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To grow your business abroad, partner with local influencersND

Joel Backaler, Harvard Business Review, Tuesday September 25 2018

The rise of social media has created a new type of local business partner: local digital influencers. These people spend their days developing content and engaging followers and have become local thought leaders on social media. They build active communities both online and offline around a multitude of topics, and their audience turns to them to provide insights on these topics. So, rather than starting your brand from scratch, why not weave them into your story? This practice is called influencer marketing, and is much more than just paying models and celebrities to promote a product on Instagram. These influencers aren’t simply ‘Instafamous’ – they are diverse individuals with established expertise, expansive platforms, and refined strategies of engaging target audiences and shaping their behaviour. At the end of the day, digital influence is an extension of the age-old practice of word of mouth – now via new virtual platforms to reach mass audiences all around the world. It’s time for marketing departments to recognise the potential of these voices and engage them to accelerate global expansion.

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