Ok, so I know that’s a super vague title for a blog post. If we are going to talk about Guerrilla Marketing and how to apply it to your business, we need to first talk about how to determine, find, and target ideal prospects. Remember from my last post, Guerrilla Marketing is “Going after the conventional marketing goals but doing it by using unconventional means and a fair bit of imagination.” So, let’s talk a little bit about how to find your targets using Open Source Intelligence(OSINT)
Planning your operation
With the availability of data, acquiring bulk loads of data is the easy part. Segmenting and sifting through that data is the tedious part. A lot of this tedious work can be circumvented if with proper strategy and planning in your war room.
Narrow your Demographics
Let’s say you sell a software that will help small businesses do a better job with engaging on their social media platforms. So who is your ideal customer? Many consultants would say that any small business needs your service because every small business needs to take an active part in social media now days. Yes, this is true on a surface level, but that doesn’t mean that every business out there is your ideal prospect.
If you are having a hard time figuring out how to narrow your focus, simply make a list of who you would really enjoy having as a client or customer. If you really like working with woman owned businesses, make that your first qualifier. We’re gonna narrow it down even further. Say you were in the military and would like to work with Veterans. Great, now we are only going to be looking Female Veteran owned businesses.Now, we are starting to get somewhere, but we need to analyze further. Are you good at selling yourself over the phone? What about webinars? How about face to face meetings? If all of these are equal strengths for you, great, but if not you need to focus on the area where you excel. See where I’m going with this? Just keep brainstorming so you can further refine your target demographics.
Utilize OSINT for Recon
Cool, so now we know that you want to focus on Female Veteran Owned B2C Business that are active but not entirely successful with their social media in a 50 mile radius of your location. There are many tools out there to help sift data for you. Since we are looking for businesses that are somewhat active with social media, the first tool I would use is FollowerWonk. Even their free version can be extremely helpful, so go plug in basic keywords pertaining to your demographic and they will find only twitter profiles that match your query. Best part is they rank them by influence so it’s easy to get a narrow list. If you aren’t finding enough leads through FollowerWonk, I would recommend doing the same search in Twellow. Twellow is basically the yellow pages of twitter. By now you should have a list of people who fit your demographics. Since we are doing Guerrilla Marketing here, we need to now find out who they are as a person. What are their interests, backgrounds, passions? What is going to be an easy door for you to open to them, so they actually pay attention to your offering? Take the people you find and do searches on them in of course Google and Bing, but for better more personal results I recommend using DuckDuckGo and especially Blekko.
Once you follow these steps, you should be able to identify who would make a great prospect for you, and know enough about them to make engaging and conversation very easy. A tool I recommend that everyone take advantage of is Rapportive. Rapportive is a plug in for Gmail that takes the person whose email address you have and finds every social network profile they have and their latest posts. A great tool for building your lead base if all you have is an email address.
I’m sorry for making this such a long post, but now we have the framework in place to effectively build upon and implement our next steps in Guerrilla Marketing.
What are your favorite tools do to find and identify your ideal prospects? Please leave a comment below