Grow Word of Mouth With Watering Holes

A client recently asked me:

"What's a characteristic of a good vertical market to target?"

Here's what I told him:

A good vertical market has natural "watering holes." 

These are places where people gather to network and socialize.

Examples of vertical market watering holes include:

• Facebook Communities

• Slack communities

• Associations

• Trade shows

• Alumni groups

• Local organizations

When you create remarkable results for your vertical market clients, it quickly spreads in these watering holes.

Question to ponder:

👉 Does our target vertical market have watering holes?

Frequently Asked Questions

What does "watering hole" mean in the context of vertical market selection?

A place where people within a vertical naturally gather to network and socialize, whether that's a Facebook community, Slack group, association, trade show, alumni group, or local organization.

Why do watering holes matter when evaluating a potential vertical market?

Because remarkable results delivered to clients within that vertical spread quickly through these gathering spots, amplifying word of mouth in a way that wouldn't happen in a more fragmented, disconnected market.

What are some common examples of vertical market watering holes?

Facebook communities, Slack communities, industry associations, trade shows, alumni groups, and local organizations, all spaces where a vertical's members naturally connect with each other.

Why does word of mouth spread faster through these watering holes than through general marketing?

Because these spaces are already trusted, tight-knit communities. A recommendation shared within one carries more weight than an outside marketing message, since it comes from within the community itself.

What's the practical question worth asking when evaluating a potential vertical?

Whether that target vertical actually has identifiable watering holes, gathering spots where word of mouth could realistically spread once results start compounding within that community.