Utilizing Influencer Marketing to Reach a Wider Audience
by Bash Sarmiento
April 10, 2023
Utilizing Influencer Marketing to Reach a Wider Audience

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No matter how hard you try, reaching new audiences and generating more business is challenging.

Hitting a wall is especially common for small and medium businesses that may not have the time or resources to build a comprehensive marketing strategy.

That’s why incorporating influencer marketing into your growth marketing strategy can effectively reach a larger audience and increase brand awareness.

Here are some concrete steps you can take to maximize your influencer marketing efforts—and get the results you’re looking for!

Does Influencer Marketing Still Work?

Let’s clear the air a bit.

Do influencers still have the power to move the needle?

Yes, influencers have been getting a lot of flak lately, as many people have been questioning the authenticity of their messages and whether they’re still effective in 2023.

While the glory days of influencers might be over, they’re far from obsolete.

Despite the criticism thrown their way, influencers still offer a great way to reach new customers who might not otherwise be aware of your product or service.

Investing in the right influencer can still pay off handsomely if you keep a few key things in mind.

Sure, it might be a bit more difficult today to find an influencer who will actually get your brand noticed, but with the right strategy and research, you can still turn your influencer marketing efforts into a success!

6 Steps for Maximizing Your Influencer Marketing

1. Define your target audience

Before you start looking for influencers, the first step is determining your ideal customer.

What age group do they belong to? Where do they live? What kind of interests and hobbies do they have?

Knowing these details will help you find an influencer who has the potential to reach them.

Answering these questions helps narrow the marketing campaigns you will run and the types of influencers who might be interested in working with you.

Suppose you’re interested in video marketing, for example. In that case, an 18-25-year-old audience might be more likely to respond to short videos on Instagram or TikTok, while a mature audience might prefer longer-form YouTube videos.

2. Choose the right influencer

Once you know your audience, it’s time to find an influencer who can best deliver your message and engage with your target audience.

Look for someone whose personality resonates with the people you’re trying to reach, and make sure their content style aligns with your brand.

A serious brand, for instance, might not be a good fit for an influencer specializing in comedic skits.

Make sure you also keep their engagement rates in mind; the higher their engagement rate, the better chance your message will get through to those following them.

You also want someone you can speak to on a human level.

If you have a good relationship with an influencer and can talk honestly with them about your expectations, the chances of success increase significantly.

Some influencers are happy to collaborate with brands, while others are more reluctant.

3. Set clear objectives

The next step is setting realistic and achievable objectives for your influencer marketing campaign.

What do you want to achieve from the campaign? Are you trying to drive traffic to your website, increase brand awareness or acquire new customers?

Whatever your goal is, make sure it’s measurable and realistic.

Not only does this help you stay focused, but it also helps the influencer understand what you’re expecting from them.

4. Create a detailed campaign brief

Once your objectives have been set, create a thorough and well-structured campaign brief outlining everything they need to know about the project.

This includes the topics they should cover, the types of content they should create, and any other important information.

This is also where you can decide the particular style and tone of the content that you want to make.

Hiring the right influencer can make a huge difference, as they can use their creativity and knowledge of the industry to produce something that resonates with your target audience.

5. Get ready to measure your results

As we mentioned earlier, setting objectives is critical to measuring success.

You need to track the number of clicks, impressions, and conversions your influencer marketing campaign generates to measure its success.

Your choice of platform and influencer will impact the data you can collect.

Some platforms are better at tracking results than others, so choose wisely.

6. Analyze and adjust

Once you have the data, look at it and see where you can improve.

Are there certain types of content that engage your customers more?

How about specific times of the day? Do some audiences respond better to particular influencers?

These are all questions you should be asking to determine the next steps for your campaign.


The constant ebb and flow of audience engagement mean you can never be complacent and should always look for ways to improve.

Influencer marketing can effectively reach a wider audience and generate more brand awareness when used correctly.

Following the steps suggested above, you can ensure your campaign succeeds and starts seeing results.

So, what are you waiting for? Get out there and start maximizing your influencer marketing efforts today!

Utilizing Influencer Marketing to Reach a Wider Audience

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  1. Ryan Biddulph

    Choice of the right influence is a big factor Bash; the best results come from helping them, engaging them and building a strong relationship with them well before asking for their assistance in spreading your word.

    I recall watching a blogger speak at an affiliate conference years ago. He was an influencer who decided to use these simple principles to bond with syndication heads at Business Insider, Forbes and Entrepreneur, I believe. He took ’em out to lunch, helped them, served them and asked for nothing to establish ironclad, rock-solid relationships with them.

    Eventually, they syndicated his blog, he drove tens of millions of folks per month to his blog and he became a millionaire blogger.

    Help those influencers out well before you need their help; then, their help will occur organically via their decision or with a simple, seamless ask on your part which leads to a graceful collaboration.


  2. Julie Weishaar

    Hi Ryan, great advice. It is always about relationship-building first. That is one smart and lucky blogger you described 🙂


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