“75,000 cars pass this billboard each day!”
As a business owner looking to market their brand to new customers, this can be an attractive statistic. Who wouldn’t want thousands of eyeballs on their message every day?
Think of online follower counts as the impressive stats for that billboard ad. A big number in both instances looks enticing for brands with marketing dollars to spend, but what does it mean? You can count the cars passing by (followers), but there’s no way all of those people see the message. Even less of them actually do anything with the information.
Paying for print ads, billboard placements and radio commercials are all ways to passively market your business. Partnering with the hummingbirds is a dynamic way to get new customers to actively experience and share your product or service. Your business receives the social media posts that online paid placements can get you, but your message is amplified by the trust the hummingbirds have built with their followers. They’ve actually experienced your brand, so they can talk about it in word of mouth conversations, too.
We understand why an influencer’s follower count matters to the brands looking to partner with them, but we want to expand the metrics beyond eyeballs and clicks.
Authenticity and trust are two intangible values that smaller local influencers add to business partnerships. Unlike a billboard that comes down, the hummingbirds are having conversations about your business long after they experience your brand. Because the hummingbirds have a manageable amount of followers and likely know most of them in real life, they engage back in real time.
Let’s say I need to get my nails done before my sister’s wedding. Because I got to know Jessie, a hummingbird, at a few work events before the pandemic, I feel comfortable DMing her, “What was that nail place you were raving about in your Instagram stories a few months ago?” Because Jessie doesn’t have tens of thousands of followers, I don’t get lost in her inbox, and she’s happy to respond because we’re friendly in real life, too.
She’s thrilled to lift up a local business she was able to try because they engaged with the hummingbirds. If I had seen a billboard for a nail salon a few months prior, there’s no way I’d remember the name of the business or know who to ask about how long their gel manicures last.
Hummingbirds may get less reach and impressions, but their local roots and meaningful community connections expand their impact in their audience.
When creating a powerful brand, you have a choice in how you communicate with your audience. What feels better to you – passive billboards or dynamic interactions? Click here to get the hummingbirds to start engaging with your business.