Many marketers would categorize influencer marketing as an awareness tactic, which is a reasonable assumption. We tend to measure influencer campaigns based on reach, impressions and engagement rather than the end sale. And influencer-shared content is often used as an introduction to a product or service.

However, there’s really no single best time to use influencer marketing, because the path from awareness to point of sale includes many important touchpoints along the way. Today’s sales funnel process is highly consumer-driven, where educated customers are actively seeking information that’s relevant to their needs. As the CEO of Sway Group, an influencer marketing agency, I’ve seen firsthand how influencer marketing can be used effectively at every stage of this modern purchase journey.
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