Marketing

How to Determine Goals for an Influence Marketing Program

Amanda Maksymiw

March 11, 2011

It is important to work out a strategic development path for your influence marketing program. Here’s how.

influence marketing

Editor’s note: This post is a part of a series that was created to help you define and build the practice of influence marketing into your company. This series will walk you through the process, necessary roles, and best practices to get started with influence marketing quickly and effectively. You can also download a the complete series in the form of our free eBook, The Value of Influence: The Ultimate Guide to Influence Marketing.

As with any new marketing program, it is essential to determine a strategy, identify targets, and set goals.

First, try to answer the question: Who are the targets of your influencer marketing program?

It is essential to determine a target segment and/or personas so that your efforts are focused. Gather any previously created materials on your target segments and personas. If these documents do not exist, meet with the executive team to develop profiles for one to three types of individuals who are most likely to buy your company’s products or services, and identify their key characteristics in order to build pictures of them as individuals.

Second, try to answer this question: What do you hope to achieve or accomplish with your influencer marketing program?

Possible answers may include:

  • Develop a stronger brand
  • Increase our company’s web footprint
  • Drive traffic to our website
  • Increase awareness of our brand
  • Generate leads
  • Increase sales

When setting goals, it is important to set SMART goals. SMART goals are specific, measurable, attainable, realistic, and timely.

Additional resources to help you determine your target segment(s):

Additional resources for setting goals:

Content Marketing Director

<strong>Amanda Maksymiw</strong> worked at OpenView from 2008 until 2012, where she focused on developing marketing and PR strategies for both OpenView and its portfolio companies. Today she is the Content Marketing Director at <a href="https://www.fuze.com/">Fuze</a>.