Chapter 6External Online Engagement

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

—David Ogilvy, advertising executive and author

Identifying Your Influencers

In an effort to reach your core audience online, you need to know how to find them. I have worked with several companies that have struggled to find their audience. With a couple tools and some careful planning, you can not only locate them, but also engage them and receive valuable feedback to help you perfect your campaigns. Here are a few basic ways to locate your audience.

Social Media Monitoring and Keyword Search. Conversations are already happening about your company, your products, and your services online. Many times when I ...

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