Just like most major cities, Boston is swimming with hordes of influencers. From foodies to fashionistas, businesses big and small are taking advantage of the pool of micro-influencers the city has to offer.
If you haven’t entertained the idea of influencer marketing yet, prepare to be inspired.
We’ve gathered our favorite examples of influencer marketing in Boston to show you some of the benefits of utilizing micro-influencers.
Overview: Food influencer Boston Foodies (118k) promotes the Shaking Crab’s newest location in Cambridge with a display of some popular dishes.
Why we love it: New restaurants, take notes. Chances are, the Shaking Crab invited the ‘Grammer in for a complimentary meal in exchange for a certain amount of posts on Instagram, Snapchat, and/or their blog. This is a great example of how a new eatery (or new location) can put themselves on the map. Dip into the giant Rolodex of influencers who’ve dedicated themselves to food. Exchange a free meal for thousands of eyes on your product.
When to use this: At the beginning (or throughout). A seamless exchange of product for a post with simple guidelines is perfect for when your business is just starting out. Or when it’s doing great, but you want to keep it that way. It’s perfect for a big boost on a small budget. Or as a way to consistently keep your brand on top brand outreach.
Overview: Holistic coach and healthy chef, Kerri Axelrod (19.6K) team up with local juice bar, Jugos, for an anecdotal post.
Why we love it: There are two main reasons this made the list. First, it includes an emotionally personal story about the influencer. She’s taken the product and turned it into something that pulls on the heartstrings of her viewers. This is a great way to make a business more relatable. She’s made it something bigger than just juice. Second, you’ll notice she uses the hashtag #jugosambassador. An ambassador program is a tactic to ensure your influencers are on brand, believe in your product, and will consistently be posting about it.
When to use this: When your business is lacking a personal connection. Both anecdotes and ambassador programs help humanize your brand. It can build a base of customers by way of genuine personal interest, not sales tactics.
Overview: Boston travel blogger Regan Cleminson (60.1K) highlights her staycation with the Element hotel.
Why we love it: Aside from the fact that this hotel cleverly utilized a travel blogger, there’s another big standout. In the caption, she mentions the full blog post about her experience at Element. Going the extra mile to negotiate a social post as well as a full blog article will give followers a more detailed look at your business. A picture’s worth 1,000 words, but a picture plus 500 actual words is even better.
When to use this: When you need a boost. An exchange like this may mean a bigger investment from you, but a larger return. It’s helpful during seasonal slumps or business dips. A double whammy from a micro-influencer with a slightly higher following can put you back on the map.
Overview: Influencer BostonTweet (282K) partners with local burrito company, Boloco for an extended campaign to deliver boxes of burritos to local businesses as well as the homeless.
Why we love it: Hopefully, you noticed us use the words “extended campaign.” This isn’t just a one-time deal, meaning maximum exposure and the opportunity to build a following for the campaign, and then ultimately, the brand. The fact that he talks about feeding the homeless doesn’t hurt either. Not just because he’s doing good for humanity, but because public service is a notable trait of the restaurant’s brand.
When to use this: When you’re established, but want to try something exciting. Just because your business has been around for a while and is still seeing success, doesn’t mean you should become complacent. A long-term campaign with free products for a large audience will remind your customers just why they fell in love with you in the first place. It may lead them back to you if they haven’t visited in a while.
Overview: Popular food Instagrammer Lena Sternberg (146K) holds a contest to promote Boston’s annual music festival, also mentioning one of the event’s food vendors.
Why we love it: Where do we begin with this. This is all sorts of influencer gold.
- This is not your stereotypical food, fashion, product, influencer post. She is promoting an entire event. This is something with a much higher price point and occurs once a year (limited supply encourages urgency to buy and exclusivity).
- Contests are always a good idea. A giveaway results in a larger reach, higher engagement, and trust in the brand.
- She pulls viewers in with an incredible photo of gooey grilled cheese and sneaks in a final collaboration with the business responsible for the product. You best believe if this influencer mention doesn’t get people in the restaurant’s actual door beforehand, they’ll wait in line at Roxy’s truck during the concert.
When to use this: When you’re not around for a long time. Concerts and events only have a small window to market themselves, so you need to do everything you can to boost business. We’re talking big investment, huge return.
Overview: Boston runner and fitness blogger, Coach D (7.4K) shows off his recent shopping spree at one of Boston’s premier running stores.
Why we love it: This is hyperlocal and shows that finding your niche is important. The influencer has under 10,000 followers, but his brand and attention to all things local perfectly align with the types of guests Marathon Sports wants to attract. After all, it’s a local business known for keeping things simple. Anything flashier than this would just feel off-brand.
When to use this: When you need a better marketing strategy, but don’t want to stray far from your roots. A lot of companies pride themselves on being a good-old-fashioned local business. Meaning no flashy advertisements or expensive marketing strategies. Utilizing a micro-influencer that aligns with your company’s niche audience is an easy way to boost sales without looking like a sellout.
Influencer marketing is still coming into its own but is consistently becoming one of the most popular marketing tactics for businesses. Try it out by starting small then building up to larger campaigns. As long as you provide a decent incentive, a well-thought-out campaign and outreach emails, and obtainable ROIs, it’s worth a shot.
Still feeling a little lost? Call us today to chat about new and innovative marketing tactics like influencer marketing!