We’re all members of one of the many social networking sites, right? You know… like Facebook, MySpace, or Ning. How can we not be if we like to meet people, share music, or just pass the time commenting on videos, recipes, or interesting news.

As a matter of fact, some statistics suggest that 2 out of 3 people now use a social networking site! Just keep in mind, when advertising to these community sites… the old rules no longer apply.

Consider these 6 points before advertising on a social networking site:

1.     It’s about building relationships. It’s not about generating clicks… so be patient and don’t look for immediate results from your ad campaign since the most effective element of social networking is word of mouth.

2.    You won’t have a lot of brand control. The social networking site’s content is created by users and recommendations are made by users. This means you won’t be able to control what content or user your brand is associated with.

3.    Don’t expect much from display ads. Users are not real happy with all the ads bombarding their favorite social network sites and this means response rates will be well below the Internet’s average.

4.    Use interactive and highly relevant ads. Ads that have the most promise with this audience are highly interactive such as videos, and especially relevant such as dating or music. Just remember, this community is used to seeing things “play” before their eyes.

5.    Consider developing a Facebook page. And link that page from your website so your customers can become “fans”. This will create a great audience for you to update with company news and happenings… to keep them very engaged with your brand.

6.    Speak their “language”. No matter how you decide to advertise, make sure and use the language of the community in your ads. Speak their language and you’ll have a better chance of connecting and getting your message across.

Just remember… social networks are all about creating and nurturing relationships. So be patient and focus on the long-term goal of developing new and lasting customer relationships.

Now start socializing! = )

There was a time when all you had to do was get an ad in the Yellow Pages, hand out some flyers, and your local marketing was good to go. Not anymore. These days, you also need to promote your business on the Internet. And boy is that confusing… where do you begin?

Well at the beginning of course. And I don’t mean just having a website. I mean getting your business listed with the local search engines and online directories. Why? Because this is how today’s consumers search the Internet to find local businesses like yours.

Get started by making sure your business is listed with the following:

• Major Search Engines: I’m talking about  Google, Yahoo, and Bing local search. Each lets you submit your business information so that you show up in their local search results. And you’ll also show up in online maps (e.g., Google Maps and MapQuest).

• Online Yellow Pages: Yes, it’s the online version of the tried and true Yellow Pages. These online directories generate millions of visitors every day looking for local businesses. Check out YellowPages.com, Yellowbook, and SuperPages.

• Local Search Engines: These search engines include Local.com, LocalPages, and GenieKnows. Each focuses on generating search results and user reviews of local services and products.

• Local Directories. There are a number of local directories that focus on helping businesses get more exposure on the Internet. How about MerchantCircle, InsiderPages, and Best of the Web Local? Definitely worth considering.

• City Guides: These websites are more about “what’s great” and “what to do” in your local area, and user reviews and popularity are important factors in determining which businesses get the most attention. Yelp and Citysearch are good examples.

It’s easy and (mostly) free to get your business listed. Just click on the “List Your Business”, “Add Your Business”, or a similar link to get the process started when visiting one of these sites. Of course, there are quite a few local search and online directories to list with. So you may instead want to use services such as Universal Business Listing, iBegin.com, and Localeze. They’ll do the submitting for you at little or no cost… plus save you a ton of time!

When submitting your business information, don’t forget to include the same descriptive keywords and compelling copy that you use on your website. For example, what you do and where you do it… such as “accountant, San Francisco”. This will improve the chances of your business showing up in the right search results and sending qualified prospects to your website.

What if you don’t have a website? Then start with the Online Yellow Pages, Local Directories, and City Guides. They’ll create a business listing for you that’ll include the name and description of your business, phone number, and street address. And if you’re willing to pay ($25 to $50 per month), you can also add photos, special offers, and more!

So what are you waiting for? Let’s get the phones ringing!

Not every prospect is just like you… but it’s your job to predict what they need and when they’ll need it. Not to mention, figuring out how best to reach and influence them with your online advertising. So start putting in the hard work of seeing the world through their eyes… because online advertising success begins with knowing your target audience!

To better profile your target audience:

1. Think about why they buy… and why now. You need to understand your prospect’s purchasing behavior and answer the question: “what are their pain points?” Or said another way, what’s causing the desire for your product and what creates the urgency to buy now?

2. Describe your target customer in as much detail as possible. Create a demographic profile using age, gender, income level, etc. And find out where they live, since targeting your advertising geographically is an efficient and effective way to reach your prospects.

3. Understand what they like and don’t like. Psychographics tries to get at the lifestyles, attitudes, interests, and values of your target audience. It’s definitely worth considering since the Internet has so many great lifestyle and interest-based sites to advertise on.

4. Now determine where and how to reach them with your online advertising. What websites and blogs do they visit? What keywords do your prospects search on when looking for a solution (your service!) to their problems? Create an online advertising strategy based on the in-depth profile you’ve developed for your target audience.

Need more info about your target audience?

Just ask your customers… especially since they are also your best prospects for more business! And listen, listen, listen to what they tell you.

Review purchasing data and look for patterns. For example, where a customer lives gives insight into who they are, why they buy, and where best to advertise online to reach them.

Survey web site visitors. It’s easier than ever to survey using email and web-based forms so definitely give this a try. For example, check out SurveyMonkey to learn more.

Set up a blog or join a community where your customers and prospects hang out so you can hear their issues and create a dialogue (listen closely!)

Search the Internet for information on your industry and target audience. There are lots of sites and blogs out there about your target market. And many provide market data for free.

Conduct focus groups. Focus groups can provide hard to find insight into customer behavior… and they don’t have to be that expensive to do. Just get together with a bunch of customers and then let them do the talking!

And keep listening and learning. Your target audience will evolve…  so will your understanding of who they are and what drives their buying behavior.  So definitely treat listening and learning as an ongoing process.

Just remember, the more you know and understand about your target audience, the easier it’ll be to reach and engage them with your online advertising!