How Do I Use Influencer Marketing to Grow My Small Business?
Reading Time: ~2 Mins | Written By: Claire Ye
As a small business, growth is always the ultimate goal, but with so many strategies available, the options can feel overwhelming.
While a comprehensive digital marketing strategy that focuses on Social Media, Digital Ads and SEO is ideal, small businesses that can only focus on one channel should strongly consider influencer marketing. It offers a cost-effective way to reach new audiences, build trust and drive growth without needing enterprise-level resources.
What is Influencer Marketing?
Influencer marketing is a social media strategy where a brand collaborates with individuals who have established authority and a dedicated audience to promote products or services. These "influencers" (or creators) leverage their credibility and relationships with their followers to affect consumer behaviour, making recommendations and testimonials act as a form of social proof to increase brand awareness and drive purchases.
How does it work?
Influencer marketing follows a simple but powerful process. First, brands identify influencers whose online presence and audience align with their target market. For example, a Vancouver-based restaurant might reach out to someone like Laura Ullock, whereas a hotel or an excursion company would reach out to someone like Niki McKenzie.
Next, they build a collaborative relationship, ensuring the influencer understands the brand’s goals and values. The influencer then creates and shares engaging sponsored content, such as product reviews, unboxing videos, or brand mentions, across their social media platforms.
Examples:
Finally, the influencer’s authentic endorsement inspires their followers to take action, whether that means considering, trying, or purchasing the featured product or service.
Why does it work?
Influencer marketing is powerful because it’s built on trust and credibility. Influencers cultivate strong relationships with their followers, and that trust naturally extends to the brands they endorse.
Their recommendations serve as social proof, validating a brand’s products or services in a way that feels authentic and relatable. Many influencers are also viewed as niche experts, which makes their opinions especially valuable to audiences who share those interests. Combined with active engagement and community-building, influencer marketing creates a direct and meaningful connection between brands and consumers, driving both awareness and action.
For small businesses, investing in a strong influencer marketing strategy can be a smart and cost-effective way to grow. Unlike traditional advertising, it allows brands to expand their reach and visibility without needing a massive budget. At the same time, influencer marketing leverages the authenticity and trust that influencers have already built with their audiences, helping small businesses connect with potential customers in a meaningful and credible way.
By focusing on genuine relationships and targeted content, even smaller brands can achieve significant impact and growth.
