How Do I Find Where My Target Audience Consumes Content?
Use a Discover → Validate → Scale framework to locate the channels, communities, and formats your buyers trust—then connect insights to HubSpot with UTMs, lists, and dashboards.
Start with first-party data (referrers, UTMs, on-site polls, win/loss notes) to shortlist channels and communities. Validate with customer interviews, social listening, review sites, and competitor backlink/ad intel. Test quickly—launch small proofs (posts, placements, sponsorships), tag with UTMs, group in HubSpot Campaigns, and read quality metrics & assisted pipeline to confirm where attention actually converts.
Audience Watering-Hole Checklist
Discover → Validate → Scale (in HubSpot)
1) Discover. Pull your top referrers and on-site behaviors. Review Contact timelines for first-touch/last-touch sources, and scan Deals for common “heard from” notes. Add a required “How did you hear about us?” field and a lightweight on-site poll. Create a shortlist of channels, communities, and creators your ICP already frequents.
2) Validate. Run five customer interviews to enumerate daily sources: newsletters, podcasts, communities, review sites. Use social listening to find where questions get answered. Map competitor sponsors/backlinks to identify likely watering holes. Build Active Lists by behavior (e.g., visited comparison pages, came from review sites) to size audience overlap.
3) Scale. Ship 2–3 low-risk tests: a community post + AMA, a podcast ad/read, and a newsletter placement. Tag everything with UTMs, consolidate under HubSpot Campaigns, and monitor engaged sessions, return visits, product/pricing views, demo requests, and assisted pipeline. Keep winners; pause low-signal channels.
45-Day Audience Mapping Sprint
- Days 1–7: Audit GA4/Search Console, referrals, and HubSpot sources. Add poll + “How did you hear about us?” to forms. Standardize UTMs.
- Days 8–15: Interview 5 customers + 5 prospects. Compile top newsletters, podcasts, communities, creators, review sites. Build a priority list.
- Days 16–25: Validate with social listening & competitor sponsor/backlink scans. Create HubSpot Campaigns per channel test.
- Days 26–35: Launch 2–3 proofs (community AMA, newsletter placement, podcast read). Ensure tracking and lead capture paths.
- Days 36–45: Read dashboards (quality + assisted pipeline). Keep winners, iterate messaging/format, and schedule next-quarter scale.
Frequently Asked Questions
Pinpoint the Channels Your Buyers Already Trust
We’ll mine your data, interview customers, launch quick proofs, and build HubSpot dashboards that reveal where attention turns into pipeline.
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