To all marketers, I’m challenging you to think long and hard about one simple question: What’s your goal?

As is with all marketing tactics, there is a laundry list of benefits and metrics to target when you choose to involve influencers in your marketing strategy. However, influence marketing presents a unique problem for marketers: Who IS an influencer?

Before we made word-of-mouth marketing automation possible, an “influencer” was simply someone with a large following, who could endorse your brand or product to that following. Things are a little different now. Amongst celebrities and stars, there are expert journalists and executives, bloggers with an almost religious following, everyday consumers, and the people in between.

So do you know what your goal is? In order to reach your goal, it will require a specific type of influencer. We’ve made it a little simpler for you to learn about the 4 major types of influencers and how they affect your brand.