LinkedIn, Facebook, Instagram, Twitter, YouTube. Oh, and let’s not forget Snapchat and Pinterest. With so many social media platforms (and more to come without a doubt), it’s hard to know which social platforms are best for your business.
Should you be on one? Two? Should you be on all of them?
Well, lucky for you, we’re here to help you find the right social platform for your business.
Reaching Your Target Audience
Before we get any further into which specific platforms are best for your business, it’s best if we distinguish one of the big reasons businesses are on social media in the first place: they want to reach their target audience on the platforms they frequently use to display their valuable content.
At Modthink, we start by making note of all the social media platforms our clients are currently using and the ones that their competitors are using. After performing a competitor analysis, we move on to the most important part: creating a social media marketing plan.
Social Media Marketing Plan
To begin, start by writing down your goals and objectives. Ask yourself these questions:
- What are you looking to accomplish?
- What is your one metric that matters?
- How much is a client worth to you?
Take this time to set strategic goals and make plans to hit those goals.
Next, let’s understand who your target audience is. You can do this in a variety of ways, but the most common is through developing buyer personas. Buyer personas allow you to get into the mindset of what your potential customers are looking for when they look up your company. What questions would they ask? What challenges are they facing?
Now, we all know social media isn’t just about the content you put out there (although this is a huge part of it), it also has to be aesthetically pleasing and look good. This is where developing your brand image comes in.
When was the last time you looked at your brand? Revised your logo? Updated your tagline? Do your customers trust you? Why do they trust you?
Last but certainly not least, you are going to want to determine your social media marketing KPIs (Key Performance Indicators). Your KPIs can be anything from engagement, likes, comments, views, follows…okay you get the picture. Determining what KPIs you want to focus on will help measure the success of your social media.
Once you have identified your target market and created a plan for action, you have a solid foundation to begin a social media campaign. Let’s take a look at the different social media platforms.
As the world’s largest professional network, LinkedIn is the ideal platform for a business to business (B2B) company to use. This is because LinkedIn is a great way to connect with other industry professionals and thought leaders in your field.
Some of the important ways that LinkedIn Business Pages help you achieve your business goals are through the ability to:
- Share content, opportunities, and events going on within your business
- Stay up to date on the latest industry trends and news
- Increase your company’s SEO
- Gain insights about your page from live analytics
Not only that, but LinkedIn gives you a variety of tools to create shareable and valuable content with your audience through:
- Posts, shares, articles
- Photos and videos
- Documents and PDFs
We recommend using LinkedIn to demonstrate your business’s credibility and establish your industry authority. Through doing this, you will increase the recognition of your business.
Today, Facebook is not just your mother’s social media platform anymore. This platform gives businesses the opportunity to create a business page as opposed to the traditional profile.
We recommend a Facebook Business Page to some of our clients because it’s great for:
- Low-cost marketing and free to create (great for startups and entrepreneurs)
- Targeting multiple audiences through demographics, geographics
- Driving traffic to your website
- Receiving timely feedback, reviews, and testimonials from customers
There are also multiple ways to gain engagement with your audience on Facebook. The ways to interact with your audience are through:
- Posts and shares
- Photos and videos
- Livestream: Film videos in real-time to interact with your audience directly
- Facebook Stories: Pictures or videos that will stay on your profile for the next 24 hours.
- Facebook Events
Again, look back on your company’s goals and buyer personas. If Facebook meets them right in the middle, it’s the social platform for you!
Instagram offers a fun, visually appealing way to interact with your audience. Not only that but according to Instagram, “over 200 million Instagram users visit at least one business profile a day with 60% of people saying they discover new products on Instagram.” That’s a huge market!
With a Business Instagram Account you can:
- Add details like business hours, location, phone number, and relevant links
- Gain insights and use real-time metrics on your posts and stories
On Instagram, you can utilize features such as:
- Pictures: You can post up to 10 photos in a single post.
- Videos: The standard Instagram video is around 60 seconds.
- Instagram Stories: Pictures or videos that will stay on your profile for the next 24 hours.
- Instagram Live: Instagram’s version of video live streaming. A great way to interact with your followers in a timely and direct way.
- IGTV: Videos that are longer than the standard 60 seconds.
So Which One is Best?
While all three of these social media platforms provide ways to reach your target audience, they may not all be right for you.
This goes back to buyer personas. Who is your target audience and what social media platforms do they predominantly use? This should give you a clear depiction of what social media platforms you and your company should be using as well.
Once you identify which social media platform you want to focus on, try using the tools suggested above to see what works for you!
Still looking for help in growing your social media presence? Talk with us today!