Mastering the Art of Sharing (but not oversharing) Your audience wants to hear from you and get to know you, but oversharing (or sharing inappropriate topics) comes with its own set of problems. Sharing engaging things about yourself will help you build the kind of connections that improve revenue and customer loyalty. If you want to help your customers (and potential customers) get to know you better, we have 15 conversation starters (and post templates you can customize) to help. 1. Your Favorite Local Spot 📍 “When I’m not at [Your Business], you’ll probably find me at [Local Spot] [verb that fits that business] on my favorite [favorite thing about that business]. What’s YOUR go-to place in town?” Example: When I’m not here, I’m at Rocco’s Bookstore sipping my favorite caramel latte and perusing the true crime books. What’s YOUR go-to place in town? 2. Morning Rituals How do you start your day? Share it with your audience. Example: ☕ “Confession: I’m 90% coffee, 10% small business owner in the morning. How do you start your day?” 3. Behind-the-Scenes Moments What is working in your line of business really like? Keep it positive but don’t be afraid to show the hard work or humor behind your day. 📦 “Behind the scenes isn’t always glamorous. Today it’s [describe something funny/chaotic or show a picture or video of what you’re working on]. What’s something most people don’t know about your line of work?” 4. Local Events You Enjoy This is a great way to give a shoutout to another business or group. 🎶 “Loved spending my weekend at [Event Name]! Who else was there? 🙌” 5. Your “Small Joys” Life can be overwhelming. Sharing what keeps you grounded can help others feel the same. 🌅 “Today’s joy: [small moment—like a great cup of coffee, a laugh with a customer, or a pretty sunset]. What made you smile today?” 6. Books or Podcasts You’re Loving 📚 “Currently reading/listening to [Book/Podcast]. It’s got me thinking about [short insight]. Any recommendations I should add to my list?” 7. Pet (or Plant) Adventures 🐾 “Meet our unpaid intern, [Pet’s Name]. Their specialties include napping, snack theft, and morale boosting. 🐶🐱 Show me your ‘coworkers’ in the comments!” People love to talk about their pets and share photos. Plus, it gives you a point of conversation when a loyal customer shares something about their precious fur baby. 8. Food Finds Give other businesses a chance to shine by asking people their favorite or giving them a scenario and asking where you should go such as, “It’s Taco Tuesday. Where are the best fish tacos in town?” or “I love the fish tacos at Julies. Are you team fish or team beef when it comes to that delicious dish?” By asking, you’ll discover people have big feelings about fish tacos (and Hawaiian pizza). 🍕 “Friday night = pizza night. Always. What’s your weekend food tradition?” 9. Music on Repeat 🎧 “On repeat in the shop/office today: [Song/Band]. Drop your current favorite in the comments—I need new tunes!” It can also help when asking for new tunes to give a reason behind your ask like a workout mix, soothing sleep, or romantic date night track. 10. Hobbies and Hopes 🏃 “Training for my first [hobby/goal]. Wish me luck! What new hobby have you picked up this year?” Not only does this connect you to your audience, but it also encourages people to try new things. This can be helpful for those who are interested in something your business specializes in. Maybe they’ve thought about starting a hobby that you’re a pro at and explaining that you started something will make them feel more welcome. For instance, if you’re a gym owner, make sure you tell people that everyone is welcome whether it’s their first workout in 20 years or their 2,001st. Conversely, if you’re for pros only be specific about that. Sometimes the hardest part of trying a new business is wondering if it’s for you. 11. Throwback Stories 📸 “Throwback to my very first day running [Business Name]. I had no idea what I was in for! Do you remember your first day at your job or business?” You can also rephrase the question and ask people what their first job was. Everyone has a first job. 12. Community Pride ❤️ “One of the things I love most about [Your Town] is [specific detail]. What’s YOUR favorite thing about our community?” 13. Your Workspace Quirks 🖊️ “True story: I will fight anyone who tries to take my favorite pen. 😂 What’s one thing you always keep at your desk?” Or ask people what drink is in front of them right now. Asking what’s inscribed on their coffee mug is also a fun question with potentially hilarious results. 14. Seasonal Traditions 🍂 “It’s officially [season/holiday]! Around here that means [tradition]. What’s your favorite tradition?” 15. Gratitude Posts “Just taking a moment to say THANK YOU to every customer who has supported us. You’re the reason we get to keep doing what we love. 💛 What’s something you’re grateful for today?” ✨ Pro Tip: Add a quick photo or short video to each of these posts (your coffee mug, your pet, your desk, your town’s mural, etc.). Visuals + these captions = maximum engagement. If you think of your posts as a conversation and not a monologue, you’ll open up a new connection between your business and your audience. That can be fun and lucrative. Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Maybe you can’t afford a celebrity endorsement like Taylor Swift, but there are still plenty of lucrative opportunities to do something on a local scale. Influence marketing is changing. While businesses once chased celebrity endorsements and mega-influencers with millions of followers, smart companies are discovering that their most powerful brand ambassadors might already be customers or people sitting in the next booth at the local coffee shop. The Importance of the Micro-Influencer Micro-influencers (commonly considered individuals with 1,000 to 100,000 followers, although some groups refer to those with follower counts under 10,000 as nano-influencers.) are reshaping how businesses approach marketing. Unlike their celebrity counterparts, these local voices carry something money can't buy—authentic trust within their communities. Their followers aren't passive observers; they're engaged neighbors, colleagues, and friends who genuinely value their opinions. Research consistently shows that micro-influencers generate higher engagement rates than macro-influencers. A study by Influencer Marketing Hub found that influencers with fewer than 10,000 followers achieve engagement rates of 7%, compared to just 1.7% for those with over 100,000 followers. More importantly for local businesses, 82% of