How to Find Out Where Your Audience Hangs Out Online
Using The Watering Hole Strategy
Ever shouted out a secret in a busy market?
No?
Try it out, and you’ll find out that nobody cares! Your message gets drowned in the noise.
And that’s a lot like marketing on the wrong platform.
It’s not just about ‘where’ your audience is. But where they truly engage.
How do you find that out?
We’ll get there, but first…
If this is the first time you’re reading an article by me…
Hi, I’m Rahul Choudhary and I’m the founder of Beef Up Media, the go-to email marketing agency for Creators & SaaS businesses.
🤳🏻 (Definitely) Beyond Just Facebook and Instagram
Look, social media is great.
But our digital world is vasssst.
Your audience might be:
- On forums: Think of places like Reddit or niche-specific forums. If you sell artisan coffee, there might be a coffee lover’s forum out there.
- Reading blogs: Some people trust individual bloggers over big brands. Find influential bloggers in your niche.
- Attending webinars: Especially if you’re in the B2B space, webinars can be goldmines.
- Listening to podcasts: A fast-growing medium. If there’s a podcast about ‘underwater basket weaving’ (I don’t even know what that means!), there’s probably one for your industry.
- In niche communities: Platforms like Discord host communities for just about any interest imaginable.
🤷🏻♂️ It’s Not Just About Numbers
You might find a platform filled with your target audience, but are they listening there?
Engagement trumps followers every time.
1,000 engaged users are better than 10,000 who scroll past your content.
So don’t just look for the crowd.
Look for the engaged crowd.
🍾 Where’s The Party At?
Remember the last time you attended a party?
What made you stay?
Engaging conversation? Good music?
Similarly, online spaces have vibes.
If a place feels spammy or unauthentic, your message will get lost.
But if it’s a space of trust and genuine engagement, you’ve hit the jackpot.
For example:
Etsy forums are filled with passionate craftsmen.
If you’re selling a tool or product related to crafts, an advertisement here would feel more genuine and relevant.
Far better than a random pop-up on a news website.
Which brings me to…
💧 The ‘Watering Hole Strategy’
Animals in the wild gather at watering holes.
In the same way, your audience has trusted spots where they seek advice and share experiences.
A study from HubSpot showed that 47% of buyers viewed 3–5 pieces of content before engaging with a sales rep.
Where are they consuming this content?
That’s where you need to be! (Initially. Before you become one of those watering holes)
Instead of chasing your audience everywhere, identify these ‘watering holes’.
Dive deep into understanding them.
Participate. Don’t just promote.
✍🏼 Your Action Steps:
- Research: Find two platforms or communities you’ve never considered. Dive in, not with a marketing mindset, but as a curious observer.
- Engage: Before you market, be a part of the conversation. Understand the rules, the tone, the unspoken norms.
Not only you’ll learn a lot about your target audience (which will help you craft your marketing messages!)… but you’ll have a space to market yourself as well.
So, go.. get it!!
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