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Influencer marketing

Influencer marketing is marketing done by employing leading niche content creators. It is an another way of marketing to improve brand awareness and increase traffic to once website.

It is not something new, it has been happening even before the days of internet. You simply employ someone who has a access to your target market and the ability to influence their buying decision. But the internet has boosted this kind of marketing to a new level. Because the influencers now are not just limited to celebrities. If you have a good following on social media, or you have a lot of visits to your blog, you are an influencer.

Modern day influencer marketing takes the idea of celebrity endorsement and puts it into the content-driven marketing campaign. Thus creating a modern day version of the same idea.

With multiple platforms available to marketers the influencer marketing has taken off in a big way. Sometimes you can see the marketing happening, with some influencers explicitly mentioning the endorsement, but most of the time we don’t even notice the guile.

Who is an Influencers?

An influencer is an entity that has the power to influence buying decision of others. If a person or a group of people working as one has an image of authority, knowledge or have a strong connection with their audience, then they have the ability to influence them, and thus qualify to be an influencer.

An influencer can be a popular Youtuber, a fahion photographer on instagram or a travel blogger. People considered authority in any niche enjoy the highest degree of influencing power.

The only thing to remember is that, you have to select your influencer in your own niche, if you sell food supplement, then you don’t want to rope in an influencer in cyber security niche.

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Do you have a following? If yes, you are an influencer | Illustration by Freepik

Influencer categories

Inbound Marketing Process
Marketing has changed so has the marketing media

1. Social media stars

YouTube probably is the biggest hub of social media influencers, some youtube channels have following in millions. Other social media platforms that are to be considered for your influencer marketing strategy are Instagram, Facebook, Twitter.

Qualities to look for when selecting a social media influencer include, a large following, regular and consistent content generation and social interaction with followers. You also want to look for specialists in your niche because opinion of niche content creators is valued higher than a generalist.

2. Bloggers

Find bloggers in your niche with a large silo of content. Established blogs with a lot of traffic is what you are looking for in a blogger when selecting one. Even better if they have a big email list.

The quality of content also matters, so do some research, talk to some of them and see if they are a good fit.

3. Celebrities

It’s a costly form of influencer marketing but rewards are better too. If you can rope in a celebrity with a huge following, then you don’t need much more.

Small and medium businesses probably not going to go this route as it is costly and it comes under mass marketing, where you are shooting arrows in the dark in the hope of hitting some. Mass marketing is better left to big corporations.

4. Opinion Leaders

It is similar to other form of influencer marketing in that it too requires the key trait of having a large following, but it is focused on influencers who are considered opinion leaders in their niche.


When deciding to go the route of influencer marketing, make sure you have your whole marketing plan ready, a bad sales copy will still return bad ROI (best ways to measure marketing roi). Once you have your perfect amrketing material ready, then go hunt for your next influencer, key traits to look for are, large following, good quality content and level of audience engagement.

Hopefully this little article has given you enough insight into one of the high return marketing tactic, to start your marketing journey. For complete digital marketing plan read digital marketing roadmap.

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