If You’re A Small Business, You Should Be Capitalizing On Influencer Marketing Too. Here’s How
The first thing you need to know about influencer marketing is that it isn’t exclusive to big brands and publicly traded companies.
In fact, influencer marketing works for every size company — from global brands, all the way down to mom-and-pop small businesses, and even solopreneurs running their own eCommerce business.
At the end of the day, marketing is about reaching a specific customer segment, reaching someone who is going to love your product or service. And as any business owner will tell you, the best kind of marketing comes from word of mouth. There is nothing more powerful than a recommendation that comes from a friend, family member, or someone you trust.
Think of influencer marketing as word-of-mouth marketing.
The big takeaway I want to drive home is that any brand can participate in influencer marketing.
The size of your company should not dictate whether or not you work with social media influencers.
What matters more is questioning who you want to reach, and the best way of communicating with that target audience.
Most small businesses tend to shy away from influencer marketing because they think, “We can’t work with someone who has a million followers.” And most of the time, they’re right — but that doesn’t mean they can’t work with smaller, more niche influencers.
You don’t need to reach a billion people with your campaign.
You just need to reach the right people — and you can do that with someone who has ten thousand, highly-targeted followers.
Let me give you an example.
A year and a half ago, my brother started a brand called Divinity L.A.
In the beginning, they were a small business, selling a few bracelets here and there. Then they started sending their bracelets to social media influencers — nobody insanely popular, but influencers with sizable audiences — asking them to create content with the bracelets in the photos.
Today, as a brand, they have over 250,000 followers on Instagram, and have grown into a healthy seven-figure business.
How that happened wasn’t by riding the wave of A-list influencers, or spending six-figure budgets on influencer marketing. It’s all about working with the right people, whose audiences fit the niche you’re looking to target.
Here’s a better way to think about it:
When you’re a small business, you have to think of your marketing strategy as an intimate conversation you’re having with each and every potential customer.
You’re not a big brand, don’t try to act like a big brand. And that’s okay.
Instead, own who you are, what you do, and the way you do it. If you make hand-made products, then highlight that aspect of your story. If your business has been in the family for generations, bring that to the forefront. Show people what makes you, you.
And then find the influential people in your space who can help you tell that story, creatively and effectively.
When small businesses approach influencer marketing from this perspective, it no longer carries that same “celebrity flair” that comes with a big brand campaign. Suddenly, it seems like any other marketing tactic, the only difference between you’re working with real people instead of an automated ad platform — like Facebook.
If you’re a small business, you want to think of influencer marketing is the most intimate way you could possibly communicate with your audience. These are real, authentic people, with targeted audiences, who are willing to spark word-of-mouth marketing for what it is you do and the products or services you sell.
And like I said, word of mouth is everything.
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Please comment below if this resonated with you, and reach out to me on Twitter or by email (justin@theAmplify.com) to tell me your thoughts.