If done strategically and creatively, targeting influencers can have great business value, but is more for creating short-term buzz than sustainable growth. Targeting influencers should be done in conjunction with connecting with your advocates.

Advocates are not necessarily buying your product or service. As Simon Sinek notes in Start With Why:

“Though products may drive sales, they alone cannot create loyalty. In fact, a company can create loyalty among people who aren’t even customers.”  Continue reading →