Dave Harries: Grant, in terms of getting noticed, talk to me a little bit about influencers and partners and how you can utilize them.
Grant Leboff: This is really important because essentially what we’re saying is, is if you think about our digital sales funnel with our big middle again, what we’re trying to do is we’re trying to build an engaged audience in our market sector. We’re trying to build a community and engage people around our business. The reality is those communities already exist. If you want to engage golfers, or accountants, or a certain sector of manufacturing, those communities already exist. They already belong to associations. They already engage with other companies. They already follow other individuals and other journalists or writers, or whatever else. By engaging with those people, you leverage the eyeballs that they have, if that makes sense. For example, you may be an IT maintenance provider and there’s a security company that does IT security, something you don’t do. They will have customers that you would like and you will have customers that they would like. By creating content together, by sharing content, by creating webinars or seminars. That means you create new value that you couldn’t do on your own, but you leverage each others audience.
Partner with companies that are relevant to you, but also are appealing to the same community and audience is a really cost effective way of A, creating new value, and B, getting eyeballs. It’s exactly the same of the idea of influencers. There will be journalists, bloggers, vloggers, important people that already have the ears and the eyes of the community. Imagine you want to engage a business community in a certain area, and there are one or two business managers that are well known and well respected. By interviewing them for a Podcast, by asking them for their ideas, by asking them to contribute an article, you’re leveraging some of the attention and eyeballs that they have, but you may also be given the credibility, enhancing their reputation, so there will be things they get out of working with you. Utilizing partners, utilizing influencers, is a really nice way of creating more reach for you and creating new value.
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