How micro-influencers can drive local sales

How micro-influencers can drive local sales

There are plenty of creative ways to work with micro-influencers to bolster local store awareness and drive sales, as well as loyalty

Keep up to date with the latest Global Franchise News sent straight to your inbox. Sign up here.

Influencers have taken the social media world by storm in recent years, commanding that brands and their agencies grab hold of the opportunity to work closely with them. In fact, Business Insider reports that influencer marketing advertising spend is expected to reach up to $10 billion by 2022.

Small but mighty, ‘micro-influencers’ are shaping up to be an integral player in franchising, specifically when it comes to local store marketing in cities and towns around the globe. Typically boasting 10,000 to 50,000 followers, micro-influencers post within specific content niches such as fashion, food or travel.

Participating in every corner of the world on networking sites like Instagram, Facebook and their own blog platforms, the key advantage to micro-influencer marketing is the sincere and more transparent relationship they have built with their local and regional audiences. Because they are perceived as more relatable than celebrities and high-profile influencers, micro-influencers tend to have an established trust with their followers and meaningful connections to their local communities. The biggest appeal of micro-influencers to brands is that they have local relevance, generating a more targeted following.

So, how can one better navigate this new marketing landscape? Here are a few helpful tips to keep in mind to build strong brand awareness and drive local sales.

Finding the right micro-influencers for your brand
Seeking out micro-influencers to generate buzz for your local stores may seem like a monumental task, but it really boils down to starting in your own backyard. Consider your own following – if each of your stores has their own social media pages set up, then you can conduct a more thorough search by combing through the accounts’ followers, likes and comments. There’s a good chance you’ll find someone who is nearby and has previously engaged with your content. Because authenticity is a huge component of a micro-influencer’s appeal, it’s important to identify those who have naturally expressed a connection with your brand.

There are also more calculated tools available at your fingertips, such as paid influencer search engines that can match you with top influencers for your concept based on your company descriptors and location. Or, you can choose to skip the fees and search for influencers organically. On Instagram, for example, you can explore geotags, which are gathered from the physical location of a user’s mobile device, down to the latitude and longitude. By exploring a store location’s geotag, there’s the potential to discover content that was posted by people – possibly micro-influencers – who have already visited your locations. Clicking on hashtags surrounding your concept, such as the name or location of your brand, is another solid way to conduct an organic search. If you’re looking for micro-influencers in your general area, search hashtags such as #influencersof[CITY/STATE/LOCATION] to discover your perfect match.

Once you’ve spent some time exploring local micro-influencers, it’s important to confirm that there’s a good fit on both sides. Ensure that their content doesn’t contradict your business – you wouldn’t want to reach out to a vegan blogger to come in and try your restaurant’s new meat lover’s pizza. At the same time, take a moment to explore the quality of their content, such as any photos, captions, videos or blog copy, to make sure that this is a person you want to associate your brand with.

Connecting with potential micro-influencers
So, you’ve found a few local influencers who you’d like to connect with. What’s next? Not unlike courting, it’s important to capture their attention and properly engage them. Follow them, “like” and leave a comment on a few of their posts. If they’ve posted content about your brand or have visited one of your stores before, thank them for being a fan.

Once you’ve become acquainted, reach out via direct message or email. Before you hit send, consider what you can do to stand out in a flooded inbox. “Many micro-influencers are being contacted by brands on a day-to-day basis for promotional opportunities, so it’s important that your message stands out,” says Alex Hopkins, PR associate and influencer outreach maven at All Points Public Relations. “Take the time to look through the influencer’s profile and offer them an experience that fits their lifestyle, aesthetic and social media feed. Micro-influencers are often more attracted to personalized and exclusive opportunities, so it’s important to offer them just that.”

Be polite and don’t immediately begin the dialogue with a hard sell – if they’ve posted about your brand before, start by acknowledging their connection to your business. Be honest about your intentions and what you’re looking for in this partnership – don’t forget to talk about your compensation ideas. While there are micro-influencers out there who will accept a free product, meal or class, many will ask for compensation.

Working with micro-influencers
There are plenty of creative ways to work with micro-influencers to bolster local store awareness and drive sales, as well as loyalty. Popular approaches to micro-influencer marketing include offering a free product, service, class or visit to your store. This could be done in conjunction with the launch of a campaign, deal or event, such as a grand opening, in exchange for posts promoting said campaign, deal or event.

Another great way to extend your reach is to host a giveaway. Many brands partner with micro-influencers who can share the chance to win free products, services, and meal coupons from your store on their channels. It would be done in exchange of their followers tagging their friends to the post and following your accounts. The key here again is that many micro-influencers have the advantage of a local audience, and these contests can pique the interest of those who are more capable of visiting your stores.

Lastly, another way to pique the interest of micro-influencers is to invite them to exclusive events – they like to travel in packs. Wining and dining micro-influencers is a great way to create an Instagram-worthy, one-of-a-kind opportunity that in turn will generate buzz that can drive more foot traffic to your local stores.

Identifying, pitching and working with the right micro-influencers takes careful consideration to create the most effective partnerships and return on investment. But, when done right, these partnerships can provide a great boost to the foot traffic and overall awareness of your stores, wherever they may be. Micro-influencers possess powerful engagement capabilities, and there are many ideal candidates available around the globe. With these pointers in mind, you can better navigate this rising marketing format with ease and generate local business for your franchise overall.

Jamie Izaks is president of All Points Public Relations, a franchise-focused PR agency based in the Chicagoland area.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button


Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.


Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.


We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.


We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.


This online privacy policy applies only to information collected through our website and not to information collected offline.


Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at


By using our site, you consent to our online privacy policy.


If we decide to change our privacy policy, we will post those changes on this page


If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: