Breaking in: Reaching new or unresponsive markets

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Hey, there, creators,

Today’s issue is all about reaching new market segments.

Whether from market saturation, poor product/market fit, or any other number of factors, you might eventually need to break into a new market.

The bad news is: it’s hard. Really hard. Sometimes it can almost be like starting from scratch.

The good news this week’s Creator’s Circle for 3 ideas for breaking into new or unresponsive markets.

Think outside the (in)box

There are two types of people in this world.

1. Those who aim for inbox zero with email
2. People who are not psychopaths

The average person gets over 120 emails per day—and that’s just email. When you add inmails, pitch slaps, DMs…there’s a lot of inbound information and most of it is, well, you tell them Destro:

While you can use all sorts of hype-y, attention-grabbing tricks to maximize your chances, your best bet is to go old school: direct mail. Everybody working in and around tech and business these days spends most of their time in front of one screen or another.

Stop trying to fight against the tide and go and swim in another pool entirely. It’s easy to send email.

Why not try something else entirely to delight your audience?

Looking for help there? Our friends over at Grove Cookie Company and Harvest Chocolate can probably give you some sweet ideas.

[Ed. note: they are not sponsors. We just gobble up their work. Literally]

Make some new friends

Don’t have trust and authority in your new market?

Borrow some.

Brand partnerships or collaborating with influencers is an incredibly quick way to show your audience you’re listening by aligning with the people that matter in their market.

After all, people are people.

Doesn’t matter whether they’re buying for themselves or buying for a company, they’re going to start by asking their friends, their networks, and listening to those they trust in order to guide their decisions.

Identifying an influencer/thought leader/subject matter expert can escalate your efforts to reach your new audience escalate quicker than you think.

Keep in mind that in some cases, they’re not going to be what people think of when you say influencer. They may be a veteran with decades of experience, a person who writes a blog on the topic, or, well, they might just post shit

Either way, it doesn’t matter how niche the topic is. You can most certainly find creators and influencers to collaborate with if you put in the legwork.

You just need to go where your audience hangs out and listen for a bit.

Take things offline

This is the face we make any time someone says “Events are dead”.

Events are where both of us cut our teeth—Nick as a field marketer and Bryan as a…well, whatever the hell he was that week.

Let’s be real - both of us love the remote work life.

That said, there is undoubtedly something that can’t be replaced by getting a whole bunch of people together in the same room, talking about something they’re excited about.

Planning and hosting events is expensive and hard to coordinate. Those massive convention center shows are fun to attend (sometimes) but planning them is a massive coronary waiting to happen.

Niche events are far, far easier, and have the chance to offer a better conversion rate than a big event.

Instead of trying to pack a stadium crowd where <1% might be in-market and a good fit, instead just focus on trying to fill out a large dinner table.

Get together 10-20 high-priority decision-makers or thought leaders. Host a round table, masterclass, workshop, or whatever you want to call it. Tailor the event to whatever new group you’re trying to reach and you’ll be able to craft an experience that’s simply not possible at the larger scale.

So yeah, go ahead. Say events are dead one more time.

Parting thoughts

Breaking into new or unresponsive markets isn't about reinventing the wheel. It's about being resourceful and creative with your approach.

Take a step back from the digital world and explore direct mail or offline events. These “old school” methods can offer a refreshing change for your audience, helping you stand out in a sea of emails and online ads.

Collaborate with influencers or thought leaders who already have the trust of your target market. Their endorsement can instantly boost your credibility and visibility.

Above all, stay patient and persistent. It's not an easy journey, but the rewards are worth it.

Stay tuned to our next issue where we'll continue to share more insights and strategies about crafting an influencer marketing program that gets real results.

Until then, keep creating,

Nick & Bryan

Resources

1. Catch up on previous newsletters here
2. Check out ClubPF. A GTM Club & Community For Marketers, Entrepreneurs, and GTM Leaders.?New ideas, daily tips, expert-led sessions, hundreds of go-to-market resources, coaching and on-demand training, and honest, relevant, and useful feedback?
3. Everything we talk about goes back to a people-first mindset. Mark Kilens and I crafted a 40+ FREE workbook on how to get started here
4. Want to learn more about the Creator Economy? I have a new podcast on TACK Network called Creators Gonna Create. Subscribe to HBO of B2B GTM to check out my show plus all the other fantastic shows that are a part of The TACK Network. We aim to have 20+ shows as part of the network by the end of Q1.