How to Garner a Targeted Audience on Social Media

The key to operating a successful social media account is to be intentional with everything.

We all want to grow our social audience, with not just a general audience but a targeted audience.

Because, what’s the point in operating a coffee roaster’s social media account and garnering followers who don’t even like coffee?

We, as professionals, can use so many social media tactics to maximize our engagement and build our list of followers who support our mission and business.

Here are the top four tips we’ve compiled to build an audience that will strengthen your engagement and lead to a sale or new client.  

Utilize tailored hashtags

Hashtags are so important on all social media platforms these days…yes, even on Facebook. 

If you want to grow a niche audience, one of the easiest ways to do so is to use a handful of targeted hashtags in your captions. 

Using the coffee roasters example again, search the most popular coffee-related hashtags in your search bar and use the top five, but only if the hashtags make sense to the content you are posting. Remember, be intentional. 

When you use those top hashtags, your content will be included in a feed featuring only coffee content where coffee enthusiasts will be skimming through. 

Follow similar accounts

Often, people are nervous about following similar social media accounts, but this is where you can grow your network and garner new ideas. 

Maybe the account isn’t exactly a competitor, but successful niche social media accounts are usually followed by people interested in that product, mission, or organization type. 

We tend to underestimate how often people follow the followers of their favorite social media accounts, so be intentional about who you follow and aim to only follow accounts similar to your brand.

Engage with other accounts

Spreading a little love in the form of a like and comment on accounts that you follow will be appreciated. The followers on the accounts you engage with will take notice of your interactions and likely click on your account to see what it’s all about.

Engaging in a meaningful way with other accounts is a great way to build genuine connections, leading to garnering more followers who support your brand. 

Optimize social media handle and bio

Utilizing a social media handle that is transparent in correlation to your business and services is so important on social media. Being as descriptive and succinct as possible with your handle could help you build that targeted audience you desire. 

If a person comes across your handle and it’s descriptive of your niche, the social media user will likely snoop around on your page and possibly give you a follow. 

When it comes to the bio on the social media accounts you manage, it’s imperative to be as descriptive as possible in a concise way, never leaving new visitors to your accounts confused about the services your brand offers. 

Our team at TOC PR is confident that by implementing some of these tactics into your social media strategy, you will begin to build a targeted audience for your brand in no time.

Not-So-Basic Product Shots

Curious about how we take such professional-looking product shots? Don’t worry; we got you! Product shot photos look so effortless yet can be so challenging to get right. You change the way the product is sitting, change the lighting, change the angle, and change the location, yet it still might not look how you want it. However, product shots shouldn’t be difficult. Here are some quick tips for creating not-so-basic product shots.

Start with the lighting.
Lighting is the most crucial element to taking a sharp photo. Different products will require different lighting, and it’s up to you to figure out what works best for your products. You can’t go wrong with natural lighting. More times than not, natural lighting will result in an evenly lit picture. To find the best naturally lit area, keep an eye out for how the light changes throughout the day and determine when and where the light hits the best. Avoid hard light as it often makes colors look more saturated and can highlight even the most minuscule flaws.

Pro tip: If the sun begins to hide and the level of natural light drops, you can use a reflector to bounce and intensify the light around to fill shadows. A reflector can be as simple as a white foam board or any white screen.

Pick your background.
When choosing the correct background, try to be mindful of how you want the final product to look. We suggest keeping your background clean and simple. Your product must be the main focus of your photo. Your background should bring attention to your product rather than cause distraction. If you’re looking to use a backdrop, a white one is a great, clean option as it beautifully reflects the natural light; however, feel free to experiment with color that works with your brand. Depending on the size of your product, you can use anything from a large sheet of white paper, a white sheet, or a white roll of wallpaper. Also, don’t forget to make sure your backdrop is locked in place to ensure nothing moves during the photography process.

If you want your product in an actual setting it would be used in, make sure to be very specific with what you put in the shot. Every single thing seen in the photo should be on purpose and intentional! This goes for lighting and camera angle as well. The lighting, camera angle, camera distance, and everything seen in the photo all come together to create the mood and feel of your product and brand. You have complete control of this!

Since we’ve gotten through the basics, let’s get into the camera details. You can use either a professional camera or a cell phone to get that seamless look on your product shots. When using a professional camera, you can control every single aspect of the photo through various settings. When using a cellphone, you can achieve that same high-quality image but may need to add a few filters to make it appear as if a professional camera took it. Don’t be afraid to mess with your camera or cell phone settings, but be cautious not to over-adjust them. Remember, you can always go in later and add those edits or filters to make the shot pop! We also recommend using a tripod or other stable foundation to reduce the chance of having blurry or tilted photos. 

Taking the photo
Don’t be scared to be creative with the product positions and camera angles; you want everything to stand out. You’ll most likely have to adjust things throughout the shoot, but practice makes perfect. Take lots of photos from various angles, making a note of the settings you used and what they produced. Take time between different angles to review the images to see if you need to adjust any settings.

Be sure to tag us in your product photos and show us what you created. Follow us on Instagram @TOCPublicRelations for more ideas for content creation!

TOC Public Relations Business Marketing Basics

Marketing plays a vital role in every type of business. Whether you are offering a service or a product, it’s important to strengthen your strategic business. There are three key marketing components every business needs to abide by in 2020: cohesive branding, strengthening your digital presence, and building trust by offering value. Here are three strategic tips and recommendations on how to improve your businesses marketing:

Branding is vital in marketing; it’s who your business is and provides you a distinct space apart from your competitors. Branding encompasses your business’s logo, visual elements, fonts, and color schemes to utilize throughout your marketing plan. It’s important to remain consistent and only use one logo across your website, social media, marketing materials, and everywhere else. Too many businesses clutter their branding by utilizing multiple variations of the same logo, making it more difficult for your audience and the public to understand your brand. For example, corporations such as Nike, Starbucks, and McDonald’s have a very distinct logo that remains consistent and is easily recognized worldwide. When it comes to your brand…be consistent.

Strengthen Digital Presence
Another item to implement into your business is to strengthen your online digital presence. In the 21st century, social media has taken the lead in connecting a company to clients and customers. Many businesses fail by trying to be all over the digital space by having a Facebook, Twitter, Linked In, YouTube, Pinterest, and more. When businesses aim to be everywhere, they fail at truly connecting at a signified space where their core audience is located. Understanding where your audience is located to determine which social media channels to use is key. It’s important to determine this because will you want to utilize the social channels that provide you the highest return on investment. If you are not earning a solid return on investment, is it worth your time?

What we have learned in 2020 is the importance of having a solid website. More than ever before, amid the pandemic, we have seen so many businesses revamping their websites this year. It’s essential to ensure your website is mobile optimized and secure and ensure your platform is not outdated. Once you have a well-established website, it’ll be easier for you to offer more value to your customers and clients. Another great way to communicate with your clients in a digital space without worrying about cluttering your followers’ social media feed is by generating and distributing an online newsletter. This is a cost-effective way to communicate with your clients or customers by offering them value through free articles and blogs in a digital newsletter format that links to your website, thus driving more traffic to your website and strengthening your digital presence.

Create Trust, Build Value
Create trust amongst your clients and customers by providing them a full scope of value. Offering your followers tips and resources, for free, is a great way to brand an organization, and this can be done digitally. The more you offer free valuable information to your clients, they will look to you for resources, are more likely to engage with your content, and refer you out to their network. This concept is called building trust, and building trust with your clients and customers generates brand loyalty. Remember, if your followers trust you, they’ll trust the products and services your organization has to offer. Always offer value.

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