If you walked into a room filled with 100 people, from all walks of life or all industries, would you be able to pick out the one who you wanted to work with? Who in that room would inspire you to create your best work? Can you find the people who would value you and your brand the most?

As small business owners, we sometimes think that anyone slightly interested in handing us money or working with us on a project is worthy of our time. But that’s not always the case.

When you are passionate about your business you know that creating a community of loyal clients and strong supporters is more valuable than being busy with work that is not inspiring. If we wanted that we could get a day job.

Here are 5 tips to help you get closer to your audience and create lasting relationships.

Know who you don’t want to work with. When you are just starting to define your target audience it’s easier to eliminate those you KNOW are not the right fit for you.

Make of list of your favorite clients and see if there is anything they had in common. If you can’t find a common thread, write down your favorite thing about each of them and reorder them from the most important to the least.

Where are they? Whether on social media or in person, your audience hangs out somewhere. Pick the top two places that your audience is spending their time and spend your time with them. Engage on their posts and share content that appeals to them.

How do you provide content that appeals to them? Discover what they care about. What do they value? If you’re a children’s boutique you know your clients are moms who value their families and they are probably on Facebook and Pinterest. If you are an accountability coach you might think that your only clients are on LinkedIn, but if they are small businesses themselves you might want to think about where their clients are as well.

What do they need and how are you providing it? Do you know what your audience worries about, what keeps them up at night? When you understand what your audience or clients are struggling with you can be there to guide them towards a solution.

Entrepreneurship is more than just a bottom line or sales pitch, it’s about building relationships and creating and receiving value.

Be more than just another business card at a networking event. Whether with a client or a referral partner, be strategic and intentional about the people you connect with.