This week I want you to define your target market. Every business has one. Your target market includes demographics like the main type of person that does business with you. Think about the distinct age group of people you serve. Are your customers more male or female? Are your customers other businesses or the general public? Where do they live? Can you define the region where you do most of your work? Defining your target market helps you know where you need to be advertising. Think about your target market this week and think about what kind of advertising or marketing will best reach your unique target market.

Sending out a news or press release to the media can highlight your business accomplishments. It's very important to make sure your release truly is newsworthy. The best way to send a release is through email. It saves overworked media employees data entry time and helps with accuracy. Start with an attention getting headline. That's what everyone reads first. Then write about the most important things first and the least important subjects last. Include all your contact information in case the media wants to do a more in depth story. Attach a high quality photo if appropriate because it will get more attention from the press and viewers. Identify people in the photo. Make it easy for the media to use your next news release.

Want to try something new? Ready for a little innovation? Need something inexpensive? I thought so! The time is right for you to start using all those customer emails you've been collecting! You're going to start marketing your company through an e-newsletter. You can do this in your existing email program. Before you start, make sure you have something of value to give your customers. Find something really newsworthy, offer free advice, or a special discount. Then don't inundate clients with messages; send no more than one a month. A quarterly e-newsletter is a great way to get started. Remember to blind carbon copy your customers so you aren't sharing their email address with everyone. Dig into your e-mail program and start your e-newsletter this month.

We've talked a little about social networking in the past. Today I'd like to be more specific and suggest that you start a business Facebook page. It's fun and it's free. Go to facebook.com and follow the directions. It's simple and plenty of businesses are there getting good results. Surprisingly, I've had two jobs come to my business from Facebook. More people are communicating that way because there's no junk email. On your business page you can add video, photos and keep your Facebook friends updated on what fun projects you're working on. You can also add neat little applications that bring more function to your page like client reviews, detailed information about your company, web and audio links. Check out Facebook this week.

Recently Hannibal-LaGrange College changed their name to Hannibal-LaGrange University. There was some consideration given to changing the name completely. I was delighted they chose to stay with the same basic name. The name recognition and brand HLG has developed over the years is invaluable. If you've been thinking about changing your company name or logo be very cautious. You may be tired of the same name or design, but your customers might still be trying to figure out who you are and what you do. Your business name and logo is most powerful when used with consistency - this is extremely important to building your own unique brand.

Have you ever been driving on a busy street looking for a certain business? Sometimes it's hard to see among all the other businesses, isn't it? Chances are, though, you were able to spot the business's sign before you saw the name because you recognized the company's colors or logo without even reading the sign. A good quality sign works 24/7 for your business. Take a look at your outdoor signs. Are they clear and easy to read? Are they well lit and readable? Do they reflect your type of business? You don't want a neon flashing sign if you're an attorney. You might seriously consider it if you're selling used cars. Become more easily recognizable by using the right type of sign for your business.

Today, I'm asking you to watch out for fake domain renewals or fake website hosting bills. I've received both in the mail and boy, do they look official! These invoices come from a company you don't recognize and say that you are at risk of losing your domain name or web site hosting if you don't pay them soon. The only company that will be renewing your web hosting or domain is the company you initially ordered everything through. Hopefully you know who that is so you won't get taken by this latest domain and website invoice scam. I've also seen these notices sent via email. If you have questions contact your trusted provider to get the facts.

There are many avenues you can take to promote your business. While it's a great idea to consider everything that modern technology has to offer, don't overlook cable television advertising. With cable television you have the ability to reach thousands of potential customers in a precise region at a very reasonable cost. Cable television shows are now pulling in larger audiences and ratings than network TV. With that in mind, remember television production is the key to a good ad - and a good response. With a good ad and placement, this audience can be yours. Capitalize on the targeted advantage cable TV has. Spend your marketing budget wisely. Lots of people are looking for you.

Television advertising has been around a long time and there's a good reason for that. It works and it works well. TV audiences are intrigued by commercials. Think about the Super Bowl. I hear more talk about the commercials than the game. Wouldn't you like that kind of excitement about your business? Well, television has never been more affordable for businesses that need a broad audience. Kick your television marketing up a notch with an effective ad that people will remember. Wait and see. Your customers will be talking about your last great ad as they're coming to see you. Now that's successful marketing!