Think back to when your parents or grandparents used to tell you about the effectiveness of home remedies for good skin and hair and you’d never listen, but then you saw one of your favourite social media influencers raving about using a besan and curd-based skin exfoliator, and suddenly you’re all about natural products.

• Generic Celebrity Endorsements
  Avoid relying solely on national or international celebrities. Their influence may not translate to the local context and can seem out of touch.
• Neglect the Power of Word-of-Mouth
  Don’t underestimate the traditional word-of-mouth. Encourage satisfied customers to share their experiences offline, which can often carry more weight in tight-knit communities. Incentivize them with a value-based offer; if they liked your service, they would be eager to spread the word to receive the service again.
• Ignore the Importance of Visual Proof
  Don’t rely solely on text reviews and testimonials. Use photos and videos to visually showcase customer satisfaction and product usage in real-life scenarios.
• Ignore Negative Feedback
  Negative reviews may seem like your downfall, but it’s the chink in one’s armor that’s proof of their fight. Flaws make us imperfect; human. And consumers prefer brands that are human. So instead of ignoring or deleting negative reviews, address them transparently and show how you resolve issues, building trust through accountability.
• Don’t Spam Social Media with Ads
  Overloading social media with generic ads can alienate your audience. A one-size-fits-all strategy won’t work. Personalize your marketing to reflect the specific demographics and psychographics of your target local audience. Focus on creating meaningful, engaging content that invites interaction and participation.
• Don’t Ignore the Importance of Visual Proof
  Don’t rely solely on text reviews and testimonials. Use photos and videos to visually showcase customer satisfaction and product usage in real-life scenarios.
  
  If you find yourself doing any of the above-mentioned DON’Ts, here’s how you can turn the tables:
  

 DOs:

• Collaborate with Local Heroes (Affinity Bias)
  Partner with local figures who share community values like sustainability and family focus. Their endorsements will feel authentic and relatable.
• Use Aspiring Lifestyle Endorsements (Aspirational Bias)
  Feature aspirational stories and lifestyle endorsements, but go beyond celebrities. Highlight success stories of local influencers who have achieved significant milestones.
• Leverage Relatable Micro-Influencers (Familiarity Bias)
  Instead of just big-name influencers, work with micro-influencers who have a strong, personal connection with the community and can provide genuine, everyday endorsements.
• Showcase Real Stories and User-Generated Content (Social Validation)
  Highlight real stories and user-generated content from your customers, showing authentic use cases and experiences that resonate with new potential customers.