Influencer marketing for small businesses

Influencer marketing for small businesses is no longer just for the big brands with deep pockets. With the rise of social media, everyday individuals are becoming powerful voices online.

These small business influencers have carved out loyal audiences, and working with them can provide an affordable, authentic way to grow your business and reach the right people.

If you're not familiar with influencer marketing, you might be wondering where to start. Who do you reach out to? What do you offer? And how do you avoid wasting time or money?

Here's a straightforward guide to help you understand how influencers can help your business, how to find the right ones and what you need to do to get started – with contributions from the Enterprise Nation member and adviser community.

Why influencer marketing works for small businesses

At its core, influencer marketing is about trust. People are more likely to buy from someone they trust or relate to.

This is why recommendations from friends – or even people we follow on social media – carry so much weight.

Local social media influencers and small business influencers on Instagram have built relationships with their audiences by consistently posting relatable, engaging content.

Their followers often trust their opinions and take their recommendations seriously. That's where your small business can benefit.

Rather than spending large sums on traditional advertising, you can work with these influencers to get your products or services in front of the right people in a much more organic way.

Getting started: How to find the right influencers

Start small and local. One of the best places to begin is with influencers that support small businesses in your local area. Look for people who already post about local shops, food, experiences or events.

Use hashtags on Instagram and Twitter such as #UKSmallBusiness, #SupportLocal or your town/city's name. Search terms like "local blogger", "small business influencer" or "independent brands UK" can also uncover some gems.

Facebook groups for bloggers and influencers in your area can be another good starting point. Many UK towns and cities have active online communities where influencers and small businesses connect.

You can also ask your current customers who they follow on social media. This is one of the easiest ways to find influencers who already resonate with your audience.

We cover this more deeply in our blog, How to find social media influencers for your small business.

What types of influencers should you work with?

Generally, you'll encounter three main categories of influencers:

• Nano-influencers: Everyday people on social media, who have anywhere from 100 to a few thousand followers.

• Micro-influencers: 3,000 to 50,000 followers. These are ideal for small businesses because they often have highly engaged audiences and are open to collaborations in exchange for products or experiences.

• Macro-influencers: 50,000 to 500,000 followers. They usually ask a fee but can help you reach a larger yet still targeted audience.

• Power influencers: Think celebrities or reality stars with hundreds of thousands or even millions of followers. These are rarely the right fit for small businesses, especially in terms of cost and relevance.

For most small businesses, nano-influencers, micro-influencers and local voices offer the best return on investment.

VIDEO: Influencer marketing for start-ups and SMEs

Watch this webinar to understand how to identify the most suitable influencers for your brand, build authentic partnerships and create campaigns that truly resonate with your target audience:

How much do influencers cost?

Remember the Netflix documentary about the infamous Fyre Festival? That laid bare how much top influencers get paid, with Kendall Jenner receiving a fee of $250,000 for a single social media post promoting the event.

But you don't need to pay anywhere near that. You might not need to pay anything at all. PR expert and Enterprise Nation member Greg Simpson explains:

"If you're a small business or especially a micro-business just starting out, I say keep things simple and keep your entry level at zero. Yep, zero!

"Ideally, your ambassadors should already be raving fans who care about your product or service."

Greg says the important part is identifying people to work with and making it easier for them to talk about your business. This can include giving them free products and discount codes to share with users.

Alison Battisby, Enterprise Nation adviser and founder of Avocado Social, says the cost will depend on the tier of influencer you're looking to engage.

"Power influencers are the Kim Kardashians who charge megabucks. Macro influencers will generally require a fee. This could be £100 right up to £5,000.

"Micro are the influencers with 3,000-plus followers who are influential among their key target audience. They will usually be looking for some sort of value exchange. It could be a free product, an invitation or a special experience."

How to connect with influencers

When you're approaching influencers, it's important to understand what level they're at. It can range from being just starting out as an influencer to it being a full-time role.

Enterprise Nation member and marketer Heather Cowper explains:

"If you're talking about local bloggers, small bloggers or Instagrammers who have a few thousand following them, the chances are they will be happy to do something on an exchange basis.

