The hidden power of local influencers
In today’s fast-paced digital landscape, influencer marketing often conjures up images of celebrity endorsements, social media stars, and multi-million-dollar campaigns. But what if I told you that some of the most effective influencers for your business aren’t on Instagram or TikTok? Instead, they’re right in your own backyard.
In Episode 626 of the TerryWilson3.com podcast, we’re exploring the untapped potential of local influencer marketing and how small business owners can use it to gain a competitive edge. Let’s dive deeper into what this means and how you can start leveraging it today.
What Is Local Influencer Marketing?
Local influencer marketing focuses on building relationships with individuals or organizations that already have established trust and credibility within your target market. These influencers aren’t defined by their social media following but by their ability to connect you with the right audience.
Think of a local CPA who manages dozens of small business accounts, a chamber of commerce that serves as a hub for entrepreneurs, or a chiropractor who interacts with hundreds of clients each month. These individuals and organizations hold the keys to networks that could transform your business.
Who Are the Hidden Influencers in Your Community?
Here are some examples of local influencers who could be pivotal in promoting your product or service:
Local CPAs and Business Attorneys: These professionals are trusted advisors to business owners. They can recommend your solutions as tools to help streamline operations, increase revenue, or solve specific problems.
Chambers of Commerce: A chamber’s primary focus is to support local businesses. Partnering with them gives you direct access to their members through events, networking opportunities, and sponsorships.
Chiropractic Schools: If your product or service aligns with health or wellness, working with schools to introduce your brand to graduates can create long-term partnerships.
Real Estate Brokers and Agents: Realtors often look for tools like CRMs, websites, or social media strategies to stay ahead in their competitive market. Partnering with a broker can unlock access to an entire team.
Nonprofits and Community Leaders: Nonprofits need marketing and operational tools to grow their reach and impact. Providing value to these organizations can lead to strong word-of-mouth referrals.
How to Approach Local Influencers
Building a relationship with a local influencer isn’t about pitching a hard sale; it’s about providing value. Here’s how to get started:
Do Your Homework: Research potential influencers who align with your product or service. Understand their audience and the problems they’re trying to solve.
Personalize Your Pitch: Tailor your outreach to show genuine interest in their work. For example:
To a CPA: “I admire the trust your clients place in you. I’d love to explore how my [product/service] could add value to the businesses you already help.”
To a chamber of commerce: “I know the Chamber plays a key role in helping local businesses thrive. I’d love to discuss how we can work together to support your members.”
Offer Value First: Whether it’s a free trial, a collaborative event, or co-branded content, make sure your partnership is mutually beneficial.
Build Long-Term Relationships: Treat these partnerships as ongoing collaborations, not one-off transactions. Consistent communication and follow-up are key.
Why Local Influencer Marketing Works
Unlike big-name influencers, local influencers operate within tight-knit networks where trust is already established. Their recommendations carry more weight because their audiences know them personally.
For example:
A CPA suggesting a CRM system to their clients is far more impactful than a generic online ad.
A real estate broker recommending your social media marketing services to their team creates a ripple effect of new opportunities.
Getting Started
Here’s a quick action plan to start leveraging local influencer marketing:
Identify the top influencers in your community that align with your product or service.
Create a personalized pitch highlighting how your solution benefits their audience.
Develop a referral program or collaborative strategy to make the partnership rewarding for both parties.
Measure the results of your efforts and refine your approach based on what works.
Final Thoughts
Influencer marketing doesn’t have to be expensive or involve global celebrities to be effective. By focusing on the trusted voices within your community, you can create partnerships that deliver real value—both for your business and for the influencers’ audiences.
If you’re ready to learn more about how to harness this powerful strategy, tune in to Episode 626 of the TerryWilson3.com podcast. We’ll take a deeper dive into practical tips, real-world examples, and actionable insights to help you succeed.
What local influencers could make a difference for your business? Let us know in the comments or reach out to explore how we can help you build these connections.





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