The New York Knicks are making waves this season—and not just on the court. Celebrities like Ben Stiller, Chris Rock, and Tracy Morgan are regularly seen courtside, creating buzz far beyond basketball fans. According to a recent LinkedIn News piece, this celebrity presence is translating into a serious boost in ticket sales and attention for the franchise.

While your small business may not have access to A-list celebrities, you do have access to a powerful tool: influencers.

Influencers can help you grow your brand, drive sales, and create the kind of attention you can’t buy with ads alone—if you do it right.

Here’s how to get started and make it work for you.

Related: Unlocking the Power of Omnichannel Marketing for Small Businesses

How to Use Influencers For Small Businesses

Influencers are today’s word-of-mouth. Their followers trust them. And when they talk about a brand, people listen—and often buy.

Think of them as a bridge between your product and your ideal customer. Whether it’s a mom with 30,000 Instagram followers or a podcaster with a loyal business audience, the key is their ability to spark curiosity, build credibility, and generate real engagement. As a small business, getting in touch with and working with these influencers might just be the boost that you need to get you to the next level.

Step 1: How to Find Influencers That Fit

Start by looking in your niche or your local market. You want people who already talk to the audience you want to reach.

Here are some practical ways to find them:

• Search hashtags relevant to your industry
• Look at who your competitors or peers are working with
• Use tools like BuzzSumo, Upfluence, or even Instagram and TikTok search
• Don’t overlook micro-influencers (1,000–50,000 followers)—they often have stronger engagement and are more approachable

More importantly, check if they’ve already used or mentioned your product or service. That’s gold. Working with someone who’s already a fan makes any campaign more authentic.

Step 2: How to Work With an Influencer

Once you’ve identified a potential influencer, reach out with a clear and friendly message:

• Show that you’ve followed them
• Mention what you like about their content
• Explain how you think a collaboration could benefit both sides

Start small. Maybe ask them to try your product or visit your location. Build a relationship before you go big.

A partnership should feel natural. The influencer should have creative freedom to present your brand in their voice.

Step 3: Talk Compensation Early

Influencer compensation isn’t one-size-fits-all. Here are a few options:

• Cash: Many influencers, especially those with larger audiences, will expect a fee
• Free product or service: Works well with smaller or niche influencers
• Affiliate or performance-based: Offer a commission per sale or referral
• Hybrid deals: A mix of payment and product

The key is to have an open conversation. Ask what they usually charge. Be honest about your budget. Most are open to flexible deals—especially if they like your brand.

Step 4: Test Their Impact

Track everything. Set a clear goal: more sales, website visits, email sign-ups, or foot traffic.

Use:

• Promo codes or unique links
• Google Analytics UTM tags
• Direct customer surveys (“How did you hear about us?”)

Start with a short-term campaign. If it works, expand. If it doesn’t, learn why and adjust.

Related: 7 Ways You Can Use Data to Better Serve Your Customers and Grow Your Business. A Look at Zoho Analytics

Step 5: Fully Use the Influence

Don’t stop at one post.

Here’s how to maximize their influence:

• Repost their content on your social media
• Use their quotes in your email marketing
• Add them to your testimonials or case studies
• Invite them to events or livestreams
• Create a longer-term ambassador program

The goal is long-term trust, not a one-time spike.

Step 6: Align with Your Brand

It’s tempting to go after big numbers, but influence is about fit, not just followers.

Ask:

• Do they share your values?
• Do they speak to the same audience you do?
• Have they used similar products before?
• Would they naturally talk about your brand even if you didn’t pay them?

If yes, that’s someone worth working with.

Influencers Are the New Word-of-Mouth

The Knicks are riding the wave of celebrity fans to boost their brand value. You can do the same with strategic influencer partnerships—on a scale that fits your business.

Start local. Start small. But start now.

An influencer who genuinely loves what you offer can help you get in front of the right people, boost your brand’s credibility, and make noise in a crowded market.

And that’s a winning move, no matter the size of your business.