How To Determine Target Audiences for a Social Media Campaign

Social media is one of the most popular platforms today for marketing campaigns. Many people, ranging in all different demographics, utilize social media web sites on a daily basis. By marketing your business online, you can reach more consumers than with traditional marketing, such as print advertisements. One of the challenges is trying to pinpoint your target audience among all the different sites. If you want to determine your most profitable audience on social media, read on for some tips to narrow down your demographic.

Strong Online Presence

First and foremost, to get an accurate gauge of your online audiences, your business must have a strong online presence. No matter which consumers see your ads, without a clean and attractive website, nobody is going to stick around long enough for you to get any workable data. Therefore, your first step is to evaluate your web site and online systems to ensure the content is intriguing and processed smoothly.

If you are well-versed in the tech world, you can likely handle this process yourself. If not, consider hiring someone familiar with web sites to help. Your site should grab the user’s attention as soon as they land on the home page. Equally important, your site needs to be easy to navigate. If someone is interested in your product but cannot figure out how to pay, you just lost an interested consumer.

Make sure your site is set up for both desktop and cellphone users and all back-end software systems are working appropriately. CICD, or Continuous Integration, Continues Delivery, is an excellent way to streamline software code changes and automate the release of the data, which can save time on manual tasks. The company, Algorithmia, also offers CI/CD options for protecting data, an essential piece of your online home. Consider using them for enhancing your software processes.


Now that your primary web site is in tip-top shape, it is time to start testing the social media platforms. Some of the most popular sites include Facebook, Yelp, Twitter, YouTube, LinkedIn and Instagram. Each site highlights media and interactions in a slightly different way, so determine which ones will be a good fit for your company. Then, create a colorful and compelling profile for your business on each site.

One of the best ways to narrow down your primary audience is by using targeted promotions. What this means is creating a specific promotion for each individual site. For example, influencers are a popular form of advertising on Instagram. Influencers are people who have a large following on social media and therefore, their recommendations can make a big impact for businesses. Owners will use them to promote their products or services. If this is a route you choose, have the influencer offer a promotion specific to them, such as $15 off if you mention code 123PROMO. Run slightly different offers with unique codes on your other social media platforms.


Now that your name is out there, you must track the incoming data! This valuable information is useless if you do not have a way to measure and quantify the results. As previously mentioned, the discount code should be different for each site so you can determine exactly which audiences are finding you on which sites; this will determine your target audiences and where you are getting the most traction. Purchase a program to help you track this data or if your budget is limited, create a spreadsheet to mark who is hearing about you and how. Additionally, if you allow purchases on your web site, have a field asking the user how they heard about you and give them options to choose from versus having them fill it out themselves.

Social media can be one of the most lucrative forms of advertising if you can distinguish your target audience and how they use the sites. If you are interested in using social media for your next marketing campaign, consider the above recommendations. They will help you determine the best outlets and audiences for your business.

Guest Article by Kevin Gardner

Kevin Gardner graduated with a BS in Computer Science and an MBA from UCLA. He works as a business consultant for InnovateBTS where he helps companies integrate technology to improve performance.

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