Which Social Media Platform Is The Best For Your Business
by Elaine Bennett
Social media is an essential tool in your marketing arsenal given that there are more than 3 billion social media users in the world. Facebook, Twitter, Instagram, LinkedIn, and other smaller platforms, as well as their different local alternatives, can do wonders for boosting the visibility of your business and expanding your reach. However, the first and most important step in crafting an effective social media strategy is picking the right channels. Such an approach will help you unlock the full potential of social media and prevent you from wasting your resources on platforms that aren’t a good fit for your business. Here are a couple of questions that can point you in the right direction.
Are you in B2B or B2C?
This makes a world of difference when it comes to choosing the right social media platforms, mainly because of the dynamics of the B2B industry. Often perceived as too stuffy, boring, and not exactly glamorous, B2B brands can be best promoted on LinkedIn, a social network for business professionals. Another thing to bear in mind is that educating potential customers in the B2B industry takes significantly more time and effort because products are usually more complex and their features and benefits need to be explained in greater detail. Storytelling is one of the best mechanisms which can help you both educate your potential customers and position your brand. This means that visually oriented platforms such as Instagram or Pinterest aren’t exactly the best choice, but some brands successfully use these channels to promote their company culture. The B2C industry, on the other hand, fashion and food, in particular, can greatly benefit from sharing visual content.
Where does your target audience hang out?
One thing needs to be highlighted: it’s not brands that choose social media platforms but their audiences. In other words, you need to identify the preferred channels of your audience and make the most of them. This is where understanding your target demographics comes into play, so make sure that your ideal customer profile and buyer personas are properly built, as this will allow you to personalize your outreach. The best way to keep track of how effective your strategy is by means of reliable social media analytics software.
What type of content do you usually create?
It’s only logical that certain types of content perform better on certain social media platforms, which is why you need to establish the type of content you predominantly use in order to present and showcase your brand. In other words, if you mainly create lengthy white papers or how-to blog posts, then Instagram won’t exactly work for you. If you host a lot of webinars, then you can leverage the power of the Facebook Live feature, and engage your audience in an interactive manner. Different industries can use Twitter for sharing the latest news and even providing customer support. This microblogging platform is also great for word-of-mouth marketing and amplifying your thought leadership which can subsequently influence your brand’s popularity.
How to use particular social media platforms?
There’s not just one social media network suitable for your business, so here’s a list of the most popular ones with tips on how to use them. Just be moderate and don’t spread yourself too thin as it can be counterproductive.
- Facebook is the most versatile social media platform and with its 2.23 billion active monthly users, it can help you increase your visibility and promote your company all around the globe. Both B2B and B2C companies can successfully use Facebook Ads for highly targeted and granular campaigns. Apart from that strictly business approach, Facebook is great for building relationship with your customers and humanizing your brand.
- Twitter and its 280 characters are perfect for adding a sense of immediacy to your announcements and news. Images and infographics perform well on this platform, but video is also becoming increasingly popular. Twitter is particularly suitable for tech-related industries and those revolving around customer support.
- LinkedIn is a must for any B2B company, not only when it comes to networking and connecting with business professionals from your niche, but also for lead generation. Its advanced prospecting options allow you to precisely target different segments of your audience and advertise your brand effectively.
- Pinterest is a network mainly used by women, and it helps you showcase your products in a visually appealing way. Users can interact with your brand in a personalized manner as they can build their own design boards and pair different product according to their preferences.
- Instagram, although it primarily relies on images, works best if you use it to tell the story of your brand. It can tremendously boost your brand recognition and awareness as your customers create visual associations with your brand.
Follow these simple tips and find out which social media platforms will work for your business.