88% of marketers say social media marketing for small businesses helps increase exposure and traffic.
So the question is no longer if to use social media for your business but what social media media platforms to use.
With so many platforms out there, choosing the right ones for your business can feel like staring at a menu with so many options. Rather than randomly choosing a platform for your business or going for popular social media platforms, it’s better to identify the best platforms to reach your customers.
Here is your guide to choosing the best social media platforms for business.
How to Choose the Right Social Media Platform for Your Business
Here are some tips to help you identify the best social media platforms for business:
1: Know Your Audience, Know Your Platforms
Knowing your audience is the first step for many business decisions. Who are you trying to reach? What are their interests? Are they professionals on LinkedIn, young adults on TikTok, or seniors on Facebook?
How do you identify your audience?
Demographic Dive: Data is your friend! Use social media analytics tools or surveys to uncover your audience’s platform preferences. Do they spend most of their time on Instagram or catching up on news on Facebook? Check statistics pages to see what platforms people are using and who is using them.
Content Needs: One of the reasons different platforms appeal to different demographics is because of the content type. What content appeals better to your audience? Tutorials or memes? Texts or visuals? Understanding their content consumption habits will allow you to know the right message to create and the right platform to share that content.
2: Consider Your Specific Goals
Another thing to consider when choosing social media platforms for your business is your specific goals. Do you want to increase brand awareness on social media? Then Facebook might be ideal for you because of its reach. If your focus is on lead generation? Targeted advertising on Instagram and educational content on YouTube can help you reach your goal.
So start by defining your social media goals and then let your objectives guide you to the best social media platforms for your business.
3: Consider Your Industry
Before you open a social media account, evaluate how the platform can fit into your industry. For instance, if you’re in the creative or fashion industry, visually-driven platforms like Instagram and Pinterest are a great idea.
But imagine you sell software to B2B companies. In this case, your industry doesn’t need a lot of visuals, and a more professional platform like LinkedIn or Facebook will cater more to your audience.
4: Consider Your Content Type
One of the things that sets one social media platform apart from the next is the content they are known for. When you think of TikTok, you think of short, entertaining videos. Nobody will go to LinkedIn to find fashion ideas or visit Instagram to read a long article.
So carefully consider the type of content you will be creating for your audience and analyze which social media platform has the best ROI for you. If you will be writing more whitepapers, a business blog is an excellent platform to share your content. If your content type will focus more on giving industry insights, LinkedIn and Podcasts will help you increase your reach.
5: Combine Multiple Platforms
Pair your goals with your industry, target audience, and content type to determine suitable platforms for your business. Also, the best social media marketing strategy for businesses involves the combination of multiple platforms. This strategy will allow you to target your audience across different mediums and increase your reach.
Top Social Media Platforms You Should Focus On
Whether you need social media for customer service or to share educational content, there is always something for your business. To help you figure out the best social media for your business, here’s a rundown of some of the most relevant platforms:
The Top 3: Facebook, Instagram & YouTube
Some platforms consistently rank high for business marketing, and for good reason. Currently and for a long time now, Facebook, Instagram, and YouTube are the top-performing social media platforms, especially for business owners.
1: Facebook
Facebook has up to 3 billion monthly users, with the largest age group being 25-34 year olds. One of the things that make Facebook an excellent platform for business is that it has a user base across demographics, making it ideal for spreading brand awareness and reaching a wide audience.
You can also leverage Facebook Groups for social media marketing for small businesses to build a loyal community around your brand. Facebook also offers targeted advertising options to create marketing messages that will reach the exact demographic you are trying to reach.
2: Instagram
Got a product or service that’s visually stunning? Instagram is a great platform to showcase your offerings through eye-catching photos, stories, and reels. Think of it as a platform perfect for visual storytelling, letting you attract customers who appreciate beautiful design. Aside from visual content, Instagram allows you to run ads, link your ecommerce store through the Instagram shop, and run contests and giveaways.
3: YouTube
YouTube is the world’s largest search engine, with a user base of 2.6 billion, who are primarily people who need video content. Some businesses do not consider YouTube a possible marketing platform because they don’t know how it can work for a product-based business.
YouTube can help you generate brand exposure through relevant short-form and long-form videos. You can focus these videos on informative tutorials, product demos, or behind-the-scenes glimpses to showcase your expertise and connect with your audience. This can be a powerful tool for generating leads because viewers who find your content valuable are more likely to convert into customers.
Niche Social Media Platforms
While Facebook, Instagram, and YouTube are the most popular options, you should consider other niche platforms that might be a perfect fit for your specific industry:
4: LinkedIn
LinkedIn is a digital networking space for professionals. It’s ideal for B2B businesses and individuals looking to connect with potential clients, colleagues, and industry influencers. If you intend to share industry insights, participate in group discussions, and establish your brand as a thought leader in your field, LinkedIn can be a great place to generate leads. It is even better if you are a service-based business.
5. Pinterest
Pinterest is a visually-driven platform great for showcasing your products in a captivating way. Create eye-catching product pins that link back to your website, share DIY tips to drive traffic. Pinterest is also a great platform to create mood boards and curate content related to your brand. This is a good way to attract potential customers who are searching for inspiration.
6. TikTok
TikTok is a rapidly growing platform ideal for reaching younger audiences. This social media platform is home to short-form, engaging videos. If your brand voice allows for a bit of fun and creativity, consider using TikTok to promote your offerings. A social media marketing strategy for businesses on TikTok is to make your content lighthearted and trendy. This platform can be great for increasing brand awareness, especially if your target audience is Gen Z or young millennials.
Building a Winning Social Media Strategy
There are so many benefits of social media for businesses: brand awareness, lead generation, and community building. To get these benefits, you should build a good social media strategy. Choosing the right platform is just the first step. The next step is to figure out a winning social media strategy for your small business:
1: Content is King
You can’t just create a social media account for your business and end it there. It’s 2024; your industry has a lot of competitors, and it’s not enough to sell good products. You need to attract your customers too.
Focus on high-quality, valuable content that resonates with your audience. Mix up formats (images, videos, blog posts) to keep things interesting and cater to different preferences.
2: Consistency is Key
Develop a regular posting schedule to stay top-of-mind with your audience. Being consistent doesn’t mean you should post every day. Instead, develop a routine to post often, even on busy weeks. Use organizing tools like Notion or Google Sheets to document your social media calendar and tasks. Then, use scheduling tools like HootSuite or Meta to ensure consistent posting.
3: Engagement is Everything
Social media is a communication platform, so it has to be two-way! Encourage conversation and build relationships with your audience. Ask them questions, put a strategy in place for UGC, and offer incentives (e.g., giveaways) to boost engagement.
Also, you can use your social media for customer service by responding to comments/messages promptly and attending to complaints. This not only provides valuable customer insights but allows customers to trust you to provide support.
4: Measure and Adapt
Data is your friend. Analytics and data insights may seem complicated or unnecessary, but they can make a difference in the performance of your social media strategy. Track your social media analytics to understand what content resonates best with your audience. See which posts get the most engagement and clicks. Use this information to refine your strategy and assess which social media platform has the best ROI.
5: Evolve When Necessary
Some years ago, Instagram features like reels and stories did not exist. Now they do!
The point of this is to point out that social media platforms often evolve. As such, you might need to reconsider the type of content you post. Keep up with industry trends and tech updates and allow your social media marketing to evolve as necessary.
Now What?
Now that you know how to choose the right platform for your business, it’s time to start on the ones that align with your needs. Remember always to consider your audience, your goals, and your content type to help you with great returns.
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