How to Find Potential Customers: 15 Online Research Tips and Strategies

1. Leverage LinkedIn's Advanced Search Features and Engagement Data

"LinkedIn isn't just a professional network; it's a gold mine for understanding people's priorities, challenges, and work history—all essential insights when building relationships or tailoring an approach. I start with the basics: reviewing the potential client's or employer's profile to understand their career trajectory, skills, and current role. I also examine their activity—posts, comments, and shared content—to get a sense of their pain points, industry interests, and how they approach problems. For example, if a client frequently shares articles about streamlining processes, I know efficiency is likely a core priority for them. I can then position my services as solutions to their challenges.

"Using LinkedIn groups, hashtags, and the 'People Also Viewed' feature, I research their industry trends, competitors, and potential collaborators. This gives me a broader understanding of the environment they operate in and helps me tailor conversations to reflect their world.

"Before reaching out, I find ways to engage with their content—liking or commenting thoughtfully on their posts. This shows genuine interest and increases the chances of my outreach being welcomed. For example, I once commented on a post where a potential client discussed digital transformation. That engagement led to a conversation that later became a successful partnership.

"Tools I use:

• LinkedIn Sales Navigator: It's incredibly effective for identifying decision-makers within companies and filtering prospects by criteria like company size, geography, or industry.
• Hunter.io or Lusha: When I need to find contact details for outreach beyond LinkedIn, these tools help me connect without being intrusive.
• Google Alerts: Setting alerts for the company name or executive team members helps me stay updated on their latest news and announcements.

"Using this strategy, I've not only built meaningful connections, but also secured clients who appreciated my effort in understanding their needs. Online networking isn't just about finding people—it's about listening and showing you're invested in solving their problems before even pitching."
—Max Shak, nerDigital

2. Attend Virtual Events and Webinars 

"Attending or following virtual events on platforms like Eventbrite and attending webinars lets me engage with potential clients by interacting during Q&A sessions, gaining direct insights into their business needs. These events provide a unique opportunity to hear firsthand about the challenges these people face, allowing me to better understand their specific requirements. I actively participate in discussions and follow up with attendees afterward to continue building relationships.

"This direct engagement helps me tailor my services to meet their exact needs, offering a more customized approach. More importantly, staying involved in these events allows me to stay current on industry trends, making it easier to provide relevant solutions. By participating consistently, I can create lasting connections that turn into valuable business opportunities."
—Rodger Desai, Prove

3. Analyze a Company's Public Content Strategy

"As a marketing professional, I've found that one effective way to research potential clients is to analyze their public content strategy across niche platforms like Substack newsletters, LinkedIn posts, or industry webinars. These mediums often reveal their messaging priorities, target audience, and pain points.

"For example, when targeting a SaaS client, I reviewed their LinkedIn thought leadership articles, pinpointed gaps in their storytelling, and offered tailored solutions during my pitch. This personalized approach resulted in winning their business and forming a lasting partnership."
—Ashot Nanayan, DWI

4. Utilize Social Media Platforms

"In my line of work as an online business coach, networking isn't just about connecting with anyone—it's about finding the right entrepreneurs who are truly ready to take their creative passions and turn them into a business. One of the most effective ways I research potential clients is utilizing platforms like Instagram and TikTok, where the creative industry thrives and where many aspiring entrepreneurs showcase their work. I pay close attention to how people talk about their struggles, successes, and the kinds of content they're sharing. I can immediately get a sense of whether they're looking to grow a business or if they're just dipping their toes into entrepreneurship.

"For me, the key is looking for those already showing signs of stepping outside their comfort zone—whether through experimenting with their brand or trying out new business models. It tells me they're ready for a shift, and that's where I come in.

"Another strategy I use is engaging in niche Facebook groups or forums where budding entrepreneurs discuss their challenges. I often pop in, listen to the conversations, and get a feel for what kind of support they need. If someone's consistently asking questions about scaling their online presence or monetizing their passion, I know they could benefit from my coaching services.

"Lastly, I'm a big fan of using Instagram stories to interact directly with potential clients. It's a more personal way to build relationships, and I often ask my followers what kind of business struggles they're facing. This helps me get instant feedback and stay in tune with what's going on in the creative entrepreneurial world, allowing me to tailor my content and services to the needs of my ideal clients."
—Danielle Hu, The Wanderlover

5. Monitor Company Announcements

"Press release databases like PR Newswire have transformed how we research potential clients, but not for the obvious news monitoring. We analyze the language patterns in their announcements over time to understand how their priorities and challenges evolve. For example, when approaching a manufacturing client, we noticed their releases shifted from highlighting product features to emphasizing supply chain resilience, which helped us position our services to address their changing focus.

