There are a number of social media platforms available online where you can promote your business.
If you are willing to take a few steps in the right direction, you can easily leverage the power of social media channels to your advantage.
In this blog are 7 steps you need to take for choosing the right kind of social media channel (s) for your business.
In order to succeed, you must go step by step.
Step 1: Ascertaining Audience Demographics
The first step you need to take is identifying your target audience.
Who are they? Male or Female? What age group do they fall in? What is their monthly and yearly income? What other websites do they like to visit?
Answering these questions will give you a clear idea. If you want to dig deeper into your audience, it would make sense for you to analyze your audience insights using a reliable social media analytics tool.
For any given business, understanding the target customers is very important. If you are an automobile brand, then you can’t sell them to teenagers who are in high school or college.
You have to reach out to people who are above 35 years and have money in their pocket to buy a car.
You can find your customers not just online but offline as well. So start with your existing customer base and dig deeper into them.
Step 2: Analyzing All the Traffic Channels
Today marketing has become very sophisticated. Just knowing your customers is not enough, you also need to know what platforms they are using.
Suppose your customers are regular visitors of Instagram.In that case, there is no point targeting them with content put together for LinkedIn Customers.
The user base of Instagram is composed of a lot of youngsters who love scrolling through images and videos. However, LinkedIn audiences are more professional and looking for content with some substance. This applies to other platforms like YouTube, Facebook, and Twitter as well.
Likewise, YouTube audience is quite different from Instagram audience.
So to cut the story short you have to target your customers accordingly.
You need to keep in mind that, each channel has its own unique audience.
Step 3: Understanding Your Brand for Perfect Alignment
In Step 3 you have to do a little bit of brainstorming about your brand and the industry you are operating in.
Whether you are a B2B brand or a B2C brand, you need to analyze your products and services before choosing a social media channel.
For instance, you are selling eCommerce B2C products like Apparels, grocery items, gadgets, books etc. In that case, you should opt for a platform that is used by common people unlike a B2B brand (like a Marketing software) who cater to small and medium-sized companies.
So, aligning your brand with your customers is very important. This will definitely help you with building an effective social media marketing strategy.
Step 4: Aligning Content Creation Skills To The Platform
Content marketing is still one of the best forms of marketing today. Most of the businesses use content marketing because it is very cost-effective.
You can’t have a “one size fits all” kind of approach in content marketing. If you think you can create just one piece of content and publish on every social media platfor, then you are bound to face difficulties.
The fact of the matter is, each piece of content should be tailored according to the platform. For example, YouTube mainly needs video content, twitter is more of a micro-blogging site, and Instagram is all about photos.
Some prefer writing long well-researched articles while others are more into creating viral content. So you need to identify your forte first.
Moreover, creating quality content needs money. Hence always keep your budget in mind before choosing a social media platform.
Step 5: Identifying Social Media Channels Your Competitors Are Using
If you want to succeed, then you’ve got to beat your competitors. Smart businesses don’t have to reinvent the wheel all the time, they just need to re-engineer what their competitors are doing.
So identify all your competitors in your niche/industry. Find out what they are doing?
- a) What channels are they using?
- b) What kind of content are they creating?
- c) Who are they collaborating with?
- d) What is their marketing budget?
- e) What their followers and audience have to say about them?
You should find every small detail about your competitors. The idea is not to copy them but you to take inspiration for remodeling your strategies.
Tracking competitors, in this sense, can help you gain a clearer direction.
Step 6: Setting Your Social Media Goals
Your goals must be realistic and not beyond your reach. Your goals will also play an important role in determining the channel ideal for marketing your brand.
How many followers do you want to join your social media channel?
How Many of them will convert and how many are really going to buy your products?
How many visitors is your blog/website going to receive?
You have to design and launch your marketing campaign according to your goals.
Further, your goals must match the amount of resources you are putting in.
Step 7: Choosing Right Kind of Channels
Finally, pick the platform that aligns with your business the most. There are a number of social media platforms like YouTube, Facebook, Instagram, Pinterest, Twitter, LinkedIn etc.
As mentioned before, you don’t need to follow a “one size fits all” kind of approach. Choose platforms according to your content and marketing needs.
Before choosing a social media channel, to try to ascertain its pros and cons.
For example, with YouTube you may receive a good amount of traffic but they are very hard to convert because of poorly targeted demographics. However, if you are using platforms like Patreon or LinkedIn instead then the conversion rates may go higher.
Summing It Up
So these were 7 simple steps you need to take before you choose the best social media channel for your business. They are very simple and easy to implement. Here’s a quick snapshot of the steps you need to take in order to pick the ideal social platforms to market your brand –
- Identify your target audiences using audience insights.
- Analyze the different social media channels and the kind of audiences each platform caters to.
- Know your brand and products at a deeper level.
- Analyze your content creation skills to identify the ideal platform for your brand.
- Track competitors’ channels.
- Set social media goals to gain clarity.
- Finally, measure the pros and cons of each platform and pick the platform ideal for your brand.