EJ: That's a great visual. I now see you putting those pieces into place, and you
start to get a large enough community, and then start to snowball and build
momentum. The referrals start coming after you get those first pieces-and
everything starts building on it?
Raad: Yeah. We have private communities for both sides. On the client side we're
throwing workshops and events almost every week. We have an online, private
community, we have a separate Substack, and we also have a separate podcast
for them. On the talent side we're about to roll out a Discord channel and recurring
town hall meetings.
It really is investing into the community. Sometimes that takes awhile and you're
not going to see immediate results in the same way that a good AdWords campaign,
or a Facebook ad gets you immediately after you spend the money.
Once the ball gets rolling, and once you hit a critical mass around a certain talent
type or practice area- it really does snowball. You're still putting in work. You're
still putting together amazing content. We're actually about to do our first annual
conference next year.
But it is a lot of upfront work and it's important to make sure you have the runway
or you're cashflow positive-because there isn't really a blueprint out there for that.
Most of the marketplace hacks and articles out there are focused around either selling
to SMBs or selling to individuals. They’re all viral growth marketing tactics.
It really is a slow burn process for service, tech-enabled marketplaces focused around
specific industries. But it ends up being amazing because you get companies that expand,
and you get companies that refer you. You just drive really good word-of-mouth growth,
and your ROIs are insane.
It's amazing, because we previously sold just to SMBs. When we eventually pivoted out
of that market segment, it was like night and day. So it's been pretty fun.