Targeting segments through Social Media

There are surely some specific segments within the population heavily engaged with social media which can be highly lucrative.  If you happen to have a business that attracts these segments, you can make a lot of money.  And I think as we look to which segment is having a very real impact on Internet based businesses, we can see that social media marketing works extremely well with the Type A “Mommy Bloggers”. 

This is the group that has money to spend and the web-savvy to blog, tweet and be a part of a larger conversation.  We have seen this group of Type A women bring huge revenues to companies like Gilt and Rue La La, and we have also seen them have big impacts on toy and baby companies.

Recently, I had a call with a marketing director at a toy company who stressed the importance of attracting this group to their website and ultimately creating buzz around their brand.  Without a doubt, there are PR firms who can help you locate some pretty influential bloggers out there, but it got me thinking about how a company really needs to make this a part of their “corporate blood”.

There are really two things that brands who have an interest in this group need to do.

First, find out who is talking about you, your competitors and your products.  What are they saying, and can you influence them in any way?  Think about ways that these Type A Moms can help you improve your product and ultimately sell more.  Of all the bloggers out there, this group can be very proactive in offering advice that you can act on.  Use it.

Second, get a sense of what these Type A Moms are talking about besides your product.  Can you become a part of this conversation?  This is when you and your company can go from an organization trying to sell products to a group of friends looking to help out and talk.  If you can make this transition, you have made the full leap into the target segment that you are looking to approach.  And it’ll make the selling a lot easier for you… and the buying a lot more appealing to you customers.