Guerrilla Marketing: Using OSINT for Target Identification

Ok, so I know that’s a super vague title for a blog post. If we are going to talk about Guerrilla Marketing and how to apply it to your business, we need to first talk about how to determine, find, and target ideal prospects. Remember from my last post, Guerrilla Marketing is “Going after the conventional marketing goals but doing it by using unconventional means and a fair bit of imagination.” So, let’s talk a little bit about how to find your targets using Open Source Intelligence(OSINT)

Planning your operation

With the availability of data, acquiring bulk loads of data is the easy part. Segmenting and sifting through that data is the tedious part. A lot of this tedious work can be circumvented if with proper strategy and planning in your war room.

Narrow your Demographics

Let’s say you sell a software that will help small businesses do a better job with engaging on their social media platforms. So who is your ideal customer? Many consultants would say that any small business needs your service because every small business needs to take an active part in social media now days. Yes, this is true on a surface level, but that doesn’t mean that every business out there is your ideal prospect.

If you are having a hard time figuring out how to narrow your focus, simply make a list of who you would really enjoy having as a client or customer. If you really like working with woman owned businesses, make that your first qualifier. We’re gonna narrow it down even further. Say you were in the military and would like to work with Veterans. Great, now we are only going to be looking Female Veteran owned businesses.Now, we are starting to get somewhere, but we need to analyze further. Are you good at selling yourself over the phone? What about webinars? How about face to face meetings? If all of these are equal strengths for you, great, but if not you need to focus on the area where you excel. See where I’m going with this? Just keep brainstorming so you can further refine your target demographics.

Utilize OSINT for Recon

Cool, so now we know that you want to focus on Female Veteran Owned B2C Business that are active but not entirely successful with their social media in a 50 mile radius of your location. There are many tools out there to help sift data for you. Since we are looking for businesses that are somewhat active with social media, the first tool I would use is FollowerWonk. Even their free version can be extremely helpful, so go plug in basic keywords pertaining to your demographic and they will find only twitter profiles that match your query. Best part is they rank them by influence so it’s easy to get a narrow list. If you aren’t finding enough leads through FollowerWonk, I would recommend doing the same search in Twellow. Twellow is basically the yellow pages of twitter. By now you should have a list of people who fit your demographics. Since we are doing Guerrilla Marketing here, we need to now find out who they are as a person. What are their interests, backgrounds, passions? What is going to be an easy door for you to open to them, so they actually pay attention to your offering? Take the people you find and do searches on them in of course Google and Bing, but for better more personal results I recommend using DuckDuckGo and especially Blekko.

Once you follow these steps, you should be able to identify who would make a great prospect for you, and know enough about them to make engaging and conversation very easy. A tool I recommend that everyone take advantage of is Rapportive. Rapportive is a plug in for Gmail that takes the person whose email address you have and finds every social network profile they have and their latest posts. A great tool for building your lead base if all you have is an email address.

I’m sorry for making this such a long post, but now we have the framework in place to effectively build upon and implement our next steps in Guerrilla Marketing.

What are your favorite tools do to find and identify your ideal prospects? Please leave a comment below

Guerrilla Marketing: Winning The Battle for Attention

Whether you are a business owner or a marketing agency, you need to realize that you are smack dab in the middle of a battle. This battle is for your potential customer’s attention. It’s no secret that we are all constantly bombarded with advertisements. Ads are on the signs of every building in your city, each show you watch on TV, and on pretty much every web page you visit. Advertising permeates our lives. Due to this barrage of ads, people are no longer paying attention. What was the last commercial you saw on TV? You probably have no idea – I know I don’t.

Gone are the days where can you expect that by having a catchy slogan, a promise of being better than your competitors, and a decent sized ad budget cut it. Hate to break this to you, but your potential customers are ignoring you. The only saving grace in all this is that they are ignoring your competitors too. So, let’s take a look at what you can do the break out of invisibility and step into the spotlight.

Guerrilla Marketing

photo: Max Bordonaro

First off, what the heck is Guerrilla Marketing? I think a good basic definition is this: Guerrilla marketing is going after the conventional marketing goals but doing it by using unconventional means and a fair bit of imagination. Sounds simple enough, right?

So, how do you get started?

Know Your Target Market

Who buys your product/service? Where do they eat? What are their leisure activities? What are their habits? What does the world look like in their eyes? Learn where to find your customers throughout each aspect of their daily lives. Find out what the clutter is that you need to cut through. Once you can do this, it will be much easier for you to be effective with guerrilla marketing tactics.

Get Outside the Box

Listen, if you want to grab the attention of your prospects, you have to do something worthy of their attention. This doesn’t have to be crazy or expensive. If you have a Brick and Mortar this is easiest by using your physical surroundings to gain attention. Altering the status quo, even if it’s just chalking your sidewalk can be very effective. What can you do to ensure people take notice that your store is there? Be bold, unafraid, and take a chance

Make Customer Service Your Secret Weapon

Most don’t think of this as a Guerrilla tactic, but it’s a crucial one. This is one of the easiest areas for you to take the lead. You, as a small business, have the ability to offer a level of customer service that no major company can possibly compete with. Want to build fast word of mouth? Offer customer service that is so outstanding that your customers can’t help but spread the word like wildfire.

Create Strategic Partnerships

Chances are that people who make ideal customers for your business also fit the same demographics of other businesses that don’t compete with you. Why not align forces for a special offering? Cross promotion in unusual ways can work miracles for your bottom line.

I know this is a very surface level overview of Guerrilla Marketing tactics, I will be getting a lot deeper into specific uses here on a monthly basis.

Do you use Guerrilla Marketing in your business? I would love to hear what you do in the comments section.