Your Marketing Reach and Influence

In a marketer’s world, reaching people and influencing them is the most important thing. If you can reach the right people and can show them what they need or influence them, you will succeed in your business and marketing tactics.

In order to do this well, you need to build an audience of followers who are interested in your product. Even if you are a big company, you may not be seen as one who brings expert advice to your audience. In order to continue in the marketing world, this will be important.

We will discuss some things to do to help you get a better handle on how to do this.

Know Your Marketplace

Every good marketer knows their market or potential customers is finite. This also goes for sites, blogs or social media outlets that have any major influence. So, your first several sites will have a decent number of viewers and it drastically decreases rapidly.

In the past, the thought was that you needed as many links and published content on as many domains as possible. If you look at Google’s algorithm from a basic level, this may hold true. But as a good marketer, you will realize that a holistic approach is likely better.

To do this well, you want to focus on developing reach, influence, and authority. Some will shy away at the thought of building content and people will link to you but if you have quality content and an audience that wants to hear what you have to say, then they will be more than happy to link your content and expand it to a greater audience. However, to make this work you need to have influencers, media people, and bloggers. You want to learn who are the major influencers to your customers and potential customers and want to target these people. Remember, major influencers want to protect their reputation with their viewers, so you will have to make sure you have quality information for them to use.

Determine Your Real Audience

Image a standard deviation curve. The ones on the far left would be your innovators and early adaptors. The middle would be your early and late majority and the far right would be laggers. You want the group to the far left (innovators and early adaptors). These are going to be the people that likely have large audiences and are influential. You want to really appease this audience and get them to buy in because when they do they will bring more people on the left side of the curve as well as eventually the middle portion of the curve.

Meet Your Audience Where They Are

Go where your audience is. Go find your audience and engage them there so they will follow you to your content and this will grow your audience on your own content. Ways to do this include:

  • Publish columns on high authority webpages
  • Share info on social media
  • Network with influencers
  • Participate not only online but offline (webinars and conferences)

These are great ways to show your quality. This does not mean to show your products but to show that you want engage them and foster a relationship with them, not just sell a product.

Columns: What is their role?

In the old way of thinking, columns had no role in SEO. However, this is not the case now. It will not make you rank first every time, but if your goal is to grow your audience and become a force in your field, this is a great way to get multiple credible links and a presence online. People are foolish to believe that Google will rank 10 worthless sites that you are linked to compared to a strong credible site with multiple links/presence on these sites. There are some places in which having a column or publishing content is not an option; but build relationships with editors or columnists and see if they will reach out to you to give them information for their column so you can be referenced with their work.

Influencers: How does this fit in to marketing?

Influencers are a different type of media outlet. It is not in the same capacity but they usually have large following of viewers on a various number of different type of online channels. Some ways to interact with them are:

  • Publish an interview with them on your site
  • Pay them to write for you and allow them to share the article on their sites
  • Engage them
  • Try and collaborate with them

The more you engage influencers increases your authority and quality with your audience and their viewers.

Grow Your Social Media Presence

This can be organic by finding and engaging your audience on social media sites. Your best bet is to meet and develop relationships with influencers, bloggers, and media persons. They can introduce you to their audience and grow your audiences. This takes time and hard work. This is why few do this portion well.

The other option is paid social media which includes ads. One great option is Facebook ads. Facebook has a great amount of information about their users and can get your ad in front of those who would be likely to engage your brand.


Stay focused and work on spreading your reach and influence. The further you are able to reach with quality content, the more likely you will succeed and survive in this changing marketing world.