4 Reasons Why Small Businesses Should Consider Influencer Marketing

4 Reasons Why Small Businesses Should Consider Influencer Marketing

influencer marketing
Man with fur coat and shades.
(Image: iStock/upheaval)


When it comes to getting the word out about your products or services, traditional advertising tactics such as banner ads and email marketing have taken a back seat to influencer marketing. Influencer marketing is a new age marketing strategy using individuals (e.g., celebrities, thought leaders, or social media users with a strong and engaged fan base) who have the power to influence the buying decisions of your target audience.

Whether you own a small restaurant, a cosmetics line, or a national supermarket chain, an effective influencer marketing campaign delivers a considerable return on investment. Here’s why:


People buy into people


Several studies show people, trust influencers as much as their friends. “Influencers are trustworthy because there’s a sense of authenticity and relatability that customers don’t get from display ads or other marketing channels,” says Jacques H. Bastien, CEO of Shade, an influencer management agency for black and brown creators.


It’s affordable


“The great thing about working with influencers is that some of them will charge a lot for their influence while others will be OK with receiving a product or a discount code,” says Bastien.


Influencers can teach your audience…


…how to use your products or services, build brand credibility, and ultimately increase sales.

You get more bang for your buck


Nowadays, consumers expect personalization, so content marketing, which includes creating valuable and relatable content to attract an audience, must be a key part of your overall marketing plan. Typically, businesses have to hire one person to create content and another person who’s responsible for distributing that content across social networks. However, influencer marketing includes content creation as well as distribution across social media channels, and this service is often offered at a lower price point. In fact, a Top Influencers study reports “influencer content generates an unprecedented ROI of 11x* the average traditional digital campaign.”