For small and medium enterprises that sell to a local market and are customer oriented, there is always a struggle how to approach customer centric marketing. Yes, you can always use Google and Facebook to target your local audience and drive brand awareness and conversions, but one of the most effective ways to drive marketing on a more personal level is creator-marketing. Not your standard influencer-marketing where you aim for the big numbered influencers, but a more personal approach, where lots and lots of micro- and nano-creators with their localised niche user base let your business thrive much better than millions of followers of one influencer.
If you consider adding local creators to your marketing plans here are few things to look at while making decisions:
Better engagement comes with a smaller follower base. Creators know their audience better and the audience vice versa has a feeling of being in the creator's inner circle when the community is smaller. This creates a unique bond between followers and creators, giving marketers the ideal opportunity to send the message in a more personal way.
Above mentioned engagement and personal connection with the follower base gives nano- and micro-creators arguably the highest price of the skin in the game as their word is taken more personally. Not just mere advertisement but rather a recommendation.
If you look at Oxford Languages definition a brand ambassador is: “a person, especially a celebrity, who is paid to endorse or promote a particular company's products or services”. We tend to define celebrities as people who are known to a large group of people, easily recognisable all over the place. But – there are always local celebrities, local heroes and regional celebrities. Engaging local brand ambassadors and nano-creators is a way more natural and organic way than big celebrity advertisements.
If a macro-influencer promotes a service or a product, your potential customers will see it once in their feed, if at all. If for the same amount of money you can have 15 micro-creators promoting your product, benefits are multiple. First there is a good chance that your promotion will be seen more than once in customers' feed, giving the promotion more stable ground and multiplying trust and recommendation effects. Secondly your ad will be seen by more potential customers due to a better reach of accounts with smaller followers base, your targeting will be better and aimed towards the same type of audience.
Macro-influencers have their own gravity pulling into their follower count followers outside their original niche just on the fact of their follower count. This makes their audience structure far more diversified and spread across overlapping niches. Micro- and nano-creators on the other hand are still in the growth phase and their followers structure is more homogenous and unified in all aspects whether it is age, gender, location or interest. Deliverables from that audience type are easier to analyse and act upon as there is less noise in the picture.
Take a step back and look at all the situations in which you have recommended a product or a service to someone, situations when you have posted a fancy restaurant dinner maybe...Every time you did this you did direct marketing. The goal of creators based advertising is to hit the right audience and re-create classic word of mouth marketing to establish long lasting relationships with the brands.
Driven by the idea that anyone can advertise, we at “CLAIMD” have created a dual marketplace for self-booking. A meeting point between advertisers and creators, where advertisers create campaigns and where creators of any size can claim campaigns and post them in their social media for direct profit.
Our concept of IN SITUATION MARKETING gives unique opportunities to advertise in an organic manner, reaching multiple creators in the right situation – when your advertisement is best fitted on the location where it’s intended to be advertised.
In example if you are a brand that has a store in a mall, we recognize the creator's intention and create a situational offer of your advertisement to be placed in the right moment as the creator walks into your store. This way your message comes to the audience in a more organic way, by not disturbing the creators' context of the moment and utilising creators' engagement to the maximum.
Now it's time to create your first campaign:Create Your First Campaign