Gini Dietrich

Narrowcasting: How to Use Research and Engagement for Growth

By: Gini Dietrich | February 24, 2014 | 
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NarrowcastingBy Gini Dietrich

It will come as no surprise to many of you that I am a big believer in hard work.

I’ve always worked under the assumption that if you work hard, do your research, and treat people like human beings, you’ll get everything you want.

Because of that philosophy, the culture at Arment Dietrich is not one of spray and pray.

We do our homework. We find the right connections. We engage with human beings. We build relationships. We aren’t afraid of elbow grease. And we are successful because of it.

Which is why I love what Amy Vernon has to say about narrowcasting.

Narrowcasting? Say What?

As we build our fans, followers, and connections, we are encouraged to increase our numbers. After all, human beings equate big numbers with success.

But, as we’re growing our numbers, what happens to those people we began with…and sort of left in the dust as we got bigger?

Enter narrowcasting.

Narrowcasting is not a new theory. As Amy explains in a forthcoming webinar, it dates back to the 1700s.

What is new is how social has enabled us to approach smaller audiences, become more focused, and target – very specifically – who we want to engage with, based on our business goals.

When I speak, one of the first things I do is take the list of attendees and check out their social networks.

It probably won’t come as a surprise that 99.9 percent of the pages I visit are all broadcast – or push – marketing.

And, inevitably, someone will debate the merits of my presentation because, in their experience, social just doesn’t work.

That’s because we never blame the approach. We always blame the platform or the person managing it.

Narrowcasting removes those factors and looks at why people follow you, how to engage them, and what kinds of content are most appealing to them.

Narrowcasting Formula

During this Thursday’s webinar, Amy will break down the narrowcasting formula for you.

RESEARCH + ENGAGEMENT = GROWTH

She approaches each section and provides a list of tools (both paid and free) to really dig into your fans, followers, and connections.

Taking some of her favorite tools, she shows you exactly how to use them and what kinds of data to pull from them to best narrowcast your audiences.

It’s worth attending if only for a complete list of tools, software, and platforms you may not know exist to help you more easily do your job.

How to Join the Webinar

The free webinar is this Thursday, February 27 at 12:00 ET.

There is a three-step process to register:

  1. Go to Spin Sucks Pro and “purchase” the webinar. It will let you check out for $0.00 so don’t let the word freak you out.
  2. On the confirmation page, click the “download now” link, which will take you to Click Meeting.
  3. Enter your information.

You will receive an email from Lindsay Bell that has the webinar information and you’ll see a big, blue JOIN NOW button.

Do not click that. I mean, you can, but it won’t work.

You will save this email and click that button when you join the webinar on Thursday.

If you can’t attend live, we are recording it and will send you the video on Friday. But please do register so we know you want it!

And that, my friends, is that. We’ll “see” you on Thursday.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, the lead blogger at Spin Sucks, and the host of Spin Sucks the podcast. She also is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.

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