How to reach the right audience on social
Targeting the right audience on social media is one of the most critical elements of a successful marketing campaign. With so many tools at our disposal, it can be tempting to let Meta’s algorithms do the work for you. While Meta's pre-built audiences are powerful, they aren't always the perfect fit for your brand and objectives. That’s why it’s important to take control of your audience targeting, especially in a niche market like interiors.
At itwr, we believe in drilling down and creating highly refined audiences. With years of expertise in the interior industry, we’ve found that customisation always outperforms a ‘one-size-fits-all’ approach. In the past, targeting by salary or income was a useful way to reach different buying levels, but with restrictions in place, we’ve had to get even more strategic.
So, how do we profile your potential customers in today’s climate?
Interest-based Targeting
Identifying your audience based on their interests is one of the most effective ways to reach the right consumers. Interests can range from general categories like DIY and interior design to specific brands they engage with. We also explore lifestyle-related interests like travel and holidays, which give insight into their tastes and spending habits.
Behaviour-based Audiences
Another crucial element of refining audiences is behaviour tracking. We can target individuals based on specific actions they’ve taken, such as recently moving homes or being frequent flyers. This is especially useful for the interiors market, where timing and lifestyle changes can influence purchasing decisions.
And for eCommerce brands, we can go even deeper, using purchase behaviours to find ‘engaged shoppers’—those already primed for making online purchases.
Location Targeting
Location targeting is a key tactic for optimising your ad spend. For example, if your brand’s services or products are more relevant to specific regions, we can narrow down targeting to specific areas—even to specific postcodes—ensuring your marketing budget is spent reaching those most likely to convert.
Lookalike Audiences
Lookalike audiences are a fantastic way to scale your marketing efforts while maintaining precision. By taking your existing email databases or followers, we can create audiences that mimic the behaviours and characteristics of your key customers. This is particularly effective for brands looking to grow their following or expand their customer base.
The Content Connection
However, the best targeting in the world won’t deliver results if your content doesn’t resonate with your audience. Once you’ve dialled in your audience, the next step is ensuring that your content speaks directly to them. Building trust is key—whether through expert advice, design inspiration, or showcasing your products in an aspirational way.
Audience targeting is a science, and it’s not about simply pressing a button and hoping for the best. With the right data and expertise, we can create audiences that align perfectly with your brand’s goals. As a specialised interiors marketing agency, we know what works for businesses in this sector. So, if you’re ready to refine your audience targeting and optimise your social campaigns, we’re here to help you take that next step.
After all, reaching the right people is only half the battle—engaging them with the right content is what will build long-lasting relationships.
Want to up your social media game? Get in touch!