Target Marketing
April 19, 2008
Target marketing, in the social media space, is the most powerful way to get your message heard by an engaged audience. The power of online communication is that people parse themselves into precise groupings and pull through the messages that pertain to them. Gone are the days of looking at wide ranging demographics and blasting out a message that will only resonate with a few and interrupt the rest.
The key to target marketing online is to think like your customer. What questions do they have? How do they frame those questions in their minds? Most of the communication online passes through information choke points like search engines and site search. This makes keyword targeting so important. Its the words we use that will dictate whether they find us or not.
A little time spent talking with and informally surveying your target audience will reveal some insightful information on 
which words they use to describe their needs.
They have questions. In order to connect to them, you need answers. And those answers need to be targeted precisely in order to make their way to the top of these information choke points where people can find them. That is where Expertisement comes in. Turn your knowledge into a marketing message that solves peoples needs with high quality content.
Expertisement places your relevant content in exactly the right online places where people are looking for it and allows them access to it when its convenient to them. It doesn’t get any more targeted than that.
By adjusting your keywords and your content, you can reach different audiences with very different messages and not worry about cross contamination.
Start your keyword research at Wordtracker and see what your customers are searching for.
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