Which Social Media Platforms Should Your Business Be Present on?
14th November 2016
We assume you’ve already made the first step and decided that your business should be present on social media. And that’s right, it should be, social media is no longer an option, but rather a must for every organisation.
Otherwise, if you’re still not convinced, let us start by outlining all the benefits social media can bring to your business. Here are some of the things social media can do for you:
- Increase your brand awareness
- Drive traffic to your website
- Gain customer insights
- Render your business more credible and trustworthy
- Position your business as modern and relevant
- Increase conversion rates
- It is one of the most affordable marketing options
- Connect you to influencers and thought leaders
However, this doesn’t mean that your business should be present on all platforms. There’s a countless number of social media platforms out there starting with the most popular ones like Facebook and Twitter to more specific and niche platforms.
How to determine which social media platforms are right for your business:
Know your audience, before you choose a platform
The first thing to do in order to determine the best platforms for your business is to identify who your audience is. Knowing who are you speaking to is essential for any successful marketing activity not only for social media. You need to define your target audience’s demographics including age, gender, location, occupation, interests, challenges, goals etc. For example, if your target audience is 40+ males, you may consider using platforms such as LinkedIn and Google+, instead of Instagram, whose audience mainly consists of 18-29-year-olds. Understanding these demographics will enable you to also look at the demographics of social media users and determine which platforms is your audience present and active on.
Most of our clients had not considered Facebook before due to viewing it as less professional and not for the B2B market. When they looked at the statistics they realised the majority of their target audience were likely to be on this platform. We understood it was not a platform in which significant technology contracts could be agreed, however the lack of our clients’ presence on a platform their audience was active on could have adverse effects.
The platforms you should be present on already
There are 4 main ones you should be present on regardless of your audience and the industry you operate in. If you are not present on them, you can guarantee your competitors are. If a conversation takes place with a potential customer and that person searches you on their preferred platform and you are not present, this will damage the relationship and most importantly trust. These platforms are Facebook, LinkedIn, Google+ and Twitter.
There are 3.5 billion Internet users and more than half of them are on Facebook. With 1.7 billion monthly active users, Facebook is the largest social media network. I bet you would agree that it’s nearly impossible that your audience would not be on Facebook!
Most people assume that LinkedIn is a platform predominantly for B2B, rather than B2C marketing. However, B2C companies can also make use of its content and targeting capabilities to showcase their expertise and win new business. LinkedIn is reportedly the platform with highest visitor-to-lead conversion rate compared to Facebook and Twitter.
Twitter is a happening and eventful place. Every minute, on average, 350,000 tweets are sent on Twitter. This means that the median lifespan of a tweet is 18 minutes. If there is a conversation about your brand going on, you would want to be involved. Twitter is a good marketing tool to increase brand awareness and drive traffic.
With a growth rate of 33% year on year, Google+ is most definitely a platform your business should be present on. Even though the Google+ has a predominantly male audience (74%) which might not match your business target audience, Google+ is a powerful algorithmic factor and helps your business to show up on Google’s SERP. And who doesn’t want to appear at the top of Google’s search result page?
A platform you may not have considered before, that deserves it
Here are some other platforms you should consider depending on your business’s needs and demographics:
It is the largest search engine after Google and it reaches more people than any cable network. In fact, it reaches more people than all cable networks combined. So, YouTube definitely reigns when it comes to video streaming. If you do have a collection of branded videos, or plan to create one you should, without doubt, share them on YouTube. The amount of people who search “how to” related videos is growing 70% year on year. This is a channel suitable for any industry or sector, both B2B and B2C.
As we have mentioned earlier, these platforms are very visual and mainly image and video-based. So if your company is an “image-heavy” brand and you want to showcase your work, being on them would be a smart social media move.
We know that enterprise companies have been reluctant to embrace it, considering this platform is not a right fit for their sector or being unsure what purpose would the app serve them. Contrary to the popular belief, Instagram is not a platform only for B2C, but also could serve well the B2B sector. Here is an excellent example of Cisco, an IT conglomerate, which adds some humour to an otherwise tedious topic.
Similar to Instagram, a common misconception about Pinterest is that is only for the B2C market. Quite the opposite, Pinterest has major B2B marketing potential. Pinterest enables you to create boards for your blog posts, inforgraphics, case studies, slideshares etc. By not being present on Pinterest, you miss out on increased traffic, better brand recognition and simply another channel to distribute your content on.
Finally, there are also many niche social media platforms that can prove to be more effective for your business than the traditional ones as you are promoting yourselves to an engaged audience in your sector. Here are some examples of niche social networks:
If this article has been of interest however you still have some questions, please contact our team and we would be happy to help.