Chapter 12
Meeting Metrics
In This Chapter
Seeing what metrics can do for you
Understanding the importance of metrics
In order to know if your campaign is successful, you have to measure the results against your stated program goals. Your goals and the campaign metrics must align. Only then can you set benchmarks, adjust as you grow, and prove your program’s return on investment (ROI).
In this chapter, we cover how to measure the success of your influencer marketing campaigns. We outline best practices and common pitfalls, tell you why many industry standards are becoming outdated, and show you how setting the right metrics milestones will make or break your influencer marketing programs.
How Influencer Marketing Can Help Your Business
Ever since the very first “artsy” folks started doing marketing, “business” folks have been asking them to create cool stuff with questionable value — other than satisfying their urge to be like other companies whose marketing materials they’ve come across out in the wild. Influencer marketing is no different. In fact, in many ways, it’s even more subject to the desire to keep up with the Joneses because the best activations tend to be on the cutting edge of social media — and totally fun!
As soon as your Facebook feed is jammed with the latest ...
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