Understanding Where Your Target Audience is Consuming Media

red background reading "understanding where your target audience consumers media" in black letters with a crowd of people in black and white


With countless online media platforms and billions of people consuming content, it can be difficult to break through the noise and communicate your message effectively. Understanding where your target audience is spending their time allows you to narrow in on where you need to focus your marketing efforts and advertising budget. As your audience insight grows, you’ll be able to spend your time and money where it matters and better expand your reach.

Define and research your target audience

In order to understand where your target audience is consuming media, you have to understand who your target audience is. You may begin by looking at a broad category (working moms, young professionals), but the more detailed you can get, the better results you will see. While you probably already have a general idea of who uses your business, utilizing Google Analytics is an easy and effective way to hone in on your demographics. A few characteristics you’ll want to consider:

Define and Research Your Target Audience inforgraphic detailing age, location, interest and lifestyle information for marketers


As your business grows and changes, your target audience may change with it. Never get complacent with your data — you should be analyzing it constantly. 

Understand the differences in social media platforms

Social media has completely changed the way we communicate with our customers. It’s now essential for businesses to have a strong social media presence. Knowing what platforms your audience is using will be crucial to your marketing strategy. 

Bar graph displaying how many social media users visit Facebook, Instagram, Snapchat, YouTube, and Twitter on a daily basis

Image source: Pew Research Center

Many businesses utilize Facebook, as it is still considered one of the world’s most-used platforms. According to Sprout Social, Facebook has a wide age range compared to other social media sites, but the younger generation has been leaving in favor of Instagram and Youtube. 

Instagram has become more and more popular in the last few years, and according to Hootsuite, 75% of U.S. businesses will use Instagram in 2020. Many use a combination of Facebook and Instagram, but if you cater to a younger audience, Instagram is the place to be. With a pretty even mix of male and female users, Instagram can provide a large reach for companies. You can easily utilize features such as Instagram stories, shopping posts, and hashtags. 

There are many other popular social media platforms out there — Snapchat, TikTok, Twitter, and Youtube, just to name a few. Detailed demographic information is readily available for each site. Take the time to look into the different benefits and features offered on these apps. Don’t be afraid to experiment with different platforms and posts to see where your audience engages; this may be the most useful data you can collect. 

Know where your competitors are engaging

As you learn more about your target audience, you should be able to easily identify how your competitors engage with them. Analyze the way your competitors post and interact with their customers.  This is an easy opportunity to see what they’re doing well and to learn from their mistakes. Some things to consider:

  • How often do your competitors post?
  • What platform(s) are they using?
  • Do they tailor their content to the platform, or do they post the same content on every platform?
  • Which platforms have the most followers and interactions?

Observing where and how your competitors post content allows you to identify opportunities that they’re missing. 

Stand out to your audience

Many businesses feel overwhelmed when trying to decide where to post content and run advertisements. The online media landscape is constantly changing, and companies must be prepared to understand their target audience and where they’re consuming content. By analyzing data, utilizing the right social media platforms, and researching your competitors, you can stand out to your audience and spend your time and money wisely. At LSM, we offer digital advertising services, local search marketing strategies, and organic SEO solutions to help businesses reach their target audiences and provide them with relevant content. Reach out to us to find out how we can help! 

LSM Wins 2020 Best of Brentwood Award

LSM Best of Brentwood Award

LSM has been selected for the 2020 Best of Brentwood Award in the Internet Marketing Service category by the Brentwood Award Program.

Each year, the Brentwood Award Program identifies companies that have achieved exceptional marketing success in their local community.

Various sources of information were gathered and analyzed to choose the winners in each category. Winners were determined based on information gathered internally by the Brentwood Award Program and data provided by third parties.

About Brentwood Award Program

The Brentwood Award Program is an annual awards program honoring the achievements and accomplishments of local businesses throughout the Brentwood area. Recognition is given to those companies that have shown the ability to use their best practices and have implemented programs to generate competitive advantages and long-term value.

Read the full press release here.

About LSM

A Premier Google Partner and Facebook Agency Partner, LSM drives revenue growth for multi-location businesses through user-friendly websites, scalable advertising campaigns, and proven search engine optimization, review management, and content marketing strategies. Our easy-to-use client reporting dashboard integrates with CRM & PMS systems to provide 24/7 access to key marketing analytics, including the origin and value of customers generated from our work. Founded in 2006, our culture inspires us to be bold in the strategies we employ and take pride in the results we produce. Contact LSM today and discover what we can achieve together!

LSM Named Finalist at Nashville Best in Business Awards

LSM has been named a finalist at the 2020 Best in Business Awards by the Nashville Business Journal!


Every year, the Nashville Business Journal identifies companies that set the gold standard for growth, quality, innovation, and execution of an excellent business strategy. Companies were nominated by the public and then scored by an independent panel of judges based on company culture, business plan, profitability, and more. 


Out of hundreds of submissions, the highest-scoring companies were honored at an awards luncheon on March 5. The LSM team is proud to be recognized for our achievements among so many incredible businesses in Nashville!


About LSM

A Premier Google Partner and Facebook Agency Partner, LSM drives revenue growth for multi-location businesses through user-friendly websites, scalable advertising campaigns, and proven search engine optimization, review management, and content marketing strategies. Our easy-to-use client reporting dashboard integrates with CRM & PMS systems to provide 24/7 access to key marketing analytics, including the origin and value of customers generated from our work. Founded in 2006, our culture inspires us to be bold in the strategies we employ and take pride in the results we produce. Contact LSM today and discover what we can achieve together!

