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We marketers talk about the power of segmentation. Of finding a group of like-minded people who are more prone to buy our goods or services. Wouldn’t it be nirvana to be able to talk to them and just them, rather than wasting our marketing dollars on people who have no interest in what we’re selling?

Just like physical neighborhoods, people in social networks tend to cluster themselves. We all like to be with other people who think, live, talk, etc. like we do or who share common interests or experiences. Thanks to the Internet, no matter what people are into, there’s a community for them. You name it; it’s out there.

No doubt there is a community that embraces, consumes and probably even advocates for your product or service category. If they are spending that much time in the neighborhood, shouldn’t you be there, too?

Once you have the lay of the land, you have many options. Here are a few of the most effective ones:

• The good old banner ad. Still a viable solution if you expose the right audience to the right message. You’ve found the right audience, so you’re halfway there.

• Your signature line. If the community has a forum or message board, share your thoughts and expertise and let your signature line tell your company’s story.

• Sponsor a room, contest or event. E-mail the community’s management and find out if there are sponsorship opportunities within the community. Your logo can simply link to your Web site.

Get to know the culture. Or prepare to be the neighbor who does not get invited to the block party.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2008 Drew McLellan