Gone are the days of the door-to-door salesman.

In an increasingly noisy marketplace, marketing is more and more about building relationships. Even in B2B, things are getting cozier. You want your audience to feel like they know you and, more importantly, that you understand them.

First step: Know your audience, and target your efforts. Use Google Analytics, Facebook Pixel—everything you can—to track the people who’ve already visited your site. What are they most interested in?

Next step: Create customer personas. How old are your target clients? Are they single? Where do they live?

If you’re selling dog collars, you might want to target customers who live outside city centers. Luxury dog collars? Try married homeowners who also own a car. Don’t be afraid to get specific.

After that, say hello. Figure out what sparks your users’ interest, then put it out there. Get them to follow you, like your posts, share your videos. Once you’ve demonstrated that you can improve something in their lives—and that you’re not just selling them something—you’ve got it made.

Along the way, you amass invaluable data. Which posts attracted which types of viewers? Which pages did they visit, and for how long? Did they end up converting (contacting you, signing up for a newsletter, or, of course, buying)? With this information, you can target your next round of ads appropriately.

Marketing is ultimately about making informed decisions. When your marketing has actionable and measurable outputs, you can adjust the dials as the data come in.

Getting the most juice for the squeeze is our thing. We know marketing because we market ourselves, and we know what it takes to develop a successful marketing strategy. Also, we got you to visit this page and read these words.