Billions of users interact with social media daily. Whether they’re posting a Reel to Instagram or commenting on a YouTube video, people are using social platforms to do more than socialize. Increasingly, businesses are leveraging platforms like TikTok, Instagram, and LinkedIn to attract business, build relationships, and generate income.
If you haven’t yet taken the social media plunge, the wide array of platforms, features, and options can seem a bit overwhelming. Don’t panic. Let’s begin by looking at the needs of your business…
Consider Your Business Model
The type of business you own has a lot to say about the social media platform that best meets your needs. If your focus is on consumer advertising (B2C), you’ll find many opportunities to boost exposure and engagement on Facebook and Instagram. If, however, your target market resides within the business community (B2B), LinkedIn offers you some unique opportunities to put a face to your brand and build the foundation for long-term business relationships.
Know Your Target Audience
You’re going to want to focus your advertising and promotions efforts on the platforms where your target audience lives. By now you likely have some parameters for your ideal customer, their demographics, needs, and purchasing habits. For example, a B2B insurance agent may choose to target likely customers on LinkedIn, whereas an e-commerce company that sells eyeglass frames might find its best audience on TikTok or Instagram.
Leverage Brand Advocates
Trumpeting the features of your brand is fine, but it’s also expected. Companies have found even greater success using the enthusiastic testimonials of satisfied customers. By partnering with a brand advocate, you get positive, brand-elevating content without the overhead. Another reason to consider brand advocates—authenticity is important to customers. Success in today’s social media marketplace demands authenticity. And what better way to build trust than through real experiences related by real people.
Align Your Social Goals
Before plunging into social, be sure your social media team has a plan that aligns with your company’s goals. You needn’t limit your social media engagement to one platform, nor are you best served by advertising on every platform. Targeted, well-timed campaigns tend to yield the best results. To help you compare platforms and find those that best suit your business goals, let’s take a look at some of the most popular social media platforms and what they offer.
Social Media Platforms
To better help you make informed choices, let’s look at the features of some of the primary platforms in social media.
- LinkedIn [660 million monthly users] offers B2B companies unique opportunities to connect with potential customers. Target your message by geographic area, job title, business size, and over 15 other data points. LinkedIn also lets you create timed campaigns with LinkedIn Ads—you set the duration and the budget. LinkedIn gives you the performance data you need to make your next effort even more successful.
- TikTok [830 million monthly users]. The fast-growing platform has exploded from 54 million users in 2012 to over 830 million today. TikTok is setting the trend for short-form video content that emphasizes authenticity, ethics, and humor. And many people are using TikTok videos as guides for purchasing decisions
- Facebook [2.5B monthly users] has updated some features such as Facebook Local to help you target your most likely customers within a specific neighborhood, county, or region.
- Instagram [1 billion monthly users] offers a wide range of opportunities to reach potential customers. Create short videos with captions, filters, and effects, or use a cascade of still images to tell your brand’s story! And because Instagram and Facebook are now linked, you can cross-share your Insta posts to your FB business page.
- Twitter [330 million monthly users]. Though not what it was before the Musk takeover, Twitter still offers broad opportunities to build engagement, troubleshoot problems, and promote time-sensitive events using the platform.
- YouTube [2 billion monthly users]. YouTube has proven a boon for business, offering members the opportunity to post and manage their content while interacting with viewers via the comments. Want to show off your best work, give a virtual tour of your facilities, or explain your value proposition? YouTube is th place to be, and with over 2B users worldwide, it’s easy to understand why.
Build a Social Media Strategy
Harnessing the power of social media to boost your brand takes more than running a few isolated campaigns—it requires a marketing plan. Coordinate with your marketing team to define a comprehensive social media plan. Growing your company using social media requires an understanding of each platform’s strengths and drawbacks.
A complete social media strategy may include a diverse array of tools, including video, image ads, brand awareness advertising, direct advertising, and dynamic advertising on a range of platforms. Social media is your brand’s opportunity to define itself while proving its authenticity and commitment to its customers.
We hope this information helps you make more informed choices for the future of your business. At Click Canyon, we work with each client to build a comprehensive social media strategy that helps you achieve your goals without breaking your budget. Want to learn more? Contact us today!