How to build your "people pipeline"

One of the most common questions I get when it comes to building an online platform is “How can I help people discover what I’m building?”  It’s one thing to build a platform, but it’s another thing altogether to build an audience or clients who will regularly utilize what we’ve built.

This is a question that you will find yourself asking even after you’ve been involved in online platform development for years.  I think we’re always wondering about how we can reach more people than we’ve reached previously.

During the early days of creating my website, writing blog content, and recording my podcasts, I didn’t have much of an audience, so I began by making sure I let the people I know personally know about what I was creating.  I shared my content in person and I shared about it via my personal social media. 

To my delight, my friends and family enjoyed what I was creating and began spreading the word to others.  I didn’t pay for advertising, and I didn’t have a major social media campaign.  I just spread the word to people I had genuine relationships with and they helped me expand my reach through word of mouth.

Over time as my audience has grown, I have been utilizing other tools as well to help create what I something think of as a “people pipeline.”  It’s my goal to make sure that people are regularly introduced to what I’m doing.

I think it’s fair to say that driving traffic to your online platform involves a combination of strategies that include organic methods, possibly a little paid advertising (although I don’t really do much of that), social engagement, and collaboration. Here’s a breakdown of what I think will work for most of us.

1. Optimize your Platform for Search Engines (SEO)

• Keyword Research: Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find keywords your audience searches for.
• Quality Content: Create valuable, engaging, and SEO-friendly content tailored to your audience.
• Technical SEO: Ensure your website is mobile-friendly, fast-loading, and easy to navigate.
• Backlink Building: Gain links from reputable websites in your niche by creating valuable content that’s easy to share and worth linking to.

2. Leverage Content Marketing

• Blog Posts: Publish articles that solve problems or answer questions for your target audience.
• Video Content: Use platforms like YouTube to share how-tos, tutorials, or engaging stories.
• Infographics & Visuals: Share visually appealing content on social media or your website.  Canva is just about the best tool I know to create this kind of content.
• E-books & PDFs (Leadmagnets): Offer downloadable resources in exchange for contact information.

3. Social Media Marketing

• Platform Selection: Focus on platforms where your audience is most active (e.g., Instagram, LinkedIn, Facebook).
• Consistency: Post regularly with a mix of promotional and value-driven content.
• Engagement: Respond to comments, join conversations, and use hashtags strategically.
• Collaborations: Partner with friends, influencers, or brands in your niche.

Note: I don’t personally engage in as much social media marketing as I often see others do, but I have to acknowledge that this can be a very effective approach.

4. Email Marketing

• Build a Subscriber List: Use lead magnets like free trials, discounts, or exclusive content.
• Regular Newsletters: Share updates, tips, and promotional offers.
• Personalization: Tailor emails based on user behavior and preferences.

5. Collaborate and Network

Guest Blogging: Write articles for other websites in your industry.

Affiliate Marketing: Partner with affiliates who promote your platform for a commission.

Webinars & Live Events: Host virtual events that showcase your expertise.

6. Offer Value

• Freemium Models: Provide basic services for free with premium features available at a cost.
• Exclusive Deals: Run limited-time offers or discounts.
• Customer Support: Excellent support can lead to word-of-mouth referrals.

7. Leverage Analytics

• Monitor Traffic: Use tools like Google Analytics to understand where your visitors come from.
• Track Conversions: Measure how well your strategies are turning visitors into customers.
• Refine Tactics: Focus on the channels and methods that yield the best results.

8. Engage in Online Communities

• Forums: Participate in discussions on platforms like Reddit, Quora, or niche forums.
• Social Groups: Join Facebook or LinkedIn groups relevant to your niche.
• Answer Questions: Provide insightful answers that link back to your platform.

9. Maintain a Long-term Strategy

Building consistent traffic takes time, but if you remain engaging, continue to create helpful content, continue to show up where people are, and operate from a heart that’s eager to serve generously, I’m convinced you’re going to gradually build an audience or a “people pipeline” that continues to visit your platform, use your services, and recommend your content to others.

I never want to present anything I teach or do as if it’s a “quick fix” with instant results, but I can confidently say that if you make regular use of the suggestions I just listed, you’re very likely to see healthy results and stronger people connections over time.

© John Stange, 2024