How to choose the right social media platforms for your business
The
benefits of virtually connecting with individuals across the globe has never been more apparent than in 2020. With a reported 13% increase in social media users at the start of 2021, there are now 4.33 billion social media users worldwide. A significant social media presence and efficient digital strategy are among the key driving factors for a successful business.
The main focus here isn’t whether social media is important- that is evident! But rather, what platforms should your business focus on.
First things first, it’s important to consider the following in your journey to determining which platforms work best with your business.
Identify your current demographic
- How old is your typical customer?
- How would you describe their personality?
- Are they male or female?
- What is their education and income level?
- Where are they located?
By answering these questions, you can build a portfolio for your current clientele and thereby get one step closer to determining your key platforms.
Determine your main target demographic
Determining your target audience includes finding your primary and secondary target audience. Your primary target audience is the group of consumers that a business thinks is most likely to purchase their product.
It is a group of individuals that may easily be converted to consumers.
The secondary target audience is the next audience that most appeals to your company and brand. You can also create a portfolio for your primary and secondary audience by answering the questions above.
Think about the type of content you normally create or would want to create
Choosing the right social media platforms includes thinking about the nature of your business- if your company is B2B (business to business) or B2C (busines to consumer). Defining this will help direct the nature of your content and the platforms you’ll be using.
A B2B marketing strategy generally focuses on LinkedIn and Twitter due to the personal connections and prospects. A B2C company would lean towards Facebook and Instagram for the visual engagement and awareness. However, it’s important to note that there is no one rule fits all, a B2B company may choose a different route- it all depends on your business goals and target audience!
Your brand image, industry and target audience are just a few examples of content type determinants. Content varies from videos to blog posts, live videos, eBooks, images… depending on the content you choose to focus on, you can narrow down what platforms you want to join- different types of content excel on specific platforms.
What platforms is your current audience using
You can find which platforms your audience uses by simply conducting a customer survey asking questions like what social platforms they use or an indirect approach would include researching your main competitors and determining which platforms they mainly use.
Researching the platforms’ demographic will also help you determine what platform your audience is using.
Conclusion
To wrap this up, a general rule to get you started on this journey: define your goals and go where your audience is! Remember: Don’t spread your content on every platform. After you’ve determined these factors focus on 2 to 3 platforms.
With the constantly increasing number of social media platforms and users, we understand that it may be overwhelming and sometimes frustrating to figure out your digital strategy for social media. At phoenix our digital marketers can help simplify this journey for you and create your visionary campaign!
