By TerriAnn van Gosliga
Local businesses have known for ages how important word of mouth can be. Nowadays, word of mouth comes in the form of a tweet, a Facebook share, an Instagram photo, or even in an RSS feed. With the introduction of social media and online promotion, hyper-local sites are booming as thousands flock to find out about events and deals in their area. Additionally, many larger brands have found it beneficial to divide their customer base into regional sections to take advantage of this unique type of influence.
Benefits of Going Local
Many bloggers have worked for years to create a trusted online relationship with their local readers. They know the same restaurants, the same points of interest, the same quirky nuances only someone from that location understands. Their voice comes from a place that their extended neighbors can relate to geographically and as families with shared experiences.
Some have even established their own groups to support fellow bloggers in the area. They help each other grow and thrive in the continually changing world of social media through live meet-ups, networking events and referrals. Their families have played together and traveled together, forming bonds that are only created through face-to-face interaction. Instant camaraderie ensues as they see each other at events.
What brand wouldn’t want to tap into a trusted group of local bloggers to help promote events and generate genuine interest among the community?
Where to Start
The two easiest ways to find local bloggers is via search engines and Twitter. For search engines, keywords would include the type of blogger you’re looking for and the local metro area. Among those results will be lists of blogs found especially influential for local residents.
Twitter is a wonderful platform as it’s quite common for bloggers to tag their location-based tweets with appropriate hashtags. From there, you can check the bloggers’ Twitter profiles to further narrow down your list for potential partnerships.
Also, reach out to the bloggers you currently work with. They will likely be able to recommend several reputable bloggers in any given metro area. Some will even help you formulate a customized outreach for a modest consulting fee.
At the heart of any community is some kind of common ground. Local bloggers have that already built-in to some degree. As you get to know the bloggers that have a voice in various locations, you’ll find reliable professionals that will help make your job of brand awareness and promotion much easier.
TerriAnn van Gosliga is the main writer at Cookies & Clogs and Driving Mamas. Born & raised in the SF Bay Area, she loves to travel. She’s been married to her best friend for almost 14 years, home-schools her 13-year-old daughter, and has an accident-prone lab mix dog.