Are you engaging with ALL of your audience online? If so, are you using the right social platforms for your business?
If you have a small business, keeping up with social media marketing on top of actually running the business can be overwhelming.
If you’re asking yourself if you’re on the right social platforms, if you’re on enough platforms, or if you should even be on social media at all, you’re in the right place.
As Full Sail Media, we’ve seen firsthand the importance of identifying the right social platforms for you, and how it can drive business results.
Choosing the right social platforms can be daunting, which is why we’re here to help.
Today we’re sharing (no pun intended!) what we’ve learned to help guide you through the process of identifying your audience, defining your goals, and finding the platforms that align with your business objectives.
Setting Your Small Business Up For Social Media Success
Having a successful small business social media starts with defining what that success should look like.
To get started, consider the three steps as the foundation for your business’s social media marketing strategy in deciding the right social platforms for you.
Step 1: Identifying Your Audience
To begin, ask yourself: Who is your audience?
Understanding your typical customers and their demographics is essential in determining the social media platforms they are most likely to use.
Consider their age, location, interests, and online behavior. Are they young and adventurous? Are they business professionals? Do they prefer visual content or written articles?
By answering these questions, you’ll gain valuable insights into which platforms your audience is likely to be active on.
Step 2: Defining Your Goals
In addition to reaching customers, what are your goals for social media? Is it to provide customer support, foster deeper relationships, increase brand recognition, or generate leads?
Defining your goals will help you align your social media strategy with your overall business objectives.
It will also enable you to tailor your content and engagement strategies accordingly.
Step 3: Finding Your Audience
Once you have identified your audience and defined your goals, it’s time to find the platforms that cater to your target market.
The Most Popular Social Media Platforms for Small Businesses
Let’s explore some of the most popular social media platforms and their user bases:
- Facebook – With its vast audience and diverse user base, Facebook is suitable for businesses targeting a wide range of demographics. It offers various promotional tools, events, ad campaigns, and groups, making it a versatile platform for all types of brands.
- Instagram – If your brand appeals to younger, adventurous individuals or relies on visual content, Instagram is an ideal platform. Its predominantly young user base and photo-centric nature make it perfect for brands focused on fashion, beauty, lifestyle, or adventure.
- LinkedIn – For business-forward companies targeting professionals, LinkedIn provides a platform to share industry highlights, statistics, and make valuable connections. It attracts educated individuals, particularly in the middle-aged demographic, making it ideal for B2B marketing and lead generation.
- Twitter – Known for news, trending topics, and banter (as well as its new owner, Elon Musk), Twitter is suited for brands that are both quirky and informed. If your business thrives on staying up-to-date with current events and engaging in conversation, Twitter can help you connect with a broad audience.
- YouTube – If your brand has a unique personality and you can leverage video content, YouTube is an excellent platform to showcase your stories, ideas, and products. With billions of hours watched daily, YouTube offers significant potential for businesses with personable and friendly approaches.
- Pinterest – Often associated with DIY projects and shopping inspiration, Pinterest attracts individuals looking for ideas and products. If your brand has a clever, inspirational, or aspirational marketing approach, Pinterest can help generate leads and influence purchase decisions.
- TikTok – With its large user base and cost-effective content creation, TikTok is a great platform for small businesses. It allows you to engage with niche audiences and build connections through comments and personalized interactions. If you have a unique approach or idea, TikTok can help you build your online presence.
By understanding the user bases and features of these platforms, you can make an informed decision on the right social platforms that align with your audience and goals.
Deciding The Right Social Platforms For Your Company
Now that you’ve gone through the steps of identifying your audience and defining your goals, it’s time to decide the right media platforms for your company.
Each platform offers unique features and caters to specific audiences, so it’s crucial to make informed decisions based on your findings.
Here are three ways to tie in the steps you’ve taken with the social media platform options:
1. Aligning Audience Demographics with Platform User Bases
Consider the demographics of your target audience and compare them to the user bases of different social media platforms.
For example, if your audience consists mainly of young individuals below the age of 35, Instagram and TikTok might be the best platforms to reach them.
On the other hand, if you’re targeting business professionals in the middle-aged demographic, LinkedIn would be a more suitable choice.
2. Matching Goals with Platform Capabilities
Review the goals you’ve defined for your social media strategy and evaluate which platforms align with those objectives.
If your goal is to provide customer support and build deeper relationships, platforms like Facebook and Twitter, with their messaging and comment features, can facilitate direct communication with your audience.
If brand recognition is a priority, visual platforms like Instagram and YouTube can help showcase your products and tell your brand’s story effectively.
3. Leveraging Content Types and Format
Consider the type of content you plan to create and distribute on social media.
If you’ve identified that video content is a strong suit for your brand, platforms like YouTube and TikTok offer excellent opportunities to showcase your videos and engage with your audience.
If your brand relies heavily on visuals, Instagram and Pinterest provide a visually appealing environment to showcase your products or services.
Remember, it’s not necessary to be present on every social media platform. Instead, focus on the platforms that offer the greatest potential for reaching your target audience and achieving your goals.
Collaborate With Full Sail Media As Your One-Stop Social Media Marketing Company
Ready to take your social media marketing to the next level? As a one-stop shop for strategy, marketing, and fulfillment, we provide practical and time-tested marketing strategies tailored to small and medium businesses.
Let us be your strategic growth partner and help you achieve your sales and marketing goals. Send us a message here to get started.