The answer? Go get ‘em. There are two targets for the “go get ‘em” approach: the first is based on your search results, and the second is relationship based.
Your search based audience is going to come from having good content on your website, and doing some sort of search engine optimization. You might also want to do the standard drumroll of submitting to digg, delicious, and any other relevant online list.
However, for me, I’m much more interested in the relational side of building in audience. It’s the hustle: going out, and relationally sharing who you are and what you do. This can be both online and offline.
Your first step is to tell the people you already know. Send them a personal email, a Facebook invite, or take them out for coffee. People will often say: “that group is too small, and there are thousands of people on the internet that could find me.” True, but how committed is that group of people who randomly find you on Google? You have 2.5 seconds to impress them, and they’re gone.
Focusing first on the people you know has two major advantages: they’ll give you more time and they’ll be your best promoters. Sure, it might be small fry, but they’ll be engaged.
How did I hear about Twitter? I’d received a few invites, but I ignored them (after all, I was already on Facebook, why did I need another network?). If I’d searched “social network” it would have come up on Google. But what made me sign-up was conversations with my friends that were using it and enjoying it. I’m willing to bet that for most of the “non-techy” users on Twitter, the story is the same.
Another more “small scale” idea for the relational approach is throwing a launch party. Set a date, rent out a coffee house, invite your friends and tell them to invite their friends. Have an online RSVP where you capture their name and email. Send them a confirmation notice that explains a bit of who you are, and that you’re looking forward to meeting them at the party. On the day of the event, work the crowd. Meet every person there. Remember their names. Answer questions. Pose for pictures. Make it an event that they’ll talk about, or share on Facebook the next day.
The other benefit of a launch party? Content. You’ll have pictures and salacious details to post to your site the next day. People like to be invited to the party – even if it’s the after-party on Twitter the next day.
What do you think? What are other ways you’ve built your audience?
4 responses so far ↓
1 vance // Jan 28, 2009 at 7:06 am
Hey Justin, relational works for better than anything else I find. But it has to be true relational. Don’t make me feel like I am just another sale or you will never see me again.
2 Justin // Jan 28, 2009 at 4:03 pm
Vance, I agree with you completely: “relational” has been a sales-y buzzword forever. But it’s gotta be genuine.
From a business perspective I think when we’re real, and we offer products or services that actually make people’s lives simpler, or more enjoyable, that shows a lot of care.
3 Doug Kramer // Jan 29, 2009 at 11:34 pm
One Word – POLE DANCERS!….
Ooooh…man, you know how tempting it was to just write that and leave! Gotta watch myself. Sometimes the Id just takes over!
Offer something that they want! It absolutely doesn’t matter who or what your target is. They function the same. When you have what they want (or need) they will come to you.
The question is:
“What time have you taken to get to know your target?”
Target is such a cold word but it fits. Assassins call it their “mark”. Prior to creating the party, have you asked the questions and listened to the stories about what is wanted or needed?
Ask.
Listen.
Ask again.
Listen more.
Create.
Rinse and repeat.
It might even work with our wives but, oh Lord, don’t let them know we’re referring to them as “targets”!
Doug
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