“Large” creeps its way into just about every social media marketing endeavor. Companies want legions of Facebook fans and Twitter followers. And a blog that isn’t highly trafficked and packed with comments almost feels neglected.

Resist the temptation to believe that big is beautiful, and refocus on marketing basics — you’ll get a greater return on your social media marketing investment.

Instead of accumulating eyeballs, remember the value of targeted marketing. Make it a priority to bring readers to your blog who are closely aligned with your marketing objectives. Specifically, you want IT decision-makers. A small group of readers who could become your clients is far superior to a large mixed bag. Rather than measure your success in pageviews and unique visitors, use contacts, appointments and sales. Eyeballs didn’t work in the late 1990s, and they don’t work today.

So, how do you attract the audience you want most? It starts with content. Engineering-heavy blog posts that delve into highly technical issues aren’t likely to resonate with an IT director or CIO. Focus on the business case. Write about how your solutions can help manage costs or bolster ROI. Address the concerns that IT leaders are likely to have, and you’ll realize better results faster.