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It all depends on what you want to achieve/build with your business.

I'm not an expert in collect/display testimonials solution but have you validated the need for such a product? Any paying customers yet?

If so, clearly define your typical customers and find ways to reach out to them.

Hope it helps.

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I used to do contract programming, and worked with a few businesses who expressed issues with external review websites, but I have a hard time jumping from that topic to selling my product.

I unfortunately do not have any paying customers, nor much traffic in general.

"and find ways to reach out to them" do you mean lots of cold-calling?

You wrote down: "my target market is essentially small business owners who dislike Yelp" => is this an hypothesis or a fact?

Before doing marketing, make sure there is a market/people ready to pay for your solution.

Only if so, start doing marketing (outbound, inbound,...).

Ah, it's a hypothesis.. I am/was under the impression that marketing is partially a way of testing that.

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