Are you looking to leverage social media marketing to grow your business? You are in the right place. One way to reach your target audience in a faster way is by making use of a (or many) social media platform.
If you have a business, the first thing you need to look out for is whether your target audience is connected with your brand on social media platforms.
Some businesses have an online presence but lack a perfect social media strategy. Deciding which social platform suits your business is not an easy task. Facebook, LinkedIn, Twitter, and Instagram are now crucial social media platforms in the present marketer’s toolbox. There is no compulsion for brands to be present on every social media platform.
Similarly, every business cannot use the same platform to fulfil their business goal; that’s why a business must be substantial in choosing the right social media platform to develop their business presence and succeed in social media marketing. There are different factors to look for when picking the right social media platform. Some of them include business types, business goals, and the audience you are trying to reach.
The following guide will help you in choosing the right social media platforms for your business.
Choosing the right social media platform for your business
Finding the right fit always helps in reaching your business goal. Let’s dive into the crucial tips on picking the right social media platform that suits your business objectives without further ado.
1. Getting started: The brainstorming session
Each social platform differs in its approach, use cases, and strategies. To sort out which will work for you, asking a few questions will be the right way to get started.
- Will the platform’s approach define my business strategies?
- Do the features available in social media channels meet my business requirements?
- Will the platform I choose be the right pick for my targeted audience?
- How much time will it take for the platform to show an impact on my business?
Once you have answered these questions yourself, the next thing to do is to define your business goals on social media. What is your business goal? Is it to build a brand, grow your audience or engage with your targeted customers?
Performing a business audit is vital. You need to perform a gap analysis with your current marketing plans to –
- Enhance customer loyalty and customer service
- Update your customers on new deals, services, or products
- Conduct informal market research
- Receive customer feedback by creating a channel
- Increase website traffic
- Grow your customer base
By exploring your business objective in terms of the number of followers or fans to reach, you need to sort out which social media platforms help increase audience engagement. Also, aligning your social media marketing goals with its respective social media platforms to complement the objectives will fetch better results.
2. Knowing your audience better
Again, it’s always best to ask questions that will help you identify your target audience efficiently.
- Who are your typical customers?
- Is your audience male or female?
- How old is your audience?
- What are their education level and income?
- What is your audience interested in outside of your service or product?
Next, you need to identify which platform is used by your target audience and determine how active they are on that particular platform. Besides the engagement and demographics, you also need to explore how actively they use the platform.
There are a few ways through which you can identify where your target audience hangs out online. But the best idea is to conduct a simple customer survey. You can start with asking basic questions like what social media sites are they active on, which platform they use the most to get their required data or information online, who is their favourite influencers, and more to find out which platform will be the best pick for you.
You can make use of the Pew Research Center for Internet and Technology to explore social media users’ demographics. This way, you will also understand the right platform where your target audience spends most of the time.
3. Identifying where your audience is most active
By now, you should have identified who your audience is, now it’s important to figure out which platform they are spending most of their time online. You should also explore whether your community is focusing just on a single social media platform or multiple platforms. Let’s check out this with examples.
When it comes to Facebook, older generations have begun using Facebook. Similarly, the use of Facebook by younger generations has also doubled in the last four years.
When it comes to Twitter, there are more young audiences. About 38% of Twitter users lie between the 18 to 29 age group, and 26% of the users are between the age group of 30 and 49.
Similarly, Instagram also falls for younger audiences. 35% of Instagram users are between the age group of 25 and 34, and 30% of users lie between the age group of 18 to 24.
Through this, you can easily identify which social platform is used by your target audience. Figuring out your audience is the most crucial step to see success in social media marketing and to improve your social presence online.
4. Identifying which social platform will suit your content strategy
Now let’s understand how you can identify which social platform will better match your business content strategy.
More than 2 billion users are using Facebook to keep in touch with friends and develop new relationships. Therefore you can use Facebook to improve your customer base loyalty. Facebook is the right option if you are looking to acquire a new business. It’s also the best pick if you want to keep in touch with your business clients.
Pinterest is used to pin images to a virtual bulletin board or in other words; it’s used for scrapbooking. If your audience is majorly comprised of females, then Pinterest could be a good option. Few standard pins include DIY crafts, striking photographs, style ideas, and recipes. Strong graphics are used to engage users as it’s one of the most visually dominant platforms.
If your business targets an audience range that falls between 30 and 49, you can pick LinkedIn for your business. LinkedIn is one of the most professional networks used by billions of people to look for jobs, build their brand, generate leads and more. LinkedIn is the best choice if you want to recruit employees, network with the best minds in the business, and for B2B lead generation.
Instagram is one of the fastest-growing platforms globally, and it’s getting more popular among the young audience. Instagram is an entirely photo-based social media platform that leads to conversion. Instagram also works best for beauty, retail, food, art, and other visual-based businesses. The platform is used for generating more leads as it’s based on the broader reach.
YouTube is the second largest search engine and video marketing platform. Most of the How-to videos are searched for on YouTube, and this will be a better fit for you if you are running a service industry business.
It is one of the best social media platforms to develop your brand awareness. Hashtag organizes conversations across a phrase or word. Twitter offers real-time updates to an audience and also provides insights on trending topics.
The trick to picking a suitable social media platform for your business lies in identifying the right goal, exploring the right platform that your target audience is in, and choosing the medium that suits the content type you create for your business.
Have questions on choosing the best social media platform for your business? Shoot them in the comments below, and we will try our best to provide a solution for you.