How To Find And Target Your Social Media Audience

We all know by now that the power of social media is immense. When used correctly and to its full potential, social media platforms can really boost your business profile and expand your brand awareness.


Why you should define your social media audience

Finding and targeting the right audience for your business on social media is crucial. Not only does it let you speak directly to people who are interested in your services, but more importantly, it helps to convert visitors into customers. 

On the flip side, speaking to a broader audience doesn’t tend to generate great results, although it can initially help to build a general following. If you think about it, you wouldn’t speak to a child, parent and grandparent in the same manner. By altering your tone of voice for each, you’re more likely to achieve a better response from each individual. Applying this thought process should help you to hone in on a specific audience and help you to achieve better results for your business’ growth. 

In a nutshell, benefits to targeting the right audience for your business include: 

  • Interested followers are more likely to choose you versus your competitors 
  • Your conversion rate will increase 
  • You can drive more traffic to your business platforms 
  • Creates more awareness of your brand 
  • You can build and maintain better relationships with your customers which in turn will generate reviews and build trust


How to figure out who to talk to on social media

Step 1: Speak to a wide target audience 

First things first, it’s good to start with a broader target audience. This will help you build engagement from a variety of users, and using the data from this, you’ll eventually be able to find a more refined target audience for your social media.


Step 2: Analyse your engagement trends 

Once you’ve got a decent number of followers from a broad pool, you can begin to take a look at recurring trends and statistics on each social media platform. When analysing engagement trends, it’s a good idea to look at different demographics, behaviours, locations – the list goes on! 

In a nutshell, outline exactly who’s interacting with your content. You can often find handy social media insights on the platform itself. Nowadays, channels like Facebook and Instagram actually provide breakdowns of monthly engagement data trends which will help you understand exactly who is interacting with your content. 


Step 3: Understand why your audience is following you 

It’s handy to find out why your audience is following you. Why are they interested in your product or service? By developing a sound knowledge, you can create content that is generally more valuable to your audience and therefore continue to build a bigger following. 

With various social media platforms being used widely these days, it’s useful to learn the type of content your followers prefer. For example, TikTok tends to be for short, raw and uncut videos, whereas Facebook is often used for sales posts, user-generated content or for advertising events.  


Step 4: Refine your content for your intended target audience 

Once you have a better understanding of the audience that are engaging with your content, you can begin to refine your content. Examples of refining your content include launching targeted ads or building on your customers’ likes to make more of what they want.

Getting to know what type of content works where and refining your target audience is a great way to effectively advertise your business online. At the end of the day, if you can post likeable content for your followers, you’ll turn over more sales and visitors and generate more leads over your competitors! 


If you’d like to find out more about refining your target audience, drop me an email to . I’ll be more than happy to chat!

In Other News: Musk Shares His Twitter Pitch Deck

Welcome back to In Other News, our fortnightly segment of the latest digital marketing news where we do the reading so you don’t have to. This week, we have updates on Twitter, Google and WhatsApp!


Elon Musk shares his Twitter pitch deck

Elon Musk is a man known for lots of well-thought-out, practical ideas, and he’s showing no signs of stopping with his forthcoming acquisition of Twitter [best read in a silly voice]. 

The key takeaways from the pitch deck shared with the New York Times are his intent to double user activity in the next 3 years from ~300m to 600m, increase Twitter revenue by 5x to 26.5 billion in the next 6 years, and reduce ad revenue by half, from 90% of the site’s takings to 45%.

Musk also plans to fire 1000 members of staff by 2023, as well as hiring 2700 staff by 2025. How he’ll achieve all this wasn’t made clear… Through magic? Maybe through magic.


Google Invests $14 billion in Goodwill Digital Careers

The tech giant has had a partnership with non-profit organisation Goodwill since 2019 and are investing even more heavily to provide digital skills training to help people compete in a digital-first job market. 

Kent Walker, Google President of Global Affairs said of the landmark investment: “The funds support infrastructure development and expansion, like tracking systems for hiring and training that will improve the reach and effectiveness of Goodwill’s services at the local level.”


WhatsApp seeks to improve community features

As part of a series of quality-of-life initiatives, WhatsApp is working on rolling out some significant new features for the platform. 

These include emoji reactions, which everyone but me seems to have on Instagram (how else am I supposed to communicate to my pals that I’m feeling 🤠?)  and 32 person audio chats, which must be useful to someone, though it’s difficult to imagine how. There’s 7 billion people out there, so someone’s bound to like it. 

WhatsApp will also introduce 512 person text group chats. Why? Why not!? Me and my 512 acquaintances have business to discuss, and the previous 256 person limit just wasn’t cutting it. Up to 2G file sharing is also coming, which actually sounds quite useful for when you need to share a really really really long music video with your 512 pals.

Do you have questions or want to discuss what these changes mean for your business? Drop me a line at!

How To Stop The Voices In Your Head From Sabotaging Your Happiness

Hi there! My name is Lilly. I’m a Junior Digital Marketing Executive here at PFM, and I joined the team just about a month ago. On my second day as a PFM’er I had my first team meeting. Although I had an idea of what the company was like and had already met the team members, when the call started something hit me… Yes, I’m in the right place!

