Finding the right influencers to promote products is indeed critical in product marketing. These are the steps I would recommend based on my experience:

1. Set Goals: It’s essential to first define what you want to achieve – whether it’s raising brand awareness, launching a new product or driving sales.

2. Identify Your Audience: Determine who your ideal audience is. Influencers whose followers match your targeted demographics will be the most beneficial.

3. Search Social Media Platforms: Use various social media platforms where your target audience is most active.

4. Influencer Discovery Tools: Leverage influencer marketing platforms like Flinque, which can assist in finding influencers, analyzing their audience and their engagement rates. Similar platforms like Buzzsumo or Upfluence can also aid in this process, but it’s important to recognize that different platforms have differing advantages – some might have more extensive databases, others may provide deeper analytics, etc.

5. Check Relevance and Authenticity: Evaluate if an influencer’s content aligns with your brand, and their followers are genuinely engaged. For instance, an influencer with a high engagement rate from a smaller but more active audience might serve your needs better than one with a massive but inactive follower base.

6. Track and Measure Results: Platforms like Flinque, Klear or Traackr can provide tracking and analytics to measure the performance and ROI of influencer campaigns, enabling you to refine your strategy over time. Each of these tools approaches measurement and analytics differently, choosing the right one depends on what metrics are most important to you.

This process is dynamic and requires continuous refinement. An influencer who works well for one campaign might not work for another. Regularly re-evaluating and adjusting your approach will ultimately lead to better results.