Choosing the right platform begins with 3 important questions.
The first question is 1. Who is your audience?
Knowing who you want to reach in your business – better known as your target audience or ideal prospects – will help you know where you should be visible online. Each social media platform has it’s own quirks and different languages and a book that we recommend for small business owners and personal brands is Gary Vaynerchuk’s Jab, Jab, Jab, Right Hook – that goes into great detail of each social media platform and how best to use it. If you show up on a platform that is where most consumers are and you are a B2B company then that platform may not work well for your business and vice versa. So knowing who you want to reach and where they are hanging out is very key.
The second question is 2. How can you reach your target audience?
The best ways to reach your target audience is by engaging consistently on these platforms and providing value as it pertains to what your business has to offer. The key here is to be a relevant part of the conversation and to create a community around your business and it’s products and/or services. In order to really build your brand visibility is to utilize social media as an outlet and channel to create relationships with your potential, current, and past customers. You can do this through organic reach and paid reach. The best is to have a mix of both. Depending on who your audience is combining a paid social media strategy and an organic social media strategy will create wonderful results for your business. As long as the content that you are providing is relevant, enlightening, entertaining, or educational then your company’s brand visibility will increase as well as your revenues over time.
The third question is 3. What are your goals?
The best way to utilize social media is with a purpose and goal in mind. Here are a few questions to take into consideration: Are you currently launching a new product or service or program? How can you utilize social media to provide value to your clients or prospects before they buy? If you aren’t launching what ways can you grow your reach and expand your business? What kinds of content are your prospects looking for and/or would find helpful or entertaining? The answers to those questions should help you clarify your goals and objectives further and be able to help you narrow down your KPI’s (key performance indicators) to see what is and isn’t working for your business on whichever social media platforms you’ve chosen.
Check out the image below to get a better understanding of each social media platform.
You don’t have to be on all platforms and if just starting out on social media we recommend that you only choose 1-2 platforms in the beginning to focus on.
Let us know which platform you’ll be engaging on in your business below!