Now, this article was initially going to be about the importance of representation in the workplace. But I realised that wasn’t exactly what I wanted to communicate. I do feel represented by this team, but the point I wanted to address was the fact that this only is the case because I made a conscious decision to look for a work environment in which I felt welcomed. I enabled that – and that is the topic of this article.


The damned voices in my head 

Making the decision to join this team – and taking the step to turn that into reality –  was a huge milestone in my personal journey. Mainly because the voices in my head have been, for the most part of my life, pretty damn loud and consequently detrimental to my own progress and happiness.

So I sought help in all ways I could, and today I will share with you some of what I’ve learned so far in this ongoing journey. And if this article resonates with you, I encourage you to seek help too.


Where do the voices come from?

We all have voices in our heads, and to some extent we all let them be obstacles to ourselves. These voices start forming in early life.

From birth

As wee babies, we have an exceptional ability to absorb information. Sometimes, the information we are exposed to can be interpreted in a distorted way, since babies don’t really understand the world. And other times, the information is already distorted from its source: take John – Peter’s son. Peter hasn’t dealt with his personal issues and unfortunately takes it out on poor little Johnny by telling him he is worthless.


To childhood

When we are children, some of the things we learnt – beneficial or not – are starting to solidify. We unconsciously seek information that confirms these things and avoid information that challenges it, even when it feels forceful and wrong.

So if John listened to his dad, the type of friends he’ll keep close are most likely going to be bullies who put him down. He will avoid potentially caring friendships, because even though they would probably be better for him, they challenge the information that he is worthless. It’s not familiar to him – and we tend to feel a sense of safety in what’s familiar, even when it’s not safe at all!


In adulthood

By the time we become adults, these storylines have been repeated for decades. We blindly believe and replicate them – it doesn’t cross our minds that our reality might be distorted and can be questioned and changed.

John won’t even question his marriage to Karen, he thinks he belongs in a relationship where he feels worthless. He also distorts information to fit his belief: when his boss congratulates him on a task he accomplished really well, he finds reasons to prove to himself that his boss is wrong. He seeks circumstances that enable him to ‘keep him where he belongs’, and anything that shows him differently, he stays away from.


Although John feels the illusion of safety by maintaining this storyline alive, he also feels pretty bloody unhappy. But how can he change that in order to live a happier, more fulfilling life?


Pop the bubble

In a nutshell, you have to stop the cycle. Obviously, easier said than done! So I broke it down into two steps to make it more digestible.


Step 1: build self awareness

Being aware of the problem is the first step to changing it. But if these long formed beliefs go unquestioned, how can you change them?

There is a song by the Brazilian group Secos & Molhados that says:

‘Those who have conscience to have courage,

Those who have the strength to know that they exist 

And in the centre of their own gear, 

invent the counter-spring that resists’

(Free Translation)

Whenever I hear this tune, I sing it at the top of my lungs. It serves as a reminder that as human beings, we were given the gift that is the ability to be self aware. It’s in our hands to use it to reinvent ourselves. That’s an extremely powerful thing, but one that we need to practise in order to expand.

There are many things you can do to build self awareness. Below you will see some of the things that help me:

  • Seek to learn and improve
  • Get out of your comfort zone
  • Meet new people
  • Be curious
  • Identify your triggers
  • Choose your role models consciously
  • Meditate
  • Go to therapy
  • Question your thoughts
  • Tune in with your feelings 
  • Talk and listen (for real)
  • Trust your gut
  • Understand your core values

Step 2: Seek out healthy environments

When we are living our dysfunctional storylines, we seek circumstances that enable them to stay alive. Once you are aware of what your storylines are (step 1), you will then need to make a conscious decision to create healthy environments.

That can be challenging because seeking healthier circumstances pushes you out of what you unconsciously consider safe, so you might feel scared to do so. But you have to push through that fear anyway… Trust me, it’s worth it! 

Some of the main aspects of your environment are friendships, romantic relationships, family, work, places you go to, content you consume. In John’s case, he can either work with Karen to change their relationship dynamic or if she’s not willing, he can find a partner who doesn’t trigger his feelings of worthlessness like Karen does. At work, he will learn to allow himself to accept his boss’ compliments, and in case he is bullied by his colleagues, he can speak up or find a healthier work environment. With his dad Peter, John can choose to talk about how his behaviour has affected him, or if Peter is not willing to listen, John can choose to stop welcoming his father into his life (or whatever solution seems the best in his personal case).


The voices won’t go away

If you read the title of this article again, you will see that I didn’t mention anything about getting rid of the voices. They won’t go away. But that’s not a problem – when you are aware of them, it’s in your control to turn down their volume. If I’m doing it… You can do it too!


I could go on and on about this topic! – if you’d like to chat, please get in touch at 

How Web Design Can Help Your Business

No matter what industry you’re in, having an online presence can have a huge impact on how successful your business is. There are multiple ways you can shout about your business online, for example through various social media platforms like Instagram or TikTok, but having a website is crucial for generating more revenue.

