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Using The Internet to
Zero In On Your Target Customer
by Jeffrey Spencer

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Think of the Internet as a massive communications/networking medium where you can connect with people all over the world with similar interests and desires. The Internet consists of thousands of "niche" segments of people with similar interests. An example is this newsletter. All of you have chosen to subscribe -- which means you have indicated an interest in the subject matter: motivational business and personal success tips.

In addition, there are over 15,000 Internet discussion groups also known as Newsgroups or Usenet. Each "group" consists of subscribers interested in a particular theme. Each Newsgroup is NOT a broad, generalized communications topic that any marketer would want to utilize. I like to think of each Newsgroup as a bunch of magazine subscribers having a particular interest like business-building tips, or mountain biking, or religion, etc.

Tips on Finding Your Target Market:

When you begin an Internet marketing campaign, do the following to market to your target customer.

o Determine who your target customer is: Without knowing who you are trying to reach, your marketing efforts will produce mediocre results at best.

o Figure out where your target market resides on the Internet: When people use the Internet, they do certain things like read their e-mail, visit various Web sites of interest, participate in Newsgroups, chat groups on AOL, CompuServe, join electronic mailing lists (such as this one) and listen in on Forum discussions hosted usually by an expert. Your job is to find out which of these activities (and where) your target customers is involved in. When you do, focus your marketing efforts on these areas.

o Avoid spending money on mass marketing activities: The best example I can think of here is buying a generalized "unsolicited" email list, and blasting your message to everyone hoping to find the few people in that list who are actually interested in what you do. Since 95% of these people have no interest in what you do, you are going to piss off most of them and generate lots of flames. Flat out, I think e-mail marketing is the most effective marketing tool on the Internet. Instead, use targeted lists sent to people who have explicitly shown interest in your product category. Not so easy to find, but if you do, go for it!

o Start your own customer e-mail list: It makes a lot of sense to build a targeted email list of customers who have expressed interest in your business. Just as in direct marketing, your customer email list will become your single greatest business asset as your list grows. Building this list is the hard part. I could write a small book on it, but I thought I would plant the seed in your mind to get the wheels of thought cranking.

By focusing on your target market, your time and marketing dollars will be better spent.

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Resource Box: Jeffrey Spencer is the editor of the nationally recognized newsletter "Internet Profits!" E-mail your name and address to ssimail@ix.netcom.com to get his new report "How to Really Make Your Business More Competitive, Profitable, and Successful on the Internet!" Join his FREE "Weekly Success Tip" e-mail newsletter by sending e-mail to ssimail@ix.netcom.com or visiting http://www.choicemall.com/successstyles/

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