(Q uick note: after some images in this article you can feel hungry) This isn’t just another “how-to” article—it’s a step-by-step guide (with notion checklist) for anyone feeling stuck on finding the right influencers for their business. Plus, I’ll share a success story of people who nailed local marketing and saw real results (with links, of course).
🟦Success Story
Lee’s TikTok video featuring Easy Street Burgers gained 320,000 views, 14,000 likes, and 155 comments,
significantly boosting visibility.
The day after: Crowds lined up for three months, with wait times of 1–2 hours and some offering staff
hundreds of dollars to skip the line.
Co-founders hired 7 new employees and turned off delivery apps to handle the demand.
Revenue doubled after the first TikTok post.
In March 2024: A second video featuring Cardi B increased revenue by 25%.
On LA Restaurant TikTok, Not All Content Is Created Equal.
🟦Start Local
Begin with your local scene. Local influencers are more relatable to your audience and can actually bring people through your doors.
They know the area and have followers who are likely to visit.
Challenge: Finding the right local influencers can take time. Some might not have professional media kits,
and others may not fully align with your brand. It’s important to research carefully.
🟦Understand Your Business
Be honest about your strengths and weaknesses.
Ask yourself:
What sets you apart? (Unique vibe, signature product, etc.)
Where could you improve? (Service, visibility, branding?)
Knowing these answers helps you choose influencers who can emphasize what you’re great at and improve perceptions of weaker areas.
Challenge: Being self-critical isn’t always easy. If you’re struggling, ask your regular customers what they like
and where they think you can improve.
🟦Know Your Audience
Identify exactly who your customers are by asking:
Who’s visiting? (Age, gender, nationality, interests)
What do they do? (Jobs, hobbies)
How did they find you? (Social media, word of mouth, Google)
Why do they come back? (Good coffee? Cool atmosphere?)
Once you have these answers, it’s easier to find influencers who appeal to your specific audience.
Challenge: If your audience is diverse, it can be tough to narrow down the ideal influencer.
Focus on your most loyal customer segment to start.
Figuring out your audience is key. Influencers don’t always have to be food or coffee bloggers.
One of the owners at a coffee shop I know partnered with a local women’s immigrant community, and it worked.
Their events brought in so many people that the place was completely packed!
You don’t have to reinvent the wheel—just focus on what your audience actually wants.
🟦Use Keywords and Hashtags
Instagram and TikTok: Search hashtags like #CityNameEats, #CityNameCoffee, or #[YourNiche].
YouTube: Try keywords like “best spots in [City]” or “[City] food vlog.”
Google search: "pet influencerzy" (you will find a bunch of social media analytics websites or blog posts about it; just dive in).
Take a look at influencers under 50k.
Pro Tip: Combine local and niche tags to find creators who really match your audience.
🟦Focus on Consistency and Engagement
Look for influencers who post often in your niche, not one-offs.
Go for micro-influencers (10k–50k followers) with real engagement—comments, likes, and shares that feel genuine.
Skip the people with big numbers but no real interaction. It’s about who connects with their audience, not just who has the most followers.
One more time, it’s important: If your main audience are moms, don’t waste time looking at teen influencers who just post food videos on TikTok.
Go find mom influencers sharing tips on raising healthy kids—that’s who your customers actually listen to.
And if young people aren’t coming to your place, maybe it’s not bad marketing—maybe it’s just not for them.
That’s okay. Focus on the people who show up every day—they’re your real audience.
But what should I do if my audience are old ladies who love cats, knit, and TV?
I don't have enough budget for traditional media.
Older customers aren’t looking at TikTok—they care about trust and connection.
When I worked at a coffee shop, I noticed every time Targi Prac w Elektrownia Powiśle happened,
we got way more older customers. They came to socialize and enjoy the local community.
It showed me how much events like this matter for getting them engaged.
If you want to attract older customers, focus on relationships.
Partner with local groups or businesses they trust, and host things like craft workshops or book clubs.
Even small rewards for referrals can make a big difference. It’s all about making them feel welcome and valued.
🟦Focus on Locals, Not Just Tourists
While tourists may boost sales in the short term, locals are the ones who’ll keep coming back.
