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F YOU SPEND JUST TEN online. For example, if you lead a financial information like the time it was
minutes scrolling through your services firm and your target audience is posted and who engaged with it
feed on Instagram, LinkedIn, or retirees, you may not want to put all your and how (e.g., Did they click to learn
Facebook, you’ll likely encounter dozens time and money toward TikTok ads. more? Leave a comment? Save
of ads. Many of these ads will make sense the post?), and how many people
given your search history and personal Look at your client database or CRM, and viewed it. If the engagement on
interests, while others might feel random then ask yourself the following: your posts aligns with your target
or less personalized to you. You may even audience, then you’ll know you’re
be tempted to click on those that pique • Who do I enjoy working with? on the right path; if not, you’ll
your curiosity to learn more. • What do my top clients do for a living? want to pivot and test by posting
• Where do most of my clients live? at different times and on different
This is the daily experience of more than • What kind of lifestyles do my clients have? platforms until your engagement
five billion internet users across the • What do my clients value? analytics are more satisfactory.
globe. Surfing the internet is not a passive
experience but an active one. The more These questions can help you start to You can also do research into your
often a brand can get in front of its target determine the types of clients you work direct competitors’ engagement
audience, the better its chances of turning best with and those you’d want to attract. since they are likely to have a similar
that audience into paying customers. You’ll need to get to know your target target audience. Pay attention
demographic first to create the kind to the types of posts they have
Digital marketing and advertising is of content that will speak to them and success with, who is commenting or
expected to reach over $900 billion by convert them. interacting and when, and the time
2027, and if you want your business to of day they most frequently post.
be part of the conversation, you need to What’s more, you’ll want to monitor how Use this information as a guide to Digital marketing and advertising is expected to reach over
narrow your focus. Converting leads into your target audience behaves online by improve your own engagement. $900 billion by 2027, and if you want your business to be
customers is the end goal, but attracting paying attention to the times they are
leads to your website is an effective most active, what kinds of content they Methods for attraction part of the conversation, you need to narrow your focus.
means to that end. These tips can help are most likely to interact with, and what Once you know your audience, the
you do it effectively. information they are willing to give you. kind of content they respond to,
There is a lot of data out there about when and when they’re most active, you Social media ads three types of ads I recommend every
Who is your audience, and where can the general public is most active. For can begin thinking through and Many businesses have found success business runs:
you find them? example, early on weekday mornings is a improving your content strategy. through targeted social media ads.
Before you can think about how to attract popular time to post, but you’ll want to pull While there are numerous ways to This should be a tactic in every • Branding ads
new leads to your website, you need to numbers for your specific audience. One attract clients to your site, the ideas business’s marketing arsenal, but Solidify your position as the go-
have a clear picture of who your audience way to do this is to look at the analytics that follow are some of the most not many people are aware of how to expert in your industry by
is and the places they frequently go on your most recent ad or post. Review efficient and cost effective. to streamline the process. There are making your name and business

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