Not only does your business need a website, it needs to be a good one! With over 10,000 new websites being created every hour, yours needs to be engaging. Shockingly, website visitors take approximately 0.05 seconds to form an opinion about a site. So with such an incredibly short time to capture the user, the visual aspect of the website will be key in keeping users engaged enough to stick around for more.

Besides having a striking website that makes a great first impression, here are three ways that great web design can help your business flourish. 


It can help you stand out from the crowd

Great web design can really set you apart from the crowd, which is especially relevant for small businesses. Keeping in mind that there are over 1.7 billion websites in the world, it’s important to note that if your website and content look exactly like everyone else’s, it’s likely that no lasting impression will be made on your visitors.

A purposefully designed website can help you showcase your company’s culture and values, allowing your audience to make an emotional connection with your brand. This will help you show how you’re different from competitors and why customers should buy from you!


It can enhance the customer experience

The better your website, the better experience your visitors will have. They’ll be able to find the answers they want and buy the products and services they need with ease. They’ll also have a better time interacting with you or acquiring your contact details if they need to get in touch.


It can save money

A well-designed business website is the best, most cost-effective marketing tool out there. Many business owners feel they are cutting costs by designing their own websites, but in most cases, their lack of design and optimisation expertise actually costs them more than a professional design service. 

It’s likely that a poorly designed website will have little to no chance of success, and you’ll end up paying a hefty price when it comes to rankings, traffic, and conversions. By creating a great website from the get-go, you can eliminate the need to pay extra money to fix bad design and will reduce the chance of non-returning customers as a result of poor first experiences. 

Websites have become essential to business today, and I strongly recommend creating one if you haven’t done so already. You can improve your website over time, but the key is to start.


Want to chat more about how we can improve your online presence through web design? Get in touch with me at!

In Other News: Musk Turns Down Twitter, Pinterest Joins The Climate Change Misinformation Battle and Google Tests Topics

Welcome back to another week of In Other News, our fortnightly segment on the latest digital marketing news. This week, we have Twitter, Pinterest and Google updates – we’ve done the reading so you don’t have to! 

Elon Musk turns down Twitter’s board

Earlier this year, Tesla boss Elon Musk announced his ambition to revolutionise social media. This was followed in early March by him buying a 9.2% stake in Twitter, making Musk the primary shareholder of the social media giant. Musk then indicated his desire to discuss a potential merger or board collaboration with Twitter. The following weekend, he proceeded to tweet about potential changes, such as removing the letter w from Twitter or turning their headquarters into a homeless shelter.

In a surprising turn of events, Twitter’s Chief Executive announced on the platform the following Sunday that while the board had seriously considered Musk becoming a board member (pending a background check), the Tesla boss declined the position on the morning of the day of his official board appointment. Musk replied to this announcement by a single emoji, which was deleted a little while later.

Despite this board membership saga, Musk maintains that he remains open to future involvement with the social media giant. As the majority stakeholder, he also still holds significant power and, as such, he may yet still influence Twitter in an indirect way.

Pinterest joins the battle against climate change misinformation

On Wednesday the 6th of April 2022, Pinterest unveiled a series of guidelines to actively combat climate change misinformation, including conspiracy theories. This new policy was promoted under the motto ‘positivity starts with policy’ and makes Pinterest the first social media platform to set anti climate change misinformation rules.

From now on, content that falls in the following categories will be removed from the platform:

  • Content that denies the existence or impacts of climate change, the human influence on climate change, or that climate change is backed by scientific consensus
  • False or misleading content about climate change solutions that contradict well-established scientific consensus
  • Content that misrepresents scientific data, including by omission or cherry-picking, in order to erode trust in climate science and experts
  • Harmful, false or misleading content about public safety emergencies, including natural disasters and extreme weather events

These rules also apply to advertising content. Advertisers must now also comply with these guidelines and in particular, assets containing climate change conspiracy theories, misinformation or disinformation will be barred on Pinterest.

Sarah Bromma, Pinterest’s Head of Policy, explains that the driving force behind these new guidelines is a desire to safeguard Pinterest users’ wellbeing while on the platform as well as their trust in Pinterest. It’s also interesting to note that this new policy comes into effect after Pinterest recorded a sharp increase in green-living and sustainability-related searches.

Google start testing Topics

After much pressure from legislative bodies on user privacy, Google announced that it would progressively faze out cookies. This, however, would mean that its primary clients, advertisers, would be left without consumer data.

Since then, Google has worked on alternatives to cookies, with their first proposal, FLoC, being abandoned. In January 2022, Google introduced its successor, Topics. Topics are meant to fill the gaps in tracking that cookies will leave behind and provide advertisers with the data that they need. These nifty little trackers are an attempt for Google to balance out governmental concerns for privacy with its clients’ (advertisers) needs for data. Testing is now underway.

Topics will track information on Google Chrome and Google services (Gmail, Google Calendar, etc.) that the user has shown interest in in the last 3 weeks and provide the information to advertisers. The insights will then be stored for a limited time only.



Do you have questions or want to discuss what these changes mean for your business? Drop me a line at!