Focus on influencers who appeal to the community. For tourists, make sure your business is easy to find
on Google and stands out for something unique (just hire someone for SEO optimization and social media promotion).
Challenge: Balancing local and tourist appeal can be tricky. Prioritize building long-term relationships
with local customers and use tourist traffic as a bonus.
🟦Quick Note on Partnerships
Partnering with other local businesses, especially coffee shops, can be a game-changer. A referral system or co-hosted events can help both sides grow. For example, one shop might focus on roasting while yours offers a cozy vibe—together, you create something unique. One strong partnership can drive new customers and create a buzz that benefits everyone.
🟦3 Message Templates to Write for Your Audience
On English:
Hey [Name], we’ve been checking out your content, and it’s awesome! We think it’s a great match
for what we’re doing at [business/café]. How about visiting us? We’d love to treat you to some free food
and drinks while you share your experience with your followers. Let us know if you’re up for it!
Hi [Name], we really enjoy your content and the connection you have with your audience.
It fits well with what we’re doing at [business/café], and we’d love to invite you to visit and enjoy some free
food and drinks. If you’d like to share your experience with your followers, that would be great—but no pressure.
Let us know what you think!
Hey [Name], we’ve been following your work and think it really fits what we’re doing at our [business/café].
We’d love to have you visit, enjoy some free food and drinks, and get a feel for what we’re about.
If you feel like sharing the experience with your followers, even better. Let us know!
On Polish:
Hej [Imię], widzieliśmy Twoje treści i są naprawdę świetne! Myślimy, że idealnie pasują do tego, co robimy w
[biznes/kawiarnia]. Może wpadniesz do nas? Chętnie poczęstujemy Cię darmowym jedzeniem i napojami,
a Ty możesz podzielić się swoimi wrażeniami ze swoimi obserwatorami. Daj znać, co o tym myślisz!
Cześć [Imię], bardzo podoba nam się Twoje treści i sposób, w jaki łączysz się ze swoją społecznością.
Idealnie wpisują się w to, co robimy w [biznes/kawiarnia], dlatego chcielibyśmy Cię zaprosić na darmowe jedzenie
i napoje. Jeśli miałbyś/miałabyś ochotę podzielić się swoimi wrażeniami ze swoimi obserwatorami, byłoby nam bardzo
miło—ale bez presji. Daj znać, co o tym sądzisz!
Cześć [Imię], obserwujemy Twoje działania i uważamy, że świetnie pasują do tego, co robimy w [biznes/kawiarnia].
Chętnie zaprosimy Cię na darmowe jedzenie i napoje, żebyś mógł/mogła zobaczyć, o co nam chodzi.
Jeśli zechcesz podzielić się wrażeniami ze swoimi obserwatorami, będzie super. Daj znać!
🟦Example with Real Coffee Shop and Influencers
As an example, let’s take Shabby Chic Coffee Wine Books. Based on reviews and photos on social media,
Shabby Coffee has a mix of tourists, middle-aged working people, and a super pet-friendly vibe—tons of pics
with dogs hanging out there.
So, why not lean into that and work with dog or animal influencers?
A dog-lover meetup or something about pet care feels like it would work here.
Thinking to myself, I can post on Facebook or Meetup to check how it performs—(if you’re stuck on doing events -
check my article about organizing meetups in your coffee shops). Check Instagram and Facebook groups and ask,
ask, and one more time ask dog owners what kind of events they’d like or feel are missing.
Based on that, I can organize an event, make a chatgpt prompt writing, but I want to focus on influencers.
Now, I’ll search for local pet influencers online, gather their names and links, and create a list of potential
candidates to reach out to. (here the link on google sheets)
And by the way, a small Saturday afternoon (13:30) event for dog lovers—perfect timing for a day off and not too
early. And just like that, it’s all set.
It’s easy to overthink influencer marketing, but the key is to start small and learn as you go. Be prepared for
some trial and error—finding the right influencers might take a few tries, but the payoff is worth it.
You’ll build your customer base, gain more visibility, and create buzz around your business.
step by step planner to do - link to a Notion planner to make your life easier
You’ve got this—take the first step and see where it leads!
