How to find the right influencer to market your brand

The role that influencers play in marketing seems to get bigger and bigger, no matter the industry.

If a small business is thinking about getting someone to be an influencer to help them build their business, what should they look for and how can they find the right person for the job?

The good news is that as the marketplace for influences has expanded, so have the ways small businesses can tap into the trend.

“Many small businesses assume that they can’t include influencer partnerships in their marketing plans because they don’t have the size or ability to get influencers with large followings to agree to partner with them,” says Jeremy Yamaguchi, CEO of Lawn Love. “Luckily, small businesses don’t actually need partnerships with big influencers — they need partnerships with influencers that share the same niche audience.”

Dan Gallagher, VP of Operations for Aegle Nutrition, also notes that the influencer universe has changed in a way that benefits the small business community.

“You no longer need to try and get the attention of megainfluencers that have millions of followers,” Gallagher says. “There has been a rise in micro-influencers and small businesses are finding that they’re the key to a better ROI in online marketing.”

So just who are these “micro-influencers”?

“There are those influencers who might only have a few thousand followers, but they almost always have a better relationship with those followers,” Gallagher explains. “Their engagement is much higher than mega-influencers; they have less bot accounts following them and can therefore bring in more actual sales when marketing for your company. If you’re looking to hire an influencer, look for the micro-influencers.” Yamaguchi agrees. “These days, something that can work really well, particularly for small businesses, is partnering with micro-influencers,” Yamaguchi says. “Micro-influencers typically have a very dedicated fanbase that really trusts what they have to say, and when their following consists of people that fit within the demographic of your business’ audience, you will be able to specifically reach people that are potential customers.”

First, you have to look beyond a prospective influencer’s popularity, says J. Tucker Merrigan, managing partner and attorney at Sweeney Merrigan Law.

“Simply selecting an influencer because they’re popular is one way to compromise your reputation and marketing budget. Influencers with large follower counts usually cost more than those with smaller audiences,” says Merrigan, who stresses the importance of looking for influencers in your industry, or similar verticals. “If you don’t select the right audience, you likely won’t get the return you expect.”

Merrigan also recommends treating an influencer with the same level of respect you would any other vendor. “Ask plenty of questions about how they’d normally run a campaign for a business like yours, and what kind of return you can expect from their efforts,” he advises. “Working collaboratively can help make sure the campaign is authentic, and you get the full benefit of the exposure you’re paying for.”