Influencer marketing has become one of the most effective tools in digital marketing. In fact, 90% of small businesses use social media as part of their existing marketing efforts. While it’s still a relatively new strategy, it’s proven to help drive growth, build trust, and create deeper connections with customers.

Here’s how business owners can tap into the power of influencer marketing.   

1. Partner with micro-influencers for authentic engagement.

Micro-influencers with a smaller following, between 10,000 and 100,000 followers, typically have a more engaged audience and authentic relationship with them. These individuals are known for being relatable and trustworthy, making effective brand ambassadors for your business. With engagement rates around 6% —nearly triple the average — micro-influencers often outperform larger creators.

2. Launch user-generated content.

User-generated content (UGC) — such as photos, videos, or reviews created and shared by customers —brings organic authenticity and credibility to your brand or business. A recent survey found that 60% of consumers believe UGC is the most reliable form of content they engage with. UGC creates a record of first-hand experience with products or services and allows customers to be champions for your brand. They’re not necessarily influencers, but their word does carry influence.

3. Drive sales with influencer endorsements.

When influencers recommend a product or service, their followers take notice, making their endorsements far more persuasive than traditional advertising. Research shows that 69% of consumers trust influencer recommendations more than information directly from brands. While partnering with an influencer is one marketing technique to help drive sales, it shouldn’t feel forced or unnatural. It’s important to thoroughly research the influencer before partnering with them.  

4. Save money on advertising.

Did you know small businesses spend up to 10% of their gross revenue on marketing? For instance, a small business with $1 million in annual revenue could have a marketing budget of $100,000. If there’s little to no return or boost in sales, businesses should consider a more cost-effective strategy for advertising.

Influencer marketing delivers quick, measurable returns, especially for small and local businesses. Additionally, many influencers operate independently, allowing brands to bypass expensive agency fees. On average, influencers charge $100 per 10,000 followers for a brand deal. While influencer pricing is typically less than traditional advertising, it varies due to several factors, including the number of posts, exclusivity rights, production value, social media platform, etc.

The bottom line.

Influencer marketing isn’t just a trend. It’s a proven strategy for building trust, expanding reach, and boosting sales. Whether you have a small startup or an established company, this marketing strategy offers a cost-effective way to meet long-term business goals.

For more ways to scale your business, visit our Business Success page at efirstbankblog.com.

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Published: July 1, 2025