Choosing the Right Social Media Platform for Your Business
Social media is a powerful marketing tool if utilized correctly, but with so many different social media platforms out there, how do you pick the best one for your business?
Narrowing down your options to select just a few platforms will allow you to begin with a clearly defined focus and get a better return on your invested time and money.
Here are three important steps to determine the best social media platform(s) for your business:
1. Identify Your Audience
Be as specific as possible when identifying your target audience. Consider your typical customer or client and the demographics that describe them – age, income level, interests, needs? Build a well-researched customer profile of the audience you would like to attract using social media.
2. Clarify Your Objective
Once you have determined your audience, you need to define the reason you want to reach out to them. Are you trying to grow your audience and build brand awareness, or do you wish to increase traffic to your website and boost sales?
Consider your business objectives and what the ideal outcome of your social media interaction with clients and customers would be.
3. Find Your Audience
After identifying your audience and defining the business goals you plan to achieve using social media, it is time to find your audience.
By looking at the demographics of each social media platform, you can get an understanding of which platform has the most active users in your target audience. You should also consider how individuals use the platform and their level of engagement.
Keep reading for a brief guide to some of the biggest social media platforms and which business objectives they can help you achieve.
With over 2.3 billion users, Facebook is the most widely used social media platform today. If your business goals include building brand awareness, boosting website traffic, and increasing lead generation or online conversions, Facebook can make a large impact when utilized effectively.
With such a large user base and demographic makeup of users, almost any business can find their target audience on Facebook and figure out a strategy to get their attention.
Facebook also has advanced advertising capabilities that enable you to target a very specific audience. Facebook ads allow you to select the geographical location(s) and specific age range you want to address. You can refine your reach by level of education or income, etc. The ability to get very specific with the audience you are targeting ads towards is one of Facebook’s biggest strengths as a social platform for businesses.
Instagram has 500 million daily active users and is a very versatile platform that meets a variety of business needs. Facebook owns Instagram, so in addition to having an extensive user base, the platform also has advanced advertising options to help target your content and profile toward a narrow audience.
Better yet, Instagram has great organic benefits – functions that can be used to achieve results without the need to directly pay for them – like the ability to grow a loyal following and boost your business’ reach and sales. Instagram’s free account features make the platform a great choice for businesses that have limited advertising budgets.
If your business wants to target a female audience, consider Pinterest. The site is dominated by female users, amounting to 81% of active account holders. Pinterest is used to plan, learn, and organize; 93% of active users say they have used Pinterest to plan for a purchase and 87% say they have attempted something they have found on the site (recipe, exercise routine, DIY, etc.)
If your business falls into a lifestyle category like fashion, food, or travel, Pinterest would be a great way to boost brand awareness and generate leads. If you are a master at SEO, Pinterest will be an even greater tool for your business, as the organic reach opportunities on this platform are determined by the number of keywords in a post and how well they align with the user’s search history.
Twitter is an ageing social media platform; however, it still has strengths in terms of marketing your business and communicating with an audience.
You can use Twitter to engage with new potential customers by answering their questions and responding to tweets about your business or industry. By making use of hashtags and search capabilities, you can easily find and connect with people talking about your business.
Twitter is a great social media tool in terms of “listening” to what your audience needs. For example, if you own a hair salon, you can reach out to individuals who tweet about needing a haircut, perhaps offering them a discount if they visit you after the interaction.
If your business wants to advertise B2B or target an audience based on their education level, job title, or income level, LinkedIn can be a useful platform to employ.
LinkedIn is considered as the social media platform for business. Often the information people share about their employers, job title, and contact information are more accurate on LinkedIn than any other social media platform.