"Industry-specific forums have proven surprisingly valuable for customer research. Rather than just tracking company news, we monitor what employees discuss in professional communities like Trade.gov's industry boards. One time we saw a prospect's team members were actively discussing challenges with international market compliance—information we never would have found through traditional company research. This insight helped us structure a proposal that directly addressed their actual pain points.

"The most valuable research often comes from a company's public procurement notices. When we spotted a potential client's RFP for digital transformation services, it revealed their exact budget range and technical requirements months before their competitors knew about the initiative. Understanding these details in advance has helped us develop more precisely targeted proposals."
—Aaron Whittaker, Thrive Digital Marketing Agency

6. Track "Trigger Events" 

"As a co-founder of a tech company, I've found that monitoring 'trigger events' through LinkedIn Sales Navigator has transformed my prospecting approach. Rather than cold outreach, I track specific company signals—leadership changes, funding rounds, or expansion announcements—to time my outreach perfectly.

"Recently, I noticed a prospective company posting about opening their new office. I connected with the new regional director, referencing their expansion plans and our experience with similar market entries. This led to a $180K consulting deal. My pro tip is to create saved searches in Sales Navigator for your ideal customer profile, but focus on company changes that indicate pain points or growth needs."
—James Owen, Click Intelligence

7. Take the Time to Research and Personalize Your Approach

"Online networking is one of the most valuable tools I use to find and connect with potential clients in the marketing space, particularly in Manchester. It's not just about collecting names—it's about understanding who they are, the challenges they face, and how I can genuinely offer value. For me, LinkedIn is often the starting point.

"Recently, I came across a potential client—a large B2B business in Manchester that had been highlighted in a regional marketing newsletter. Their LinkedIn profile showed they were experiencing rapid growth but hadn't shared much about their digital campaigns. This suggested an opportunity to help them amplify their reach. I began by researching their managing director. His LinkedIn activity revealed he would be attending a local marketing event. Taking note of this, I also reviewed their company page and found a post about a newly launched service.

"This led me to dig deeper into their website. I noticed clear opportunities for improvement: limited SEO optimization and basic PPC strategies. Using SEMrush, I could see their ad placements and keywords were underperforming. It became evident there was untapped potential, particularly in generating leads for their new service.

"Rather than diving in with a cold pitch, I decided to approach this more strategically. I attended the same marketing event, engaging in conversations with other attendees before eventually connecting with the managing director. Our conversation touched on Manchester's landscape and the challenges of scaling. Since I'd done my research, I was able to naturally discuss their business and even suggest a few ways they could refine their targeting to maximize impact.

"Following the event, I sent a personalized LinkedIn message referencing our conversation and offering a specific, actionable idea on how better PPC targeting could increase ROI for their new service. It wasn't pushy—just a practical suggestion based on what I'd observed. The response was positive, and we booked a meeting where we mapped out a strategy to enhance their digital campaigns.

"This approach works because it's never generic. Manchester's marketing scene is vibrant and competitive, but it's also tightly connected. Taking the time to research and personalize your approach makes all the difference. Tools like LinkedIn and SEMrush, combined with attending local events and being part of conversations, have been instrumental in turning leads into real opportunities."
—Max Rottier, Radar Agency

8. Engage in Industry-Specific Communities

"Joining Facebook Groups, Reddit threads, or specialized industry platforms allows me to engage in authentic conversations, understand potential clients' challenges, and observe their needs. By being active in these groups, I can clearly understand what services or expertise are in demand, helping me tailor my outreach or service offerings.

"Additionally, I use tools like BuzzSumo to research trending topics and identify key influencers or thought leaders in my industry. BuzzSumo provides insights into what content is being shared the most, who's driving the conversation, and which companies or individuals are gaining traction. This allows me to stay ahead of industry conversations and connect with potential clients or employers actively engaging in those trends. By strategically following these conversations, I can position myself as a resource and build relationships that could lead to opportunities."
—Kristin Marquet, Marquet Media

9. Leverage LinkedIn and Online Forums

"LinkedIn is invaluable for building a clear picture of a business's needs and priorities. I begin by exploring a company's recent posts and updates to gain insight into their current focus areas. From there, I look at team members' profiles to assess how their roles align with their stated objectives. For example, a business hiring heavily for marketing roles often signals they may need support in strategy or implementation—areas where I specialize.

"Another tool I find incredibly helpful is Google Alerts. Setting up alerts for keywords related to a client's niche allows me to stay up-to-date on relevant trends and news. This not only deepens my understanding of their space but also enables me to approach them with tailored, timely solutions.

"Finally, I use platforms like TikTok and Instagram to observe how businesses communicate with their audience. Organic content gives you unfiltered insight into a company's tone and values, which is essential for tailoring recommendations. Social media engagement patterns also reveal gaps or missed opportunities.

