Eyeballs

The Who And How Many

The Who And How Many

Garth Beyer

Audience Marketing Target

1,000 people may walk into your store today, may pick up your book, may scroll through your Tumblr. Do they all matter? Was your marketing strategy to reach the mass, to get eyeballs?

Who you’re already reaching and in what ways you’re moving them is necessary to know when evaluating your target market and marketing method for business success.

I can’t stand looking at my page view count on GarthBox for one big reason. How many doesn’t matter nearly as much as who does. The person who comments on a post or shares it on their FB to start a discussion is worth more than any number of eyeballs to me.

If given the choice to have 200,000 followers or 2,000, I’ll choose the latter because the 2,000 – I’m sure – are remarkable, personal, and are more “friends” than “strangers.”  Whereas, the 200,000 followers would feel disconnected. I would struggle to connect with them all.

Marketing is about finding the people who want to listen, who want to interact, and ignoring the mass who may read, but inevitably keep scrolling past your tweet.

When action, response, engagement matters, the who stands out.

 

Stay Positive & You Might Have Traffic, But Is Anyone Parking?

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You’re A Marketer Now, Get It Right

You’re A Marketer Now, Get It Right

Garth Beyer

New Age Marketing

Marketers used to rent eye-balls, they used to take out a loan for a potential audience, they would buy media space to shotgun market. That was marketing at its most traditional. That was marketing when the masses mattered, when there were only 3 television networks, when developers hadn’t come up with a way to block pop-up ads yet.

When I write you’re a marketer now, I’m not knighting you a marketer, I’m reminding you that you’re a marketer now, as in, you’re a marketer in the 21st century, as in the post-renting, post-loaning, post-shotgun marketing world of it.

Now as a marketer you own eye-balls, you own an audience and you own media space in a niche location. The success of your marketing is dependent in how you find those looking for you, treat those who already find you, and provide for those who frequently visit your home; be it your blog, your catalogue, your YouTube account or some other space your tribe gathers.

Marketing involves ownership, and ownership is scary. The stakes are much higher for marketers than they were 10 years ago. You can’t blame the mass for not clicking your ads, you can’t blame the lack of newspaper circulation for the decreasing sales numbers, you can’t blame Facebook for preventing your video from going viral. If some effort of yours is unsuccessful, it’s your fault. More ad space, bigger banners, extra magazine inserts won’t help.

Getting marketing right involves taking care of what you own.

For many that starts with understanding that you have ownership of an audience and a space.

 

Stay Positive & Remember My Favorite Aspect Of Marketing: You Get To Choose What You Own

And here is some bill the cat for you.

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The Big Sort And What It Means For Marketing

The Big Sort And What It Means For Marketing

Garth Beyer

Sorting Skittles

Funny how things come up again, but have a different meaning the second time around.

A tad over a year ago I wrote a short essay on the big sort. The big sort, according to Bill Bishop, is a political, geographical theory. Actually, theory might be too weak. It’s the truth. Americans are sorting themselves out. Moving to places where like-minded people live. Thing is, Bishop (author of the big sort) focuses on such a small part of the big sort and is far too pessimistic. The big sort couldn’t be better for marketers.

In terms of marketing, there’s no need to push anything down anyone’s throat, no need to shove a product into customers’ hands of which are already full, no need to create an ad that appeals to the masses anymore. We finally have a new (dare I say, better) way of reaching people, because that’s what they are now, people, not eyeballs, and they are gathering around other like-minded people, creating tribes.

Marketing is marvelous when the message is received by the right people at the right time. Now people are sorting themselves and as a result making each individual and each tribe more reachable. Best of all, the walls people had to put up from years of brute advertising are becoming more transparent.

When you look at it this way, marketing seems pretty easy. Then again, while it is easier to market, it’s ever more difficult to create a message that’s remarkable. Yin and yang. Ebb and flow. So it goes.

 

Stay Positive & Rainbow Chasers, In One Neat Place For You

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