Who are you trying to reach and how are you going to reach them? We have so many ways to reach people in this multi-platform digital age, but do you know how to reach the right people for your business?

I’ve built paid campaigns for many professional and financial services companies, for small businesses, for individuals - no matter the spend, no matter the CTAs or the KPIs, success always comes down to identifying and effectively reaching (aka building) the right audience.

I always get asked questions by people wanting a black and white answer. What is the ideal monthly spend on paid ads in Facebook? What is the average cost per click on LinkedIn? Though it may benefit my career to spout off stats as if they are set in stone, I’m always open and honest because we are now living in an age where optimization is everything and answers often depend on the audience you are targeting.

Spend can be adjusted and landing pages can be optimized, but finding your audience (and reaching them through the right targeting features) is where success truly lies.

Using traditional agency activities like Audience Personas can be helpful for content strategy - but they don’t easily translate over to paid campaigns. As someone who has worked across various industries, each with their own set of best practices, I’ve had the luxury of figuring out what works best without being mired in the processes of one industry. There are no plug-and-play industry standards or averages these days - having experience, instincts and constantly optimizing is my own personal gold standard.

Whether by creating custom audiences, lookalike audiences from your existing leads list or account matching with an aspirational list, no dollar will be wasted if your targeting is on point and your creative speaks to your audience.

Questions? I’m here to support you. Reach out on my contact page!