Outside influences

- As we continue, … we're going to talk more about developing … these specific marketing pieces … that align with the buyer journey. … But this can start to make it feel like … you have tremendous control over the outcome, … as long as you're identifying each scenario appropriately. … But another disclaimer for you, … the truth is as much as we can map this all out on paper, … there's a ton of outside influence … that can mess up the best laid plans. … Outside influence can come from other brands, … from a consumer's friends, their community, … even who they follow on social media. … It shows up in the form of third-party reviews, … media mentions, even the political climate. … While you can't directly control this outside influence, … you can manage it. … Building up loyal customers … generates new conversations in new communities. … Encouraging happy customers to leave reviews … improves your standing on third-party sites. … Developing educational content and pursuing PR … can help steer the storyline the media produces. …