Marketing professionals must equip themselves with the right tools, ask the right questions and have a concrete understanding of outcomes.

My last article on influencer marketing covered declining standards in influencer marketing.  Many readers were left asking, “How do we then create effective influencer marketing programs?”

In order to be effective, communications professionals must first remember what influencer marketing is and isn’t:

Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create the conversations impacting your brand, products or services.

Furthermore, marketing professionals must equip themselves with the right tools, ask the right questions and have a concrete understanding of outcomes they’re seeking from their efforts. In order to do that, we must rely on more than just intuition or be usurped by pretty visuals; we need concrete tools. Here’s a look at two softwares and two areas of understanding – context and ROI – that any marketer must have knowledge of in order to be successful.

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