The media is a responsive animal.
They follow the things that have an impact or effect on various social groups.
How much of an impact they will make is what motivates their decisions in what to promote, talk about, or cover.
Smart marketers will use the buzz created by the media to their advantage.
They will ride the wave.
One of the most difficult task facing any marketer, whether offline or online, is to get people excited about what they're offering.
If there's not excitement around your product, there will not be success with marketing it.
Sometimes it feels like you're banging your head against a brick wall as you work to get people to notice or even care.
Of course, you believe your product is worth having and offering.
Otherwise you wouldn't be wasting your time, money and energy.
But unless you can educate and convince others that your product is going to help them either fix a problem or make something they're doing easier, you won't get their business.
You can accomplish this without having to do all of the work of generating excitement and educating the people about your offering.
You just have to let the larger media outlets do the work for you.
Create a marketing strategy that capitalizes on the work of the media.
If you're watching what they're promoting, you can find an item they've created a commotion about and tie it in to what you're offering already.
Then it won't take much more to get the social groups interested in what you have to offer.
You may have to be creative and use your imagination to tie your offerings into the current hot topics.
Once you find that relationship, you can use one of the marketing strategies that make the connection more obvious.
This will take some time and energy from you.
You'll need to educate yourself, watch what's hot on tv or the Internet.
What are the popular topics in the news media? What trends are hot in the financial world? Or what things are being gossiped about in social circles? What's popular? If you keep tabs on these arenas, you'll most likely find something that relates to your product.
Watch the trends that are becoming hot.
They may be in their infancy as far as the amount of buzz their generating.
If you can catch it as the wave is building, that will be to your advantage.
Riding on the wave that the market has created is much easier than trying to create your own wave.
If you try to do all the work yourself, you'll just make a small ripple.
Smart marketers notice the tsunamis being created by larger media outlets and use a marketing strategy that capitalizes on the huge splash made by bigger social groups.