Technology

The PR Adviser: How Can I Find Local Influencers?

TechnologyApr 09, 2019

The PR Adviser: How Can I Find Local Influencers?

Lilian Raji recommends you start by combing through your Instagram feed to find people with a sizable, engaged group of followers.

2018_Lilian-Raji.jpg
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

Happy spring, my dear readers!

Forgive my long absence. I’ve been traveling the world and spent much of January channeling the girl from Ipanema. I won’t tease you here with details of my extraordinary, mind-opening month in Brazil—that’s what Instagram is for!

Head over to my Instagram page to see more about my travels.

Even if you’re not interested in Instagram-induced travel jealousy, go over to the social media site anyway because this, dear readers, is where we’ll focus for the next few columns.

The lovely Susan Posnock of Jewelers of America recently invited me to do a webinar on “Harnessing the Power of Social Media Influencers.” If you missed it, no worries! You can catch a replay on my website.

I cover the big topics, including finding the right influencers, not falling victim to influencer fraud and keeping the Federal Trade Commission off your back.

This webinar brought an avalanche of questions. And, as you know, I’m all about the questions! I promised webinar viewers I’d cover each question in detail here over the next few months.

So, here we go.

Q: Dear Lilian,

How can I find a valuable micro-influencer and woo them in my small community?

Signed,
Where Do I Begin?

A: It’s clear many of you realize it’s time to jump into the influencer marketing game. But based on this month’s question, you don’t know where to start.

Simple. Start in your own backyard.

We’ll save the topic of macro- vs. micro-influencers for a later date and focus on micro-influencers for now since this question came from a retailer.

So, my friend, are you now on Instagram as I instructed? If not, go ahead; I’ll wait.

Ready? Fantastic! Who’s following you on Instagram?

No one? Well, that’s going to have to be another article.

Hundreds of thousands of people? Fabulous! Let’s go through them to find some local influencers for your business.

We’re looking for your followers who have more than 1,000 followers of their own. Check out their posts and make note of which people get a lot of likes and a lot of comments.

Also, make sure you actually like what the person is posting about—in the literal sense, not just by tapping the Instagram heart.

It’s important you like what your candidates post because you’ll be engaging them to boost your reputation. If she has more than 1,000 followers but posts regularly about clubbing

baby seals, well, my strong recommendation is a hard pass.

Also, please don’t limit yourself to people who post only about jewelry. You want lifestyle and fashion types whose followers comment on their style.

You’re not just in the jewelry business; you’re also in the style business. Jewelry is personal, as we all know, but it’s also a person’s style signature. Focus on this bigger picture.

Once you’ve exhausted your followers, mosey on over to your competitors’ Instagram followers and keep building your list of potential local influencers.

All’s fair in love and jewelry, amirite?

You want at least 50 candidates with more than 1,000 followers each. If your and your competitors’ followers aren’t making the cut, it’s time to get strategic.

Go through your customer list and identify those special customers with influencer-star personalities.

Also, most cities have local magazines that follow the lifestyles of the city’s most glamorous. In Atlanta, we have The Atlantan, Los Angeles has Los Angeles Confidential, Philadelphia has Philadelphia Style, etc.

Open your city’s publications and start making a list of all those pretty people posing for pictures.

Now, this is where it’s helpful to have a 17-year-old who’ll categorize this next task as “fun.”

Look for Instagram accounts for everyone on your list, and vet them accordingly. It’s going to take a while, but there’s no other cost-effective way to do this.

There are a million websites that promise to help you find influencers, but they don’t come cheap. And I’ve yet to find one that does an exceptional job in keeping you from becoming victim to influencer fraud. (We’ll cover the topic of influencer fraud in a future article, or learn more now by listening to my aforementioned webinar.)

In the midst of all this, don’t forget to pull email addresses from your candidates’ profiles. I can never find email addresses when I’m looking at Instagram on my laptop, but they show up on my phone. If you’re having the same problem, use your phone.

I recommend email instead of DMs (direct messages on the app). Call me old-fashioned, but I believe emails set a professional tone. You’re going to be engaging in a business relationship and it’s always best to begin in the right direction.

However, if you can’t find an email address, then by all means, DM away.

You’ll send an email that reads something like this:

Hi [NAME],
Our team here at [YOUR COMPANY] has been following you on Instagram, and we love how you present yourself. We were especially impressed by [THINGS YOU LIKED ABOUT THEIR POSTS].

We’re interested in collaborating with you on some projects/events we have coming up. Can we set up a call to talk further?

Warm Regards,
[YOU]

Short and sweet.

You want to have a conversation with them so you can get a good feel for the person. I personally prefer in-person meetings, but save that for your final short list. Right now, you’re trying to get your 50 names to a manageable 20.

Why are we beginning with 50, you might be wondering?

Because you want to cast a wide net. Once you start communicating with your potential local influencers, you’re going to discover quickly that you really don’t like many people on your list.

The more names you have, the less you’ll feel pressured to deal with nonsense requests and diva-like behavior. Save yourself the trouble of having to begin this process again by starting with a big list and then narrowing it down.

Now, dear readers, I’m going to have to end on a bit of a cliffhanger. We need much more time to discuss what happens next, and that will be my next column.

In the meantime, I’ve created an Influencer Marketing Toolkit that’s filled with useful templates. It’s free, and you can grab it here.

Until next month, my darlings! And remember, I’m always here for your most pressing strategic communications and PR questions. Ask your questions here.

Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. Learn more at LilianRaji.com. Submit questions for Lilian to answer here and connect with her on Facebook, Twitter, Instagram and Pinterest.
Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen
MajorsMar 26, 2025
QVC Group Appoints New President

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Jewelers of America’s new logo
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Emmanuel Raheb CEO of Smart Age Solutions
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

Branko Gems
SourcingMar 21, 2025
BrankoGems To Hold Conference in Montana

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

Til Death Ring by Marrow Fine
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ Ring

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

Korman Fine Jewelry Austin store
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

JCK Rocks 2025
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason Derulo

The rapper and singer-songwriter will perform at Tao Beach on June 8.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Lab-grown diamond engagement ring
FinancialsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining Sales

The moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.

Zoë Kravitz in Rush Hour Collection
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office Wear

The “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy