Get in Front of the Right People: How to Find Your Audience

When mentoring business owners, one of the first questions I ask is, “How do you plan to market your product or service to your target audience?” The most common response?, social media ads—Facebook, Instagram, TikTok, Pinterest, LinkedIn. It seems like the obvious answer, right? Wrong!

We’ve been conditioned to believe social media is the best (or only) way to reach potential customers. These platforms boast billions of active users and millions of daily content consumers, but that doesn’t mean they are the right fit for everyone. If you dislike social media, find daily posting exhausting, or don’t want to keep up with ever-changing algorithms, you’re in luck.

Step 1: Define Your Niche Market

Your first task is identifying your target audience. Avoid vague statements like, “My products or services are for everyone.” That won’t help when crafting your marketing strategy. Instead, focus on who would benefit the most from your offering.

Every business has a specific audience. By narrowing your focus, you can create a niche market that helps you maximize your marketing efforts and boost sales conversions.

Step 2: Research Their Habits, Hobbies, and Interests

Once you’ve identified your niche, study your audience’s habits, interests, and lifestyle.

For example, imagine you offer copywriting and book publishing services for entrepreneurs in the tech, entertainment, healthcare, and finance industries. Your niche market might:

• Read non-fiction books about business and leadership.
• Attend industry conferences, award ceremonies, networking events, and leadership retreats.
• Be a member of your local Chamber of Commerce or other small business associations.
• Work 50+ hours a week and seek ways to streamline tasks.
• Listen to industry-specific podcasts and follow business news.
• Look for ways to scale their brand through public speaking or collaborations.
• Travel often for work.

By understanding your audience’s habits, you can position yourself where they are already looking for solutions.

Step 3: Reach Your Target Audience Beyond Social Media

Many entrepreneurs rely solely on social media, but here’s the truth: It’s not the best way to reach B2B clients. Instead, try these proven strategies:

1. Attend Industry Conferences & Networking Events

• Go as an attendee, not just a vendor, to connect with potential clients.
• Collect business cards for personal follow-ups via email, phone, or send introduction letters.
• Advertise in conference materials distributed to attendees.
• Apply to speak at conferences to position yourself as an industry expert.

2. Get Featured in Industry & Trade Publications

• Advertise in niche magazines your audience reads.
• Submit guest articles or become a contributor to industry blogs or publications.
• Secure press features and interviews to establish credibility.

3. Leverage Audio & Digital Platforms

• Run ads on platforms where your audience consumes audiobooks and eBooks.
• Get featured on business podcasts.

4. Host Workshops & Webinars

• Partner with small business associations, trade organizations, or community groups.
• Use Eventbrite and other event platforms to reach a broader audience.
• Offer free or paid webinars to showcase your expertise.

5. List Your Business in Online Directories

• Register on industry-specific, local, and niche directories.
• Utilize directories for minority-owned, women-owned, veteran-owned, or LGBTQIA-owned businesses.

Step 4: Solve Their Problems

Your niche market is likely too busy to solve its pain points. Frame your services as the solution to their problem.

For example, if your audience struggles to find time to write a book, position your service as a time-saving tool that helps them establish credibility. Explain how being a published author can open doors to press features, speaking engagements, and new revenue streams.

Stop Relying Solely on Social Media

There are endless ways to reach your target audience without relying on social media. While social media ads can drive traffic, they often result in low conversion rates—lots of “looky-loos” but few buyers.

Instead, strategically position yourself where your audience already spends time. With the right approach, you will attract higher-quality leads and increase sales—without the headache of social media burnout.

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