In a perfect world, you would use all the social media platforms — Facebook, YouTube, Instagram, Twitter, SnapChat, Pinterest, LinkedIn, etc.
Yet, total saturation is impossible given that effective social media marketing requires constant, ongoing nurturing. Only the biggest firms can afford to bring on full-time social media teams.
Everyone else must prioritize, so which social media platforms deserve your attention?
1. Who Is Your Target Audience?
Deciding who you want to reach will help you determine which social media platform is best for your business.
For example:
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Eighty-one percent of Pinterest users are women.
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Seventy-one percent of Snapchat users are younger than 34.
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LinkedIn is almost exclusively for business professionals.
If you’re looking for insights, Pew Research Center has some fantastic demographic breakdowns of social media platforms and their respective user bases.
2. What Is Your Marketing Goal?
If the goal is to convert customers on the spot, social media shopping has just started to grow in popularity. Typically, most users visit these platforms for fun and entertainment, but now 25% of business owners are selling through Facebook and other channels.
Even if you’re not selling your products or services directly on the channels, social media can still play a powerful role throughout the buying cycle — especially for those who are in the discovery and research stages of their journeys.
If your goal is to raise awareness — nearly any social media tool will do the trick.
3 What Are You Trying to Sell?
Businesses that specialize in beauty, fashion, food and travel should take a close look at Instagram and Pinterest — both of which are ideally suited for visual content.
If you sell to the B2B crowd, however, it would be a mistake to overlook the power of LinkedIn.
Are product reviews central to your marketing efforts? If so, YouTube is the place to connect with potential customers.
