Local influencers are people Small Businesses should target. This recent blog talks about the importance of connecting with local influencers to increase your word of mouth. There are 2 data points are worth considering:
- Consumer-to-consumer word of mouth generates more than double the sales of paid advertising (Source: McKinsey)
- 84% of consumers say they trust word of mouth recommendations from friends and family above all other sources of advertising. (Source: Nielsen)
The blog lists tips and suggestions on how to reach out to local influencers in your area so that you can generate this word of mouth. Great suggestions, but the post omits the most obvious and important influencers – your existing customers.
If you can identify prominent local influencers in your area, definitely engage. As we’ve mentioned before, local influencers and hyperlocal publishers are often the best messengers for your business – their audience is targeted to just the right people you want to reach. You should also leverage your existing customers to help spread your word of mouth online. If you don’t, you are missing out on the most effective piece of this strategy!
The key is to find the tools that allow you to expose your existing customers message to their friends and family, as well as to other consumers. They are out there (hint: Bizyhood is one of them!), and they generally cost significantly less than paid advertising. When you combine that with the first data point above, the real question is, how can you not be engaging your existing customers to help find new customers?