With so many social media platforms out there today, figuring out which ones you should be using to market your business can be overwhelming. From the more professional platforms like LinkedIn to Generation Z’s favorite TikTok, the possibilities seem virtually endless. If your business is just getting started, it’s a good idea to stick to the three basics: Facebook, Twitter, and Instagram. But which one is the best fit for your business? Here are five questions you should ask yourself when determining which platform will most effectively market to your buyers.
1. Is my marketing focus B2B or B2C?
For B2B networking and marketing, Twitter allows users to easily connect with professionals in their field. By sharing relevant news articles, links to blog posts on your site, and professional accomplishments, you can show off your strengths and services to other businesses in the industry. Twitter also encourages networking, making it a great place to build connections with future employees and clients.
If your aim is more B2C, Facebook and Instagram are the way to go, as they allow for longer text posts and have more interactive graphics, enabling you to effectively highlight your brand’s personality.
2. How personable do I want my brand to be?
While Twitter is perfect for those who want to deliver straight and to-the-point marketing campaigns, Facebook fosters community between buyers. Is your business built around a particular lifestyle? Consider setting up both a Facebook Business page for promotional activity, as well as a group page where your customers can interact, ask questions, and give advice. Turning your brand into a community encourages customer loyalty.
3. Who is my target audience?
It’s important to be aware of the different demographics that make up each platform’s user base. If your clientele is composed of older adults, consider using Facebook as your primary platform. Adults over the age of 65 are less likely to be technologically literate, but those that are choose Facebook over other platforms. On the other end of the spectrum, those under 35 spend most of their time on Instagram. If you cater to an international clientele, consider Twitter, which hosts the highest international audience.
4. How important is customer service to the success of my business?
While all three platforms offer direct messaging between you and your customers, Facebook and Instagram facilitate and encourage this connection the most. A Facebook business page also allows customers to post reviews, so if your focus is on responding to and resolving customer service inquiries efficiently and effectively, this is the platform for you.
5. What are my brand’s aesthetics?
For very visual, product-based brands, choose Instagram. As the most artistic platform, Instagram allows you to emphasize the creative side of your brand through photography.
The stories feature on Instagram is also a valuable marketing tool, perhaps even more so than feed posts themselves. You have the option to add elements such as polls, questionnaires, and “likes” to your stories, providing valuable marketing feedback and encouraging engagement. Additionally, all three platforms offer a variety of marketing analytics tools so you can see how effective your campaigns are and where you might need to redirect your focus.
If you’re doing it right, no one platform will meet all your marketing needs – finding the right combination is key. However, don’t join all platforms just for the sake of it. Social media marketing can be time-consuming, so determine what you want to get out of your marketing campaign and choose accordingly.