Seems like the answer would be obvious. But #1 is the way most people are taught to get targeted visitors to their sites. And it’s why most people fail to grow a business quickly.
You get the idea. The JVs will follow. Your list will grow by big chunks of new subscribers at a time. Sales will increase the same way.
You can go after each new subscriber, follower, and customer one at a time and spend years growing your business.
Or you can go after a handful of individuals who control the eyes and ears of many thousands of your ideal readers, followers, customers and grow your business “overnight.”
It is far easier to implement your marketing campaign being focused on a handful of thought leaders than it is to focus on “everyone you created your products or services for” individually.
The most debilitating thing to a marketing campaign is confusion, clutter, and lack of focus.
And nothing is more confusing, cluttered, and unfocused than running a campaign that seeks to build your business by reaching out to your market one person at a time; one social status update at a time; one email subscriber at a time.
Look for the largest leverage points in your market and focus your entire effort upon them.
All your search rankings, social following, email subscribers, and customers will fill in automatically, with no effort on your part, once you’ve capture the attention of your first audience: the powerful, well-followed, successful thought leaders in your niche.
Most people follow trends and advice from average marketing experts. Very few blaze new trails in business. It’s no small coincidence that those few are most often the ones at the top in every industry, while everyone else spends their lives wallowing without the success they envisioned.
Below I describe two schools of thought in detail. See which one you adhere to now and which one you’d rather emulate to grow your business bigger and faster than most people.
This school of thought is one of hard work, sweat equity, extreme patience, and towing the line. Here are some pieces of “advice” from most experts today:
This isn’t a “school of thought” because it would be a very small school. It mainly contains unwritten rules, yet it is how the captains of industry and virtually every major online success story grew their businesses. It is obvious how they do it, often in plain sight, but most people miss the cues and live entire lifetimes in the presence of true business-exploding power without ever learning about it and applying it.
It means you start at the middle, and quickly get to the top influencers in your market, and fill in all that work you would have done for years following conventional wisdom in one fell swoop.
It’s just that they take less time and less work, and the payoff is massively larger than chugging away the “work super hard” way. It also keeps you focused.
They get distracted by shiny objects like a new Facebook marketing course. A new SEO course. And myriad other individual tactics for gaining more customers, leads, attention, and followers. At the end of the day, you end up with not much more than a big pile of courses and an almost full-time career in educating yourself on things you don’t need to know nearly that much about.
If you can leverage top 10 rankings without knowing much at all about SEO, then you don’t need years of education in a very specialized and very difficult, ever-changing expertise. I want to be in good health. I don’t go out and learn how to remove my spleen. I go to a surgeon who has spent decades learning and honing their craft.
I leverage doctors, lawyers, plumbers, realtors and every other profession so that I don’t have to go through their learning curves to get my stuff taken care of myself.
Remember that your goal is to build and grow a business as fast as possible with focused effort on the things you can already do right now. Your goal was never to know all the stuff SEOs know or social media experts know. Knowing something doesn’t put money in the bank. Selling stuff does.
It should be your sole focus once you’ve got your product or service sales system set up and ready for the attention you can only bring when you market the right way.
On this, the inaugural “Leverage Tactics” Hangout, I talk with Rick Kansa about interviewing experts and how to use that content to:
Would love to hear what you think and also answer any questions you have about expert interviewing as a content marketing, branding, and direct/SEO traffic strategy below!