These days, it’s impossible to run a business successfully without the use of social media. But if you don’t understand which is best for your business, it can lead to attempting every platform and spreading your company – and your budget – too thin. Narrowing it down to one or two social media platforms based on things like your budget can help you make better use of your social media time.
Determining Your Needs
- What demographic are you targeting?
- What are the costs to advertise?
- How do other brands use it?
- What tools are available?
- How can users interact with you?
B2B companies may be better off using a platform like Twitter or LinkedIn, while companies looking to reach consumers might prefer Facebook, Instagram, YouTube, or Pinterest.
Choosing Your Social Media Platform
Each platform has its pros and cons. Because the focus for most businesses is driving customers to make a purchase, we’ll focus on the social media platforms that best allow for this.
Facebook is ideal for businesses that want to connect on a more intimate level with customers. You can have a page for your business, manage a private group, have live interactive videos, host and promote events, and place targeted ads. The downside is the continually changing metrics, which can affect how your content is seen.
This platform is a hit culturally and is excellent for businesses that sell products. Influencers and celebrities reside here and can help companies reach customers. Ads perform well here but can cost more. Great imagery and engaging content are key.
Pinterest allows you to share information about your products and how to use them. You can also place ads using Pinterest, which do best with a targeted audience of women. People use Pinterest as a search tool, and businesses have the opportunity to build trust. However, it provides little opportunity for interaction.
A Final Word of Advice
The best way to determine which platform would be best for your business is to try one and see how your ads perform and where your customers interact most with you. The least amount of money you can spend while reaching the most customers will reveal which platform is right for you.