How to use micro-influencers to target ‘local’ consumers

Online efforts seem to operate regardless of geographic location, but audiences still prize ‘local’ expertise. Here’s how influencers help bridge the gap.

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Today, the broader world is always within reach.

However, many organizations are discovering that no matter how connected the world may be, real influence starts locally.

At Mitchell, we recently published an extensive report that maps out consumers’ evolving notion of local. We found that 74 percent of millennials and members of Generation Z believe a company’s location on the map is no longer the best marker of what community it belongs to.

More than half define “community” by shared interests and mindsets. For “OmniLocal consumers,” as we’ve named them, a local buying experience is about feeling connected to a brand, regardless of whether it’s a hometown boutique or a global retailer.

One of the best ways to forge these important connections is through social influencers. In a connected world, bloggers, podcasters and others often stand in for close friends. Buyers listen as carefully to influencers as they do a confidant, which gives influencers real marketing power.

Micro-influencers hold the key

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