There’s no denying the fact that social media is one of the most popular
and effective methods of marketing, especially for small-scale
businesses. Be it Facebook, YouTube, Instagram, or Twitter, there are a
host of social platforms at your disposal where you can market your
But how do you decide which is the right platform for your business?
You can’t possibly be active on every single platform, and on top of
that, it is essential to understand that not all platforms are created
equal. Each network comes with its own unique features and quirks in
terms of how effectively it can market and promote your business.
Take a look at this quick, simple guide to help you choose the right
platform to market your business.
Identify Your Target Audience
To spread the word about your business, you must know who your target
audience is. After all, they are the ones who will help you run your
business by buying your products and using your services.
When seeking out your target audience, you want to get down to the
specifics and learn everything about them, including their gender, age,
occupation, the platform where they are active the most, who they
interact with, and what they are looking for, to name a few.
At the same time, you should also take a look at what your competitors
are doing and which platforms they’ve managed to use successfully to
market their business. This will give you an insight as to what’s
working for others and what’s most likely to work for you.
The Nature of Your Business
Is your company B2B (Business to business) or B2C (Business to
When choosing a platform, you must know the nature of your business.
This is because the type of channel you choose to market your business
is directly connected with its nature. For instance, for a B2C company,
platforms like Instagram and Facebook are excellent for gaining
visibility as well as to interact with customers. They help you visually
engage with potential clients and then gradually turn them into lifelong
On the other hand, for a B2B company, a platform like LinkedIn helps
build personal connections and target other potential businesses.
Define Your Goals and Objectives
As a business owner, you want to drive your sales and attract new
customers while serving the existing ones. However, you are likely to
have other creative goals and objectives as well that can include things
like growing your customer base, building customer loyalty, increasing
traffic to your website, conducting market research, etc.
Whatever your goal or objective is, you must list them down so that you
are better able to choose the right platform to market your business.
For example, if your goal is to reach as many people as possible, then
Facebook is the best platform for you as it gives you access to the
largest audience of all the social media platforms.
At the same time, defining your goals will also help you think about
which platform is better to increase engagement with your audience and
promote your business.
Use Your Product or Service As A Guide
If you\’re just starting, you want to generate high ROI and be
functionally lean. So, for starters, it’s always a good idea to let your
product or service guide you when choosing a platform.
For example, if your company is focused on generating quality leads,
LinkedIn should be your primary channel. On the other hand, if you are
selling a product and want to focus on spreading the word, Instagram or
Facebook are options that you should consider.
From creating an effective marketing strategy to choosing the right
platform, there’s a whole process that goes into the successful
marketing of a business.
Whichever platform you choose, always remember that you need to be where
your target market is. The goal is to reach out to your potential
customers and sell them your product or service, so if you choose the
right platform to advertise on, you’ll be able to target the right
people, and hence, make more sales.