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August 15, 2023

Local and micro-publishers might be the missing piece to your affiliate program… and here’s why?

There are hundreds of thousands of affiliates out there, each with their own unique platform and strategies for connecting customers with your brand. Most of these lesser known publishers get brushed to the side in lieu of the big name publishers like Forbes, Buzzfeed, and Honey, but choosing to pass on these smaller affiliates is one of the biggest pitfalls brands fall into. This approach offers a compelling alternative to the large-scale publisher model, providing a cost-effective solution while enabling pinpoint targeting and resonating with specific niche audiences. Let’s dive into the reasons we think brands should turn to local and micro-influencers to revolutionize their affiliate marketing endeavors.

Smaller publishers help you achieve a higher ROI

At the heart of every brand’s marketing strategy lies the pursuit of efficient resource allocation, ensuring that every dollar spent generates the maximum return on investment (ROI). This is where local and micro-influencers shine brightly. Unlike their macro-influencer counterparts, these affiliates often have smaller follower counts but boast higher engagement rates. This translates to a significantly lower cost per engagement and conversion, maximizing your return on investment.

Brands that collaborate with local and micro-influencers not only tap into their authenticity and genuine connection with their followers but also enjoy the advantage of negotiating more favorable compensation terms. This budget-friendly approach allows brands to allocate their resources strategically, channeling funds towards other critical aspects of their marketing campaigns.

Niche and local influencers let you reach hyper-relevant audiences

One of the most powerful aspects of local and micro-influencers is their unparalleled capacity for precision targeting. These influencers often cater to specific niches and communities, possessing a deep understanding of their audience’s preferences, behaviors, and pain points. By leveraging this intricate knowledge, brands can craft tailored messages that seamlessly resonate with their target consumers.

Moreover, local and micro-influencers thrive in the realm of hyper-local marketing. Brands seeking to penetrate specific geographic areas can harness the influencer’s local knowledge to amplify their presence and drive foot traffic to brick-and-mortar stores. This potent combination of niche expertise and location-based targeting results in laser-focused campaigns that cut through the noise and establish an authentic bond with the audience.

Heightened trust and reliability

Consumers are bombarded with ads every time they open up their phone or computer. Especially in this digital age,  the value of authenticity cannot be overstated. Micro-influencers with a close knit community of followers come across as trusted friends and confidants, exuding an aura of authenticity that larger macro-influencers can struggle to replicate. This genuine connection fosters trust and credibility in their promotions, compelling their followers to engage with the companies they recommend and increase the chance that they give the product a chance. For brick-and-mortar companies, local influencers have a better ability to target the relevant area and reach consumers who will become loyal, repeat customers. By sharing their in-person experience with the brand, their followers are more likely to drive out to the store based on their positive review.

In a day and age where authentic, hyper targeted marketing prove most effective and ROI is the measure brands look at to decide if a marketing campaign is worth it, adding smaller micro influencers and local publishers to your affiliate roster can only improve your returns and expand your reach to relevant audiences. You’ll be spending less money reaching the wrong consumers with a strategic, targeted approach through niche publishers. At Advertise Purple we’re pushing niche affiliates towards the top of our recruitment lists for many brands and working hard to establish strong relationships with these publishers so we can increase brand exposure through cost-effective optimizations.  So whether you’re just starting out in your affiliate marketing journey or if you’ve been at it for years, take a moment to consider… Am I making the most of my budget with these big name affiliates or is it time I give these smaller partners  a chance?

Are you getting started in affiliate marketing or looking to improve your current program?

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