The internet in general and social media in particular gave everyone a voice.
We moved out from the traditional broadcasting channels where everyone only received information.
Today we can effectively convey our messages through social media.
Some people have a lot of followers on their social channels as well as their blogs.
They can influence their followers to try new products and services.
How is influencer marketing done ?
Prospect the people that have a lot of followers in your niche instead of focusing on the end users.
Get them on board, let them try your products or services and write a review, or just reach out to their member base about how great your products are.
It is one of the most cost effective marketing techniques that are available today that you should definitely test.