What is Influencer Marketing and its Role Digital Marketing Agency

By Arslan Shah 9 Min Read
Young woman blogger recording video on camera

With the recent rise of social media influencers and digital marketing, businesses have found an engaging, low-cost way to connect with more customers than ever before. If you have no idea what I’m talking about, you might be wondering if it’s all just another flash in the pan social media trend that won’t have much of an impact on your business. After all, if you are looking to hire digital marketing agency services, why would you need to know anything about influencer marketing?

The key role of influencer marketing

Today, digital marketing agency is looking at new ways to reach consumers. That’s because many businesses are struggling to generate sales. Their customers don’t trust them enough, or they can’t stand behind their brands when it comes to communicating a powerful message that resonates with today’s buyers. However, there is a way for businesses to take advantage of the growing power of social media to raise awareness of their products and services. 

It’s called influencer marketing. The key role of a digital marketing agency in promoting your brand via an influencer campaign is simple: find relevant individuals on various social networks who have large followings and share similar interests as your target audience. Then contact these influencers about partnering on projects that showcase your product or service.

The definition of an influencer

An Influencer is someone who has control over potential buyers in a market. In short, an Influencer is anyone with a special position or power to affect purchase decisions in a marketplace that they are not necessarily a part of. In their new book Marketing Metrics (McGraw-Hill), authors John Jantsch and Michael Fleischmann write that influencers don’t simply pass on information or promote brands, they have genuine relationships with other people. 

As such, Influencers should be seen as brand advocates rather than marketers. They add value to customers by providing useful information that helps them make better choices. This can include recommendations for products and services as well as tips for using them more effectively.

How to find the right influencers

Influencers aren’t one-size-fits-all. Before you can decide who to partner with, In your digital marketing agency, you need to understand exactly what makes an influencer fit for your brand. Here are some important things to keep in mind when deciding who will be right for your campaign: Does their audience align with your target market? Do they have a wide reach or are they focused on more niche interests? Have they worked with other brands similar to yours? How do they engage with their followers? The answers to these questions will help you determine whether or not someone is a good fit for your campaign. 

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Once you know who you want to work with, there are several ways to find them. One of our favorite places to start is BuzzSumo. This tool allows you to search by topic and see which bloggers write about it frequently. It also allows you to find influencers based on their social media following and lets you filter by engagement rate so that only highly engaged bloggers show up in your results.

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How to approach influencers

How do you approach an influential person? I’m not talking about a celebrity or someone with hundreds of thousands of followers. I’m talking about people who have influence over their own audiences—maybe they’re popular on Instagram, or maybe they run a small local Facebook group. These kinds of people are key to making your brand, product, or service successful—and you should treat them accordingly. 

Here’s how to get started: Include a social media manager in your budget: Having a social media manager in-house can be incredibly beneficial for companies big and small, but it’s also one of those positions that often gets cut from company budgets because it seems unnecessary. It might seem unnecessary if you think only celebrities use social media, but that couldn’t be further from the truth; nearly everyone uses social media these days—even grandma!

What makes a good content campaign?

First, you need to identify what your goals are. For example, do you want to grow your social following? Do you want more followers on your email list? Do you have a product that needs awareness? Are you looking for leads or sales? The first step in any campaign is goal setting, or knowing where you’re going. Without a destination, it’s hard to set good directions. Once you know your goals, then you can create a strategy around how to achieve them. 

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This could include using paid ads, organic posts on social media platforms (like Facebook or Instagram), emails, and more. Once you know how to reach people and how much they’ll cost, it’s time to start creating content! Make sure your content matches your target audience’s interests and be sure to promote it across all of your channels. That way, when someone sees one of your pieces of content, they might see another one elsewhere—and be reminded of who you are.

How do you measure success?

In a digital marketing agency, It’s best to use a combination of metrics, including the number of social followers, social engagement (for example, likes/comments/shares), organic traffic through search engines, and conversions. In order to determine if your campaign was successful, you must be able to quantify your goals. 

These goals can vary by industry or objective – but they must be concrete. After all: if you don’t know where you are going (and how) it’s impossible to get there! A few common social media goals include: lead generation, increased brand awareness, and conversions. You can set these specific goals for each individual campaign as well as an overarching goal for your entire strategy.

While choosing tools for monitoring and analytics is something that should happen before creating any content for a particular platform, it doesn’t hurt to take into account what tools brands are using on each platform when developing campaigns.


Influencer marketing is a form of digital or word-of-mouth marketing in which businesses partner with influencers to drive awareness, traffic, leads, and sales for products. To some, it’s controversial because it can feel like propaganda or stealth advertising. But advertisers have always had an influence on their target audience. This is just a new way of going about it in today’s social media landscape. If done right, it can be an effective tool to create brand advocates. 

So what does that mean? Essentially, brands are partnering with influential people (or influencers) who already have a strong following online. These folks are then encouraged to share posts about your product or service on their own channels. This strategy has been proven time and again by companies such as Red Bull, Dove, Nike, Coca-Cola, and more. Some brands even pay these influencers thousands of dollars per post they share!

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