Social media is an essential marketing tool for every type of business big and small. Choosing the best platform for your business to focus on is something that you need to do in order to really be successful on social media. The good news is, you only really need to be looking at the most popular and widely used platforms and work your way from there. You want to pick the platform that is going to give you the most exposure while reaching your ideal audience. So between Facebook, Pinterest, LinkedIn, Twitter, Youtube and Instagram, which one of these is the right pick for you? Read on to find out.
Here are tips to help you decide which social media platform will be the best fit for your business.
1. Decide what goals you want to accomplish
As you get started, one of your first steps should be to come up with specific goals you want to accomplish with your marketing efforts. By doing this, you will get a better idea about which platform is best, the type of content you need to create, who your ideal audience is and more. Here are just some of the benefits of using social media that you should give thought to as goals:
- Adding another option for customer service where customers can reach out for questions, complaints etc.
- Identifying new leads that are similar to your current customers.
- The ability to expand your reach to new audiences and demographics that may be interested in your products/services.
- Increasing brand awareness and exposing your business to new people.
- Gaining more awareness into the wants, needs and habits of your target customer.
- Increasing traffic to your website and boosting sales.
2. Figure out what platform your audience is on
Finding out which platform your target audience is most active on is key to to your marketing efforts. One popular way to figure out where your audience spends most of their time is with a customer survey. You can ask questions like which social media platforms they prefer, where they get their information online and what influencers they follow. Another way to get more information about your audience is to use the tools from the platform you are on. For Facebook, you can input details about your ideal customers and it will give you an estimate on the size of your audience on the platform.
You can also refer to research done on the demographic characteristics of the top social media platforms. This type of information will help you get an idea of which platform your audience is spending their time on.
3. Look at the type of content you typically create
The type of content you create will help you gain insight into the right platform for you to focus on. Different types of content work better with certain social media platforms. For example, if you create long-form content, a site like Instagram is not going to be for you. The type of content you create will be based on your industry, brand and target audience. Here are some content types that your content may fall into.
- Blog posts
- User-generated content
- Webinars and livestreams
Choose the right platform
Now let’s take a look at the different platforms and what makes each unique to see which may best fit your needs.
If you have a business that is always changing and is fast-paced, Twitter works well for that. It allows you to post breaking news, important announcements and other in the moment information. Most Twitter users are under 50 and easily digestible content works best. So articles, lists, quotes, infographics etc.
Facebook is by far the largest social platform in the world with over 2 billion active monthly users. A good majority are Americans between the ages of 25-54. Facebook tends to work well for generating leads, advertising and building up relationships with customers. Different types of content can work well but you definitely want to show various sides of your company. People want to connect with businesses on a deeper level and Facebook is the perfect platform for that.
Pinterest is a visually based platform that has over 100 million active monthly users. Many are women who are using the platform for planning their purchases, so if you have a product based business, this platform is a must for you. They offer promoted pins which allows you to target specific types of users while linking directly to your product pages or shops. This platform definitely lends itself to businesses that are related fashion, décor, food, art, travel etc.
If you have video content to offer, then YouTube is the platform for you. It is the second largest search engine after Google, so uploading content that is optimized for anyone looking for your product or service can be huge for your business. Secondly, YouTube is owned by Google so you will give a huge boost to your SEO since videos are very much favored by Google and more likely to show on the first page of results. So start creating those tutorials, product demos, DIY videos or any other educational information you can share.
This is another platform that is all about images. It does cater to a younger audience with the median ages falling between 18-29. Any business that can create stunning images would do great here. So art, beauty, fashion and food are just a few that are popular categories on this platform.
Linkedin is the biggest social media platform for professionals and business people. Although not the first platform to come to mind for many businesses, it does provide the opportunity to build relationships and sales leads. It has over 250 million monthly active users and upwards of 2.5 million business pages. This platform is more serious than the others so you want to make a point of sharing content that is informative and professional.
Their “Linkedin Groups” is a great feature that gives professionals within the same industry or similar interests to start and participate in a discussion within a Group. You can share content, find answers to questions, post and view jobs and establish business contacts. The exposure can be significant depending on the size of the group so you have a great opportunity here to establish yourself as an industry expert.
Social media is an essential tool for any business that is looking to succeed online. Choosing the best social platform for your business is crucial. With that being said, it may take some trial and error to figure out which is the most effective platform for your brand. The above tips will help you determine which social networks will help you build up your brand awareness, find new leads and generate more website traffic.