Key Takeaways
Map the atmosphere. Find the peers, media, experts and organizations your decision-maker already trusts.
Turn the map into a targeting strategy. Build precise social media audiences around the people in your target's orbit.
Make a small budget go further. Put your ad spend in front of a few thousand people who matter.
Say you need to get a message to Kevin Bacon. Get in line. He won't take your meeting, and your social media posts will never land in his feed.
But what if you could get the attention of his favorite podcast host? The opinion writer he follows on Instagram? His co-producer? The charity he started? Reach them, earn their engagement and interest, and suddenly your message is everywhere Kevin looks.
Decision-makers work the same way. Legislators, donors, and agency heads are all surrounded by peers, media, experts, and organizations they trust. Win over those voices and they will carry your message into the echo chambers you can't reach.
Build an Atmosphere of Advocacy around the people who can move your mission forward.