaborating with local influencers. These local opinion leaders can help spread the word about local businesses in an authentic and efficient way.

This is why local influencer marketing needs to be part of the marketing strategy of your local business.

So, who are these local influencers, and what is local influencer marketing? Let’s find out.

Pro Tip: Look for influencers by using city-specific hashtags.

What is Local Influencer Marketing?

As the name suggests, local influencer marketing aims to leverage local influencers to promote your brand locally.

Local influencer marketing focuses on leveraging individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a brand message to your relevant market.

While national brands may partner with celebrities, athletes, or models who can drive sales and engagement on a national or global scale, the goal of local influencer marketing is to collaborate with local journalists, bloggers, YouTubers, or Instagrammers who have a strong local audience and hence can influence purchase decisions in your region.

Examples of local influencers can be radio moderators from a local station, local mom bloggers, or local lifestyle Instagrammers.

The goal of local influencer marketing is to find and collaborate with influencers who live in your city, state, or region. Additionally, you want to make sure that they have a tight-knit follower base that’s predominantly based in the same location.

As a result, their recommendations can reach the target customers of your local business with ease, and this, in turn, can drive your sales and revenue.

Some things local influencers can do for your business are:

  • Build your brand awareness at a local level

  • Drive engagement through branded content

  • Attract new customers to your local business

  • Build your brand image in your location

You might find that a macro- or mega-influencer is based in your region and has a lot of local followers (e.g local sports stars). But we suggest that you partner with micro-influencers for local influencer marketing to be cost-effective.


Due to their smaller audiences, local influencers typically charge less than influencers with a bigger follower base. That's why startups and small brands with a smaller marketing budget can afford to partner with them for local influencer marketing campaigns.

However, that’s not the only advantage of local influencer marketing.

Ready to learn more?

Let’s take a look at some of the reasons why you should consider partnering with local influencers:

Why Should You Do Local Influencer Marketing?

Local influencer marketing can be very beneficial for local businesses as it can help you become popular among your audience in the given location.

Here’s why you should be doing local influencer marketing if you own a local business or if you want to attract customers in a certain location:

1. People Can Relate to Local Influencers

Local influencers are usually pe