How to Use Influencer Marketing in Your Digital Marketing Strategy

How to Use Influencer Marketing in Your Digital Marketing Strategy

Influencer marketing for brand promotion has gained popularity and attention recently due to its proven effectiveness. Using influencer marketing to sell your products or services is a bright business idea, and the results are usually highly satisfying in raising brand awareness, increasing sales, and growing the audience. Influencers can establish trustworthy relationships with their audience, which makes it easier for them to make people go and buy your products.

So, here are some practical tips on effectively using influencer marketing in your digital marketing strategy and achieving desirable results. 

What is influencer marketing, and why is it so popular? 

Influencer marketing is a form of social media marketing that uses product recommendations and endorsements from influencers or people with popularity who are recognized as authorities in their industry. Influencer marketing is effective, whether you’re selling services online or leading an eCommerce business, because influencers have established a high level of trust with their audience, and recommendations from them provide social evidence of the quality of your products to potential customers for your business.

When a brand works with an influencer to broaden its audience, increase brand awareness, and boost sales of a new product, they all win and reach desirable goals. When influencers post about brands’ products or services on their social media profiles, businesses gain organic exposure to their target audience. 

Set clear campaign goals

What objectives do you have for this campaign? Is the goal to boost brand recognition or sales of a new product? It’s crucial to define your goal so you can communicate it to the influencers and let them know how they can help. Working with influencers can grow your community, boost interaction on your social media channels, or drive more visitors to your website. Identifying the precise audience characteristics that meet the company’s requirements is critical because influencers have very niche audiences.

However, it will increase productivity to begin your plan by focusing on what your brand requires and expects to reach after the campaign. You probably won’t need an influencer who posts about something unrelated to your brand, but you also don’t want to inhibit their creativity and individuality. Make a clear plan for the business and your influencer marketing strategy so you can adhere to it later.

Research industry influencers

Research is one of the primary and essential stages of finding the right influencers for your brand. Pick the platform on which you want to concentrate first. Expanding to additional platforms is always an option, but if you’re just starting, stay with one. If you don’t know where to start, social listening can help you find the platforms where people are talking about your brand more and the people who are most active there. 

Look into the influencers you’re interested in during the research step. Are you searching for well-known influencers with large follower bases? Or micro-influencers who have fewer followers but high activity? Research the influencers who will have the middle popularity but are appropriate to your industry, well-informed about your products, and comfortable for your budget. 

Contact influencer and discuss

Once you have set clear goals and completed your research identifying influencers you would like to collaborate with, it is time to contact them. Take the time to create a strong message and find the correct contact information for the influencer because your very first communication will be your first impression and could make or break the collaboration agreement. After some time, when the influencer signs a contract with your company and becomes an “employee” of your brand, you can do 360 degree analysis and analyze their performance, weaknesses, and strengths. 

When emailing the influencer or the agency, be sure to keep it professional. Make a brief introduction of what you want to reach due to an influencer campaign and after contacting the influencer, discuss the details together. It would help if you also let them know that you are willing to clarify any details they may have to hear about your products, campaign, etc.

Monitor your main competitors

It’s crucial to stay informed about what’s happening in the market and your competitors’ actions. Stay updated and monitor your main competitors to see the influencer campaigns they have run in the past and the influencers they have collaborated with. This is important and useful because it shows you exactly what you can accomplish for your campaign and perhaps what you should stay away from. 

Another reason is that since they undoubtedly have an exclusivity agreement with that company, you should take note of the influencers who have worked with your competitors and possibly avoid selecting them for your campaign. If they appreciate your competition, there is a good possibility they will also be interested in your company, so you may go through their comments to identify other influencers they haven’t previously collaborated with.

Track metrics and analyze

Even though your influencer marketing campaign is still in progress, you still need to set aside specific dates and clear metrics to evaluate its success. Track and analyze metrics after each campaign, so every campaign is unique, and each has its metrics to be measured and considered. Use ERP software to manage all the results and metrics in one platform and organized. By tracking the results of your campaigns, you will be able to improve your influencer marketing strategy and make it better with more engaging topics and industry-based influencers. 

Being open and honest with your influencer is essential because they will need to share specific statistics with you and discuss them together when the campaign is over. In the early stages of influencer marketing, experimentation is crucial; platforms, tools, techniques, influencers, test everything, and choose the best match for your business, but update it frequently. While a large number of likes and comments may not always result in sales, they can be seen as boosting brand awareness and leading to business growth and more sales. 


It’s so evident that influencer marketing is a vital instrument for digital marketing, and it is worthwhile integrating it into your company’s digital marketing strategy as soon as possible to get the package of benefits for your business growth. 

The challenge is to identify the right influencers who are highly informed about your industry, have a large organic audience, and have ideas of how to introduce your brand to millions of people uniquely. The professional influencer may help your brand name stand out in the marketplace and draw an increasing number of customers to your company.