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In November we wrote about how you could get the most from word of mouth marketing (WOMM) for your business. For 2016, WOMM has borne a new child; influencer marketing. If you’re up on your content marketing knowledge, you’ll know that this is the next big thing for your marketing strategy, so using it for your small business should be at the top of your priorities.

It’s based on the same principles as WOMM; that getting people talking about your brand will get more business and earn you loyal customers. The difference with influencer marketing is the help from influential bodies who your audience will respect the opinion of.

For the Small Business

This might sound expensive, but it doesn’t necessarily mean you have to pay for a celebrity to shout your name on Instagram. Influencer marketing for small businesses is so accessible because individuals can connect less today with big brands than ever before. Influential people are therefore just as likely to endorse a small brand as much as they are a well-established brand.

This can start from something as simple as speaking to local influencers, to drum up local business. You can leverage how your WOMM is performing with the amount of work you put into your influencer marketing campaign. You will also be able to establish brand loyalty more quickly – a quality vital for the small business.

Content Marketing and Social Media Marketing

A great upside of influencer marketing is how it goes hand in hand with both social media marketing and content marketing. This cuts costs massively as you don’t have to pay for photographers and writers to create an ad campaign – you can simply do it yourself by asking your celebrity to post a couple of pictures and write a blog post!

In order to create a successful influencer marketing campaign, you need to put in some serious time for your content marketing and social media marketing too. Planning ahead is essential – it can be useful to create a social and content campaign calendar so you know where your progress lies.

Influencer Marketing Campaign

Creating the campaign also requires some dedication and thought, as not all influencers will be associated to your campaign directly. It’s also worth being alert to the varying celebrity trends and mishaps; you don’t want to end up getting in touch with a celebrity after they’ve had a Twitter brawl.

The first thing to do is identify key influencers in your industry and realistically consider who would be interested in your business. The main things to consider are; how active they are online, how many followers they have, and how consistently they generate engagement. Once you’ve identified key influencers, you can begin to build relationships and engage with the goal of deciding on one person.


A huge advantage of creating an influencer marketing campaign is the rate at which you are able to track it. As with social media marketing campaigns, analytics are your best friends during the project and mean you can reflect day-by-day on your progress and overall reach.

This also means that the return on investment (ROI) is easy to see, and you can decide whether influencer marketing is a viable option for your company in the long term. The number of followers gained during the campaign is the main change to keep your eye on. Seeing if these followers equate to customers is also vital, but remember that it’s your brand’s awareness that you’re primarily trying to change.

Do you think influencer marketing could work for your business? If so, leave us a comment and let us know how you get on! Or, you can tweet us @AccountancyPart.

About The Author

Karl Bilby

We work very closely with our expert accountants to bring you the latest factually correct tax and accounting news. We also enjoy writing about small business news that we hope you find useful!

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