Who has the attention of your target client?
This week, an interview I did with Joe Casabona on his podcast How I Built It, was published. Joe’s a great interviewer, and we went deep into niching down, finding the right target, and how I built my niche microsite.
I always listen back to past interviews to see how I can get better as an interviewee. While I was listening to this one, I was really sparked by a question he asked about how I was “researching” my target market.
I realized I haven’t talked about this here, and I wanted to share it with you.
Researching to Find My Target Client’s Influencers
When I first started thinking about working with wedding professionals, I did some digging into who the influencers are in that industry.
Who are wedding photographers following? Who are wedding planners learning from? Who do they trust for advice?
I talked to people in the industry, joined some Facebook groups, and started following several accounts on Instagram.
I discovered that podcasts are big with creative entrepreneurs. There is a lot of talk around favorite podcasts, and wedding pros often exchange their lists of podcasts they subscribe to.
I ended up creating a spreadsheet to organize them all, and my virtual assistant and I have searched and made note of podcasts aimed at wedding or creative professionals.
Now that I have an idea of who the influencers are, I’m able to start thinking about ways I might be able to reach out, help them, and help their audience. My first task in the next two weeks is to submit to guest on at least 5 of these podcasts, offering to share some tips about SEO.
(I’m currently working on a really compelling topic and pitch. If you have any advice on this, let me know!)
How Specializing Made This Happen
I’m really excited about this because it’s something I never would have known how to do with my generalist web agency.
My clients were so varied (architects, dentists, law firms, concrete companies…) that I had no idea where to start in finding their influencers or getting in front of them.
Now, I know exactly what I’m talking about (SEO) to exactly what industry (the wedding industry) so it becomes a lot easier to figure out where I need to go to connect with them.
So here’s an idea for you: Who is your target client listening to and learning from? How can you connect with them to get more exposure? I look forward to hearing how you use this in your business.