The key to any social media strategy is to know your target audience. Before engaging audiences with a marketing campaign, businesses must become acquainted with the people who are most likely to purchase products or services. While knowledge of basic demographics is important, learning how an audience engages online through social media platforms like Google+ is the driving force behind an effective social marketing campaign.

Businesses that succeed on the network locate individuals who like what the company offers through hashtag searches and then study their behavior by interacting with them in the comment fields of posts. Getting to know when they are online and how often they interact with others on Google+ will help businesses create the most effective campaign to build essential relationships. Businesses that post content infrequently risk losing the interest of their audience while those who post too often can become an annoyance. Social media experts recommend posting one to three times each day when starting out. However, that number should be adjusted as you learn more about the frequency your audience engages online.