How to Find Your Audience and Truly Connect with Them

For new business owners—whether you’re a buyer’s agent, interior designer, or breathwork coach—finding and connecting with your audience is one of the most crucial steps for success. It’s not just about being visible; it’s about building trust, fostering relationships, and becoming the go-to expert in your field.

Follow these steps to define your audience and build genuine connections that last.

Step 1: Define Your Ideal Client

Before you can connect with your audience, you need to know who they are. Take time to clearly define your ideal client by asking yourself:

Key Questions to Define Your Ideal Client

What problem am I solving for them?
Example: If you’re a buyer’s agent, your client might be overwhelmed first-home buyers who need guidance navigating the real estate market.
What kind of people would benefit the most from my services?
Example: If you’re a breathwork coach, your clients might be busy professionals seeking stress relief or individuals working through emotional healing.
Where do they spend their time (both geographically and digitally)?
Example: A mortgage broker’s ideal client might spend time in Facebook groups for first-home buyers or follow financial advice pages on Instagram.
What are their challenges, desires, and priorities?
Example: If you’re an interior designer, your clients might want stylish yet functional spaces but lack the time or creativity to make it happen.

Why This Matters

Creating a detailed persona (or even several) helps you understand your audience on a deeper level. Tailor your messaging, content, and outreach strategies to address their specific needs.

Step 2: Understand Where Your Audience Spends Their Time Online

Not all platforms are created equal. Your audience’s preferred platform will depend on your industry and client type. Here’s a quick breakdown:

Popular Platforms and Their Best Uses

Instagram: Perfect for industries like interior design, wellness coaching, and lifestyle-based services.
LinkedIn: Ideal for buyer’s agents, mortgage brokers, and other professionals targeting corporate or career-driven audiences.
Facebook Groups: A goldmine for niche communities. For example, first-home buyer forums for mortgage brokers or wellness groups for breathwork coaches.
YouTube: Great for video tutorials, like showing a home-buying process or demonstrating breathing techniques.
TikTok: Effective for younger audiences and creative professionals who can showcase quick, engaging content.
Pinterest: A haven for designers, stylists, and other visual service providers.

Pro Tip

Tools like SparkToro or Hootsuite Insights can help you uncover where your ideal clients are spending their time.

Step 3: Build Authentic Engagement

Once you’ve located your audience, focus on building genuine relationships. Remember, quality engagement beats quantity every time.

How to Engage Without Being Salesy

Be consistent: Post content that provides value to your audience, like tips, guides, or relatable stories.
Be personal: Share your journey, wins, and even your struggles. Authenticity resonates with people.
Ask questions: Use Instagram polls or LinkedIn posts to encourage interaction.
Respond thoughtfully: Always reply to comments or messages in a way that shows you care.

Example of Thoughtful Engagement

If a follower on Instagram asks, “How do I know if breathwork is right for me?” respond with something like:
“Great question! Breathwork can benefit anyone who feels overwhelmed or wants to improve emotional resilience. I’d be happy to share a beginner’s practice you can try!”

A Note on DMs: Don’t Lead with a Sales Pitch

One of the biggest mistakes new business owners make is sending unsolicited DMs to potential clients. Nobody likes receiving a message that feels pushy or salesy. Instead:

Focus on engagement first: Comment on their posts, share valuable insights, or answer their questions in a group or thread.
Offer genuine help: If someone asks a question online, provide thoughtful advice without expecting anything in return.

Example

If someone in a Facebook group asks about styling a small living room, you could say:
“You might want to consider using mirrors to create a sense of space. I’ve done this with a lot of my clients and it works wonders!”
Instead of:
“I’m an interior designer. DM me if you need help.”

Let connections build naturally. When the time is right, they’ll come to you.

Step 4: Use Your Landing Page and Newsletter to Strengthen Connections

While social media is excellent for discovery and engagement, your landing page and newsletter create lasting relationships.

Why These Tools Matter

Landing page: Acts as a one-stop shop where potential clients can learn about your services, book consultations, and contact you.
Newsletter: Sends regular updates, exclusive content, and helpful tips to keep you top-of-mind.

Examples

A buyer’s agent might send a monthly newsletter with local property market trends.
A breathwork coach could share a weekly breathing exercise or self-care tip.

Platforms like Folyeo make it easy to combine these tools, helping you connect with clients and streamline your online presence.