If you want to get more clients, you need to get yourself and your offers in front of more people in your target market.
But it takes time to build an audience and gain traction when you’re building awareness one person at a time.
That’s why you want to tap into others’ audiences whenever possible. I call this “cross-pollination” and it works really well.
This approach usually requires a little give and take. You won’t be able to get access to other people’s audiences for nothing.
Chances are, you’re likely going to have to contribute your expertise and share access to your audience in order to get access to theirs.
Here are a few examples of ways to do that:
- Guest on podcasts in your niche. You’ll share your best ideas in exchange for access to their audience. The podcast host knows you’ll also promote the episode to your audience, giving them access to your network, too.
- Invite others in your niche to guest on your podcast. Your guests will share the episode with their network, gaining exposure for both parties.
- Do webinars for the audience of other non-competitive companies in your niche. I have done a ton of these for software companies that do webinars as part of their regular content marketing calendar. I’ve gotten many clients this way.
- Speak at an industry conference (or sponsor if practical), thereby exchanging your expertise (or money) for access to their audience. The former is much stronger.
- You can also host your own industry conference or event, inviting others in your industry to participate. They’ll get access to your audience, you’ll get access to theirs, and everyone benefits from the joint collaboration.
- You can also do several other things like cross-promote each other out of goodwill, or share posts by others in your niche, creating reciprocity.
The two currencies you have are educational content and an audience.
If you have both, and you operate in a niche, you have tremendous leverage to do things like the above and much more.
Don’t try to build your audience one person at a time. Look for ways to cross-pollinate and you’ll grow much quicker.