Community marketing in a nutshell:
- Find the people who are naturally interested in your product/service.
- Reach out to them.
- Inform them (don't sell them).
- Excite them
They will take it from there. A little bit of work and a big impact.
Here's the evidence to back it up.
Ian Ayres is the NYT best-selling author of SuperCrunchers.
After reading the book, I reached out to him, brokered an intro to the SQL data-mining team. He got every excited about it.
A million times more effective than an ad (much cheaper) and more credible.