You know the saying “jack of all trades, master of none”? While all businesses can certainly benefit from marketing on social media, it’s vital to choose platforms that suit your marketing objections and more importantly, your brand.
Not all social media platforms are created equal.
For example, Facebook is the biggest social platform, and you likely do want to maintain a presence there, but Instagram, which is rising fast, may not be your best bet if you don’t have the capacity to create images – or maybe if you’re in the B2B sector.
We’re massive believers that effective marketing is about quality, not quantity so don’t be everything to everyone.
Narrowing down your pick of platforms that really suit your business will help you not just boost the return on investment but also prevent wasting your time & resources.
So, how do you pick the right social network?
Know your business
What type of business do you run?
Do you want a social presence for your business just to be ‘socially active’?
Are you looking to build brand awareness?
Do you want to generate leads and sales via the content that you post?
Will you want to leverage social media for its advertising capabilities?
Once you have the answers, move on to finding out your target audience.
Know your ideal client
Who are you trying to reach?
Which platforms do your target audience hang out on?
What does valuable content mean to them?
While social media gives your audience the chance to get to know your brand, you need to make sure your content is targeted at your ideal customer and provides value.
Therefore if most of your customers are on Facebook, it makes no sense for you to focus on your Google+ or Pinterest account.
Know your platforms
How much do you know about each social media platform?
Facebook is the largest social platform in the world, boasting more than 2 billion active monthly users.
Facebook works well for:
- Lead generation
- Building relationships with customers
If your business is fast-paced and ever-changing, Twitter will allow you to post breaking news, important messages, announcement and other up-to-date information.
Twitter is also a great platform for posting textual content, like listicles, articles and quotes.
Like Pinterest, Instagram is a graphics-heavy social network. But here’s where it differs from its pin-based counterpart: Instagram has a younger audience.
If you’re in retail, beauty, food or art, this platform will work very well for your business.
A highly underrated platform, Pinterest is a visual-based social network with more than 100 million active monthly users.
If you sell any type of product, Pinterest is a social network you need to be on. Promoted pins allow you to target specific types of users and link directly to your shop or product pages.
According to Shopify, 90% of users plan their purchases using Pinterest.
LinkedIn has the distinction of being the most utilized platform for older audiences.
It boasts the largest users among ages 30-49. LinkedIn is also unique because it has a narrow focus.
People use LinkedIn to search for jobs and to network professionally.
As a result, the platform is useful for B2B lead generation, general networking, as well as recruiting employees.