What is a destination? It’s the place you want to be. Perhaps it’s a vacation resort. Maybe it’s your parent’s place during the holidays. When it comes to business, a destination is where people in a particular niche want to hang out.
When you think about the niche that your business operates in, where do the people like to hang out? Where do they like to be? That’s a destination, and that’s where YOU want to be.
Now you might want to be there as a fan of the niche, but you REALLY want to be there as one of the experts. I don’t know how big your contact list is, but if you’re looking for a LOT of people to get in front of, your list won’t compare to the list of all the people who are dropping by the destination to see and hear about exactly the solutions you have.
Find or build a destination for your niche and then be a very visible player in it. Leverage all the people that others bring to the same group. That’s a smart, effective and very inexpensive way to market.