Too Many Social Media Channels? Pick Just One!

Too Many Social Media Channels? Pick Just One!

Social media has become a necessary marketing tool for companies. Nowadays, business entities need to utilize social media marketing to remain relevant and visible. Those who fail to do so miss out on a lot of opportunities.

Narrowing Down the Choices

There are various social media platforms available to businesses. Among the most popular based on the number of active users are Facebook, Twitter/X, Instagram, YouTube, and LinkedIn.

However, not all have to be used. Be smart and create a solid social media marketing plan suitable for the business. Rank the social networking sites and weigh the pros and cons of each before coming up with a decision.

Defining Goals

One way of helping to choose is to set specific goals. Determine objectives. This way, you can narrow down a target audience and plan the content based on their demographics. Focus on the following goals:

  • Improve customer service
  • Reach out to potential customers
  • Understand the needs and wants of clients
  • Increase traffic to the company website
  • Boost sales

Figuring Out the Right Channels for Social Media Marketing

The purpose of social media marketing is to get access to the best audience for the company. Here are some questions that can be assessed before launching the company’s social media account:

·   Will this channel help my company achieve its marketing goals?

At the end of the day, the plan should be based on what the business wants to achieve. If you do not know how a particular platform can help in reaching the objectives, then chances are it is not the right one.

If increasing brand awareness is the goal, then it will be best to stick to well-established channels that have a large following. Paid promotions can also be considered. For example, Facebook offers media advertising options for businesses.

When targeting lead generation enhancement, then consider platforms that allow discussions, give access to specific groups, and offer advanced search filters. LinkedIn may be a good choice.

·   Are the people I want to reach active on this platform?

After finding the channels that align with your goals, the next concern should be the whereabouts of the target audience. The company should be visible on platforms where they spend most of their time. For example, if the majority of the potential customers are 60 years old and above, being on Snapchat may be a waste of time and effort.

Make sure to know the demographics of the target audience. This way, relevance is ensured. Social media platforms also allow you to search for the key demographics for the business.

·   Which social networking sites are my competitors using?

Be aware of the online presence of all competitors. Which social media platforms are they using? What kind of content do they post? How do their followers engage with the company’s posts? Understanding all of these can give valuable insight. Use the information to know what to replicate and avoid.

·   Will this channel be suitable for the content I want to create?

When it comes to online marketing, content is of great importance. It should depend on what is relevant and valuable to the target audience. Base it on the platform. For example, focus on images if you’re planning to use Instagram. Facebook content can be slightly casual. With LinkedIn, be more formal since it caters to professionals. In order to release longer videos, then Youtube is the best option.

To figure out what type of content is appropriate, consider the industry you are in, the brand of the company, and what the target audience wants and needs. Among the common ones include:

  • Blog posts
  • User-generated content
  • Photographs
  • Videos
  • Webinars
  • Livestreams
  • Podcasts
  • Whitepapers
  • Testimonials
  • E-books

With all available social media platforms, it is hard to invest enough time to be visible on all of them. Trying to do so requires a lot of energy and resources. 

Additionally, each channel continues to evolve. Changes happen often. That means you will have more opportunities. But, at the same time, you will have to face more challenges.

After selecting the most appropriate channel, your next step is to create a social media marketing strategy. Make sure to focus on posting content that can be helpful to your target audience. If people find the content to be of value, they are more likely to trust your products or services and develop brand loyalty.