Working with influencers is one of the smartest strategies in today’s marketing toolkit. No matter what business you are in, these individuals have a place and when used correctly, they are highly effective at communicating with your audience. The key is making sure you approach influencer marketing strategically, so you maximise impact without draining your budget. Adele Curran-Woodthorpe, founder of Woodthorpe Comms, shares tips.
Know your audience first
The most important first step is understanding who your audience is and, crucially, which influencers they are influenced by. Ask yourself which platforms they spend time on.
If your target market is the “grey” demographic, Facebook may be the most effective platform. If you are trying to reach women in their 20s, TikTok and Instagram are likely to be far more powerful. If your audience is more interested in current affairs, then X (formerly Twitter) should be your first port of call.
None of this is black and white, which is why you need to spend time identifying your audience and the voices they already follow. Only once you have nailed this can you start thinking about the influencers you want to approach.
Do your homework
There are no shortcuts here. Do not fall into the trap of sending mass messages to hundreds of influencers, it is a waste of time and will not win you much favour. Instead, do your research and approach each influencer personally.
Show them that you understand who they are, what they are about, and why they would be a good fit for your brand. Engage directly, a personalised message goes a long way, and be clear about why you are reaching out.
Micro or macro
Another key consideration is budget. Influencers know their value, which means those with large audiences will charge heavily for any partnership.
For smaller businesses, it is often better to look at micro influencers. These are individuals with smaller but highly engaged followings. You will often find that working with several micro influencers can deliver the same traction as one large influencer but without the premium price tag. It is a smart, budget friendly approach that still gets your brand in front of the right people.
Make the first move
Once you have identified your audience and platforms, done your research, and chosen your influencers, it is time to make contact. Introduce yourself, explain why you would like to collaborate, and give examples of how you would like to work together. Make it easy for them to see why your brand is a good fit.
Consider influencer events
One of the most cost effective tactics for smaller businesses is hosting an influencer event. These deliver excellent results and are relatively simple to organise.
A favourite of mine is the influencer brunch. You can bring together five to 10 influencers in one space for an informal event that keeps costs low but creates strong impact. Brunch works well because menus are more affordable than lunch or dinner, and you avoid the higher costs of wine and alcohol. In central London, you can usually secure a good brunch menu for around £35 per head at a decent venue, and if possible, choose a private dining space to give the event more exclusivity.
When inviting influencers, the same principles apply. Identify the right people, reach out directly, and share the details of the time, date, and what the event will involve. A typical structure might start with an introduction and short overview of the business, followed by the meal, and then informal discussion about how influencers could work with the brand.
Be clear from the outset about what is expected. I always state in my invitations that social media activity, for example Instagram Stories or posts, will be required in return for attendance. This ensures everyone knows where they stand.
Make it easy for influencers
On the day, make sure everything is in place to help influencers create and share content. Have your social media handles and hashtags clearly visible so they can tag you quickly. Provide a small gift or brochure if you would like, it is not essential, but it gives them a tangible takeaway to remember you by.
After the event, monitor the social media activity delivered by your influencers, repost and share their coverage, and keep the conversation going. This is the foundation of a longer term relationship, not just a one off interaction.
Set expectations with clear agreements
Even when working with micro influencers, it pays to have a simple written agreement in place. This does not need to be complicated, but it should outline what is being offered and what is expected in return.
If you are hosting an event, your agreement could simply confirm that attendance is in exchange for social media activity on the day. If you are paying for content, specify the number of posts, the platforms, the timeframe, and how your brand should be tagged. Having clarity upfront avoids misunderstandings and protects both sides.
Measure ROI from the start
One of the biggest pitfalls of influencer marketing is focusing only on vanity metrics such as follower counts or likes. For SMEs, return on investment must be clear.
Track reach, engagement, clicks, conversions, and sentiment. If you have a website, use tracking links or unique discount codes to see exactly what traffic and sales came from each influencer. Monitor not just the volume of coverage but also the quality. Did the influencer communicate your key messages? Did their audience respond positively?
Over time, this data allows you to refine your approach and invest in the partnerships that deliver the strongest results.
Avoid common pitfalls
There are a few traps that many smaller businesses fall into when working with influencers. The first is chasing the biggest names without considering whether they are genuinely relevant. The second is failing to brief influencers properly, which often leads to content that does not reflect your brand. The third is not following up. Influencer marketing is about relationships, and a one off interaction is unlikely to deliver lasting value.
Build for the long term
Ultimately, influencer marketing is not about chasing celebrity names or paying for empty metrics. It is about identifying the right voices, creating authentic relationships, and delivering genuine value to your audience. If you invest time in building those relationships now, you may find that later, when budgets allow, those same influencers are ready to step up to bigger campaigns with you.
Done smartly, influencer marketing can be one of the most budget friendly and impactful tools in your marketing strategy.