Influence strategy and its impact on business success

In this era of intense competition and globalization, companies are constantly confronted with a complex marketing environment. To stand out, strengthen their position and improve their economic performance, they need to adopt new approaches such as influence strategy. 18h08 is an influencer agency specializing in influencer strategy that supports its clients in the development and implementation of their influencer campaign.

Discover also our influencer agency in Paris, influencer agencies in Lyon and digital strategy agency in Marseille.

Influence strategy

What is influence strategy?

The influence strategy consists of using different communication techniques to foster a desire for adhesion among a specific audience, in order to achieve certain previously defined objectives. This can be about awareness, image improvement, product promotion or even behavior change. It is generally a complementary lever to other marketing strategies to better reach targets, in particular by using influencers, people with a strong authority and/or audience on social networks.

The key steps to a successful influencer strategy

Setting Specific Goals

For an influence strategy to be effective, it is first necessary to establish precisely the objectives to be pursued. The SMART (Specific, Measurable, Achievable, Realistic, Time-bound) methodology is particularly useful in this process, as it clarifies expectations and evaluates the effectiveness of the actions put in place.

Identify Targets

A key step in implementing an influencer strategy is to identify the target audience. This phase consists of determining who are the people you want to reach with the company's messages, what their needs are, their motivations and how they consume the information. It is also crucial to take into account the market segments in which the company is positioned, in order to best adapt the actions and means implemented.

Select Relevant Influencers

Influencers are an essential tool for effectively disseminating an influencer strategy. They are chosen based on their ability to promote the company's image, create traffic to its website or generate sales. To choose the right influencers, it is necessary to take into account a few criteria, such as the size of their audience, their specialization (sector, theme), the quality of their content, and their engagement with their community.

Define the means and channels of communication

The choice of means and channels of communication is essential to optimize the impact of your influence strategy. A distinction is generally made between press relations, social networks, display (online advertising), traditional advertising buying, content marketing, events, etc. Depending on the objectives and the target audience, some channels will be more appropriate than others to implement. For example, if your target audience is younger, choose platforms where they are present such as Instagram or TikTok.

Develop an action plan and budget

Once the outline of the strategy has been defined, it is time to move on to the development of the action plan and budget. This step consists of choosing the influencers to work with, establishing a provisional timeline of operations, allocating the necessary resources, and determining the key performance indicators (KPIs) to measure the success of the actions undertaken. Pricing method adapted to the amount of advertising spend, analysis of the ROI (return on investment), comparison between influencers analysed and date of efficient ready-to-wear notoriety service argument 

The benefits of influencer strategy

Credibility and trust with consumers

The main advantage of an influencer strategy is its ability to build trust and credibility between the company and its potential customers. This is because recommendations from an influential person are often seen as more credible than those coming directly from the company, as they are perceived as less self-serving.

Increased awareness and traffic

Being visible to a qualitative audience makes it possible to improve the company's reputation. Influencers therefore help to increase the number of people who know your brand, as well as generate significant traffic to your website.

Increased sales

The influence strategy also aims to increase sales thanks to the various levers put in place. Indeed, initiatives led by influencers to promote your products or services can generate enthusiasm among their community and encourage purchases.

Mistakes to avoid when setting up an influence strategy

  • Not having a clear vision of your objectives: it is essential to determine precisely what you want to achieve from your influence strategy in order to orient your actions accordingly;
  • Selecting the wrong influencers: Choosing people whose image is not in line with that of the company, or who do not have enough authority or credibility with their audience, can be counterproductive;
  • Lack of transparency: partnerships between influencers and companies must be clearly identifiable, otherwise they will create confusion or a sense of deception among consumers;
  • Neglecting follow-up: as in any marketing approach, it is crucial to regularly monitor the evolution of the actions implemented to measure the results obtained and adjust strategies if necessary.


Ultimately, the influence strategy is now an essential marketing lever allowing companies to differentiate themselves, gain visibility and seduce their targets. The support of a specialized agency like 18h08 undeniably offers valuable expertise and support in the implementation of such a strategy.