The Email Addressed To Me Asked About Influencers

The Marketing Executive said this:

• "We decided to try an Influencer program. Within a week we had sales and profit, and then nothing. We asked our agency, 'do we have to do this every week?'"

If that's the kind of customer you want to chase ... one who doesn't remember who you are nine minutes after ordering from you because Hailey told her 429,000 Instagram followers to do so ... then yeah, that's what you have to do.

You earn the customer base you deserve.

• If you pursue influencers, you will have customers who don't care about you.
• If you partner with Google, you will have customers who have a relationship with Google that results in a purchase, but you don't necessarily "own" the customer (and I know, you're going to send me email messages saying that nobody owns the customer, so fine).
• If you partner with Facebook, you will have customers who have a relationship with Facebook and Politics, but not necessarily with your brand.

Do what is right for your business. If you don't, you'll still have a customer base, but somebody else will have determined who your customer base is.