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I’ll just say it: Influencer Marketing isn’t the problem.

For the record, it’s not that you can’t accomplish important business goals with influencer marketing. More often than not, there’s a disconnect between what a brand wants to accomplish and how the brand structures its influencer campaigns. The former has EVERYTHING to do with the latter. We put together this strategy guide to show you exactly how to design specific campaigns to meet specific marketing goals.

If you struggle to connect influencer marketing to ACTUAL business goals (nodding), this book is for you. You’re about to learn the one thing that even the biggest brands in the world seem to miss about launching an influencer marketing campaign, and that’s HOW to translate your EXISTING marketing goals into influencer strategies that work (that’s kind of our superpower 💪🏼).

This is more than the typical “Here’s what you need to do” guide filled with I-coulda-guessed-as-much content. This isn’t the stuff you find recycled in blog post after blog post after blog post. This plan actually lays out for you HOW to organize, structure, and roll out your campaign to get the results you want to see.

Influencer Marketing is Goals-Oriented Marketing

Take a gander at this graphic (it’s either 👈 or ☝, depending on your device). There are 20 different influencer campaign goals represented in this graphic. The right campaign can help you achieve any of these, and even multiple goals within a single campaign.

So, whether the goal is to get a product in front of new buyers (like we did with Sweet Defeat), get traffic back to your site (like we did with Feit) or into your store (like we did with Famous Footwear), promote an event (like we did with Susan G Komen), get buy-in from other influencers, drum up app downloads (like we did with Blued), talk up a new feature (like we did with Yelp), or get a catalog of creative assets you can post across your own branded social platforms (like we did with Moosejaw), a well-planned influencer marketing strategy is specifically designed to help your brand reach REAL business goals.

So… Good news! There’s life beyond Brand Awareness campaigns.

Your Goals Should Determine Which Social Media Platforms You Use In Your Campaign

Not all social media platforms are created equal!

Influencer marketing isn’t just limited to Instagram marketing. And depending on the goals of your campaign, your brand should plan to leverage audiences across different social media platforms.

  • Instagram
  • TikTok
  • Facebook
  • LinkedIn
  • Pinterest
  • YouTube
  • Blogs

For instance, the content from your campaign can live on for years to come if you loop YouTube and Pinterest into the mix.


If you’re just starting your campaign, you can rely on Instagram Stories to connect you with hyper-targeted audiences that will allow you to AB test your messages, captions, images, and branded hashtags before rolling out a larger campaign.

Introducing a new product? You’ll learn why Instagram is going to be your best bet for a Brand Awareness campaign instead of, say, your own blog or YouTube… even when you KNOW your audience is on YouTube. We talk about why the platform would be the most effective tool for staying top of mind.

So you don’t end up running an influencer campaign that’s just #basicAF.