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Influencer Marketing: the touch of modernity your business needs

With the emergence of social media, investing in modern and effective marketing strategies is crucial to ensure any marketing campaign’s success. In comparison to traditional marketing, influencer marketing puts its focus on influential people rather than the target market as a whole. By identifying the individuals that have influence over potential buyers, ‘influencer marketing’ orients its activities towards those influencers, whose job it is to endorse and promote your brand on social media. Rather than marketing directly to a large group of consumers, businesses using Influencer Marketing pay influential people to get the word out for them. Although influencer marketing is a relatively new strategy, it is an effective solution for marketers who are willing to think outside the box and build trust with their target market.

Read on to know why this marketing strategy is worth implementing for your business.

Influencers are anywhere and can be anyone

Influencer Marketing can be considered as a mix of old and new marketing tools: it takes the idea of the celebrity endorsement and places it into a content-driven marketing campaign. Unlike celebrities, influencers can be anywhere and can be anyone. What makes them influential is their large followings on the web and social media. For instance, an influencer can be a popular fashion photographer on Instagram, a well-read blogger or a respected marketing executive on LinkedIn. When you collaborate with an influencer, you are positioning your product or service for display to his/her already-established large network who trust what this influencer has to say. Today’s consumers don’t listen to the different ads presented on television or on the radio; however, they do trust influential people’s opinions. The fact that people are more likely to trust what other people have to say as opposed to corporations or advertising is why influencer marketing has become such a powerful and effective marketing strategy over the past few years. According to Statista, the influencer marketing industry now generates 1.07 billion U.S. dollars (or 1.5 billion Australian dollars) and, according to, businesses generate $6.50 for every dollar invested in Influencer Marketing.

Influencers become a part of your company

Influencer Marketing can also make up a large portion of an inbound marketing campaign. In fact, influencers’ main responsibility is to generate and distribute content about your brand on their social media platforms. Therefore, when influencers recommend your brand to their following, they become an extension of your company’s marketing department. In other words, implementing such strategy allows increased awareness and cultivates an audience online. Additionally, Influencer Marketing has the particularity to improve word-of-mouth advertising. A recent Nielsen study found that 92% of consumers trust word-of-mouth recommendations above all other forms of advertising. Influencer Marketing is therefore an ideal strategy for marketers to adopt in order to deliver a relevant message to their target audience and to increase customer trust and loyalty.

If you are looking to implement influencer marketing to your business, get in touch with us!


Clara is a Marketing Assistant at Sierra Marketing.

Passionate about writing, Clara loves to work on content production and particularly enjoys working in an agency for the variety of topics she gets to research and write about.

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