Understanding how to target your most important audience is the key to effective marketing. As many of you have already figured out, marketing messages are not one size fits all. One major rule of thumb is that marketing messages should be specifically tailored to meet the needs of each community you seek to reach. That’s why the advice to “fish where the fish are” is particularly helpful. The idea behind the catch phrase is to target your marketing initiatives to specific network communities that cater to a niche population who may be interested in your services. These niche network communities are referred to by many as “micro-communities.” These micro-communities, such as, WebMD, Wikihow, and Deviantart, provide social networking features for a smaller audience with particular interests. By focusing marketing initiatives on micro-communities, you can create customized messages that will appeal to each community on their own terms. In other words, targeting micro-communities with personalized marketing messages can lead to higher sales, more traffic and greater buzz.

Of course, social media is not new. It is part of the movement commonly known as Web 2.0. Micro-communities are just another offshoot of Web 2.0, providing relevant information and networking opportunities for a particular audience. But, how do you reach these niche audiences? How do you actually “fish where the fish are?” Here are some tips that can help you get started:

1)  Figure out which micro-communities to target. Who do you want to reach? What are the characteristics of the audience you think could use your services? Brainstorm a list of the various audiences you think you’d like to reach. Then, conduct a comprehensive Web search to find out what micro-communities are out there. Make a list of the most active micro-communities, the ones with lively message boards and a steady flow of traffic.

2)  Do your research. Effective communication starts with research. Before you begin creating your targeted messages, you should find out as much information about your key audiences as you can. Who are the people who visit these micro-communities? What interests them most? You should read as many blogs and comments as possible. Take note of any common patterns or concerns you see in their posts. Also, try to identify particular opinion leaders, those who post more frequently than others. What are their major issues? These patterns and posts can serve as inspiration for you when you begin to construct your targeted messages.

3) Brainstorm and test your marketing messages. After conducting thorough research you should have plenty of ideas for messages that can reach each micro-community. Make a list of key terms and ideas each micro-community may find interesting. Generate your targeted marketing messages around these key terms and ideas. Once you have a list of messages, select a few to test. However, before you post anything, make sure you are clear about who you are and what you represent. By being honest from the start, you can generate a sense of trust within these micro-communities. If you aren’t upfront at the beginning, you will certainly be discovered and the word will spread like wildfire. These micro-communities can be a great resource, but remember that their members are communicating with each other frequently. This can be great for business or doom your campaign from the start.

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