With the Audience First approach to building your list, your first find and engage your audience online, then develop your product or service offerings to meet their needs and wants. It’s a longterm game, one that suits an expert business, where sharing your expertise and making an impact is your life’s work.
In last week’s post we considered ways to find your market online and get to know what they want. It’s a guessing game, where initially, you adopt passive and active strategies to find and get to know them and what they want.
Once you know your offer is resonating with them, you can engage in your proactive strategies — where you reach out directly and find the right prospects for your business.
You know who you want to connect with. Now it’s a matter of reaching out and connecting with them directly. My favourite approach begins with a bit of Googling. Always important for market research. If you use the Chrome browser, you can also install a few simple extensions to make this even easier.
First, use Google, or another search engine, to find websites that cater for your target audience. Say it’s women entrepreneurs. Key that search phrase into Google and see what comes up. Pick the ones that look promising, and probe a bit more deeply to find out how popular the sites are and who is active there.
Similar Web (similarweb.com) is a brilliant little tool to help with this. The free version allows you to copy the URL for your top Google search into the search box and select the site. (If it doesn’t come up, it’s because the site is too small for Similar Web to have detailed data on, and that in itself is an indication to move on.)
If you find the site there, you’ll get a set of really good research data on how popular the site is, where traffic is coming from, and what social channels are most engaging for that audience. Make a note of this, as you’ll be using it later to find that same audience on social networks.
The other option, demonstrated in this short screen cast, involves installing the Similar Web extension in your Chrome browser. Here’s an example….
Once you’ve done this basic research, it’s time to check out social networks for a match — the FaceBook group, the Linked In group, or the Twitter group that corresponds to that company’s website or to the professional organisation you know your target market is likely to be a member of…
Next week we’ll take it further with Twitter and LinkedIn.
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