When you hear “influencer marketing,” you might picture some photoshopped celebrity on Instagram, flaunting a new lip gloss on a tropical beach to a fawning teenage audience.   

But that’s just a cliche, says Shane Barker. This specialized type of marketing actually works in hundreds of niches with hundreds of different types of audiences. But it’s not just a matter of giving an influencer a product to show off – that boat sailed away years ago.  

Real influencer marketing, in which you can see return on investment, requires a strategy. And it’s not just for big brands, says Shane. Small businesses can get in on the action.   

We talk about the influencer marketing strategies working today, as well as…