Set clear goals:
Realistic Goals include: Build an Influencer Marketing COMMUNITY, build brand awareness, get people to try a product, gain followers.
Unrealistic Goals: Increase sales next week
Why should your Influencer Marketing strategy and goals be about building brand awareness and not about sales? Because Influencer Marketing is marketing, not sales. Let me explain.
The Difference between Sales and Marketing:
- Marketing is getting the buyer’s attention and interest. Sales is closing the deal.
- Marketing’s task is to prep the prospects for the Sales. It can be through social media, advertising, email, or other marketing channels.
- Marketing takes the football from the 0 to the 50 yard line, and Sales takes it from the 50 yard line to the End-zone.
- Sales = money in the door. Marketing = money out the door.
Remember – marketing and sales are not same. In my opinion, though, #InfluencerMarketing will bring sales, but not immediately, only in the long run, and for those who have a clear influencer marketing strategy and the patience to win over consumers’ loyalty. Just like any marketing strategy.
SMI* = Social Media Influencers