What is an influencer marketing agency?

Influencer marketing agencies are the go-to place when you want to find the best people to promote your product or service. These companies bring together top social media influencers from different niches and industries to create engaging content. They also make sure this content gets shared across all social media platforms.

You can hire these agencies to do everything from creating sponsored Instagram posts to managing video shoots. The bottom line: they’ll take care of the hard stuff so you can focus on growing your business.

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Why work with an influencer marketing agency?

There are three main reasons why you should consider working with an influencer marketing agency.

First, influencer marketing agencies will save you time by doing much of the heavy lifting. They will help you find the relevant influencers, build out your social media strategy, create some of the graphic design, and may even handle the video editing work. This frees you up to spend more time strategizing about getting your message out there.

Second, influencer marketing agencies have access to some of the most powerful social influencers in the world. They usually have a network of influencers that they've worked with and they know are good. You can tap into their audiences and reach new customers without spending too much money on an expensive influencer marketing platform. For example, a TikTok agency would have access to tens and hundreds of the right influencers for you to work with.

Finally, influencer marketing agencies are able to quickly scale up or down depending on your needs. If you need to launch a campaign, you can add more resources at any given moment.

Questions to ask your influencer agency

If you’re looking for an influencer marketing agency, here are four questions you should ask yourself before signing up.

1. What type of influencer marketing services do you offer?

There are many aspects of influencer marketing that an agency could handle. Some may only deal with the content strategy and help connect you to the right micro-influencers. Others may manage the entire campaign from start to finish, from creative strategy to content production. A full-service influencer marketing agency will typically do all of the above.

2. How much experience do you have with influencer marketing?

A good influencer marketing agency has years of experience in the field. It knows what works and what doesn’t. By asking them if they can help you figure out your goals, you’ll know whether they’re right for you.

3. Do you only create the strategy or do you manage the entire process?

Most influencer marketing agencies offer a range of services. But if you only need one person to handle your campaign, it may be worth paying separately for each piece of the puzzle. It also depends on the social media channels that you'll be using, some require more planning and some are heavy on the execution.

4. What influencer marketing strategies would you recommend for my business? 

You should get a good idea of the type of strategy your agency would pursue before starting to work with them. Which social channels would they recommend? What type of content should you create? Which relationships with influencers would they leverage? 

5. What type of influencers do you have in your network?

There are many types of content creators and they vary by the size of their audiences and their engagement rate (micro-influencers, macro-influencers, celebrity influencers, etc.). It's important to find out what type of influencers does the agency work with and which type they would recommend for your business. It's not so important that an agency has millions of influencers in their phone book, but that they know specific ones that can help you sell your product or service.

6. Who else is involved in the project?

It’s important to understand who’s going to be involved in your campaign. Are they experts in social media? Is this a social media marketing agency that is experienced in the social media channels you're on? How many other clients do they already have? How big is their in-house team? 

7. Have you worked with other brands in my niche?

Forget the prominent brands that you see on the agency's home page. Ask them if they have experience running influencer marketing campaigns for brands in your niche or industry. Have they worked with other consumer brands in your niche? If you're expanding to another region, have they worked with international brands? 

8. What other digital marketing services do you offer?

Last but not least, a great question to ask is what other services they offer. They may be able to help you expand to other marketing channels or improve your conversion rates or manage your organic social media campaigns. If they prove their worth with influencer marketing they may have the expertise you need in another realm that you may need. 

Once you start thinking about the answers to these questions, you’ll see why influencer marketing agencies are such great partners. When you don’t need to worry about anything but getting results, you can focus on making your product or service better and growing your other channels.

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