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When you’re busy running a business, it’s impossible to find time to be active on all social media outlets. Narrowing down your choices to a few platforms will help you focus your efforts and ensure you get the best return on your time investment.
Choosing The Right Platform For Your Business
So how do you choose the best social media platform? Here are three steps to deciding which platform is right for your business:
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The first step is to figure out who your audience is. Being as specific as possible makes the decision easier. Write down your answers to the following questions:
Once you know your audience, you need to define your goals for that audience. As a business owner, your main goal is to drive sales by attracting customers. But social media has other creative goals, too. Some brands use social media to increase brand awareness and build friendly relationships with potential buyers, while others use social media for customer support.
When creating your social media goals, brainstorm a list of common and unusual ways social media can help your brand.
Now that you’ve created your audience profile and defined your goals, it’s time to find your audience. To do this, you need to look at the user demographics of each platform and determine which platform your audience uses. You’ll also want to consider how active your audience is on that platform. For example, younger Facebook users may have a profile but are more active on Instagram.
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Here’s a guide to some of the major social media platforms to help you find your audience.
Facebook has over 1.3 billion users. That’s more than the population of China! Even amid all this noise, it’s important to remember how individuals use Facebook. That means building relationships and staying in touch with old friends. This makes Facebook a good platform for building loyalty from your existing customer base.
The downside to Facebook is that it’s difficult to reach new customers. Because of the large population, your posts will have limited reach even within your network.
Consider your business goals carefully when evaluating Facebook as a potential platform. If you’re looking to gain new business, Facebook may not be the best option. But if you need a way to build a devoted customer following and stay in touch with them, Facebook is a great choice for your business.
Choose The Right Social Media Platform For Your Business
Instagram is one of the fastest growing platforms, especially among young people. Like Pinterest, Instagram uses photos for conversation. As a result, this platform is well-suited to visually-based businesses such as art, food, retail, and beauty.
YouTube boasts 1 billion users and its reach far exceeds that. You do not need to sign up as a user to view content on YouTube.
As a result, YouTube has become one of the largest search engine platforms. Most of these searches are for “How To” videos. Service industry companies that can provide this type of content do well on this platform.
Twitter is a great platform to build brand awareness. Twitter uses hashtags to organize conversations around words or phrases. Searching hashtags can help you find out what people are talking about, so you can create tweets that will join popular conversations. Why would you do this? News outlets often use Twitter to find news because it can provide insight into what topics are popular.
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Because Twitter is often used to provide real-time updates to audiences, many brands combine Twitter with offline engagement, such as events.
Pinterest is used to store content by “scrapbooking,” or “pinning” photos to a virtual bulletin board. Female users dominate the Pinterest demographic. Some of the most common pins include recipes, style ideas, eye-catching photos, and DIY crafts.
Pinterest is a visual platform, so it requires strong graphics to engage users. Successful business use of Pinterest is tied to strong retail sales.
LinkedIn has the distinction of being the platform most used by older people. It boasts the largest number of users between the ages of 30 and 49. People use LinkedIn to search for jobs and form professional networks. As a result, this platform is useful for B2B lead generation, general networking, and employee recruitment.
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Google+ is known for its older male demographic. This platform is suitable for businesses in software, engineering, and design.
Since the platform is connected to Google Search, it has a greater share of driving traffic to your website. So, if your goal is search engine optimization, you should consider using Google+.
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How To Choose The Right Social Media Platform For Your Business
The first thing you need to do is figure out what your business goals are. Are you looking to raise funds for a new product or project? Or do you want to raise money for fundraising purposes? Once you know this, you can take a look at the different crowdfunding platforms available and decide which one best suits your needs.
Next, think about who your target audience is. Do you have products specialized for certain demographics? For example, do you make clothes specifically designed for pregnant women? If so, Kickstarter may be the best platform for you since it targets startups and entrepreneurs.
One of the ways crowdfunding differs from other fundraising methods is that people can donate online or offline. If donation options are important to you, consider them when choosing a platform. Some platforms only accept online donations, while others allow both online donations.
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