A regular question we get asked is “where should I focus my social media efforts?” There is no ‘one size fits all’ approach to this, but there are a few things you can consider when selecting the platforms in your digital marketing strategy.
What kind of business are you marketing?
LinkedIn traditionally performs best for B2B marketing, Instagram and Facebook for B2C and Twitter for both B2B and B2C marketing. For example, if you’re a beauty salon looking for customers, you’re unlikely to entice them on LinkedIn, which is geared towards business use.
Pinterest is also a popular channel, but is only suitable for some sectors, for example, businesses related to home renovations, food, fitness, beauty or fashion.
Companies with the budget to invest in video and animation should also look to YouTube, which has over 1.9 billion monthly users. It is the third most visited site in the world.
How much time do you have?
Do you have the capacity to work across several channels? Or are you limited by time? Don’t stretch yourself too much, it’s better to have one or two channels that are regularly updated than to have five different social media platforms left.
Look at what your competitors are doing and which channels are benefitting from the most engagement. Focus on these as they’re likely to work for you too.
Once you have built confidence and can see the results of social media marketing, you can gradually introduce other channels.
How do I measure success?
What is considered a ‘success’ depends on your own goals. Do you want to get your name out there? Impressions and reach are good indicators. Are you looking to connect with customers? Engagement is also important.
Or are you more sales-driven? Success could be measured by clicks and conversions. For example, you can add conversion tracking to campaigns on most.
If you find that one of your social media platforms is falling short, re-think your strategy or reconsider if it is the right platform for you.
How can RED help?
We can help with your social media marketing and strategy. Get in touch to find out more!
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