“When you make content, you write content about what your business is after you've repositioned it. There's different tweets and Slack channels where people ask 'what's the best pop-up tool.' If you have that connection between yourself and that specific thing, every single reply is going to be 'use Alia,' because they know that you do that thing.”

Write every piece of content around the single thing you do — community will auto-tag you

Once Alia narrowed to pop-ups, every tweet, post, and reply reinforced that single association. The payoff: in any 'what's the best X tool' thread, the community auto-tags you because they only know you for that one thing. Word-of-mouth becomes outsourced sales.