Turn your website into a focused Reddit discovery campaign

Choose one offer to test

A homepage often serves several audiences at once. It may describe the company, several products and a broad ambition. A discovery campaign needs a narrower decision.

Choose one thing you can currently deliver. Write a sentence in this form: “We help [specific customer] handle [specific problem] using [actual capability].”

For a hypothetical appointment tool, that might be: “We help independent salons send appointment reminders by SMS.” That sentence gives you something to investigate. “We transform customer engagement” leaves the search problem undefined.

Separate facts from promises

Build a short fact sheet before generating targeting ideas. Include supported features, intended customers, availability, important limitations and pricing only if you have a current, accurate figure.

Keep aspiration out of the fact column. “Make missed appointments a thing of the past” does not prove that every missed appointment can be prevented.

Treat testimonials and performance claims carefully, too. A website statement is supplied marketing material, not independent verification. Only include customer evidence you are authorised to use and can support.

If geography is unknown, leave it unknown. Do not infer service coverage from a broad slogan or the language of the page.

Turn capabilities into questions people ask

Translate each capability into a situation. These are starting hypotheses. Read results to learn the actual wording people use.

Look for communities where the intended customer discusses their work. A large audience alone is not enough. Reddit’s guidance asks users to follow each community’s rules and participate authentically. Read those rules before deciding how the campaign’s results might be used.

A campaign you could review

For the invented salon tool, a focused brief could contain the points below.

Review exclusions as carefully as keywords. Excluding “free” could remove a relevant question comparing free and paid options. Prefer a specific mismatch over a broad word when the distinction matters.

If you test phrases directly on Reddit, its community and title filters can help narrow the search. The syntax is documented by Reddit; it should not be assumed to work unchanged in every external tool.

• Audience: independent salons managing their own appointments.
• Problem: clients forget bookings despite receiving appointment confirmations.
• Required fit: the business wants SMS reminders.
• Search phrases: “missed appointments,” “SMS reminders” and “booking reminder tool.”
• Exclusions: enterprise call-centre requirements and requests for a complete payment platform.
• Supported claim: the product sends SMS reminders.
• Known limitation: it does not process payments.

Judge the first results before expanding

For each result, ask whether the audience fits, whether the problem is actually stated and whether your product meets the important requirements. Record why weak matches failed.

In Site2Signal, add a business to a workspace using a website or written offer description. Create a campaign inside that business, then edit the proposed targeting. Set the scan’s result target, page depth, comment coverage and AI-review allowance. Review its reported scope rather than assuming it searched every saved phrase and community.

Change one campaign assumption at a time. If the audience is wrong, refine it before adding more phrases. If the audience fits but asks for unsupported features, revisit the offer fit.

Common questions