For some businesses, they don’t have to be present on every social media platform. This is especially true for businesses that can’t handle providing a customized content to all major social networking sites for their marketing campaigns. It’s a number one mistake for business owners to force themselves to be present on all platforms.
But just because you can be on one or two platforms, it doesn’t mean that you can just pick a platform and stick to it. The best practice is to pick up to three platforms. More than this number may result in you consuming all of your bandwidths in order to manage your social media marketing campaigns.
Since each platform is different, you need to come up with a unique approach.
1. Know Your Buyer Personas
This can significantly help you discover the right social media that you can use and find your target market.
Twitter is ideal for sharing updates and news related to your industry. There are more men than women here. Facebook has more women users than men. When you look at the users of LinkedIn, you’ll find that it’s a network for serious professionals. If you’re running a B2B business, this is the right social network for you. Pinterest, on the other hand, is dominated by women.
2. Identify What Content to Share
Social media platforms offer different types of content. Twitter, for example, supports 140-character shoutout. SlideShare is great for presentations. Know what content that works best for you and you’ll know which platform can handle it.
If you’re in the interior decor business, pretty sure you have appealing images and photos. That said, Pinterest and Instagram are perfect platforms for you to showcase your brand through photos.
3. Study your Google Analytics
Those first two tips can help you find the right platform based on your target market and content. Now, it’s time for you to validate whether the platform you’re using is actually the right one for your marketing campaign.
On Google Analytics, you can find useful insights about your visitors and where they came from.
You can view the data by clicking on the Social Referrals under Social option. If you’ve chosen the right platform, you’d see that these platforms outperformed others in the analytics.
Now, if you see that some social media platforms aren’t performing well as you’ve expected them to be, then you can now shut down your presence in those platforms. Simply accept the fact that they’re not really helping you realize your goals.
Choosing the right social media platform for your business can be tricky. It requires commitment and dedication to finally know your audience and platform to use in order to reach the right market. If you’re sticking to Facebook because you’re too busy studying your audience, you can still benefit from it. But you have to make sure that you understand how the users here read contents. You need your business to appear sociable.
However, if your social media marketing campaign isn’t working with Facebook after years of providing content, it might be time for you to go back to tips 1, 2 and 3.