What is Influencer Marketing?

Influencer marketing in black text against a white smartphone screen on a green background
  • James Notaris

    CPA, ESQ, Legal Editor

  • Steve Longo

    Digital Marketer

    In Brief:

  • Influencer marketing is an increasingly-popular digital marketing strategy that countless brands have used. 

  • It offers many benefits, including reaching target audiences efficiently, growing breach reach, and boosting conversions. 

  • Learn all you need to know about influencer marketing below!

A buzzword that’s been thrown around a lot in recent years, influencer marketing has become a key pillar for countless brands’ digital marketing strategies.

But just what is influencer marketing? Why has it been so popular in recent years? How exactly does it work? 

To help you better understand influencer marketing, we’ve put together a detailed guide below. Find out more about how your brand can leverage influencer marketing to grow for years to come!

What is Influencer Marketing?

Influencer marketing is a type of digital marketing in which brands enlist the help of influential figures and leaders, known as influencers, to reach their target audience and drive their brand growth. Rather than market directly to a target audience, influencer marketing sees these influencers hired or inspired by certain brands to do this work for you. 

The basic concept of influencer marketing is very similar to how brands have hired celebrities to pitch their products to consumers on TV for decades. However, influencer marketing leverages digital marketing strategies and techniques such as social media marketing and content marketing to reach their target audience in the digital realm in a targeted and cost-efficient manner.

Why is Influencer Marketing Important?

Influencer marketing is a key component of digital marketing for brands for a number of reasons. 

Users are often overwhelmed with all types of digital marketing and advertising nowadays, from paid ads to social media to blogging and everything else in between. However, by leveraging influencers, brands can reach their target audience in a more authentic way that doesn’t add to their current advertising overload. 

Influencer marketing can also be used to reach a specific target audience through a relevant leader in the industry, giving brands not only leverage to get their message across, but also target specific demographics efficiently. Overall, influencer marketing is a great way to grow your brand recognition, attract new customers, boost customer loyalty, and maximize customer lifetime value. 

How Does Influencer Marketing Work?

To create an effective influencer marketing strategy, first connect with relevant influencers in your niche and determine what, if anything, their compensation will be. In many cases, brands compensate influencers monetarily or with free products and services. In other cases, there may be a mutual agreement to share content and boost both parties’ digital marketing efforts collectively. In other cases, an influencer may be so inspired by what a brand is doing that they’ll agree to market their products and services for free. 

Once this is figured out, the next step is to set a budget and coordinate a strategy that the influencer is on board with. How will you reach your target audience? Social media? Videos? Blogging? Deciding on the best form of content is key for both parties. 

Next, decide on the messaging and what the ultimate goal is, whether it’s to boost brand awareness, increase conversions, or anything else in between. Finally, after you’ve put your strategy into motion, be sure to track the data carefully and make any needed refinements to it. 

What are Some Influencer Marketing Tools to Use?

A number of useful influencer marketing tools exist that brands of all sizes and sectors can utilize. Some of them include:

  • BuzzStream
  • Awario
  • Buzzsumo
  • Pitchbox
  • Followerwonk 

Use Influencer Marketing to Grow Your Brand Today!

Influencer marketing is much more than just another digital marketing buzzword. It’s a critical piece of any comprehensive digital marketing strategy that more and more companies of all sizes and sectors have turned to throughout the world. Give it a try today and see what it can do for your brand! 


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