Influencer marketing offers possibilities for businesses in virtually any niche. It's grown out of celebrity endorsement, but, with nearly everybody now on social media, it turns out that relatively ordinary, down-to-earth people are often the best influencers.

To be of use to you, an influencer's following must match your target audience. You might be tempted to try to work with Justin Bieber and his tens of thousands of followers; even if you ignore the difficulty of gaining access to him and paying what would undoubtedly be a very high price (he's unlikely to work with you for free unless he personally adores and uses your product), his followers will be of little use to you unless your product targets his following of teenage girls.

So, how do you find suitable influencers?

There are now various ways, ranging from using the various social media channels themselves to paying for specialist networking tools and working with influencer marketing platforms that can provide dedicated influencer search engines.

Here are six tools and approaches you can use to find influencers who are right for what you have in mind for your marketing.

1. BuzzSumo

BuzzSumo is an online tool that helps you determine which content works well regarding any topic. You can even use it to see what has worked well for your competitors.

BuzzSumo also has an Influencers and Outreach section to help you find, analyze, and follow influencers. Select your topic, and BuzzSumo will suggest a list of influencers in your niche. You can opt to display this list by relevancy, page authority, domain authority, number of followers, retweet ratio, reply ratio, and average retweets.

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image of Werner Geyser

Werner Geyser is the founder of InfluencerMarketingHub, a leading influencer-marketing resource on the Web. He is also a partner at Rainmakers Growth Hacking Agency.

LinkedIn: Werner Geyser

Twitter: @WernerGeyser