Too often, brands default to “brand awareness” as the stated objective without knowing what success really looks like.
Instead, zoom out:“Ask what would make you look back in a year and say this was successful.”
That shift often surfaces more specific needs—like trial signups, lead gen, or market share—that better shape campaign decisions.
- Use “what does success look like in 12 months?” as a diagnostic question
- Map influencer goals to business-stage priorities (early-stage = lead gen, late-stage = share of voice)
- Don’t assume impressions mean impact—define what real traction looks like for you
Choose influencers by fit, not fame.
Follower count is a weak proxy for effectiveness—especially in B2B, where niche relevance beats mass reach.
I recommend selecting influencers based on audience quality and alignment.
- Platform fit: Where does your ICP actually spend time? LinkedIn, YouTube, TikTok, or beyond?
- Content quality: Does their style and tone match your brand values?
- Audience depth: Look beyond titles—are their followers actually your buyers, champions, or influencers?
- Engagement authenticity: Are they sparking real conversations, or gaming the algorithm?
This is how you use the power of people in your marketing.