For many brands, gauging the return on influence marketing has been one of their sore points in recent years.
While social scoring platforms like Klout, etc, can help identify who could potentially be influential from a brand amplification standpoint, the business return – dollars in the cash register – has been more problematic to solve.
Likes, shares, blog posts and more are discussed abundantly when it comes to reviewing a campaign using social scoring as the lead means of influence identification. But likes and shares don’t pay the bills.
This was one of the key reasons Sam Fiorella and I wrote Influence Marketing: as marketers and users of influence campaigns ourselves, we knew the real return on influence had to be lead generation, customer acquisition, and moving the customer along the purchase life cycle.
With that approach, brands could better understand where their customers are, and how they could help solve the problems they faced.
Essentially, we take influence away from the superstar bloggers and social media rock stars, and place the emphasis squarely back on the customer, and work back from there.
To give you an idea of how this looks, this second teaser video from our upcoming video series to complement the book looks at what happens when the customer is placed at the centre of the marketing circle, and how that leads to financial and customer return on your brand’s influence marketing campaigns.