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Influencer marketing has grown up. Marketers now think of influencers not just as messengers or even content creators but almost as advertisers in themselves, capable of moving products and integral to ecommerce.
As influencer marketing commands more of marketing budgets, marketers increasingly need to measure the channel, figuring out which influencers are driving which business objectives.
Here are three strategies for marketers to better measure influencer marketing that drives sales—not just likes, follows and “influence.”
Business goals, not follower counts
When the average person thinks of influencer marketing, they think of the Kardashians of the world: celebrities with massive followings.