"At the other end, when it's the full-time job, you'll have to pay them. For someone in between, it's a bit of a grey area."

Make sure you get a sense of reach and how they plan to share the product before agreeing a fee. Thinking about an ongoing campaign can be more sustainable and trustworthy.

Once you've found potential influencers, the next step is building a relationship. Start by:

• following them on Instagram or X (Twitter)

• liking and commenting on their posts (genuinely – not just emojis!)

• sharing their content if it's relevant to your audience

After a week or two, send them a direct message or email. Keep it simple and personal. Mention what you like about their content, why you think your brand might interest them and what you'd like to offer.

Here's an example message:

"Hi [Name], I've been following your posts and really love the content you create, especially around supporting local businesses.

"I run a small bakery in [Location] and wondered if you might be open to trying some of our handmade treats and sharing your thoughts with your audience? Happy to send over a box and chat more if you're interested!"

What can you offer influencers?

If you've found influencers who are already talking about your brand, that's brilliant. Sending them a thank-you in the form of a free product to try or discount is likely to encourage them to post again.

Many small business influencers are happy to work in exchange for value rather than cash. This is especially true if your product is something they genuinely enjoy or that fits with their values.

Options include:

• free products or samples

• exclusive experiences (such as behind-the-scenes visits)

• discount codes they can share with their followers

• a small payment for their time and the content they create

If you're managing social media influencers on an ongoing basis, it's important to set clear expectations upfront.

Discuss what kind of posts they'll create (such as an Instagram Story, a Reel, a blog post), how many and by when. This helps avoid confusion later.

How to market your business with influencers – effectively

A good influencer campaign starts with clear goals. Do you want to:

• increase followers on your own social channels?

• drive traffic to your website?

• boost sales of a specific product?

• build general brand awareness?

Once your goal is set, make sure the content the influencer shares matches that goal.

If you're trying to drive sales, offer a discount code they can track. If you want more visibility, make sure they tag your business and use your brand hashtag.

Use Google's free campaign URL builder to create trackable links, so you can measure results.

Tips on managing social media influencers

If you're working with more than one influencer, keep organised. Use a spreadsheet to track:

• who you've contacted

• what was agreed (for example, the type of post, the deadline, any compensation)

• what content has been delivered

• engagement metrics (likes, comments, shares, clicks)

When thinking about how to manage social media influencers, remember that communication is key.

Be friendly but clear. Let them know your expectations, and be open to their ideas too – after all, they know their audience best.

And don't forget to say thank you. A good experience encourages repeat partnerships and builds your reputation among influencers in business.

Things to watch out for

As with any marketing effort, there are a few things to keep in mind.

• Authenticity matters. If a post looks too staged or off-brand, it can backfire. The best content feels natural and genuine.

• Look at engagement, not just follower count. An influencer with 3,000 followers who gets lots of comments and shares is far more valuable than one with 30,000 but little interaction.

• Be cautious about reputational risk. Make sure the influencer fits with your brand values. If their public image takes a hit, it could affect your business too.

• Don't put all your eggs in one basket. Try out different influencers and platforms. You might find that a small YouTube channel or a local TikTok creator delivers better results than Instagram.

Final thoughts

You don't need to have a big budget or marketing team to make influencer marketing work.

Start small. Reach out to influencers who share your values and genuinely connect with your business. Build relationships slowly and test what works.

Whether it's a baker working with a food blogger, a boutique partnering with a fashion Instagrammer or a café collaborating with a local lifestyle creator, using social media influencers for marketing is one of the most cost-effective tools a small business can use today.

If you've ever wondered how to get influencers to promote your brand, this is it. It's about being real, being local and building community.

So, take the plunge. Your next loyal customer might just come from a simple Instagram post shared by a local voice that people already trust.

Relevant resources

• How to find social media influencers for your small business

• Lunch and Learn: Influencer marketing for start-ups and SMEs

• Lunch and Learn: Mastering influencer and word-of-mouth marketing