Marketing and Website Tips

Social Media Marketing: Which Platforms Should Your Business Use?

Mel Beasley | Wide Open Tech

Mel Beasley, Marketing Director

Jun 18, 2020

With over 7 years of experience in marketing and creative writing, Mel has worked on high-level marketing campaigns for major brands like Audioengine USA, and his writing has appeared in encore magazine.

Your first instinct may be to create a place for your business on several social media platforms. More platforms equal more exposure, which means more eyes on your business, right? Well, not really. The truth is that you win at what you focus on, and it’s very difficult to focus on too many things at one time.

The best way to succeed on social media is to post and engage consistently. Unless you have a large team to schedule regular content and engaging to comments several times per week, it’s recommended that you cut down to only using the platforms you can fully excel on.

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It’s also true that not every business makes sense on every platform. For example, a local moving company trying to scale on Pinterest doesn’t make any sense. Pinterest is a visual platform that people follow for great ideas and aesthetically pleasing imagery. A moving company will have no success on Pinterest in just about any case. Instead, that moving company should think about ways to reach and connect with its local audience using Facebook, for example.

So how do you choose the right platform for your business?

How to Choose the Best Social Media Platform for Your Business

The first step to figuring out where to feature your business online is to define your target audience. What kind of demographics fit the profile of your typical customer? Are you looking for a specific age range or income level? Are your customers interested in skateboarding, or do they care more about real estate investments? The traits that characterize your customers will lead you to the perfect platforms. You’ll want to put your business on social platforms that your target audience actually uses.

Another thing to consider is the type of content that you’d like to publish on your social media pages. Do you plan on uploading videos or sticking to still images? Videos typically garner tons of views on YouTube and Facebook, while well-composed photos do better on Instagram.

Do you plan on hosting live streams? Consider joining Facebook or Instagram to use a live video feature. Would your business thrive with a place to frequently comment on current events? Twitter might be a good choice. The kind of content you create should play a massive role in your decision to join any social media platform.

Think about where your competition is having the most success online. Is there a similar business doing great on Instagram—consistently garnering high numbers of comments and likes on each of their posts? Do you see related Facebook pages with tons of followers waiting anxiously for the next Facebook Live event?

If your competitors are reaping huge benefits on one or two particular platforms, make sure your business follows the lead. Above all, don’t join a platform because you think it will help your presence online because it won’t. In fact, it can do the opposite, especially if your business doesn’t make sense to live there.

Can Your Business Do Well with Only One Social Media Platform?

Yes and no. Always remember to do a little research on your competition to see where they are finding success on social media. Once you’ve determined your target audience, you can also figure out what platforms they use the most. It only makes sense to use the platforms that work best for you as a company. This means that the platform should put you in direct contact with potential customers and hopefully lead to revenue generation. You’re not there to rank higher in search, because that’s not how it works at all.

If your business only has time to dedicate to one platform, then we highly recommend you stick with that one platform. Inconsistent posting and content are the worst on social media and should be avoided at all costs. However, if you have multiple audience segments and one is on Facebook while the other is on Instagram, then go ahead and join them there as long as you have time to manage it consistently.

You can do well with only one platform if it makes sense. You’ll also do well if you have multiple accounts when it makes sense. The key to success on social media is looking at your goals and determining whether each platform serves to meet those goals. If not, don’t sign up.

What’s the Best Social Media Platform for Businesses?

Every social media platform has its place when it comes to business, but if there’s one social media site where virtually any business can thrive, it has to be Facebook. With 2.45 billion active monthly users, there is no doubt that you can find an audience for your business on Facebook’s ever-growing community.

This platform offers several mediums for your content including videos, images, text posts, stories, and livestreams. You can also take advantage of Facebook advertising, which is the most effective and cost-efficient way to grow your business online.

If you’re unsure what social media platform you should use as a business, your best guess is almost certainly Facebook.

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How Should Your Business Leverage Social Media for Growth?

One of the greatest advantages to social media is that it bridges the communication gap between your business and its customers. People can easily reach out to you with questions, feedback, and reviews, and they will. But if you’re managing accounts on too many platforms, you won’t be able to keep up with your customers—especially if you have a larger following.

And when your customers speak, it’s important to listen. Don’t let the dream of reaching people on all platforms keep you from forming organic relationships on the platforms that really matter for your business.

Start Collecting a Following on Social Media

One of the biggest goals to any social media account is to garner an impressive following. This is probably the case for your business as well, but reaching that goal becomes much more difficult when you’re trying to gain followers on too many social media platforms. This is especially true if you use the same content on every channel.

Be original and authentic on your social media channels, allowing your brand’s story to shine through in all your posts. Don’t use your feed as a way to advertise to your followers. Instead, find ways to answer your customers’ questions and help them solve problems. Find ways to create engaging content that meets them in their journey wherever they are, and that positions you as the expert that guides them where they want to go.

Adding true value to your customers on social media will help them trust you, engage with you, and eventually buy from you. Remember that social media is meant for engagement, making friends, building relationships, and staying connected. Let your company’s personality shine through on social media and your fans will love you for it!

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