Influencer Marketing For Dummies

Chapter 15

Setting and Measuring the Right Goals for Your Influencer Marketing Campaigns

In This Chapter

Being a trailblazer

Measuring activity

Understanding the value of your activity

Focusing on the right goal

Marketing helps sell stuff. It’s the only reason to take the time and spend the money to do it. What makes marketing interesting — and often difficult — is that how you do marketing changes with social and technological advances.

Influencer marketing is about getting the right people interested in your products as the first of many nonlinear steps toward purchase activity. This approach is rapidly replacing the more traditional 1-2-3 of “Hey, this exists, you want/need it, now buy it here” of traditional — and particularly direct — marketing (see Chapter 14).

Influencer marketing is still on the bleeding edge. This concept is important to understand for marketers who work with social media in general, and with influencers in particular, because the landscape changes so dramatically, so quickly. What was true a year ago — never mind three years ago — is probably laughably ...