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Purposeful social media starts with strategy: Three tips for targeting

As the seasons shift, now is the perfect time to reevaluate your social media strategy. Take a second look at the foundations of success: targeting starts with deciding on your main audience, who needs to see your content and why, along with strategies to communicate core messages. Even the best content will not perform well if it does not reach the right audience. Candice Black, our social and digital media content strategist, suggests a thoughtful process to make social media content more relevant. Consider Candice’s three tips for audience targeting in the digital and social media space:

  • Define your ideal audience and know what they’re seeking: Before you can target your audience effectively, you need to identify who they are. Define the strengths of your business and identify the audience that would benefit from your product or services. Consider demographics, interests, behaviors and values as you define your audience. This approach will help you customize your content to their specific needs and preferences.

  • Utilize paid advertising: With more than 240 million social media users nationwide who spend an average time of two hours and 16 minutes per day on social media, there is tremendous potential for paid advertising to yield positive results for your business.

When creating your social media strategic plan, be sure to include a budget that allows for paid advertising and/or boosting of your posts to better define which demographics to seek out. Each social media platform offers a variety of paid advertising options that allow you to target specific audiences based on demographics, interests and behaviors.

  • Engage with your audience: Building relationships with your audience should be a priority. Respond to comments, answer questions and invite feedback. These interactions help create a sense of community and can lead to increased loyalty and engagement. As you routinely engage and build relationships with your audience, your team will have a better understanding of when and how to effectively reach an audience primed for your content.

Improve your digital and social media audience targeting and ensure your content is reaching the right people by spending time on the front end before creating content. Remember to continually evaluate and adjust your strategy as needed to maximize your results.

If you need a professional opinion on social media strategy or custom content, write to



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