Chris Abraham

The Internet is too big for direct marketing. The most efficient and efficient way to reach your target market online is to identify and influence the influencers – the opinion leaders who can and will market on your behalf.

Markets are conversations. Conversations are two-way. Since you are what you do and say online and since you will be judge on your reputation and follow-through, it is important.

Being open and authentic is step one of who you are, step two is being available to respond to questions, comments, and criticism.

No matter how sweet, open, earnest, and bespoke your message, if you fire-and-forget while messaging online and don’t follow-up and actually engage in the conversation and follow-up, then you might have an online reputation, but it won’t be good.

Becoming an opinion leader online requires becoming part of a community – being invested and engaged.

There is no way there can be a one-to-one conversation with everyone on the Internet. The ultimate goal of online marketing and online brand promotion is to accurately target your marketing message directly to the people who want and need what you have to sell, and the most efficient way to reach these consumers is to identify and influence the influencers – the men and women of every online community who are popularly understood to be the most credible and reliable members.

Obviously, there is no way there can be a one-to-one conversation with everyone on the Internet. The ultimate goal of online marketing and online brand promotion is to accurately target your marketing message directly to the people who want and need what you have to sell.

The most efficient way to reach these consumers is to identify and influence the influencers – the men and women of every online community who are popularly understood to be the most credible and reliable members.

To reach the influencers one must break the Internet down into communities and conversations, then breaking it down further into influencers and opinion leaders, and then delivering a marketing message that is appealing enough to pursuade these influencers to tell their friends, co-workers, and families.