Which Social Network is Right for Your Business?
A social media presence is essential for every business that aims to reach its target audience, market its products, and nurture a relationship with present and former clients. And yet, every social profile requires creating unique content, interaction with other users, and daily maintenance. Small or medium-sized businesses struggle with the strain of being active on all multiple networks at the same time.
The good news is you don’t have to. Forming a marketing strategy means choosing the most relevant networks for your business and focusing on being active there. How can you decide which platform has the most potential for your business? Follow the steps we mapped out:
Start by answering three key questions:
- Who is your target audience Define the main characteristics of your prospective clients. As you will see later on, some social networks cater to a specific audience, while others appeal to a wide range of users. It’s essential to focus on the networks that are relevant for your particular target audience.
- What are your goals? Each business has different business goals and different objectives for its social network activity. Define your objectives as clearly as possible: Are you aiming for leads? Private messages? Online sales? Website traffic? Choose the networks that are compatible with your objectives.
- What content are you able to create? In an ideal world, every business would be able to create compelling texts, high-quality video, and visuals in several styles and formats. But in reality, it is best to utilize the resources at your disposal and focus on content that you can generate frequently. Of course, the type of content you put out also has to match the type of product you’re offering: If you’re selling products where design is central, invest in images and photos. If you’re providing a service that relies on your expertise – create videos that explain your worldview.
Examine each network in light of these questions:
Target audience: despite the rumors, Facebook is still relevant for humans of all ages and genders, simply because it has 2.23 billion users each month.
Types of content: a combination of text and visual – photos and video
Challenges: low organic exposure and an algorithm that prefers private users to business pages.
Advantages: Facebook has two crucial benefits for every business: the possibility of creating and growing communities with Facebook Groups – the most prominent virtual community portal in the world.
And, more importantly: the most advanced advertising system in the world that is accessible to private users.
And so, in the bottom line, every business needs an online Facebook presence, even though reaching new demographics/audiences by posting exclusively on the private page is near impossible right now.
Want to know more about business activity on Facebook? Start with our article on Facebook Business Manager.
More on building a Facebook community? Here is everything you need to know about using Facebook Groups for Community Marketing.
Target audience: everyone, but especially millennial women.
Types of content: in the past, Instagram was about photos only, today photos text and video are all important.
Challenges: being active on this network demands requires a high level of visual content. Another important point to remember is that Instagram doesn’t allow including clickable links in posts. Linking is possible only from the bio section. This makes this network less suited for driving traffic to your site or store.
Advantages: Instagram business profiles are not discriminated against so you have a real opportunity to reach a target audience that is interested in your field.
the bottom line: Instagram presence is important to those who are aiming for Instagram’s target audience, but in order to stand out, you have to create excellent content on every level.
Wish to find out more about business activity on Instagram? Start with our Instagram Business Marketing Checklist.
Target audience: Gen Z youngsters across the globe
Types of content: Short video
Challenges: TikTok has its own culture, language, and style. To be relevant here you have to be on top of trends.
Advantages: It’s easy to reach a wide audience
Bottom line: A must for businesses that target people under 25.
Want to learn more about TikTok Marketing? Start with our article that attempts to answer you pressing TikTok questions.
Target audience: Professionals ages 25-54
Types of content: Texts
Challenges: LinkedIn is a niche network, that’s incredibly important for tech professionals but virtually nonexistent for other fields. Even its frequent users tend to be less engaged than those on other networks.
Advantages: The only social network that allows businesses to target other businesses.
Bottom line: Essential for B2B marketers.
Target audience: Mainly women and mainly in the US
Types of content: Vertical format images.
Challenges: Pinterest users will see each image you upload in their feed without the context of your profile. That means that every image stands on its own and has to grab the attention of the viewer using. It’s hard to stand out without Pinterest optimized images
Advantages: Pinterest allows you to include a link back to your website in every image, making it great for marketers with an online store. Another plus is the long life of content here.
Bottom line: Pinterest is an important network for businesses that want to drive traffic to their website.
Looking for more info on Pinterest marketing? Go to this article on optimizing your Pinterest profile.