I frequently get asked “which social media platform is best for business?” The better questions to ask are “what will give me the online visibility I desire?” and “which social media platform is best for my business right now?”
Social media is not the only means of achieving online visibility. While it can be the most cost-effective option for marketing your business, successful social sharing relies on a solid of foundation of key elements. These include
• A marketing plan
Before you start posting on social media, it’s best to develop a strategic marketing plan. Know who you are trying to reach. Be clear about your goals. Create messaging that reflects what you want to achieve and then map out your marketing communications.
• Personas for your brand and for your target market
Define how you want others to perceive your brand. Discover exactly who your ideal customers are and where they spend their time.
• A cohesive brand message
Increase brand awareness with a company logo and tagline. Add other high-quality graphics, company colors and fonts for branding consistency. Develop a clear message for social media.
• A website
A mobile-friendly website not only promotes your products and services. It also serves as a landing page where you can direct your social media followers.
Analytics allow you to see patterns of behavior in your target audience. You can then use this information to improve your goals, your website design, your users’ experience on your website and on social media, your calls to action, and your search engine ranking with Google.
• A blog or e-mail newsletter
The best social media networking involves sharing entertaining, educational, in-the-moment, or fun content. Blogs and newsletters give you high-quality content to share with subscribers as well as on social media sites.
Once you have these key elements in place, choose to use the social media platforms where your ideal customers are. These are the major social media networks for business in the United States and their biggest benefits:
Facebook: Active users each month total 2.70 billion, the highest of any social media network (YouTube and WhatsApp are the next closest with 2 billion each). Name recognition and an almost 20% growth rate are additional pluses.
Instagram: 62% of its 1.16 billion active users check their account each day, giving you high visibility especially if you want to reach those under the age of 30.
LinkedIn: 50% of the 350 million active users each month have a college education, allowing you to reach this specific demographic. LinkedIn is still considered the best professional social media network.
Pinterest: More than ¾ of the 442 million active users each month are looking for new products and yours could be one of them.
Twitter: Individuals in their 30s, 40s, 50s, and 60s are all represented among the 353 million active users each month, providing you access to multiple markets.
Whichever platform you choose, posting on social media will increase your online visibility. Engaging your target audience will further increase brand awareness, leads, revenue, subscribers, and traffic to your website or blog.
Credit: Image by Hello I’m Nik on Unsplash