Leveraging Others’ Audiences – The WHAT
Let’s not make this more complicated than it is.
Leveraging others’ audiences is commonly referred to as Public Relations, Media Relations, and/or Influencer Marketing.
But at the end of the day, all of these things are about getting your business in front of someone else’s audience.
And while we commonly think of doing this in a one-to-many format when we’re being featured for an interview or submitting a guest blog post or doing a presentation at someone else’s event, there are much more intimate ways to leverage someone’s audience too.
The ways in which someone can leverage another’s audience in a one-to-one way is to build a relationship with a referral partner. This referral partner, ideally, would be someone who works with the same type of person you do, but servicing them with something different. Then, the two of you can team up as referral partners, sending referrals to each other when it’s appropriate.
Leveraging Others’ Audiences – The WHY
You might incorporate this tactic into your best marketing strategy for exposure, to build relationships, and to generate new, fresh, qualified leads.
Because, let’s face it – it can be difficult to build your own audience of followers, prospects, and customers. For some, aligning our businesses with others’ can give you the jumpstart you need to building your own audience.
Leveraging Others’ Audience – The WHO
Unlike previous topics we’ve covered so far, this tactic only applies to a few Marketing Personality Types. For most people, this won’t be a feel-good way to market their business.
Those who’ll find one-to-many approach helpful will be those who are natural leaders, not afraid of the spotlight:
Those who’ll find the one-to-one approach helpful will be those who are natural friends, interested in creating close relationships:
So before we move on, it’s important to identify:
- Is the topic of leveraging others’ audiences right for you?
- If yes, which suits you better – one-to-many or one-to-one?
By now, you’re sure you’d like to leverage others’ audiences to grow your own.
Before we dive into that, though, we have to get one thing straight.
Typically when we hear about PR and Influencer Relationship opportunities, everyone wants to talk about how to PITCH the outlet that’ll get you in front of someone else’s audience.
And… the one thing that will kill this part of your marketing strategy is to focus on the pitch.
If everyone’s talking about the pitch, shouldn’t you focus on it?
No. Really, no, you shouldn’t.
Because at the end of the day, you’ll be pitching actual human beings. And actual human beings care more about relationship than the words showing up in their inboxes.
Now, of course, there are some media outlets out there who require a good pitch and you’re already thinking of exceptions to this rule I’ve just told you about.
But still, focusing more on the relationship than the pitch still stands.
If you’ve built a relationship with the person you’re ultimately going to pitch, they’ll be exponentially more inclined to consider you than if you’re straight-up cold emailing people, hoping to land an interview or be published on their blog.
Yes, we live in the Digital Age of chat bots. But relationship, true relationship still wins out.
So if you’re tapping into this 1-hour training about PR to learn about how to pitch someone so you can get in front of them, you might be a little disappointed.
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