I woke up to another Monday today. Monday is the day I ask myself the question again, “Are you reaching the right people?” It goes a bit deeper when I start asking “Are you reaching them with the right message?” If I can answer both of these with the affirmative, the next step is to repeat it and try to be sure the message continues to reach the right people, with the right message, and at the right time. Getting the right time means doing it again and again until their time is right. At the top of my week, I realize that it all really begins with reaching the right people.

How To Reach the Right People … The Influencers!

I think for a lot of people trying to reach a market, the question of how to reach the right people totally confounds them. It is actually a bit tricky and it takes some serious thought. It gets easier with training, experience, and research, but it is always a challenging part of marketing. Good marketing often means reaching the buyer themselves, but the best marketing often means reaching the people who influence the buyer. It is called influence marketing. Knowing who is an influencer and who is a buyer is an important step to knowing the right message to deliver. Getting it wrong means wasting a lot of time and money.

Is it true that there are some things you cannot sell online? I was recently visiting with a gentleman who had made some haphazard attempts to sell online. After his short-sighted efforts, he had developed some doubts about marketing his products and services on the Internet. I think this happens to a lot of people who are unfamiliar with online marketing and had a share of online failure. This gave me some interesting thinking points.

I want to help shatter the myth some people hold that their product or service cannot benefit from targeted online exposure and careful branding. I also want to explain how dreadfully wrong it is to assume that your ideal customers cannot be reached here on the Internet.

Do your potential customers know that they need your product or service offering? You may be surprised to find that many marketing shortcoming are not only in lack of exposure, but also because potential customers failed to see a need … or enough need to do business with you. Maybe you have addressed this question before, but perhaps I can help you with a different spin.
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Propensity marketing is used to reach a target market audience based on their observed propensity for engagement in a particular subject matter. When you market to consumers based on their previous patterns, you have a much greater chance of reaching the right people, and thus, increasing your return on investment (ROI). The most successful marketing campaigns are based on propensity marketing, but marketers too often seek a shotgun approach rather than a sniper approach. This is also known as database marketing, and it is the basis of companies known as database aggregators who offer database reduction services to reach consumers [...]