How to Choose the Right Influencer Marketing Agency

by Game Marketing Genie, on 12-May-2020 10:44:37

Influencer marketing is a potent and effective way to promote your business. Studies show that a massive 82 percent of people trust recommendations from influencers over other forms of promotion. This makes influencer marketing one of the best ways for brands to reach their customers today. 

Running an in-house campaign, however, is a lot of work. Businesses have to find appropriate influencers, vet them, brief them about the campaign, and monitor their performance to ensure they deliver the expected results. This is a lot of work, and it can derail a company from its primary objective (to provide excellent products for the market) if not done well. 

It is little surprise then that many businesses outsource this process to experts. Those that do this do it to pay for convenience, metrics, quality work, and ongoing campaign support. We encourage every growing brand that needs more time and energy to seek influencer marketing services from the professionals. To make your search for the best marketing agency less confusing, we’ll highlight some of the things you need to consider.

Research who they’ve worked with

Before settling on a particular agency for your promotional campaign, you should inquire about their track record. Let them tell you the brands they have worked with and the outcome of those campaigns. Understanding the track record of a marketing agency is very important as it will tell you if they have the necessary experience to promote your business. 

The right agency should also have prior experience in your industry. Influencer marketing strategies vary across sectors, and to ensure the best outcome, you should only choose an agency with a proven track record in your industry. For instance, an agency that is known for managing influencer marketing campaigns for fashion companies may not be a good fit for your tech brand. Ask for relevant case studies to determine if the agency is a good fit for you. 

Next, you must analyze the influencers an agency collaborates with. This analysis will help you determine if you can pay for those services or not. Some agencies work with extremely popular names, and this makes their service charges very high. Smaller businesses with limited budgets should instead work with agencies that collaborate with micro-influencers in their niche. Micro-influencers are popular in their communities, and as such, this strategy allows businesses to reach a highly targeted audience and, at the same time keeping their marketing spend low. They also tend to have a higher engagement rate than popular personalities.

With this form of research, you will be able to identify the agencies that align with your needs and hold sufficient marketing experience in your industry to boost your chances of success. 

Two people writing with Macbooks

Understand how they work, and if they’re willing to be open to you

Before hiring an agency to run your influencer marketing campaign, you need to understand their work processes. Your relationship with the agency should be very smooth to guarantee the success of your marketing campaign, and understanding the agency’s work processes will give you an idea of what it would be like to work with them. How your audience receives your product will depend on the strategies deployed, and in this regard, you’d want to work with a trustworthy agency that is committed to giving its clients the best. 

Businesses need to ask their prospective agency to highlight how it handles new projects. They should explain the criteria they uses to choose influencers and the platform for product promotion as well as the strategies deployed for different campaigns. It is also essential to understand how the agency measures the success of a campaign. Influencer marketing campaigns should make sense for your business, and the agency needs to clarify the metrics it uses to measure success for different campaigns. You should be able to notice tangible benefits from an influencer campaign such as user impressions for the content, increased follower count on social media, and even an increase in sales. 

You should also inquire about the people who will manage their accounts. The communication channels should always be open, and identifying your account manager is the first thing you need to do. This will make it easy for you to know who to reach out to when you need your campaigns updated to meet particular demands. The contact person will also come in handy when you need clarifications on specific issues or to access certain campaign metrics. 

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Find out what influencer marketing strategies they can offer you

Agencies use different promotional strategies to increase a brand’s reach and user engagement on social media and other platforms. Before working with a particular agency, you need to know the types of influencer marketing campaigns they are comfortable with, the success they’ve achieved implementing those campaigns, and if they can offer you a strategy that will work best for you. These details are crucial as they show an agency’s capacity to deliver impressive results when promoting brands. 

Once you understand the strategies that they can offer you, you should go further to confirm that they have the resources, expertise, and team to implement them successfully. In an attempt to convince you to pick them for your influence marketing campaign, an agency may mention the top campaign strategies when they don’t have the capacity to implement them.

Without your own detailed research, you will not find this out and will receive half-baked influencer marketing campaigns with minimal impact. To prevent this from happening, you need to find the time to check if the agency can implement the strategies they offer you. Consult with the brands they have worked with in the past to determine the agency’s efficiency. 

Book with "from the real experts" written on it

Request to see testimonials

Testimonials show whether the agency’s previous clients were happy with the services offered. They serve as an essential resource when determining if a particular agency is the right fit for your influencer marketing needs. Read the client testimonials in detail to see what stood out for each client. You should be particularly interested in the agency’s work ethic, communication abilities and success rate. 

Ask yourself a few questions: 

  • Did the agency achieve its marketing targets when running different campaigns? 
  • Did they communicate effectively with their clients to update them on the progress of the campaign?
  • Was their turnover time up to standard?
  • Are they receiving mostly or completely favorable reviews?

These are some of the issues that you should be interested in when analyzing an agency’s ability to run a positive campaign. If they are not entirely evident from the testimonials, then you shouldn’t settle for them. Influencer marketing campaigns are not cheap, and to ensure your marketing funds are invested wisely, you must take the time to analyze the testimonials keenly. 

Marketing agencies are aware of how highly customers value testimonials, and some may publish fake reviews to build their credibility. False reviews will mislead you, and that is why you need to search for authentic reviews on social media and other community forums such as Quora. A search on these platforms will provide genuine reviews from real clients, and this will help you understand if the agency is as good as the testimonials posted on its website make it to be. Make sure to cross check anything you see if possible.

Reach out to the clients and ask them about the credibility, quality of service, the levels of customer satisfaction offered by the agency in question. It may seem like a lot of work, but this will help you determine if a particular agency is the right partner for you - a benefit you cannot afford to lose. It will help you avoid losing opportunities in the form of failed marketing campaigns. 

Typewriter with review paper

Be honest about your needs and find out how they can help you

When selecting an agency to run your influencer marketing campaign, you need to tell them your expectations to ensure you’re on the same page. With a clear understanding of your needs, the agency will be able to determine if it has the capacity to handle your account, and this will help both of you avoid frustrations later on. 

Let the agency know the goals you want to attain, such as improved online visibility, greater exposure to a specific demographic, and increased conversions. The agency should immediately understand the resources required to achieve those targets as well as the influencers to collaborate with for the best results. Ask the agency to be honest about their ability to meet your goals. 

There is a possibility that your goals may not be aligned with the latest industry trends, and the agency will be able to highlight this when having the discussion. They may then recommend adjustments to the strategy and the resources it will deploy to bring you better coverage. Other than this, you can also use this time to discuss the cost of the entire service and the deliverables. Negotiate for the best rate and ask to be notified of any developments along the way.

An open book

Making it count with influencer marketing

If your marketing strategy doesn’t include influencer marketing, then you’re losing opportunities to convert. But if you don’t have the expertise, then you won’t be able to make your influencer strategy succeed. Get everything you need to know about video game influencer marketing in our ultimate guide here: The Definitive Guide to Influencer Marketing!


Influencer marketing is one of the most effective methods for brand promotion. When used correctly, it will help you improve your online visibility and give your products more significant exposure. The complexities of this form of marketing keep evolving, and you need marketing professionals to run a successful campaign.

The team at Game Marketing Genie is here to help you. Let's chat soon about how we can create, optimize and deliver your influencer marketing strategy to get the maximum return on investment.

Need more info? Find out more about how we can help you become the business you want to be!

Topics:Influencer MarketingDigital Marketing StrategyInfluencer Marketing StrategyDigital Marketing Agency

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