The most effective way to ensure success for your social media marketing is to appeal to your audience. The question is, how can you do this without knowing who they are? Even when you are convinced that you have a clear understanding of your target audience, it may be quite different in reality.

Bob Milliken

This is why it is vital that you take the time to research and truly understand your target market. Fail here and you’ll not know what services and products they need. Without this knowledge your marketing dollars will not be well spent.

The same can be said for online marketing and the use of social media platforms. In order to provide content that engages your audience, you have to understand who they are and what interests them.

There are three key ways to do this.


Let’s look at analytics first. Analytics are the tools you use to assess the effectiveness of your social media marketing. Use them to compare the success of different platforms, what types of content is most effective, and to provide specific statistics around your audience numbers and their type of engagement.

Running analytics on your different social media platforms is a great way to get to know your audience. Some detailed programs allow you to learn about the demographics (age, gender, location) of your visitors, but even information on where they came from, how they were directed to your page, how long they spent there and whether or not their visit converted to a sale is extremely useful information.


Once you have built up a loyal following, consider conducting a survey. I strongly suggest you provide some sort of prize as an incentive to complete it, and a survey is a great way to collect data on your audience. You can choose to receive feedback on your website, understand who they are, what they like and dislike about your pages and offerings, and what they look for when it comes to brands like yours.

This information is gold! Collect it, organize it, segment it, and nurture it. Most importantly, use it to drive your marketing and business practices.

 Engage with them

Social media is all about building networks. If people are engaging with your posts, respond to them! This is key.

It’s an easy way to make them feel heard and appreciated, while also being able to collect vital information regarding their interest in your posts.

 The Take Away

Social media presence is all about engaging with your audience – a difficult task when you don’t know who they are! Spend some time defining your audience and your business will thank you!

Need help with your Social Media? Call us. We’re social media experts.

Bob Milliken is a master marketer specializing in helping businesses achieve outrageous levels of success. Bob can be reached by phone at 604.270.1730 or by email at