Chart a smarter customer journey with influencer marketing

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This means bringing influencers into the concepting phase earlier, so that the end product is a true collaboration. It also means creating clear—not rigid—briefs that are explicit in what cannot be included in order to comply with industry regulations. For instance, alcohol brands often have to ask partners working on summer campaigns not to british indian ocean territory b2b leads show any body part in water at a pool or beach. Even a toe in the water could be construed as unsafe behavior while drinking.

Most importantly, brands have to remember that influencer marketing content isn’t simply a studio-produced ad. In the same way mascots like Flo from Progressive or Dos Equis’ Most Interesting Man in the World have become cultural icons, influencers can create cultural, relatable moments around your brand in the place your audience spends a majority of their time—on social.



This doesn’t have to be hard sell content that details the ins and outs of your coverage plans and deductibles. It should lend a voice and (in some cases) a face to your brand, one that lives rent-free in consumers’ memories until they eventually need your product or service.

Influencer marketing may be less familiar territory for regulated or more traditional industries, but it’s one well worth exploring. Businesses in these sectors have to reach new audiences in order to grow. If you’re not meeting potential customers where they spend the most time, you can’t expect them to invest in you.

Ready to start building a business case for more influencer marketing resources? Use our influencer marketing budget template to expedite the planning process.


Pop quiz: How does your social stack up against your closest competitors? Seems straightforward, but how much of your team’s knowledge is based on assumptions vs. data-driven insights?