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.

These are hours and days of the week to avoid posting on Instagram

Social media specialists and managers, listen up! As professionals in the field, we all understand the importance of posting on our business, client, or agency’s social media pages when our audience is most active. 

Determining the hours and days of the week to avoid is key in garnering the most impressions and engagement; along with identifying the best time to post. 

“Posts published on Wednesday between 10AM – 4PM and Thursday 9PM – 11PM receive the lowest engagement rates on average, making them the worst days to post on Instagram.”


Although posting “best practices” varies based on business/organization type and audience, typically, the time frames mentioned above are accurate. Refraining from posting on Instagram, Thursdays between 9 PM and 11 PM doesn’t pose much of a threat to social communications. But, not posting on Wednesdays between 10 AM and 4 PM does…because it’s a majority of the “typical” business day. 

While keeping these practices in mind, it’s a great idea to plan ahead on Wednesdays to mitigate any scheduling issues. Of course, if there is a critical or emergency communication piece that needs to be issued on social, it doesn’t matter what time or day of the week it is; post it. Otherwise, on Wednesdays, we recommend you plan to post at the end of business, between 4:30 PM and 5 PM. 

Also, according to our friends at Later (a social media management software), these are the worst times to post per day on Instagram in the US: 

  • Monday: 2 PM
  • Tuesday: 1 PM
  • Wednesday: 10 AM
  • Thursday: 11 PM
  • Friday: 9 AM
  • Saturday: 8 PM
  • Sunday: 4 PM

Now that we’ve identified the hours and days of the week you should avoid posting on Instagram, it could serve the accounts (that you manage) well if you set aside some time, sift through your Instagram insights to locate trends, and find the best unique time to post.

Moving forward, it’s imperative to keep these “posting” best practices in mind to maximize not only engagement but to maximize the ROI on all of your hard work. 

Top five benefits of LinkedIn for businesses, organizations, and agencies

There are many benefits a LinkedIn profile can provide a business, one of which is strengthening the credibility of the organization.

It’s often that businesses, organizations, and law enforcement agencies quickly hop on and distribute content amongst social media sites, such as Facebook, Instagram, and Twitter, but tend to forget about LinkedIn, a space filled with professionals and endless networking opportunities. 

With over 740 million users, LinkedIn is now a space where engagement and networking could lead to sales, new clients, valuable job candidates, new industry data and leading practices, and so much more. 

“The 2013 Sales and LinkedIn Study, which interviewed nearly 3,100 business owners, consultants, and career salespeople, said that most use free accounts on LinkedIn as a strategic prospecting tool and that “84 percent of users say they’ve generated several business opportunities from using LinkedIn.”


Out of every social media application that exists, LinkedIn is hands down the one that poses the most opportunity, and we do not want you to miss out. 

Here are the top five benefits of LinkedIn for businesses, organizations, and law enforcement agencies!

Elevate credibility

While LinkedIn is centered around recommendations and connections, this digital space is the perfect opportunity to elevate credibility. Other social media applications are often crowded with general users, while LinkedIn is flooded with professionals who specialize in your niche. With consistent interaction and buy-in from professionals within your niche or targeted audience, it’ll positively impact your credibility and trust from those across the digital sphere and the public. 

Grow audience 

One of the greatest benefits of LinkedIn is its algorithm. The reason why it’s easier to grow a business, organization, and agency page on LinkedIn is that when one of your connections comments or even likes a post you shared, your post will also populate onto the feed of their connections; thus, maximizing overall impressions. 

While you can also grow an audience on the other social media applications, LinkedIn will help you grow your targeted audience. Again, with referrals, recommendations, likes, comments, and shares, this will continue to strengthen your position within the niche and help grow your audience. 

Introduce products

LinkedIn is the perfect space to introduce new products and services to assist customers, clients, and other professionals achieve their goals. Debuting new products on LinkedIn will also allow you to garner feedback from professionals in the space before fully going public with the new products and services. This tactic will help generate buy-in from professionals in the field and lead to increased sales.  

Job candidates

There is no better place to vet job candidates than on LinkedIn and have the opportunity to connect a resume to a face. With LinkedIn being heavily centered around recommendations, endorsements, and referrals, it gives your business, organization, or agency the chance to recruit a valuable candidate who can make outstanding contributions to the team. It isn’t uncommon for a recruiter to already have their sights set on a professional in their LinkedIn network, and often, it’s a professional you’ve already connected and engaged with.  

“LinkedIn profiles reveal valuable information about people seeking jobs at your company, including their stability, their record of successful accomplishments, and their passion for what they do. By hiring and retaining these employees, your company will benefit from their expertise and energy.”

Rawson Internet Marketing

Search engines

Optimize. Optimize. Optimize. As a business, organization, and agency, likely, you’re always concerned with your performance in the Google search result pages. Good news, Google, along with several other search engines, rank LinkedIn posts and pages higher in the search engines, making it easier for your profile and content to be found online.

When your visibility is strengthened across search engines, it’s almost like a domino effect, as a user may come across your LinkedIn post on Google, and let’s say you shared your business’ website, they click the link, and that results in more traffic to your website; garnered through a search engine. 

If your business, organization, or agency is not on LinkedIn (yet), now may be the time to determine if this platform is of value to your team’s goals. While there is much opportunity for you to connect and engage with other professionals on this platform, which may lead to sales, audience growth, valuable job candidates, new industry data insights, and search engine benefits, TOC Public Relations is confident that you will make the right decision. 

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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