"By combining these strategies, I ensure my research is not just surface level, but aligned with potential clients' real needs, empowering me to build strong, authentic relationships from the start."
—Ross Powell, The Business Tea

10. Use Advanced Search and CRM Tools

"Advanced search and CRM tools are essential when it comes to researching potential clients or partners. I rely heavily on platforms like HubSpot and Salesforce, which allow me to segment and filter contacts based on specific criteria, whether it's industry, company size, or engagement history. This means I can quickly identify high-value prospects who are more likely to benefit from our services.

"One strategy I've found particularly useful is setting up lead scoring within our CRM, where we assign points to prospects based on their behaviors, like opening emails, clicking through on content, or interacting with us on social media. This helps prioritize outreach efforts and ensures we're focusing on the most promising leads.

"Additionally, LinkedIn's advanced search features let me dive deeper into prospect profiles and see not just their job titles, but also their recent activities, shared content, and mutual connections, all of which provide valuable insights.

"These tools make it easier to build a well-rounded picture of potential clients, ensuring that our outreach is both strategic and personalized. The ability to track interactions and revisit past communications also keeps us organized and ensures we never miss an opportunity to engage effectively. By combining CRM insights with social network intelligence, we've been able to streamline our research and significantly increase the quality of our outreach."
—Nishka Sinha, Dresma

11. Pair LinkedIn with Crunchbase and Glassdoor

"I like to take a combination approach between using networking platforms like LinkedIn and a few online databases. While LinkedIn is a good primary tool, augmenting it with platforms like Crunchbase for startups or Glassdoor for corporate environments can provide a broader perspective. I like Crunchbase, in particular, as I find that it helps identify funding rounds, acquisitions, and key executives, which can be instrumental when pitching a partnership or applying for a role in a growth-stage company.

"On the other hand, Glassdoor offers insider insights into workplace dynamics and employee satisfaction—something I don't really have another way to get without a lot more effort. Pairing these tools with personalized email outreach enhances your visibility and builds meaningful connections grounded in well-researched insights."
—Kate Kandefer, SEOwind

12. Engage in Online Communities and Forums

"I find that online communities and forums provide real, unfiltered insights into what companies and individuals are really struggling with or excited about. For example, I'm active in a few marketing and SEO-focused groups on Facebook, Reddit, and specialized platforms like GrowthHackers. These communities often have discussions that reveal pain points or challenges that companies are facing. By keeping an eye on those conversations, I get a sense of where businesses need help and where I might be able to provide value with my services.

"In addition, I use social listening tools like Brand24 to track what people say online about a particular company or industry. I can monitor any mentions across social media and blogs by setting up alerts for specific keywords or brand names. It helps me keep up with what's trending and pinpoint potential opportunities, whether it's a company launching a new project, facing a public challenge, or engaging in new partnerships.

"This research approach allows me to engage more personally with potential clients or employers. When I reach out, it's not a cold, generic pitch—it's a conversation based on something specific that caught my attention. This strategy is really effective because it's based on actual insights and not just surface-level information. You can position yourself as someone paying attention and genuinely interested in helping solve people's problems."
—James Parsons, Content Powered

13. Combine Tools with Context-Driven Conversations

"One of the most effective ways I research potential clients or employers online is by combining LinkedIn connections with web scraping tools like PhantomBuster. It's not just about looking up profiles, but gathering patterns from their activity to tailor my outreach.

"For example, I use PhantomBuster to scrape LinkedIn engagement data for a potential client's posts. This helps me see what topics they engage with most—whether it's industry trends, team updates, or customer success stories. This insight allows me to craft personalized outreach that aligns with what they care about. It's like getting a mini roadmap to their priorities.

"Another approach I've found valuable is checking community forums or niche Slack groups a client might be active in. These platforms often reveal candid opinions or challenges that won't show up on LinkedIn. It's a great way to understand a person's pain points or the solutions they're already considering, so I can position my value accordingly.

"Combining tools like these with genuine, context-driven conversations has made a huge difference in building connections that actually convert into opportunities."
—Vishal Shah, WPWeb Infotech

14. Engage Authentically in Relevant Groups

"I focus on engaging authentically. I'll join relevant Facebook groups, LinkedIn conversations, or industry-specific forums where business owners (my potential clients) are active. I'll offer actionable advice or share latest business growth insights without being overly promotional. For me, it's about building trust before pitching services."
—Hemal Patel, KB Studio

15. Utilize Twitter and Online Forums

"Twitter allows you to follow industry leaders, engage in conversations, and stay updated on new trends. By using Twitter lists, you can categorize and monitor specific groups, such as competitors or potential clients, making it easier to track their activities and interests.

"Additionally, participating in relevant online forums like Reddit can provide valuable insight into the needs and challenges faced by your targeted audience. By engaging in discussions and asking questions, you can build relationships while gathering information. Utilizing these tools strategically can enhance your ability to connect with potential clients or employers effectively."
—Sonu Bisht, Digininja Private Limited