Targeted Marketing on Social Media

“When is a good time to invest in our social presence? What sites should we be utilising? What has changed since we last tried? What do I need to do to get in front of our “dream” audience, how do I even find them?” Sound familiar?

In 10 years, more than 75% of the workforce will be millennials. This trend is not industry specific, the entire workforce will be comprised of young professionals who live, eat, breathe, and sleep connected to social media. Traditional methods of outreach, like print and email, are losing traction with this growing audience and organisations are faced with the challenge of adapting to stay current.

Unfortunately, when it comes to keeping up with the evolving demands of this influential generation, many marketing services and platforms fall flat. Social marketing is not a perfect science, there are new tools and capabilities coming to market regularly and staying on top of what’s relevant can be difficult.

Currently, most social platforms target by casting a wide net and pulling in everything that is remotely similar to what you’re looking for. This “standard” can lead to a lot of wasted effort and expense just to get in front of a handful of people that actually meet your desired criteria. Simplistic terms like interests, keywords or location can leave too much open for interpretation and error. For example, you’ll find more over-caffeinated teenagers than skilled developers when you search for Java, no matter what city you’re looking in. You’re more likely to be sold a corn snake than to find a qualified programmer if you use #python to target your tweets. Furthermore, what many companies fail to consider is if the audience they are reaching is active. Almost anyone can have a Twitter handle, but when was the last time they used it? Most professionals have a LinkedIn profile, but maybe it hasn’t been updated in years.

So, how can you filter your audience and refine keywords to mean what you intended? How can you ensure the people seeing your message are the ones you are looking for? And how can you increase responses?

The key is to go beyond the basics to target your audience by job history, skill set, industry experience, and levels of expertise. Be sure to create messaging that speaks to your target audience, and leverage the data you collect. Don’t waste your time doing something that might not work, make sure that the effort you are putting out is paying off. Adjust your tactics based on performance and continue to optimise.

Targeted Marketing is what keeps the Lengo team up at night. We spend our time thinking about how to better connect organisations with their ideal audiences, and we have worked to take hypertargeting to a new level. In our experience, while not every audience is active, most people have a social footprint. With that in mind, we mine key data points from social platforms, websites and job boards across the web to identify and create custom audiences to find the people you want most.

Visit our blog often to learn more about the challenges within Targeted Marketing as well as for tips, trends, tools and events that can help you better reach the right audience, at the right time and on the right platform!