Step #1: Build or rebuild your website. Start a blog. Provide useful content and information for the group you are targeting to. No, it won’t create traffic overnight, but it will be the foundation of ALL your marketing efforts from this point forward. Be interesting, and aim for higher CGR. Guideline to follow: love me or hate me, but please don’t like me.
Step #2: Don’t run ad campaign just yet. While you are building your blog/website, find online communities where your target audience is “hanging out”, join them, and participate in ongoing discussions. The goal, however, isn’t to get people to your website; it is to establish solid reputation and trust among your target audience. Important: Set a goal for yourself to reply or start a certain number of discussions everyday.
Step #3: Build your own online community. Now that you have a reputable name among your peers, start inviting them over to your own community (Facebook, Twitter, Ning, etc.) and/or website. Important: This is also the stage where you invent and introduce your own phrases and terminologies to define or describe things in your industry. Make sure your followers use these terms and claim “Google ownership” of these terms.
Step #4: Now start running ad campaigns. Remember don’t run ads to sell things; run them to attract people to your website (a line needs to drawn clearly between “attracting” and “tricking”). Whatever your ad promises, you over deliver. Since you have been working all along to build your website/blog/community through step #1 to #3, you now have a decent number of followers and a great website geared only toward your target audience. Use THEM to sell anything you want to sell.
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