There should no longer be any doubt that social media is a necessary marketing tool for every business that wants to remain relevant and visible in today’s busy online world
Social media supports your website and its SEO, build brand awareness, increases exposure and generate leads, and also help businesses connect and build a long-lasting relationship with their customers.
It’s a part of your brand story, and hugely impacts how you’re perceived by your audience. But for it to be effective, you need to choose the right social media platform for your business.
When you’re busy running your business, sometimes it gets difficult to find time to be active on every social media channel out there.
So, narrowing down your choice to just a few platforms not only will allow you to focus more on your efforts but also get the best return on your time and investments.
But before investing in social media marketing you need to be aware of these nuances
When deciding on a platform because it could greatly impact how well your digital marketing efforts will do.
So today I will share with you how to choose the best social media marketing platform for your business?
You must be wondering… is there a right or wrong social media platform for my business?
The short answer is no. The point here is a software development company can be successful on Instagram or a meal prep business can tap the power of LinkedIn publishing.
There is no right or wrong in this-
But to properly utilize your resources and time and to expect the best results for your efforts
It’s important to understand your business, your audience, and how social media marketing fits into your digital strategy.
Now the first thing to do here is to identify your company’s brand personality!
Whether you’re aware of it or not, your brand has a personality, just like humans do. And when you don’t define your business’s brand personality, people won’t be able to figure out if you’re the right company for them or not.
Having a strong brand personality can boost brand loyalty and customer retention.
Personality isn’t about trying to be quirky or funny or flashy – it’s simply about making a lasting impression.
A brand personality is something that your customers can relate to. It’s about the human characteristics of a brand, and how customers perceive the company through their eyes.
And it’s important because customers prefer to purchase from a brand that resonates with their personality.
As I mentioned, choosing a social media platform for your company has a lot to do with personality.
Not every social media channel will work well for your industry. For instance, visually-driven industries like fashion, photography, design and artwork well visual platforms like Instagram, Pinterest and Snapchat. Because these platforms mostly rely on visuals than text, so they’re a great fit.
However, industries like Finance, software and technology have seen a lot of success with Facebook, LinkedIn and Twitter because they can curate content and pull users into their website.
A great way to find out what social networks cater to your industry is to look at your competitors’ social media activity.
Next, find out where your audiences are?
To do that you have to have a specific persona of your audience,
- Where are they from?
- What’s their age?
- Are they male or female?
- How do they look?
- What is their income and education level?
Once you know your audience, you need to define goals for that audience. For most businesses, their primary goal will likely be to drive sales but businesses also use social media to drive brand recognition and for customer support.
After profiling your audience and defining goals. You will be able to find out where your audiences are:
For example, while people under 20 years old may have a Facebook profile, they’re more likely to be active on Instagram, Snapchat or TikTok.
Or if you’re primarily targeting men over 50 years old, Instagram or Snapchat probably isn’t the best option.
The point I am trying here to make is ….a simple demographic data can help you choose the right social network for your business.
Let’s take some of the popular ones quickly one by one:
Should you’re business be on Facebook?
Yes. If you’re looking to build the loyalty of your existing customer base and you don’t mind the competition.
Should you’re business be on Twitter?
Yes. If your customers are younger and tech-savvy.
People on Twitter are mostly for information regarding politics, technology, news, sports, marketing, etc.
Should you’re business be on LinkedIn?
Yes. If you’re a B2B business.
People use LinkedIn to learn about work productivity, business stories and case studies, networking, or job hunting
Should you be on Instagram, Snapchat, Pinterest and TikTok?
Yes. If you want to post a visually appealing post and you are targeting a younger audience. and your business that caters to women, fashion, cosmetics, travel or brands that focus on categories like food or DIY should definitely be on these platforms.
Lastly just want to say when it comes to the BEST social media platform for business, there’s no magic bullet. But if you’re just getting started, the major social media platforms are a great place to start.
Businesses may not be able to handle a consistent presence on four or more networks, so step back, analyze your business, your customers and your competitors, and choose your best bets.
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