Consumers are skeptical of ads and companies. It's a fact — 92 percent of shoppers trust recommendations from others over branded content, shows Nielsen data.

This holiday season, one of the best ways you can attract new users and convince them to make a purchase is to have someone else sing your praises. Simply put, your audience and fans will be more receptive to your brand’s message and products if someone else tells them about it. A referral from a friend or family member can have a significant impact, but those are often organic and hard to cultivate.

Luckily, there’s another group who already has your fans’ trust and is accustomed to working with brands — influencers. These are individuals with substantial social followings. But they’re more than their numbers. Often, their influence comes from their relationship with their fans, who truly trust what they say.

That’s why when a product is endorsed by a prominent blogger, 30 percent of consumers are more likely to purchase that product. That percentage jumps to 70 percent for millennials, according to a recent study.

Another way to look at it is for every dollar invested in influencer marketing, you get $6.85 in returns on average, according to Burst Media research. For retailers, apparel and food and drink companies, the return is closer to $11. Plus, more than half of marketers say influencer campaigns result in better customers, found Tomoson data.

During this busy season as you search for the best marketing tactics to bring in sales, try influencer marketing. Below are a few tips for working with influencers during the holidays.

1. Start with blogs

37 percent of marketers view blogs as the most effective platform for influencer marketing, according to this study. Bloggers have a designated space to talk, write and review your products. Plus, they’re extremely active on social.

Working with bloggers is the best way to get quality, linkable content while also tapping into a powerful network for social promotion.

2. Don't go exclusively by the number of followers

When selecting influencers, bigger isn’t always better. The sweet spot is finding an individual whose mission, personality and content truly fits with your brand. It’s about the quality and demographic of the audience rather than sheer size.

3. Be prepared to offer free products, discounts and compensation

Providing influencers with your top products at no cost is a must. Sharing a discount for the influencer to promote is usually a good idea, too. A discount code may be the deciding factor as a new fan hovers over the buy button.

But know that you may have to pay for a blog or social promotion as well. This can come as a surprise to brands or small companies new to influencer marketing. Think about it. For many bloggers, this is their career and income. It doesn’t mean they don’t love your product. It means they value what they do and the materials they create.