Marketing to People Who Influence Your Market
Marketing to People Who Influence Your Market
Marketing to consumers is very tricky for two important reasons:
Reason # 1
It's sometimes hard to find good mailing lists of your target consumers. Without a good mailing list, you can't market via direct mail (which is the preferred marketing method of small businesses).
Reason # 2
If there's no existing lists of your target consumers, then you have to do your own lead generation through print, radio, or television advertising, which can be very expensive.
I was reminded of this dilemma just today when I received two emails from two people who were trying to market two very different products to consumers.
Read the case studies below and notice how I turned the situation around and found an entirely new target market that would help them to leverage their marketing dollars.
Case Study # 1 - Icebox Athletic Training System
Today I received an email from Jackson Gibbons who is marketing a product called "The Icebox," which is an information product that helps athletes perform better under pressure. You can see the product at http://www.IceboxAthlete.com
Instead of marketing the Icebox product directly to athletes, which is the obvious primary target market, I advised Jackson that he might be better off marketing it to athletic coaches.
Athletic coaches have an influence over many potential buyers and once they're convinced it's a great product, they'll probably recommend it to the athletes they're coaching.
Doing this will extend Jackson's precious few marketing dollars and will result in a higher Return on Marketing Dollar (ROMD) spent.
- - Case Study # 2 in Just a Moment - -
How would you like to get the "influencers" in your market to send you a consistent stream of referrals?
If that's your goal then the Instant Referral Systems program might be just what you need. In the Instant Referral Systems program you'll find
over 106 different and unique referral ideas that you can use to get people talking about you and your business.
The program not only explains each referral idea and concept, but in most cases, it shows you how the idea is already working in a specific business AND gives you the tools to implement them.
For more information about the Instant Referral Systems program visit http://www.InstantReferralSystems.com
- - Back to Case Study # 2 in Just a Moment - -
Case Study # 2 - Disability Benefits Consulting
I received an email from Michael Davidson who has a company that teaches people to become Disability Benefits Consultants.
Michael is setting up a marketing program that his students can use to attract their own disability benefits clients.
You can see his website that offers his training program at http://socialsecuritydisabilityadvocate.com
The obvious end user for their product is the person who needs to file for social security disability benefits or is having trouble getting the benefits they deserve.
How do you find that type of person? How do you get their mailing address so that you can market to them? Without doing a blanket advertising campaign it's nearly impossible.
So instead of marketing directly to his primary prospect we talked about marketing to "primary influencers" such as doctors, outpatient planners, and other social workers.
These people are easy to identify and contact...
...and they have a direct influence over people who need help with filing for disability benefits. I suggested that he teach his students how to set up "Lunch and Learn Seminars" in which his students brings lunch to a doctors office and does a seminar while the doctors staff has lunch and also learns about their services.
It's a convenient win-win.
Who are the Influencers In Your Market?
Marketing to "influencers" is simply smart marketing. It increases your return on marketing dollar because the Lifetime Value of an influencer is much higher due to the fact that they can bring you a lot of referrals.
Who are the influencers in your market?
Are you giving them special attention?
Do you have a special marketing program just for them?
Take some time to create a comprehensive list of the influencers in your market, then develop a special relationship marketing program tailored just for them.
You'll win more customers and your marketing costs will go down...and who wouldn't want that!
Marketing to People Who Influence Your Market - To learn more about this author, visit David Frey's Website.
Like this article? Share it with your friends
I often get questions from small business owners about how to market their product or service to consumers.
Marketing to consumers is very tricky for two important reasons:
Reason # 1
It's sometimes hard to find good mailing lists of your target consumers. Without a good mailing list, you can't market via direct mail (which is the preferred marketing method of small businesses).
Reason # 2
If there's no existing lists of your target consumers, then you have to do your own lead generation through print, radio, or television advertising, which can be very expensive.
I was reminded of this dilemma just today when I received two emails from two people who were trying to market two very different products to consumers.
Read the case studies below and notice how I turned the situation around and found an entirely new target market that would help them to leverage their marketing dollars.
Case Study # 1 - Icebox Athletic Training System
Today I received an email from Jackson Gibbons who is marketing a product called "The Icebox," which is an information product that helps athletes perform better under pressure. You can see the product at http://www.IceboxAthlete.com
Instead of marketing the Icebox product directly to athletes, which is the obvious primary target market, I advised Jackson that he might be better off marketing it to athletic coaches.
Athletic coaches have an influence over many potential buyers and once they're convinced it's a great product, they'll probably recommend it to the athletes they're coaching.
Doing this will extend Jackson's precious few marketing dollars and will result in a higher Return on Marketing Dollar (ROMD) spent.
- - Case Study # 2 in Just a Moment - -
How would you like to get the "influencers" in your market to send you a consistent stream of referrals?
If that's your goal then the Instant Referral Systems program might be just what you need. In the Instant Referral Systems program you'll find
over 106 different and unique referral ideas that you can use to get people talking about you and your business.
The program not only explains each referral idea and concept, but in most cases, it shows you how the idea is already working in a specific business AND gives you the tools to implement them.
For more information about the Instant Referral Systems program visit http://www.InstantReferralSystems.com
- - Back to Case Study # 2 in Just a Moment - -
Case Study # 2 - Disability Benefits Consulting
I received an email from Michael Davidson who has a company that teaches people to become Disability Benefits Consultants.
Michael is setting up a marketing program that his students can use to attract their own disability benefits clients.
You can see his website that offers his training program at http://socialsecuritydisabilityadvocate.com
The obvious end user for their product is the person who needs to file for social security disability benefits or is having trouble getting the benefits they deserve.
How do you find that type of person? How do you get their mailing address so that you can market to them? Without doing a blanket advertising campaign it's nearly impossible.
So instead of marketing directly to his primary prospect we talked about marketing to "primary influencers" such as doctors, outpatient planners, and other social workers.
These people are easy to identify and contact...
...and they have a direct influence over people who need help with filing for disability benefits. I suggested that he teach his students how to set up "Lunch and Learn Seminars" in which his students brings lunch to a doctors office and does a seminar while the doctors staff has lunch and also learns about their services.
It's a convenient win-win.
Who are the Influencers In Your Market?
Marketing to "influencers" is simply smart marketing. It increases your return on marketing dollar because the Lifetime Value of an influencer is much higher due to the fact that they can bring you a lot of referrals.
Who are the influencers in your market?
Are you giving them special attention?
Do you have a special marketing program just for them?
Take some time to create a comprehensive list of the influencers in your market, then develop a special relationship marketing program tailored just for them.
You'll win more customers and your marketing costs will go down...and who wouldn't want that!
Marketing to People Who Influence Your Market - To learn more about this author, visit David Frey's Website.
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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