Picture yourself at the ball game cracking through a bag of dry roasted peanuts. You’re on your second handful when that familiar red and white logo pops up on the big screen advertising an ice-cold Coca-Cola. You immediately track down the next vendor with a basket of ice-cold drinks. This is called “geo pin point marketing.” In its more advanced form this type of online marketing is called Highly Specialized Geomarketing or otherwise abbreviated as simply HSG. It is the process of delivering an appropriate message at the right time that produces actual results and only a handful or companies provide it.

In contrast, let’s say you are enjoying those same peanuts when an advertisement for Toyota Trucks pops up on the same screen. It’s a nice ad, but not nearly as effective. This is an example of “Pay Per Click or Impression based marketing.” It is not truly targeted because it is not what you are actively looking for at that moment.

What does this scenario have to do with your business? Well, rather than wasting valuable marketing dollars on 30-second internet radio commercials, pay per click services like adwords, or unreliable mass e-mail marketing focus your energy on putting your product in front of potential customers while they are looking for it. Unlike when people watch TV or listen to the radio, Internet users are actively looking for a solution to a problem. If you can place your product in their path at the right time, you’ve made a customer. The most cost-effective way to achieve this is by combining the techniques that already work for you with HSG services. Each HSG service is unique and has their own method of getting you what you want. Sometimes patience is required as each of them have different methodologies and pattern recognition engines that run on their own complex system. In the however, you will likely be more than satisfied with what you utlized.

Once you have a service that gets the job done you start by submitting “how-to” or “industry news” type articles to relevant Web sites in your industry. Unique Web content is important to all size companies. And, buying custom content is expensive and time consuming. As a result most companies are willing to trade a free plug for your Web site or company for an informative, well-written article.

Every article you submit should enhance your company’s position as an expert or industry leader, while providing valuable information at the same time. Content written around your product or service also helps your online business gain credibility, which is extremely important for small businesses. When a potential customer reads your article, you have already established yourself as an expert in that field. By the time the customer clicks over to your Web site or gives you a call, you have a very hot lead.

Perhaps you own a local painting business. Your target customers are most likely looking for home improvement information online, so you could exchange stories and “how to” advice with local carpenters or electricians. Or take it a step further and submit your “expert painting advice” to popular home improvement and real estate Web sites. You can swap content with anyone in your industry that is not a direct competitor. By doing so, you’ll open your company up to a wider audience while building up your credibility.

Also, think about what type of person will be using the Web site you select to post your article. For example, studies show that a mother of two who needs a quick dinner recipe will do a quick search, and then print out the page. So animated banners ads or even a link to your Web site may not be the most effective way to get her attention. On the other hand, adding a clip out coupon to the article would be very effective.