The power of influence

February 26, 2013

If your brand or company is looking to reach consumers then you need to come to where they are. Gone are the days when businesses could rely on their customers to come to them through advertisements on traditional media; today’s digital world means consumers expect to be able to find what they want at the click of a mouse of touch of a mobile phone keypad, and so you’d better be there if you want to succeed.
But how to make it through the noise of the online world and break through into your consumers’ collective consciousness? The first step is to figure out who your audience is and what they are already doing online. Establish where the go when they browse the web at home, at work or on the move, and make sure you speak to them there.

Static websites serve a purpose and shouldn’t be overlooked. If your consumers are searching for certain phases and keywords in search engines and aren’t finding you, you need to ramp up your PPC and SEO to ensure your site is more visible. However, there’s more to a successful digital marketing strategy than this.

Where are your target consumers on social media? Whose blogs are they reading, whose tweets are they following and which pages do they ‘like’ on Facebook? By identifying who influences your target consumers, you can begin to put together a strategy to influence them yourself, whatever your product or business proposition.

So, if your business is psychic reading, it’s likely that your target audience love tarot reading and follow tarot readers, astrologists and psychics online. Finding influential figures in these worlds should be one of the first stages of your digital marketing outreach strategy. By influencing the influencers, your message has a lot more impact, reach and authenticity. What this means in practice is that an established psychic blogger talking about your brand or product is going to have more impact than you talking about it yourself.

Identify your target audience’s influencers, influence them and you are on the first rung of the ladder towards digital marketing success.