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Have you ever made a purchase because a friend recommended a service like StitchFix, or a colleague shared a promo code for Uber? Recommendations from people we trust often influence our decisions. However, when a recommendation feels impersonal or too sales-y, like unwelcome spam, we’re likely to ignore it. This distinction highlights the critical role of trust and authenticity in referral marketing.

Who wouldn’t want to be an influencer? Influencers can build a community of like-minded people, develop a unique perspective on an industry or topic, and create a body of content– typically visually beautiful content– around that area of expertise. Influencers monetize their work through brand partnerships, helping companies with a product or service access their (the influencer’s) audience.

In a world where 70 percent of buying experiences are based on how the customer feels they are being treated, it is incredibly important that brands establish a loyal following of active customers.

To truly understand if your brand awareness marketing tactics have actually converted loyal followers into active customers, marketers need to first undertake three important steps.