Every business owner knows that social media is a valuable channel to obtain customers. But oftentimes, they struggle to find the right social media platform that works. They post aimlessly on each platform and then wait for some sort of return on their investment in terms of engagement and sales. But usually, they find that they get a minimal response for their efforts. This leaves small business owners lost and dejected. We will discuss 3 techniques that you can use to know which social media platform/s are best for your business:
Understand How Your Target Customer is Using Social Media
Look at how your target demographic is using each platform. Put yourself in their shoes to understand which platforms they are using and how they are using them. Where do they engage? What does their behavior look like? How can you go where they are? By understanding these answers, you can begin to choose which platform to target and which ones to de-prioritize.
Understand Where Your Products/Services Play Best
For example, let’s say that you have a clothing company. Due to the nature of your products, platforms that are more visually oriented are going to be a better fit to sell your products. They are going to play best on Facebook, YouTube, and Instagram for example. Look at where your service and products play best and intersect that with your ideal customers like to hang out and interact.
Micro Test Each Social Media Platforms
Obviously, you want to be in as many places as possible to increase the likelihood of your offering/message being discovered. One way to do this, is to take baby steps and micro test all of the platforms. For example, you could create custom content for Pinterest in small doses and see how it performs. If it is not working, you can stop spending any time there. By performing these small experiments, you can find a low risk method for testing the viability of a particular channel.
By implementing these concepts, you can begin to determine which social media platforms are the best time and money investment for your business.
Please contact us for more criteria to use to determine which social media platform is right for your small business.