MacKenzie Marketing Group - Home

An acquaintance contacted me a few weeks ago, anxious to get together. The urgency for the meeting seemed odd. We have many connections in common and these related folks urged us to meet, so we did.

This person – accomplished and very lovely – wanted to know if I was aware of issues related to her business. She wanted to know if I was watching her channel.

Maybe she was relieved when I told her that I was not aware of the issues she mentioned. We had a nice chat and that was that. When I left our meeting, I could not help but wonder why she thought her firm’s channel was on my radar. If I am in a position of influence, then her firm had done nothing to get me to tune into their message – or listen to her channel.

Too many companies assume that customers, prospects and influencers are watching their channel. Identifying the right audience – through extensive market research – and fine-tuning the message so that it will create market leadership is what gets people to pay attention to your channel. Most importantly, it takes diligence and consistency to create a channel worth watching.

We get bombarded with invitations to watch far too many channels. Audience targeting, focused messaging, and diligence is the key factor in getting the right audience for your channel.