consumers are highly likely to follow a recommendation made by a micro-influencer. Since these micro-influencers are part of the community the buyer lives in, they’re likely to feel more connected and act on their suggestions because doing so requires minimal effort. Imagine a digital nomad telling you all the great places to visit in Thailand. If you’re located in Iowa, following in their footsteps is going to require saving for the trip and a lot of planning. On the other hand, if the influencer is giving tips about places in your community, you’re more likely to act immediately and often. Finding Gold in Your Own Backyard The beauty of micro-influencer marketing lies in its accessibility. These aren't distant celebrities. They're your customers, community leaders, local bloggers, and passionate hobbyists. They're the yoga instructor who genuinely loves your smoothie shop, the local photographer who always tags your boutique, or the high school teacher who raves about your bookstore on social media. Start by auditing your existing customer base. Who among your regular clients has an active social media presence? Look for customers who already post about your business organically, engage meaningfully with your content, or demonstrate expertise in your industry. These natural advocates often make the most effective micro-influencers because their endorsement feels genuine rather than forced. You can also take a look at your favorable reviews. Google also makes it easy to see just how active they are in reviewing other businesses as well. Building Partnerships The key to successful micro-influencer partnerships is building that relationship. Traditional advertising feels intrusive, but when someone's trusted neighbor recommends a local business, it feels like valuable advice. This is why the most effective micro-influencer campaigns don't feel like marketing at all. Instead of scripted posts, provide micro-influencers with experiences worth sharing. Invite them to behind-the-scenes events, offer exclusive previews of new products, or ask for their input on business decisions. When a local food blogger shares their genuine excitement about helping you choose your new seasonal menu, it’s great for both of you. You get the attention from their audience and the influencer appears to have a “secret in” to your business, making them look like VIPs to their followers. Consider offering value beyond payment. Many micro-influencers are more motivated by exclusive access, professional development opportunities, or the chance to be part of something special than by monetary compensation. A fitness influencer might prefer a year of free classes over a one-time payment, especially if it includes early access to new programs they can share with their community. Instead of writing a check, consider how you can help them grow their base by giving them access to things others don’t. Quick Cross-Promotional Networks If you’re reading this and wondering how you’ll ever have time to find local influencers, try your chamber of commerce. While they may not know individual influencers, they likely have a good idea about which members are heavily involved in social media. Working through the chamber, you may be able to find a complementary business that is willing to talk you up to their audience. The chamber itself is also a local influencer so share what you’re trying to do with the staff as well. The Mechanics of Local Influence Effective micro-influencer campaigns start with clear objectives. Are you looking to increase brand awareness, drive foot traffic, or launch a new product? Your goals will determine which micro-influencers to partner with and what kind of content to create. Do your best to understand the micro-influencer’s audience. After all, you want their audience to be people who would buy from you. Local businesses have unique advantages in micro-influencer marketing. You can invite influencers to your physical location, create content featuring recognizable local landmarks, and tap into community pride. A micro-influencer's post about discovering a hidden gem in their own neighborhood carries more weight than generic product placement. Track meaningful metrics beyond follower counts. Monitor engagement rates, click-throughs to your website, foot traffic increases, and most importantly, sales attribution. Many successful local businesses use unique discount codes or landing pages for each micro-influencer to measure direct impact. Building Long-Term Relationships The most successful micro-influencer strategies focus on building lasting relationships rather than one-off campaigns. Treat your micro-influencer partners as extensions of your marketing team. Provide them with regular updates about your business, seek their feedback on new initiatives, and celebrate their successes alongside your own. Create exclusive communities for your micro-influencer partners. Private Facebook groups or Slack channels where they can share ideas, collaborate on content, and access insider information make them feel valued and connected to your brand story. Measuring Impact Beyond Numbers While metrics matter, don't overlook qualitative indicators of success. Are your micro-influencer partners becoming genuine brand advocates? Do their posts generate meaningful conversations about your business? Are they referring other potential partners or customers? Pay attention to the ripple effects. A single relatable post from a respected community member can influence their followers to become micro-advocates themselves, creating an organic chain of word-of-mouth marketing that extends far beyond the original partnership. The Future of Neighborhood Marketing As consumers increasingly seek authentic connections and local experiences, micro-influencer marketing represents more than a marketing tactic. It's a return to community-based commerce. Businesses that master the art of turning neighbors into brand ambassadors will build deeper community roots and more sustainable customer relationships. The next time you see a customer post enthusiastically about your business, don't just hit "like" and move on. That customer might be your next micro-influencer, ready to introduce your brand to their trusted network of neighbors, friends, and community members. In the world of local business, sometimes the most powerful marketing voice belongs to the person next door. -------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle, rediscovering the magic within. _______________________________________ Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith