Social media can be a great way to engage with your audience and build relationships, but if you’re using it all wrong, it could do more harm than good. With social media, business owners are faced with many options when deciding which platform is best suited for their marketing needs, while there seems to be no shortage of opinions on what works best.
While every business is different and has unique requirements, you should consider these factors before choosing the right social media mix:
1. Audience size
Before settling on one platform over another, ensure that the social network will meet your target market size. You need to know how many people you’re aiming at to decide whether Facebook or Instagram would be a better fit. If it’s not millions, then stick with smaller platforms like Twitter and LinkedIn. These networks also allow for greater personalization, so they may be preferable even if only small groups of people read your posts.
2. Type of Content You Create
Another guiding factor in choosing the right social media marketing mix for your audience is the type of content you create. Do you want to share information? Or perhaps you want to post videos or photo galleries? Different types of content require different kinds of platforms. While some people recommend creating pages for each individual platform, this isn’t always necessary. For example, if you have an account for a local business, setting up a page for your national chain doesn’t make sense because your customers won’t interact with the brand outside its local area. Depending on the nature of your business, you may opt for a combination of platforms to reach your audience efficiently. Content is what sells your business, so focus on producing quality material for the platforms that work best for your industry.
3. The frequency of posting
While you might prefer to focus on one social network above the others, you may find it beneficial to keep several accounts active depending on your audience’s preferences. Some people don’t feel comfortable sharing too much personal information on Facebook, whereas others prefer getting updates from brands via Instagram. The choice of the social platform is determined by the type of engagement you want from your followers. As such, most experts agree that it’s important to try out various social media mixes to see which ones generate the best results for your specific goals.
You should always keep an eye on your competition when deciding whether or not to expand onto any given network. This will help you determine which platforms your competitors are using and why they seem more successful than you do. Since the competition seems to be quite well-versed on what works and what doesn’t for certain platforms, then you’ll need to think about adapting to these changes instead of blindly following the crowd.
You need to constantly evaluate your performance to improve the effectiveness of your social media campaigns. Only by working hard will you ultimately succeed at generating leads for your business. And since you already know what works well for some of your competitors, why not learn from what they’ve done right? From this knowledge, you’ll identify areas where you can improve to better compete with them.
5. Your Goals
Having clear goals will lead you to the best social media mix for your needs. For example, if you’re looking to gain exposure as quickly as possible, then it makes sense to focus mainly on those networks with the highest visibility. On the flip side, if you’d like to maintain a consistent presence on social media, then you could opt for platforms that require minimal maintenance. It’s vital that you take the time to write down all of your goals before choosing the right channels to implement them.
These objectives will act as a guideline to know exactly what you want to achieve. Remember that while you might not need Facebook anymore, you might still want to utilize the platform because it helps drive traffic back to your website. Therefore, make sure that your goals are realistic so that you don’t end up spending endless hours on social media only to discover later that you achieved nothing!
It’s essential to take a balanced approach to social media advertising. While you can certainly achieve amazing results with only a handful of platforms, you won’t reap the full benefits of your investment if you neglect the rest. Keep these tips in mind while searching for the perfect social media mix for your business. They’ll help you choose the right platform for the job.