LSM Named to 2018 Inc. 5000 List

LSM was recognized by the 2018 Inc. 5000 List for the third consecutive year, coming in at #4851 with a 3-year growth rate of 62%. The Inc. 5000 ranks America’s fastest-growing private companies according to the company’s percentage of revenue growth over 3 years. Founded in 2006, LSM grew their revenue to $3.7M in 2017, and plan to continue growing by finding innovative ways to support our clients. This year, we’ve even been recognized alongside a few of our clients: Amazing Lash Studios, Advanced Financial, European Wax Center, and Martin’s Bar-B-Que Joint!

“It’s great to be back on the Inc. 5000 list for a third consecutive year and see some of our clients recognized for their growth as well,” says CEO Trevor Emerson.

LSM will be recognized at the 2018 Inc. 5000 Conference this October in San Antonio, Texas.


LSM Named A Top Web And UX Design Company

A B2B ratings and review company, Clutch, recently named Local Search Masters one of the top web and UX design companies in the United States. LSM’s industry expertise was determined by 5 criteria: services offered, client base, case studies, awards received, and social media presence. Clutch analysts also conducted 5  phone call interviews with LSM clients to confirm their spot as one of the top agencies in the U.S.

“LSM was featured as a top design and digital marketing company thanks to their demonstrated dedication to clients across the U.S. and their consistent high quality work,” said Clutch analyst Katie Wonders. “The Clutch research methodology focuses on clientele, experience, and market presence – LSM has the ability to excel across the board.”

As a data-driven company, Clutch interviews real clients and collects data as they sift through the best B2B companies in the United States. This is LSM’s fifth recognition from Clutch in the last 5 years, as we’ve also been listed as a top SEO agency during the previous 4 years.


Google Enhances ‘Google My Business’ Listing – LSMinute

Google Enhances ‘Google My Business’ Listing

What Happened?

  • Business owners can now highlight products and offers/promotions directly from their Google My Business (GMB) listing. This piggyback’s off last summer’s introduction to Google posts, allowing business owners to post general information about their business and associated events.

What This Means For You

  • Posting information about your business’s separators (special offers, unique products, etc.) onto your GMB listing makes it easier for potential customers to see; they don’t need to make that extra click to your website to find these details. It’s likely to have a positive SEO impact as well. So, in our early opinion, businesses should consider regularly updating their GMB listing with product, service, event, FAQ, and promotional information.

Next Steps

  • We’re already optimizing our clients’ profiles for these updates, and so far, we’re seeing positive returns! Business owners can update their profiles themselves as well. We recommend that you ponder what information should be highlighted on your GMB listing. Then, log into your GMB listing, fill out your product/service information, post about a special/promo, and monitor your GMB analytics to gauge your results!

What Happened?

  • Google just introduced a new video format, Outstream Video Ads, which will operate on mobile devices across Google Video Partner mobile sites and apps. The videos will appear in banners for mobile web placements and as banners, interstitials, in-feed, and native for apps.
What This Means For You
  • This format provides advertisers the ability to reach an audience with video content when a YouTube video isn’t present; thereby expanding the overall reach of Google’s video ad platform.
Next Steps
  • Brands in possession of high-definition video content should investigate implementing Outstream Video Ads into their brand awareness strategy; we’ll be doing this with our clients over the next two months. Brands without high-def video content are “behind the 8-ball;” video content’s only going to become more prevalent over time.

Understanding GDPR

What Happened? 

  • Businesses in the European Union (EU) were originally required to follow data protection guidelines outlined in the Data Protection Directive. The Data Protection Directive was recently replaced by the General Data Protection Regulation (GDPR). GDPR requires that organizations across the EU follow stricter data protection restrictions.
What This Means For You
  • Although these laws are confined to the EU, any business conducted with EU citizens has to follow GDPR guidelines. So, if you do business in the EU, you need to be made familiar with GDPR guidelines. Here’s a resource to help you get on the right track.

Next Steps
  • To keep in compliance with GDPR guidelines, we updated our privacy policy to reflect the recent changes to data sharing. We also won’t share your data with anyone; however, we never did that to begin with, so nothing’s really changed there.


Recently, part of the LSM team got the opportunity to show off their green thumbs in The Nashville Food Project’s community garden! Who knew weeding and making compost piles could be so much fun?! Watch the video above to see us in action!

Award Season Continues

We recently picked up the ‘Marketing Effectiveness Campaign – Content Marketing” award at the 2018 Communicator Awards, an ‘Online Campaign: Content Marketing & UX Optimization’ award at the 2018 Summit Creative Awards and are being recognized at the 2018 Small Business Awards here in Nashville (for the 6th time!). None of this could be done without the continued support of our clients. We appreciate each and every one of you, and we’ll work hard to continue producing award-winning results in 2018 and beyond!

LSM A Winner At 2018 Summit Creative Awards

Our work with Brain Balance Achievement Centers took home some hardware at the 2018 Summit Creative Awards. Our content development, user experience and Google advertising services drove a 370% reduction in cost per lead and a 437% increase in conversions for Brain Balance franchisees located across the United States.

As a respected, international, industry-wide critique of creative work, the Summit Award organization has promoted creative excellence by validating award-winning work for the past 24-years. Recognition for this award is not an easy feat, and we’re excited that our hard work and innovation in content marketing and ux optimization stood out to such a great organization.

This is the seventh recognition our work with Brain Balance Achievement Centers has received in the last year!

“We enjoy partnering with Local Search Masters and are excited to see our work together receive so many recognitions these past few years” says Brain Balance CMO Heidi Rose.