Let’s face it: A multimillion-dollar Super Bowl ad is probably not in your near future. Luckily, you don’t have to spend mega bucks to get in front of customers. Influencer marketing is within reach for small companies. Be warned, though, it’s not foolproof. Social media marketing is highly competitive — a Fashion and Beauty Monitor survey of 348 marketing specialists found 57% have tapped influencers with 21% more planning to add them to campaigns next year — and it can be tricky to identify and work with influencers that authentically support your brand. If you’ve been intrigued but intimidated by the concept of influencer marketing, here are a few tips to get you started.