How to Find the Right Social Media for Your Business
It goes without saying that in this day and age, every company should be present on social media. You probably already know that social media is a key attribute to your business and can help in so many ways; driving traffic, increasing engagement and pushing purchases.
But how do you know which social media platform is right for your business? With so many options for both paid advertising and organic reach, it might seem a little daunting to know whether or not your business needs LinkedIn or Snapchat, Facebook or Pinterest – or all of the above!
If a social media channel isn’t in line with your strategic goals, then it’s probably not the right platform for you. So how do you figure out the best social channels for you? Let’s find out more.
What are your social goals?
There is no point in starting a social media channel for fun. Managing a social media profile is time-consuming, so it needs to benefit your organisation in one way or another. With this in mind, you need to make sure to get to grips with the benefits of each individual platform and what it can really do for your business.
And, if you’re going to get active on social media – stay active! Having an account but not consistently posting can have a detrimental effect on your business. It gives people an opportunity to leave negative reviews or comments, with no one there to address them. This can result in a downward spiral, impacting the view potential customers have of your business. You’ve been warned!
If you are simply looking to give your brand a voice, Instagram would be a good place to start. Instagram is a platform that connects people through visuals and allows your business to build a strong and thriving community. You probably already have images of your product and/or services, so why not utilise them? Or, take it a step further and boost your marketing through user-generated content – an effective way to grow both traffic and sales.
But if you are operating as a B2B company and your main goal is to generate leads, Instagram is probably not the place to be. Instead, think about using LinkedIn, a professional networking platform with like-minded individuals looking to expand their business or develop their careers.
Who is your target market?
Let’s face it, if your target market is predominantly males, it might be best to skip Pinterest. Or, if you are looking to target 60-year-old females, Snapchat might not be the best move. As you can see, your target market has a lot to do with which social media platform(s) you should choose.
First off, you need to get your hands on some data. To do so, segment your existing customers by age, gender, interests, location and create some customer personas off the back of this information. You need to also determine if your business is B2B or B2C or if you appeal to both, which is going to be the highest value group.
Currently, there are 44.84 million Facebook users in the UK, and the largest age group using this platform is 25-34 years old – 52% of which are women and 48% men. Does this age category apply to your target market? Do some research and use information like this to aid your decision in choosing which platforms to use, what content to create and for whom.
Find your audience
One of the most important factors is finding out where your audience is interacting online. Some of the most effective social media strategies are created off the back of consumer demographics. Data-driven information will ensure that the channel you choose is the right one to drive conversions.
You can scour the internet trying to find some information and statistics, or you could just reach out to current and old customers. Have a casual chat or create a questionnaire with a prize as an incentive that will help you determine what channel best aligns with your overall strategy.
What are your competitors up to?
As important as it is to understand your own audience, it’s equally as important to understand what social media platforms your competitors are using. This will allow you to get an idea of what is going on within your industry and help you to understand what it is you should be doing.
By examining your competitors’ channels you’ll get a clear idea of what type of content they are posting, and what is and isn’t working well for them. For example:
- How often are they posting across their chosen channels?
- How are their levels of engagement?
- How many likes, shares and comments?
- How many followers?
Analysing their activity will allow you to determine a baseline for success and how to start building your social presence.
Find the right platform for you
Whatever you do, don’t spread yourself too thin. Not every social media platform will work for your business, and that’s ok. Large corporations may be able to handle consistency on four-plus social media channels, but for a small or medium-sized business that might be a little unrealistic. Take a step back and assess your product or service, your audience and ask yourself the important question of what your business is really trying to achieve with social media.
Our top tip would be to choose one or two channels initially and really focus on making them a success. By choosing the best social media platforms for your business, not only will it supplement your sales and marketing efforts, it will benefit your customers.
How a social media agency can help
A digital marketing agency can do far more than just post on your social media channels: they can establish your online presence, connect with your target audience, run paid promotions and even respond to your customers throughout the day.
Social media agencies are specialists in boosting brand awareness, growing your number of followers and creating a genuine buzz about what your business can offer. Not only does using a social media agency save you time, but it also leaves your social presence in the hands of experts in the field.
Just make sure that your goals are clear with the agency that you hire: do you want them to grow an audience, respond to customers, generate repeat business or something else altogether? Agree on the times that they will be active and decide on the type of content that your business is happy to share in advance.
Here at Bundle Digital, customer service and consistency are our top priorities. When you choose us as your social media agency, we’ll start by getting to know you, your business and your goals intimately, carrying out much of the kind of research we’ve talked about in this article on your behalf. This way, we can build an actionable social content strategy and create a content calendar that’ll make your business stand out.
Interested in finding out more? Get in touch today.