A Beginner’s Guide to Influencer Marketing for Small Brands
From the team that helps brands connect with awesome creators!
Influencer marketing might sound like something only big brands with unlimited budgets can do, but trust me—it’s not! Small brands can totally crush it with influencer marketing. It’s affordable, effective, and helps you build real connections with potential customers. Whether you’re launching a new product or trying to grow your online presence, here’s a step-by-step guide to get you started.
Why Influencer Marketing Works (Even for Small Brands)
People trust recommendations from other people—especially when those recommendations come from someone they already follow and love. Think of influencer marketing as word-of-mouth, but on a much bigger scale.
A great influencer campaign can:
Boost your brand’s visibility
Drive traffic to your site
Increase sales
Give you high-quality content to reuse on your social channels
Step 1: Get Clear on Your Goals
Before you dive in, ask yourself what you want to achieve. This will help you figure out the type of influencers to work with and how to measure success.
Here are some common goals:
Brand Awareness: Get your name out there!
Sales: Use discount codes or affiliate links to track sales driven by the influencer.
Content Creation: Need great photos or videos for your Instagram? Partner with influencers who can create that content for you.
Pro Tip: Don’t try to do everything at once. Start with one or two goals and build from there.
Step 2: Know Your Audience
Influencer marketing works best when you’re speaking to the right people. So, who’s your ideal customer? Are they millennials who love adventure travel? New parents who want eco-friendly baby products? Knowing this will help you find the influencers that resonate with your target audience.
For example, if you’re a D2C lifestyle brand from Australia, it makes sense to work with Aussie influencers who focus on wellness, travel, or sustainable living.
Step 3: Finding the Right Influencers
Finding the right influencers can feel overwhelming, but don’t worry—it’s easier than you think!
Where to Start:
Search Instagram, TikTok, or YouTube with hashtags related to your industry.
Check your own followers—sometimes your best brand ambassadors are already in your community!
Use influencer platforms like Upfluence or Heepsy if you want to get fancy.
Example: Let’s say you run a coffee brand. Instead of going after a big lifestyle influencer with millions of followers, try finding a micro-influencer (10k–50k followers) who focuses on coffee culture. They might have fewer followers, but their audience will be super-engaged and way more interested in what you offer.
Step 4: Crafting Your Collaboration Offer
Once you’ve found your dream influencer, it’s time to reach out. Be clear about what you’re offering and what you want in return.
Types of Collaborations:
Gifting Campaigns: Send a free product in exchange for content. This is a great option if you’re just starting out.
Sponsored Posts: Pay the influencer to feature your brand in a post or video.
Affiliate Partnerships: Give them a commission for every sale they bring in.
Long-term Partnerships: Build an ongoing relationship for more consistent exposure.
Real Talk: Gifting is fine for smaller influencers, but if you want serious results, be prepared to pay for sponsored content—especially with mid-level and larger influencers.
Step 5: How to Reach Out to Influencers
Keep your message short and authentic. Influencers get tons of messages, so make sure yours stands out. Mention why you think they’re a great fit and what you’re offering.
Example Pitch:
Hey [Influencer’s Name],
I love your content, especially your recent post about [something specific they posted]. I’m [Your Name], and I run [Your Brand]. We make [a quick description of your product], and I think it’d be a perfect fit for your audience.
We’d love to send you [product name] and collaborate on a post. Let me know if you’re interested!
Short, friendly, and to the point. That’s the key.
Step 6: Measure Your Success
Okay, you’ve launched your first influencer campaign—now what? Tracking the right metrics will help you figure out if it worked.
Here’s what to look at:
Engagement: How many likes, comments, and shares did the content get?
Follower Growth: Did you gain new followers?
Website Traffic: Use UTM links to track how many people visited your site.
Sales: If you gave the influencer a unique discount code, track how many people used it.
Pro Tip: Not every campaign will be a home run—and that’s okay! Test, learn, and adjust as you go.
Final Thoughts: Start Small and Stay Authentic
You don’t need a massive budget or a huge teaContact us.m to run a successful influencer campaign. Start small, focus on building real relationships with creators, and watch your brand grow!
If you ever need help or just want to chat about influencer marketing, we’re always here. Whether you’re a travel brand, lifestyle company, or niche D2C product, we’ve got the experience to connect you with the perfect influencers.
Let’s make some magic happen!
