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A little exposure is good – a lot of exposure is better. Marketing Hack #6 was all about getting in front of trusted influencers. So what could possibly be better, than getting the opportunity to speak to some of the 800+ attendees of a conference custom made for companies and individuals, who are trusted by your target market. What could possibly be better, than that inch of exposure you get in the program and on their website? Think about it: I was one of 70 speakers at WordCamp Miami 2015 and if an attendee is not looking to learn about video, that inch is easy to miss. The talk is 30 minutes during a 3 day conference. Face it – you’re still easy to miss.
OK, so my name was not in lights, but we did have 3,000 Watts of movie lights in the video studio that we set up in the main hall. Every single one of the participants, speakers and sponsors walked by it a few times a day – and that’s a lot more exposure, than a 3o minute speech or the inch in the conference schedule.
Many people were curious what we were doing at WordCamp Miami with the cameras, lights and boom mic that looked more like a news set, than a typical WordCamp vendor. Maybe that curiosity also came from the sign that said “Free Video” – expertly drawn and marketed by my two daughters.
Marketing is all about getting your brand in front of your target audience. There’s only one thing that’s better: getting your brand in front of trusted influencers; professionals, who are in charge of finding brands like yours for your target audience.
Case in point: Most of the companies I work for have a web designer, a blogger or a social media guru, whom they employ to create and maintain their online properties. Many times they have long term relationships with my target audience. This trust often earns them the right to recommend a photographer or a video producer and almost always, they don’t have someone in mind.
In larger companies those gatekeepers are either in-house marketing departments or advertising agencies, however many midsize and almost all small businesses work very differently. Many times there is another small business or a freelancer, who is hired to develop their online assets. More importantly he or she is trusted to recommend visual content creators.
“Ok” you say “marketing to influencers sounds nice and all, but how do you find them and isn’t reaching out to them one by one gonna take an awfully long time?” Of course you’re right. If you were to start looking for web developers, bloggers and social media marketeers one at a time or even if you were to create an email campaign or social media ad blitz, it would take you forever, which is a time frame I’m not too comfortable working in when I’m looking for new leads. More importantly you don’t know the experience level of who you’d find and they wouldn’t know anything about you.
Wouldn’t it be cool, if you could spend two or three days immersed in 700+ local influencers, who on top of that are told by an international brand they trust, that you are the expert? What if we’d throw in 60 industry heavy experts, who would be your peers for the weekend? In my book that sounds like a much more favorable proposition now, don’t you agree? So what is this magical place, that draws these influencers whom your target market trusts and relies on?