Q: How do we get information in front of influential organizations/sites/blogs whose ­readers would find our service helpful?

David Mercer, founder

SME Pals

A: Getting in front of influencers is one thing. However, influencing those influencers is another challenge. Marketers seeking these audiences first go online because it's an easy entry to the alleged world of influencers. We went there, too, on behalf of your question, using this Google inquiry: "How do you get in front of the right influencers?" Seemingly good and practical information resulted, so I suggest that you do the same.

You're seeking the "right" bloggers and organizations, so the critical question is who is your target market? Having decided that, then you have to tailor your content to make it interesting enough that they will carry the torch for your information to their audiences. Is your information interesting, unique, helpful? Is there a twist to it, is there a story that compels these influencers to bring your material along?

Keep in mind that influencers advocate for brands, not necessarily simply good ideas. It's about the brand, and different brands have different influencers. That leads me to urge you to do some marketing research to determine the difference between bloggers, etc. who are "popular" and who can, and do, actually influence their audiences to trust the influencers' words — and will act on those words and recommendations.

How do you define your service's brand? You have to know this first, and be able to expeditiously — and articulately — explain the personality and promise of your brand. You mentioned publishers as potential users. If you visit publishers' social media sites, you'll see who's following them. Our prediction is that you'll find influencers referenced there, and you can identify who you like and believe will be interested in your brand. Again, remember that influencers are brand-oriented. If you're not a passionate marketing research person, consider hiring an intern from your local university who is trained in research methods, or head to your local public or business library — they usually have a business section that can provide help and direction.

Michael Hoffman is an adjunct professor of marketing at the University of St. Thomas Opus College of Business.