1. Decide on the “product” or “service” you want to market. Sometimes we focus too much on the item we want to market rather than the benefits of the “product” or “service”. It is imperative to for an effective marketing campaign to create a benefit-rich marketing campaign. An example for the weight loss niche, when your product is a pedometer, which is a tangible product, the benefit is a behavior change (more exercise).

2. Know your target audience. As simple as it sounds, many marketing campaigns are kicked off without regard to who should be targeted, or they try to reach too many target audience segments or even the wrong target audience.By choosing the right target audience segments (those you know are likely to be more interested and reached) and narrowing your focus to them, you’ve immediately gone from shooting wildly to steadily prioritizing your campaign, thus increasing your response rate and decreasing your cost per consumer.

3. Research your target audience. The Internet can provide you with lots of information about the demographics and lifestyles of your audience, and local media has market information that they can provide to you. Use search engines and seek out surveys on audiences that have been done by target magazines and other media companies on different segments. These often have very good information on lifestyle and media habits, which they compile for advertisers. Other government websites also can offer localized data for free. Online tools and social media may be a good place to reach your target audience, but first make sure you know their online habits through market research (Martini, 2009). If you need help with consumer research, consider approaching a local university’s marketing program to find a professor and class willing to help. They are always looking for good projects. Sometimes, you just have to go out and talk with some of your target audience, too (French, 2010).

4. Form alliances. Never underestimate the power of cooperation and reciprocal agreements. Is there another organization that reaches your target audience on a regular basis with related products, services, or interventions? If so, form a strategic alliance where you can embed your efforts into their existing programs and provide them with additional support.

5. Get involved online. Find out where your target audience hangs out and participate in those online discussion groups and forums. Yahoo Groups, Facebook and Ning are great places to find a wide variety of discussion groups. By consistently offering your help to others in online discussions you can present your point of view as well as position yourself as an expert in your field while letting others get to know you. The “like, know and trust” factor is more important than ever.

6. Have a website and keep it updated. Make certain your website is quick and easy to read and navigate. If it takes more than 2-3 clicks for your target audience to get their information, you’ve probably lost them. Change information and photos frequently so that your target has reasons to come back. Keep your audience engaged while they are on your site and keep them on your site, don’t let them click off of it. They might come back.

7. Publish an e-zine (or newsletter). Publishing an e-zine or print newsletter (even as short as a page) is a great way to keep in touch with your target audience. You can produce one online using a program such as Aweber. You can even set your e-zines up in advance using easy- to–understand templates.

Social media cannot be ignored. In fact, social media marketing has made huge strides for growing your business and building an online following as a very low-cost communication tool.

Spend your valuable time connecting, communicating, and networking and the return on your investment of time can be incredible, especially when focusing on your target audience.