Small Businesses x Influencer Marketing

Influencer marketing is a hot topic for all savvy business owners. It’s not just for the big boys. You don’t need celebrities to help promote your business. All you need are connections with the influencers in your niche or industry.

What is Influencer Marketing?

An influencer marketing campaign targets top bloggers, vloggers and other people working in the same niche as yourself who have a reasonably large following on social media and who are worth interacting with because of their quality content and their expertise in relation to your niche. In particular, they talk selectively about products and services in your niche. They might even make recommendations, post reviews, and give testimonials, which can all influence their followers.

Studies have shown that around 80% of consumers pay attention to recommendations from the people in their network, even if they don’t actually know them that well, as compared with only around 30% paying attention to the marketing messages being generated by a company. This being the case, influencers can really make their followers sit up and take notice if you are strategic about your influencer marketing.

Set Goals for Your Influencer Marketing

What do you want to accomplish most through influencer marketing?

The goals you decide upon can help you choose the right approach to influencer marketing for your business.

Getting Started with Influencer Marketing

Identify some of the top “movers and shakers” in your niche who are not in direct competition with you. Start looking up their social media accounts. You might wish to create a spreadsheet and note the number of followers each has at each network.

Start to follow them, and engage with their content in a helpful, not pushy way. Make notes on the types of things they post about, such as product suggestions. Do they share content from others? Whenever you comment, be sure to show what you know, but don’t overwhelm people or try to upstage the influencer you are targeting.

Study their website or blog. Consider offering a guest post on their blog. This will get you more attention within your niche and more reach for your brand.

Pay special attention to Instagram. It may not be the largest social media network, but 18 to 30-year-olds spend a lot of time on the site following influencers.

Try hashtags on Twitter and Instagram. Visit the site Buzzsumo to see what the top content is related to your niche. Determine if those publishing the content could be considered influencers. also offers easy search tools to help you find the perfect match.

Think Relationships, Not Sales

If your engagement with influencers’ content is consistently high quality, sooner or later you are going to stand out from the crowd and they are going to recognize your name. This will usually make them more receptive to working with you, such as through engagement with your content, swapping guest blog posts, sharing your content, and perhaps even trying your products and services. Don’t be a pushy spammer. Think long-term relationships rather than quick cash.

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