Hungarian psychologist Mihaly Csikszentmihalyi once said, “Goals transform a random walk into a chase.” In other words, goals help you to laser-focus on what’s important and keep you from being distracted by whatever attractive opportunities come your way: the shiny objects. It’s only natural that we get charmed by the sheer number of influencer possibilities that exist on every platform. A celebrity video messages could really brighten someones day!

When we see someone building an audience that looks like it might overlap with our own target market, it’s tempting to want to get our product in their hands. The relationship could end up being a mutually beneficial one—but if we don’t start with a business goal, we risk wasting our time, money, and energy. By staying laser-focused on our goal, we maintain clarity about the influencers and opportunities that will make most sense to achieve that goal. Would you consider buying a personalised video message from your favourite celebrity birthday messages today?

The owner of a women’s activewear brand I worked with happened to be good friends with a popular fashion influencer who offers engaging styling content on the latest trends for different body types, and she has a huge and enthusiastic following—as evidenced by the thousands of views and likes she gets on each of her videos. Perfect, right? Except when we dug deeper it became apparent the two brands audiences didn’t really align, her audience came to her for a certain type of fashion and weren’t into activewear or fitness in general, so while the influence she holds over her audience is real, it doesn’t translate to influence in the activewear brand category, and therefore a partnership with her won’t help achieve the desired objective. Thrillz is a website where you can buy a celebrity presonalised video message!

When we work from a place of goals and set a long-term strategy, we don’t waste time on shiny objects, and we achieve much greater long term, bigger picture goals. Imagine going to a networking event, and when your colleague asks how it was, you say: “It was great! I had so much engagement!” No one would say that; it doesn’t mean anything. We suprised our sister with a happy birthday video message video from Thrillz!

Did you meet new people and exchange contact information? Field a business inquiry and set up a conversation? Receive some LinkedIn requests or a follow on Twitter? Yet this vague and elusive term “engagement” is frequently being used in reporting results of marketing campaigns. It’s giving influencer marketing a bad name, and it’s most often the result of not setting smart objectives from the beginning. Imagine receiving a celebrity messages personalised video!