Influencer marketing has become one of the most effective ways for brands to reach new audiences, build trust, and drive sales. But for new brands, getting started can feel overwhelming.
How do you find influencers? How much should you pay? And how do you know if it’s working?
This guide breaks down influencer marketing step by step, so even brands with no prior experience can launch their first campaign with confidence.
What is influencer marketing?
Influencer marketing is a collaboration between a brand and an individual who has an engaged audience on social media, blogs, or video platforms.
These influencers promote products or services in a way that feels authentic to their followers.
Instead of traditional ads, influencer marketing relies on trust, credibility, and real relationships. When done right, it feels more like a recommendation than a promotion.
Step 1: Define your goals
Before reaching out to influencers, you need to be clear about what you want to achieve. Common influencer marketing goals include:
- Increasing brand awareness
- Driving website traffic
- Generating sales or leads
- Launching a new product
- Building social media presence
Your goal will influence everything else — from the type of influencer you choose to how you measure success.
Step 2: Know your target audience
Understanding your audience is essential. Ask yourself:
- Who is my ideal customer?
- What platforms do they use most (Instagram, TikTok, YouTube, etc.)?
- What type of content do they engage with?
The right influencer isn’t the one with the biggest following — it’s the one whose audience matches your target customers.
Step 3: Choose the right type of influencer
Influencers generally fall into these categories:
- Nano-influencers (1K–10K followers): Highly engaged, budget-friendly, great for new brands
- Micro-influencers (10K–100K): Strong engagement and credibility
- Mid-tier & macro influencers (100K+): Wider reach but higher cost
For new brands, nano and micro influencers are often the best place to start. They’re more affordable and usually have a more loyal audience.
Step 4: Find influencers that fit your brand
You can find influencers by:
- Searching relevant hashtags on social media
- Looking at who already talks about similar products
- Checking your own followers
- Using influencer marketing platforms or tools
When evaluating influencers, look beyond follower count. Pay attention to:
- Engagement rate (likes, comments, shares)
- Content quality and style
- Audience authenticity
- Brand alignment and values
Step 5: Reach out the right way
When contacting influencers, keep your message personal and clear. Avoid generic copy-paste emails or DMs.
Your outreach should include:
- A short introduction to your brand
- Why you like their content
- What kind of collaboration you’re proposing
- What they’ll receive in return (payment, free product, commission, etc.)
Building relationships matters more than closing a quick deal.
Step 6: Decide on compensation
Influencer compensation can vary widely. Common options include:
- Free products or services
- Paid collaborations
- Affiliate commissions
- Long-term partnerships
Be transparent about your budget. Many influencers are open to negotiation, especially when working with new brands they genuinely like.
Step 7: Set clear expectations
Before the campaign begins, make sure both sides agree on:
- Content type (post, reel, story, video, blog, etc.)
- Posting schedule
- Messaging or key talking points
- Usage rights for the content
- Disclosure requirements (#ad, #sponsored)
Clear guidelines help avoid misunderstandings and ensure smoother collaboration.
Step 8: Track performance and results
Measuring results helps you understand what’s working and what’s not. Track metrics such as:
- Reach and impressions
- Engagement (likes, comments, shares)
- Website clicks
- Conversions or sales
Use this data to improve future campaigns and refine your influencer strategy.
Step 9: Build long-term relationships
One-off campaigns are fine, but long-term influencer partnerships often deliver better results. Ongoing collaborations feel more authentic and help build stronger brand trust over time.
Treat influencers as partners, not just marketing channels.
Final thoughts
Influencer marketing doesn’t have to be complicated or expensive. By starting small, focusing on the right influencers, and following a clear step-by-step approach, influencer marketing agency new brands can successfully enter the influencer marketing space.
The key is authenticity, consistency, and learning as you go. Start simple, test your ideas, and grow your strategy over time.
