Seth White of the Metropolitan Mortgage Group wrote in to ask about word-of-mouth hubs and how they fit in with the three essential elements of a target market (1. Shared Needs tied to your business, 2. Trusted Hubs, 3. Quantity).

Thanks for the question, Seth.

To understand hubs, think of it this way – a hub is anything that could spread effective word-of-mouth about your business. Now, the “effective” part is critical. It’s not enough to have just anybody talking about you. The target market has to actually trust their opinion on the subject. So, what you’re looking for could be anything, from a single individual to a blog to a community newsletter to the New York Times.

For example, one of my Realtor clients is targeting young professionals, so for a specific promotion we narrowed it down like this: Young Professionals > New Professionals (recent grads) > Engineers > New Boeing Engineers. So, the hub to get to them could be the HR manager or a friend who works at the company. We’d then make contact with that person to get their input on what the most valuable presentation would be and get them to send out a simple email to the new engineers inviting them to the event.

I hope that helps.

The Answer Lines are open so if y’all have a question, just send it to me in an email.

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