Some of the best marketing you can do does not take the form of traditional promotion or branding. Instead, you can be a value-added resource for those who influence your target market. The stronger your relationships with these influencers, the more likely you are to gain their trust, their respect and (ultimately) their referrals. No matter what industry you are in, you can reach out to others who share your market segment by sharing information and resources and making relevant introductions for them.
If, for example, you are in manufacturing, you might provide insights of new trends you are seeing to the journalists who cover this sector, helping them find new angles and new stories to investigate or report on. Business leaders in retail, construction, or professional services, can all extend themselves to demonstrate a genuine commitment to helping others.
In return for your sincere support, those you help will be more willing to help you as well. Make a list of the influencers in your market and consider ways that you can consistently interact with them more effectively. Just try it!