Many of my clients come to me in hopes of building a new business or expanding the business they already have. They’re struggling to “find new clients” and want to crack the code on attracting the people who need their services. 

It can be hard when you have a gift to share but few people to share it with and you’re struggling to pay the bills in the meantime.

One of my favorite teachings about how to find your ideal clients in large numbers is from Tad Hargrave of Marketing for Hippies, a coach I’ve worked with closely. Tad preaches the importance of what he calls: 

“Hub Marketing.”

If you imagine a wheel, the hub is the point on the wheel where all the spokes connect. Hubs are the places where your ideal clients gather in large numbers. Hub marketing entails finding the groups, events, people, and places that your ideal clients/collaborators/employers already connect to and then consistently showing up in (at least some of) these spaces. 

Here are a few examples of hub marketing: 

  • Suppose you want to find a job at a local nonprofit. You might benefit from attending monthly networking meetings for nonprofit professionals. (For example, if you lived in Greenfield, Massachusetts, as I do, you might attend meetings of the Franklin County Resource Network, the Council of Social Agencies, the Human Service Forum, and/or Women in Philanthropy). 
  • If you’re a massage therapist, you might find stressed-out professionals in need of a massage at your local chapter of Business Networking International or Chamber of Commerce. You might build ongoing referral relationships with acupuncturists, physical therapists, family physicians, or other healing practitioners. You might post fliers at local gyms and yoga studios.
  • If you’re a coach, consultant, or aspiring thought-leader of some sort, you might write guest blog articles for publications that your ideal clients read or speak at conferences where they gather.

Here are more hubs you might find helpful:

  • Conferences, conventions, or trade shows
  • Trainings, courses, or classes
  • LinkedIn or Facebook groups
  • Meetup groups
  • Industry-related groups or associations
  • Alumni associations for your alma mater, athletic or student group, or former company
  • Nonprofits where you volunteer or serve on a board
  • Social or civic groups
  • Church groups
  • Groups at your workplace
  • Black or Hispanic Chambers of Commerce, Minority Business Associations, or other business-related networks for professionals of color
  • Chambers of Commerce, Young Professionals groups, Business Networking International (BNI), Women’s business groups

What hubs might you connect with?

If you want to bring new clients to your business or connect with new collaborators or employers, I invite you to think about where your ideal clients/collaborators/employers might gather in large numbers. 

Grab a pen and paper, settle your body, and write down your responses to the following questions: 

  1. Who do you want to connect with? 
  2. Where do your people gather in large numbers? 
  3. Who else do they purchase services from?
  4. What books do they read? 
  5. What blogs or news sources do they read?
  6. What podcasts do they listen to?
  7. What events do they go to?
  8. What groups are they a part of?
  9. What Facebook or LinkedIn groups are they a part of?
  10. Who do they trust (locally or globally)?
  11. If they want to find a solution to their problems on Google, what would they type in? When you type that in, what do you see? (Look for potential hubs and gaps in the market— things that are not being discussed, but you think they should be discussed.)

Once you complete the brainstorm, choose one hub you’ll connect with in the next week. Then, commit to an ongoing practice of showing up in and building relationships with hubs related to the work you want to do. 

Please share your thoughts in the comments section below.

Much love,


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