How To Use Influencer Marketing To Grow Your Small Business

Jenn Livingston

There are many ways to reach your target audience with marketing messages. One of them – influencer marketing – enables your company to use the power of persuasion to garner more attention from your target audience and get them to listen more closely to what you are saying. Used properly, influencer marketing delivers great rewards for small business’ efforts.

Understand your target market

Influencer marketing involves recruiting one or more specific individuals to convey your marketing message to their audience. To work successfully, the influencer (or influencers) you select must be trusted and reputable in your target market. This means you must understand who your target audience is and how they feel about a specific individual you are thinking about engaging for help. Remember that segments of your market can have different feelings or attitudes about individuals. The best influencer to select will be a trusted person who appeals to all aspects of your target audience.

Choose the right influencer

Recruitment process outsourcing (RPO) helps your company analyze a specific segment of the market so you can better understand your target audience and choose the right influencer. These services can provide market studies or case analysis reports on key topics for your marketing team, which can translate into a customized list of influencers that you can ask to represent your company or pitch your products in different ways. The risk that your company would choose the wrong individual or group to represent you is diminished by doing a thorough market analysis.

Customize your message

A final and very important tip is to customize your message – both the actual message and the timing and delivery method that your influencer uses. Ideally, each influencer’s message will be crafted in a way that is most appealing to their (and your) specific target audience. Moreover, it should be delivered at a date and time when your audience is most receptive to receiving and acting on the message. For example, if you’re marketing alcohol to people in their 30s, a marketing message delivered on Wednesday at noon may not be the most effective option. You should also customize your media outlets. Instagram, for example, may be more effective at targeting older teens and young adults than people in their 40s and 50s. If you are trying to appeal to different market segments, customize your message specifically to each group.

Keys to success

Influencer marketing is a highly effective strategy that you can use to target your audience and persuade them to take immediate and specific action. Your influencer needs to be carefully selected based on a thorough understanding and analysis of the target audience. Also, their message must be carefully crafted in a manner and through a delivery vehicle that motivates your audience to act.

As powerful as influencer marketing can be, sometimes it isn’t effective. Usually it’s because the marketer or small business has lagged behind in one of these crucial ways. For the best results, put these influencer marketing tips into action today.

For more tips on influencing your target market, see Primed: Prompting Customers to Buy.


Jenn Livingston

About Jenn Livingston

Jenn Livingston is a businesswoman who loves to write about her experiences in the business world. Through her writing she hopes to inspire and help others that may have been in her position. Jenn also enjoys reading mystery novels and going to the movies.