QUESTION #2: WHERE IS YOUR TARGET MARKET CONGREGATING?
Remember your target market is made up of real people, so you need to look at their real
behavior. Where do they hang out online? Where do they spend their time? What email
newsletters might they subscribe to? What blogs do they read? What Facebook groups are
they a part of? Are they even on Facebook—or do they prefer Instagram? What keywords
are they searching for on Google? What books are they buying on Amazon? Answering
these questions can take some time and research, but it’s worth taking as much time as you
need to develop a clear picture of where your ideal clients are directing their attention.
Finding traffic on the Internet really is as easy as answering these questions.
Marketers try to make it complicated with all of the technology that helps direct the traffic
to certain web pages. But it’s your knowledge of the people in your market that makes the
technology useful. I like to think of the Internet as a huge mountain, and your ideal
customer—your traffic—is gold inside that mountain. Your job as a marketer is to find the
gold and mine it out. When you start mining, you’re just digging around, poking and
prodding, trying to find where the gold is. You know there’s gold in that mountain
somewhere, but you’re not sure where. So you’re looking around, trying this area and that
area, and all of a sudden, you might dig up a few nuggets. Typically, gold clumps together
in a vein running through the mountain (like a congregation). So when you find a little bit
of gold, you can dig deeper and find more. You’ll soon see that the vein runs deep into the
mountain. If you keep following that vein, you can mine out all the gold. It’s worth taking
the time to do a thorough job in the poking and prodding stage. Because if you can find
exactly where your target market is hanging out, then pulling out the gold is simply a
matter of putting a relevant message in front of them and directing them to your offer.
Do some digging—all the while asking the crucial questions: Who is my target
market? Where are these people congregating? You search for a little while, and Boom!
You might find an email newsletter they subscribe to. That’s a vein of gold. You’re going
to tap into that. You might buy ads in that newsletter and try to entice all those people back
to your website. You might find a blog they frequent or maybe a Facebook group they
like. As the entrepreneur, it’s your job to go out there and find these congregations. There
are people you can hire to help, and there are systems you can set up to tap into those
congregations, but first you have to get into the mindset of the target market and figure out
where they congregate.
Question #2: Where Can You Find Them?
The next question in the Secret Formula is WHERE can you find this ideal man or woman? Where do they hang out online? Are they on Facebook or Instagram? What groups are they part of? What email newsletters do they subscribe to? What blogs do they read? Are they reading The New York Times or The Huffington Post? What other interests do they have? Do they like sports or the arts? How about fishing or race cars? If you don’t know the who, it will be hard to find out where your perfect client can be found. So make sure you know exactly who you’re trying to attract. Then just write down a few places you think the prospect might hang out online. Over the next few chapters, we’re going to take a deep dive into how and where to find your dream clients. I’ll show you exactly where to find the people you’re looking for.
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