The Importance of a Vision Statement for Your Influencer Marketing Strategy

Influencer marketing is the process of initiating and building relationships with industry influencers. The goal, generally, is to get brand mentions, reviews, endorsements, and occasionally partnerships with influencers. They often have large and loyal followings. One mention by them can double your traffic, and increase awareness, leads, and sales.


Influencer marketing is generally a cost-effective tactic with a high return on investment. It requires time and patience, but has little additional overhead because you can use your existing content marketing plan to support your efforts. Generally, influencer marketing is initiated by engaging with chosen influencers on social media. Engage, offer value, and begin to build a relationship and reputation with the influencer. However, before you start engaging, it’s vitally important to take a step back. Any marketing strategy requires a goal to be successful, and with influencer marketing it also requires a vision statement.

What’s a Vision Statement? A Quick Recap

A vision statement is a statement that defines where your company is and where it wants to go. What do you want to grow and become? A vision statement often includes your company’s core values. For example, “We work hard every day to make American Express the world’s most respected service brand.”

Your vision statement is important in your influencer marketing strategy because it helps you communicate your brand in an authentic way. Building relationships is difficult. The more authentic you are, and the more consistent you are with your message, the easier it is not only to get noticed, but to achieve success with influencers.

People want to know what to expect, and by putting your vision statement at the forefront of your influencer marketing strategy and plan, you not only are prepared to deliver a consistent message, but you will make it a strong one. For example, if your vision is to become the most sustainable business in your industry, then a good number of your interactions online will be on the topic of sustainability – not just your own examples and actions, but also acknowledging the sustainable success of others. You create a theme for others to remember you by when you integrate your vision statement into your influencer marketing.

It also makes you more memorable and helps your audience connect with you in a more profound way. If you’re not presently utilizing influencer marketing in your marketing strategy, begin your process by pulling out your vision statement, polishing it up, and then seeking influencers in your industry who may connect with your goals and ideals, and who have an audience that is relevant. If you are already engaging in influencer marketing, look at your vision statement and begin to realign your efforts to be more consistent with who you are and the company you want to become.

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Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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