With so many different Social Media platforms available, how do you choose the best one for your business?
You know it’s important for your business to have an online presence but where do you start?
It can be pretty overwhelming but this post will help you identity which ones you should use.
So which ones should I use?
The good news is that you don’t need to be on all of them. It is better to be an active user on a couple of platforms then to have lots of neglected accounts. Having an unmaintained social media account can, sometimes, look worse than not having one at all.
To pick the right platforms for you and your business, you should know three key things:
- Are you Business to Consumer (B2C), Business to Business (B2B) or both?
- Where is your ideal customer?
- What is your overall goal?
1. Are you B2B or B2C?
People don’t tend to go on social media sites to buy things so the best B2B social media strategy is to gather leads and generate interest in your products or services.
You can do this by regularly blogging, creating lead magnets like case studies and e-books and promoting your company.
Best Social media platform for B2B is LinkedIn but this isn’t to say you shouldn’t tap into the opportunities on other platforms. After all businesses are made up of individuals and those individuals are spending a lot of time on Facebook, Twitter and Instagram.
2. Where is your ideal customer?
Each social media platform has a different demographic and intended use so let’s take a look at the data according to a recent study by Flint for online UK adults aged 18+:
- 79% use Facebook
- Target age and gender: 25 – 55+, both men and women
Best for B2C but with over 2 billion active Facebook users you should have a Facebook presence.
- 47% use Twitter
- Target age and gender: 18 – 29, slightly more men than women
Best for B2C, some B2B.
- 41% use Instagram
- Target age and gender: 18 – 35 years old, mostly women
Best for B2C. If you’ve got a visual product then Instagram is a good platform but you must use high quality imagery that tells a story, stock images won’t do.
- 36% use Pinterest
- Target age and gender: 18 – 45, mostly women
Best for B2C. Great if you have a visual product or services that involve planning, such as landscaping, home improvements or event planning.
- 33% use LinkedIn
- Target age and gender: 25 – 45, both men and women
Best for B2B, B2C employment.
If you are B2B then you should be on LinkedIn.
- 30% use Snapchat
- Target age and gender: 18 -24, more women than men
This is a fast growing platform, especially among the young so if this is your target audience you could look at building brand awareness with Snap Ads.
3. What is your overall goal?
Are you looking to build brand awareness, generate leads or just to be socially active? Having a clear objective will help establish the best platforms for you. Social media should form part of your overall marketing strategy.
Social Media is a great tool if you use it in the way that is best for your company. Always ask yourself what you want to achieve and how these wonderful platforms can help you get there.
Happy posting everyone!