As a business owner, it is nearly impossible to allocate a large amount of time to being active on every social media platform out there. Narrowing down your platform choices will not only allow for better results but can also lead to a better return on your time investment. It’s easy to fall into thinking that the most popular platform is the best choice for your business. It seems logical reasoning, right? Wrong. The goal is to get it in front of people who will find value in your content. Strategically choosing the most effective platforms for your business needs is crucial to digital success.
When it comes to figuring out what platforms you want to promote your business on, you first need to consider two things: who your audience is and what your goals are. Let’s dive deeper into the two.
Being able to figure out who your target audience is, makes choosing a platform a whole lot easier. Once you’ve identified who your audience is, you can choose the platform or platforms that will be the most effective for that audience. Think of it in this way, you wouldn’t promote your new red wine brand to a group of toddlers. It just doesn’t make sense. It would be more strategic to promote it to the toddler’s parents. The same goes for social media. Promoting your content to the right group of people is the first step in creating a successful strategy.
Next, you’ll want to look at your goals in order to know how to plan. What do you want to get out of using these platforms? Sales is always a goal for a business, but social media marketing goes beyond that.
- Do you want to build strong relationships with customers online?
- Do you want to create more brand awareness?
- Do you want to drive more website traffic?
These are all aspects that will set up your social media strategy to succeed.
Once you have your goals and the audience deciphered, it’s time to start thinking about what platforms are going to be the most effective. Here are a few of the major platforms explained:
Facebook is the most widely used platform with over 2.5 billion active users. Usually, Facebook connects best with Baby Boomers and Gen X; however, you can target many ages and demographics with Facebook’s advertising outlet. Another great thing about Facebook is that they also own Instagram, so you can directly advertise to both platforms simultaneously.
Instagram is the second most accessed network right behind Facebook, with 1 billion active users. The great thing about Instagram is that you can directly link your Instagram and Facebook together to work hand in hand. If you have Facebook, it makes sense to also have a linked Instagram. Instagram is strictly visual-based, meaning its core purpose is photo-sharing. This is a great outlet for brands to show their products, values, and brand rather than tell. One example industry that thrives on this platform is retail.
LinkedIn is a platform that focuses on professional development and networking. It’s a great outlet if your company’s audience is other businesses (B2B sales). It is also a way for your company to build credibility and create a meaningful network of like-minded people.
This relatively new platform has grown tremendously in the past year. Being the new trendy platform, however, does not make it the right fit for every business. If your target market is between the ages of 15-30, this is your ideal place to promote. TikTok makes it easy to showcase your product or service in short videos that can range from fifteen seconds to three minutes. Keep in mind TikTok posts should be fun, light-hearted, and follow popular trends.
Promote Your Business on the Platforms Your Audience Uses
Overall, when managing social media platforms for your business, it’s important to remember that sometimes less is more, and spreading yourself too thin may not always be the best tactic. Social media is all about providing quality content and putting it in front of quality users. Pick the platforms that fit your audience and goals, and you’ll be on your way to digital success!