How to Find Out Which Social Platforms Your Business Should Be Using
With such a huge variety of social platforms that you can exploit to boost sales and increase the engagement that you audience has with your brand, it can be difficult to define where to spend your time and effort to grow.
It’s not effective to spend your time equally focusing on all platforms that you can think of. You need to define where your customers are and which platform gives you the best return through conducting a social media audit. That way, you can ensure that you’re not attempting to target people when they’re not even active there.
Let’s say that your business is promoting its services heavily on LinkedIn but your best-converting customers (and highest referral traffic) comes from Facebook. It’d make sense to focus your efforts onto optimising your Facebook instead, right?
You can use the following steps to find out which social platform your business should be focusing on to maximise the results you get from your brand’s social media efforts:
1. Think of your business’ objective
Before you start debating which platform you’re wanting to become active on, it can be a huge help to define the business objective you’re wanting to achieve through social media.
Your objective may be one of the following:
• Increase traffic to my website (i.e. blog posts and articles)
• Sell more of my products/services
• Increase the interaction I have with customers and boost audience engagement rate
• Build a community of people with an interest in my industry/niche
There’s a different type of social platform that is best suited to your objective.
If you’re looking to boost engagement with your customers, a platform like Twitter can be a great way to easily encourage your customers to ‘like’ or ‘retweet’ your status.
If your main objective is to build a community, you could opt for Facebook as your main platform and create a group that focuses around a topic within your industry.
The Screw the Nine to Five Community is a Facebook group created by a website that teach people how to quit their full-time job and start a freelancing business. They’ve now created a dedicated community full of like-minded people who are all inputting their own advice about starting a freelance business, making it a great pool of potentially loyal customers to sell their service to.
2. Create buyer personas
As obvious as it may sound, creating a buyer persona is another fantastic way to identify some platforms that wouldn’t be worth investing much time in. If your ideal customer isn’t likely to be found there, it’s pretty silly to be wasting your time by using the platform.
Think about the type of people that purchase from you and figure out the answers to the following:
How old are they?
If the main portion of your customer base is younger in age, they may be more likely to visit trending platforms. If they’re part of an older audience, it’s likely they’ll be active on widely-used platforms such as Facebook.
Are they busy professionals or do they have a lot of spare time?
Think about the daily lifestyle that members of your target audience have. Are they busy, young professionals that only have time to read short-form content? Or do they have more time on their hands to digest larger chunks of information?
Are they within a B2B or B2C sector?
If you’re promoting your products and/or services to business owners, target them on a B2B platform! There’s no point wasting time trying to build your largest, most engaged audience Twitter if there’s only a small portion of business owners looking for your services on the site.
Once you’ve got a few clear buyer personas based on your previous customer experiences, you can target your customers where they’re most active – and most likely to convert.
The Big Five
After defining your business objective and buyer personas, you could start by assessing which of the big five social media platforms are best-suited to your brand:
Being the biggest social platform in the world right now, there’s no denying that incorporating Facebook into your social strategy is a great move for your business to make.
There’s over 1.7 billion users that log into the site daily so it’s bound to feature a community of your buyer personas. It’s actively used by people of all ages, from all countries and with any interest you can think of. And, you can optimise your Facebook page for almost any objective you might be wanting to achieve.
Twitter is another great platform to consider when looking to promote your business through social media. Despite having less daily users than Facebook, there’s still a pool of 317 million users that your business can be exposed to.
Twitter also has a 140-character limit and each tweet has a short lifespan, so it’s probably your best option if you’ve identified your main buyer persona as somebody who doesn’t have much time to read the content that you’re posting.
Being a fantastic platform for businesses that heavily rely on aesthetics and visual images, Pinterest can be the jackpot to increasing social referral traffic to your website.
Full with people wanting to save visuals that link to articles or blog posts on everything from growing a successful business to recipes they want to try, the site is used by people of all demographics – and interests in almost any industry you can think of.
Much like Pinterest, Instagram harnesses the power of visual marketing yet allows for more engagement through comments, as opposed to a substantial boost in traffic to your website.
The mobile app has more than 600 million active users using the social platform. Share images that appeal to your target audience, use relevant hashtags and ask questions; all of which can aid with creating a loyal community for your brand.
LinkedIn is a slightly different social platform as it is mainly used by professionals, making it a great option for promoting and marketing a B2B product or service.
It has 467 million users, ranging from recent graduates to CEO and founders of multi-million companies and everyone in between. Providing you use in in the right way and have a well-optimised LinkedIn company page, it’s got the chance of bring in some valuable business-related clients.
As you can see, there are several ways that your business can define which social platform to use whilst ensuring you’re not wasting precious time and effort into a site that isn’t likely to perform successfully.
If you’d like some tailored advice on exactly how your business can optimise these social media platforms to get the best results, our social media management package may be just what you need!