Black Belt Web Marketing.pdf - Costa del Sol

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Local announcements:
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Other possible events:
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Exercise 1-4 – Identifying Target Audiences
The Internet is not one large global network. It’s tens of thousands of smaller networks, many of
which represent separate "communities" whose members share a common bond. Examples are: an
interest, a skill or profession, geographical location, product usage, knowledge, and hobby.
They hang out and discuss issues in mailing lists, newsgroups, and chat rooms. They announce
events to each other and use the same web sites for resources. They subscribe to the same
newspapers, magazines or ezines (electronic newsletters), and trade journals. They are on the
same mailing lists. They even search for information using the similar keywords.
Unless your web site promotes a product or service that has mass appeal, an important element in
your Black Belt Marketing Plan is these communities, or target audiences, that you’ve identified
as most likely to be interested in your event. Chances are your site will appeal to a number of
audiences (we’ve identified more than 20 audiences to target for our planning guide). The
effectiveness of your Black Belt Marketing Plan depends on your ability to contact and interest
these audiences in visiting your site.
The most thorough, systematic approach is to prepare separate Black Belt Marketing Plan for
each target audience. This helps you focus on developing a database of net resources for each
audience (e.g; announcement locations, directories, discussion groups, etc.) that you can use over
again each time you want to promote an event to the audience.
Finally, whether you develop a separate plan for each audience or combine multiple audiences in
one plan, evaluate your audiences’ potential – either in terms of size or interest in your site.
Prioritize your approach so that you hit the best audiences first. Some events can probably be
promoted to multiple audiences using the same plan without modification.
Lesson 1 Pg.13