Mahima Sharma
28 Feb 2018 . 1 min read

How Even Your Small Business Needs Influencer Marketing & Why

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Influencer Marketing Influencer Marketing

Anamika Singh is busy setting up a small business brand in the fashion industry, based in Kolkata. When the news reached a few friends working in the social media sector, they began approaching her for 'influencer marketing.' But Anamika turned it down saying she can manage it herself through the social media pages she already has.

"This is a common mistake made by most of the young entrepreneurs. Even if you are building a small brand, the most important factor for it to succeed is getting your name out there in the right direction. And for your brand to be well exposed to the right customers you surely need 'influencer marketing’,” asserts Della Martin, a Digital Marketing expert from Ontario, Canada. She has a client base of 500 and 90% of which are small entrepreneurs.

What Is Influencer Marketing & What’s The Need?

It is the latest, hottest and fastest trend. It simply means getting influential people to market your business. And it works fastest if it happens online. Though it is a very new trend, still it is found to be the most effective one since it involves automatic targeting of the people who would be directly interested in your business product. Here are a few major ways in which you can partner with an influencer to boost your brand:

1. Blog Link

Anuradha Singh Alter is a blogger with more than 25K followers each on Facebook and Instagram and more than a million on Twitter. She is a big name as an influencer in the baby-care industry in Malaysia. So, whenever a new related brand comes up, Anuradha is hired to pen a blog with a particular topic and back-link the article with the new brand's website. Anuradha's word adds authenticity to the product as well as the brand. Also, it directly reaches the target audience - the mothers who follow her on various media sites.

2. Interview Link

In 2015, Anastasia Bell opened a child-care home for new working mothers near her house in Holland. We know it as a creche. Her day-care centre was not getting much mothers/kids her way, despite the fact that Holland has a great ratio of young working mothers. She took the advice of a friend from the Digital Marketing Industry and opened a blog. She began detailing weekly testimonials of parents who already had kids in her day-care. Plus once a month she began interviewing a related influencer about various issues on child-care when they are raised in a creche and how can working mothers overcome these. These influencers would share the web link on their profile/blogs/social-media handles indirectly, directly marketing her venture. And today her creche is among the top 10 in the country, within a span of 3 years. But not to forget, she provides quality services.

3. Influencer’s Review

In this case, you have to collaborate with an influencer to review your product. This is a very common practice these days in the technology industry, fashion world and for that matter even the book-publication industry.

4. Feature In An Influencer’s Tutorial

Mumbai based Monika Singh's MomsLap Pillows makes special pillows for children born with a sensitive cervical region. She collaborated with Dr Sumanth Mangalam, a Singapore-based well-known neurologist as well as an influencer. His wife Shakthi is famous for running tutorials on ‘How To Handle Your Newborn’. Monika requested Sumanth-Shakthi to first review their product and once satisfied, include it in their tutorials.

Once you have chosen from the above on how to go about Influencer Marketing, here are the other major aspects you need to know, to decide what kind of an influencer you need.

This is, perhaps, the trickiest part but mark our words, it is very doable as well as effective.

A) Who Should Be The Influencer?

You need to identify the topmost influencers that meet your needs. There are various online tools as well as Media Group on Facebook that help you connect directly.

B) Decide A Budget

Nothing comes for free, not even the influencer. Talk to them and pick the one that fits in your monthly marketing budget. At times, like in the case of Anastasia Bell, this budget overshoots as per the requirements time to time, but try to keep it under control.

C) Build A Bond

Influencers are bombarded with collaboration requests every day. So, the best way to reach out to them is by starting to build a relationship. Track them on social media - whether it involves commenting/liking/sharing their posts that relate to your work. But don't overdo it, don't make them feel that you are stalking them. If your words/actions are strong enough, they will start recognizing you and interacting with you. That's when you have to request them for a mail ID, send a polite mail for collaboration.

D) Plan The Strategy ‘Together’

Monika Singh of MomsLap Pillows explains, "Both you and the influencer need to work in tandem with each other. Only in that way, you will be on the same page as per ideas and content to be floated out to the target audience. Only a mutually beneficial relationship is successful in showcasing a product that a viewer can trust."

To summarise, Influencer Marketing is very crucial for small businesses. In fact, influencers are a great option even for medium businesses since they make a lot of sense as far as a marketing budget is concerned.

For any guidance related to your career or business, join our Career Guidance Community and start talking to our experts.

Mahima Sharma
An award-winning Independent Journalist & Content Curator based in New Delhi. She is Ex-News Editor, CNN-News18 and ANI (a collaboration with Reuters) who comes with an experience of 14 years in Print, TV and Digital Journalism. She is the only Indian who finds a mention in the Writers' Club of Country Squire Magazine, United Kingdom. Sufi at heart, she also has some 30 poems to her credit at various reputed international podiums.

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  • S*****
    Parshotam wat kind of business are u involved in.l am interested
  • P*****
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  • D*****
    Lovely article,Mahima.
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