Bec Faye
How to Get Your Marketplace Startup in Front of the Right People
If you’re a startup founder or business owner, this probably sounds familiar:
“I know people will love what we offer—if I can just get in front of the right audience.”
You’re confident in your product or service, but somehow, your marketing efforts just aren’t landing. Despite spending time and money on social media, ads, and content creation, the results remain underwhelming.
So, what’s going wrong?
The Missing Link: Identifying Your Hungry Fish
The key to successful customer acquisition is identifying your Hungry Fish—the micro-markets that are actively searching for a solution to their pain points. These aren’t just broad audiences like “mums” or “sports enthusiasts.” Your Hungry Fish are your ideal buyers: the ones ready and willing to pay for your solution.
To attract them, you need to answer three crucial questions:
- Who are they?
- Where do they hang out?
- What message will resonate with them?
Without clear answers to these, your marketing efforts will continue to feel like spinning wheels.
Why Your Marketing Efforts Might Be Failing
Here are some common pitfalls that could be holding you back:
1. Targeting the Wrong Market
You’re casting your net too wide or focusing on people who aren’t ready or able to engage with your product.
Imagine trying to convince people with no interest in climbing Mount Everest to reach the summit. You’re wasting time and resources busing the wrong audience to the mountain base when they have no desire—or ability—to climb.
Instead, focus on the right audience: people with the motivation, need, and ability to succeed with your product. Once you align your efforts with this group, everything becomes smoother—and more cost-effective.
2. Using the Wrong Message
Even if you’ve found the right people, they may not resonate with your message. Just because you understand their needs doesn’t mean they do.
To convert, you must meet your audience where they are mentally. Address their current pain points and show empathy before guiding them toward the solution.
3. Fishing in the Wrong Channels
Your Hungry Fish may not be swimming in the waters you’re targeting. If they’re not on the platforms you’re using, all your efforts will be wasted.
For example, when Bolsta initially targeted “sports enthusiasts,” the competition was too fierce, and the costs were sky-high. When they narrowed their focus to budgeting mums, their cost per lead dropped significantly—from $80 to $20.
The takeaway? Find where your Hungry Fish congregate and speak to them directly.
How to Fix It: A Simple, Powerful Solution
To get in front of the right people, you need to:
- Identify your micro-markets (your Hungry Fish).
- Find their hangout spots (the best ponds).
- Tailor your message to speak directly to them (the best bait).
This is exactly what we cover in our Momentum Kickstart Session. In just a couple of hours, we’ll work together to:
- Pinpoint your Hungry Fish.
- Map out where they spend their time.
- Craft messaging that resonates.
Shifting Your Perspective
Sometimes, the solution is right under your nose—you just need a fresh perspective.
“It seemed so obvious now, but we were so lost in the details that we completely missed it! Just this one little detail changed everything… and the flow-on effect has been huge!” — Bolsta Team
When Bolsta pivoted their ad targeting to budgeting mums, they immediately saw a dramatic improvement in their results.
Addressing Common Misconceptions
Let’s tackle a few reasons why you might think this approach won’t work for you:
“I don’t have time for this.”
The truth is, you can’t afford not to do this. What will it cost you to continue targeting the wrong people?
“I already know my target audience.”
Are you sure? Many businesses think they know their audience but are targeting too broadly. Digging deeper could uncover surprising insights.
“Implementation is too complicated.”
Adjusting your targeting—like refining your Facebook ad audience—can be a quick and simple change that yields dramatic results.
Real-Life Success Stories
Here’s how other businesses have seen success using this approach:
- Bolsta Case Study #1: After shifting their focus to budgeting mums, their cost per lead dropped from $80 to $20.
- Bolsta Case Study #2: By posting in a niche Facebook group, they attracted a flood of new leads, reducing their reliance on expensive ads.
Take the First Step
If you’ve been asking, “How can I get in front of the right people so I can attract and convert them effectively?”—the answer lies in identifying your Hungry Fish.
Through a Momentum Kickstart Session, you’ll:
- Uncover your ideal audience.
- Learn where they spend their time.
- Craft messaging that resonates deeply.
Are you ready to attract and convert the right people? Let’s make it happen.