Let’s say you have a one minute interview with Mari Smith.
What’s the ROI?
If you remarket that to Mari Smith’s audience, you’ve created a pseudo-remarketing audience.
Though her audience hasn’t engaged with you yet, because they trust her, that trust confers to you.
This principle is called “implied authority” and you can learn more about it in our influence generator guide.
After all, aren’t you more likely to trust a recommendation from a friend than what an unknown salesperson says to you?
Most marketers misuse this concept– like a celebrity endorsement of Michael Jordan wearing Hanes underwear.
You and I can do it the right way by interviewing high-authority people in areas where their authority and expertise intersect. Do this by determining where these people fit in your Topic Wheel.
Check out this topic wheel my friend Daniel Wallock created.
Notice how Daniel has articles and interviews with figureheads like Aaron Agius and Neil Patel. These two industry icons are known for lead generation and online marketing, which intersect nicely with Daniel’s expertise in building LIGHTHOUSE clients and running a digital agency. We have our Influence Generator Guide that delves deeper into this.
To harness the power of pseudo-remarketing, you need to build your Content Library, keep it constantly updated, and use the “dollar a day” strategy to boost these posts to fans of those audiences.
You can boost not just people, but organizations, too.
Here’s a speech I gave at SLC SEM, which is the community of paid media professionals in the Salt Lake City area:
So by boosting my Facebook posts to fans of this audience, we are creating implied endorsement, which is a pseudo-remarketing audience.
Trying to establish authority on a cold touch– by insisting to a stranger that you’re good at what you do and that they should give you money– is so hard.
Consider why pseudo-remarketing, which is the concept powering the Dollar a Day strategy is so key to your efforts to drive traffic and conversion.
It’s also a lot more fun.
Here’s Aaron Agius and I celebrating the discovery of Dr. Pepper in Sydney (a soda that’s hard to find outside the United States).
For pseudo-remarketing to work, they don’t even need to say anything about you. In fact, by not giving you an overt endorsement, the relationship appears more genuine.
Pro tip: if you’re interviewing or taking photos with someone at a conference, take your name badge off, which is a dead giveaway that you’re one of many people at the conference. And don’t take a picture in front of the backdrop, which also shows that you were one of 100 people standing in line just for a quick snap.
Ryan Deiss taught me this tip, by the way.
We like to be outside, not in a conference room, where it doesn’t look like we’re in a prison line-up.
Here’s Robert Scoble and me talking about the future of AR/VR.
He’s interviewing me for a video he’s posting on his Facebook page and his upcoming book, “The Outrage Economy”. And I’m interviewing him on how to generate authority, which I’m sharing with my audience.
Consider what you can do to warm up your cold audiences with a half dozen of these touches. And when you hit them with your conversion ad, they’ll be more likely to buy, since you’ve established some trust in advance.