When you start a small business, you have to do things like apply for a license, obtain an EIN, register with state bureaus, etc. And there’s a conventional list of collateral you need as well:
- Business card
- Website
- Email address
- Brochure or leave-behind packet
- LinkedIn profile
These elements serve a similar purpose to renting a space and hanging a shingle above a front door.
When it’s time to start getting business, though, we’re past the set it and forget it age. But there’s so many social platforms, forums, advertising venues. There are in-person networking events in my area, a chamber of commerce, etc.
How do you know where to focus your efforts?
Go Where the People Are (Your Target Audience, That Is)
Here’s an example 5-minute brainstorm map that I started for one set of target users of this site:
This is a rough beginning of an exploration to locate the sweet spot where the value my services offer match the needs of potential clients. This is just the start of figuring out how and where I can start establishing trust with an audience. Notice that I’m working with what I have (a website with a blog), but defining what I’m going to do in terms of who I’m hoping to engage.
Should I be on TikTok? Do I need print fliers? Business cards? I can only answer these questions after I’ve determined the habits and behaviors of people looking for the type of services I supply. This will take some research. I will want to address low-hanging fruit; I will also focus my efforts where the potential return is greatest.
Stay tuned for the next steps in building a strategy that starts with the user, not the products.
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