Estimated reading time: 7 minutes
In the ever-evolving landscape of digital marketing, the role of influencers has become increasingly crucial. While global influencers with massive followings garner significant attention, the impact of regional influencers should not be overlooked. One such influencer making waves in the St. Louis food scene is Mary Asher, the mastermind behind the popular Instagram account “Mary Eats STL.”
In this in-depth exploration, we delve into Mary’s journey, uncovering the strategies, challenges, and opportunities that have shaped her success as a prominent local influencer. Through her insights and experiences, we’ll uncover the power of regional influencers and how they can be leveraged to drive engagement, build brand loyalty, and foster a thriving local community.
From Personal Posts To Professional Influencer
Mary’s foray into the world of influencer marketing began in 2016, when she took a pivotal step – investing in an Instagram course designed to help her find her voice and transition from a personal blog to a more professional platform. “It’s still very personal,” Mary explains, “which is why the name is like ‘Mary’ because it’s about me, ‘eats’ because I eat food every day in St. Louis, and ‘STL’ because it’s all rolled into one.”
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This shift towards a more intentional and strategic approach to her content creation marked a significant turning point in Mary’s journey as an influencer. She began to focus on building a cohesive and visually appealing feed, leveraging the power of hashtags, and cultivating her unique voice – all while maintaining the authenticity that had drawn her initial followers.
Embracing The Local Landscape
At the heart of Mary’s success lies her unwavering commitment to the St. Louis region. “I’ve kind of made myself a very micro-influencer by having ‘STL’ in my handle,” she explains, “so we’re not going to get too far out of St. Louis and have millions and millions of followers, but I can be regional.”
This hyper-local focus has allowed Mary to establish herself as a trusted authority on the St. Louis dining scene, providing her followers with a curated and insider’s perspective on the city’s culinary offerings. By highlighting hidden gems, up-and-coming restaurants, and beloved local favorites, Mary has become an invaluable resource for both residents and visitors alike.
Building Authentic Connections
One of the key factors that sets Mary apart is her ability to forge genuine connections within the local community. “I think just making connections with the other local people on Instagram, I mean, I’ve made a lot of really good friends,” she shares. “And it’s not just the influencers; it’s other smaller businesses or smaller people that I’ve like, really good friendships with.”
This collaborative spirit extends beyond just personal relationships, as Mary actively engages in partnerships and collaborations with other local content creators and businesses. “Everybody can uplift somebody else,” she emphasizes, “and it’s just easy to get more exposure for everybody.”
The Business Of Influencing
While Mary’s journey began as a personal passion project, it has evolved into a thriving business venture. In 2016, she took the step of establishing an LLC, allowing her to separate her business expenses from her personal finances and approach her influencer work with a more professional mindset.
“It’s still just a hobby; it’s not a real business,” Mary clarifies, “but I started an LLC so that it’s more professional, and I can separate business expenses from my personal expenses.” This strategic move has enabled her to navigate the financial aspects of her influencer work more effectively, ensuring that her efforts are not only creatively fulfilling but also financially sustainable.
Navigating The Influencer Landscape
As an experienced influencer, Mary has gained valuable insights into the ever-changing dynamics of the industry. She emphasizes the importance of authenticity, advising aspiring influencers to “be authentic, have your own voice, don’t try to change to fit some mold.”
Mary’s approach to content creation is rooted in her genuine interests and experiences. “Nine times out of ten, I am still paying for my own food; I am going to my own events that I’m paying for, and I’m just sharing what I’m already doing,” she explains. “And if somebody invites me to an event that I was already going to go to, even better.”
This commitment to authenticity has not only resonated with her followers but has also earned her the trust and respect of the local businesses she collaborates with. “If I had a bad experience, you wouldn’t know about it,” Mary shares, “because we’re not going to shut down a small business that’s barely surviving right now.”
The Power Of Micro-Influencers
While global influencers with massive followings often dominate the spotlight, Mary’s experience highlights the immense value of micro-influencers like herself. “I can be regional,” she explains, “and I guess when I started being more professional on my blog, blog Instagram, I was on the transplant list to get a lung transplant, and I had that, and it’s fine, but we couldn’t go within more than two hours outside of St. Louis because we had to be close to the hospital in case the call for new lungs came.”
This regional focus has allowed Mary to cultivate a highly engaged and loyal following within the St. Louis community. Her followers trust her recommendations, seek her advice, and actively engage with her content, creating a powerful ripple effect that local businesses and brands can harness.
The Future Of Influencer Marketing
As the influencer marketing landscape evolves, Mary’s insights offer a glimpse into the industry’s future. She believes that the role of influencers will only become more crucial, as people increasingly turn to social media for authentic recommendations and trusted endorsements.
“If you’re going to want to get your message out, if you have a product, if you have an event, you’re going to need to be where the people are, and people are on their phones scrolling on social media,” Mary explains. “And if you see an authentic post supporting something like a new product, a new business, you’re going to be more inclined to believe that than a print ad or a commercial that you see on TV.”
Moreover, Mary anticipates that the influencer community will become more discerning, with content creators demanding fair compensation for their time and expertise. “I think the content creator community is going to stop working for free, stop working for free food, and know their worth and know that everything you’re doing is taking time,” she asserts.
Recommendations And Exclusive Insights
Throughout our conversation, Mary shared some of her favorite local dining experiences, providing exclusive insights for Mix & Matchbox listeners and readers.
- The Commonwealth (inside Angad Arts Hotel in the Grand Center area): “They have a great menu, but we had some of the biggest and tastiest scallops that I’ve ever had before.”
- Tempus (on Manchester in the Grove): “They’ve got a coursed-out meal, and each course is better and better than the one before it, and I dream about the s’mores dessert that we had.”
- Frank Papa’s Ristorante (on Brentwood): “It was like really, really good food, but in addition to that, to split the meal like with somebody else, like you get two entrees, and you’re gonna share the two entrees. They divide the meal in front of you, so each of you gets an equal portion.”
Mary also shared an exclusive scoop on a new breakfast spot she recently visited, called The Hatched, located in the South City area off of Gravois near Loughborough, in the old Quincy Street Bistro space. “It was delicious,” she teased, “new post coming soon.”
Conclusion: Embracing The Power Of Regional Influencers
As the digital landscape continues to evolve, the role of regional influencers like Mary Asher of “Mary Eats STL” becomes increasingly vital. By leveraging their deep connections to the local community, their authentic voices, and their ability to drive genuine engagement, these micro-influencers can be powerful allies for businesses and brands looking to connect with their target audience in a meaningful way.
Mary’s journey serves as a testament to the power of regional influence, showcasing how a hyper-local focus, a commitment to authenticity, and a collaborative spirit can create a thriving and impactful platform. As the influencer marketing industry continues to evolve, the insights and strategies shared by Mary offer a roadmap for aspiring influencers and businesses alike, highlighting the immense potential of tapping into the power of regional voices.
Regional Influencers: Podcast Ep. 11
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