Finding the Right Social Media Platform for Your Business
With so many different social media platforms to choose from, it’s all too easy to get sucked in by it all. Before you know it, you have an arsenal of Facebook, Twitter, Pinterest, Google+, Instagram, YouTube, and LinkedIn accounts.
You’re now ready to take on the digital world. You’re ready to tackle every ‘like’, ‘retweet’, ‘favourite’, or ‘connection’ that comes your way, and grow your business.
But after a few months, you have a handful of ‘likes’ on your Facebook page. Your last tweet was two weeks ago, you have yet to upload your first video to YouTube, and you’ve completely forgotten your login details for LinkedIn.
Like those New Year’s resolutions to lose weight, you’ve started with great enthusiasm; you’ve listened to all the advice that’s out there, taken it on board. But you’re not seeing the results you’d hoped for. You start to question what you’re doing, whether you’re doing enough, and may resort back to old habits.
What went wrong?
The question should not be ‘am I doing enough for my business?’ But more, ‘am I doing the right thing for my business?’. It’s time to be SMART about which channels you use to market your business and engage with customers.
Below are three useful social media platforms that WME provides advertising services for. We’ve included the key benefits each specific platform offers, and what type of business they’re suited to:
With currently over 1.44 billion active users (that’s per month!), Facebook boasts the largest amount of users. This platform offers businesses an option to grow organically (non-paid likes), or through a paid advertising service – Facebook Advertising.
The key benefits are:
- Reach a specific audience using advanced targeting features such as, age, gender, location, and interests.
- Track how many people are engaging with your posts and advertisements
- Strengthen brand awareness and image
- Choose specific goals e.g. increase website traffic.
Is Facebook right for my business?
Both small and large businesses can benefit from this tactic. Even those with small marketing budgets can profit from the advanced targeting settings. Additionally, businesses that are trying to create/spread brand awareness/culture directly with the end use (B2C) will enjoy a greater amount of exposure.
As the runner-up search engine to Google, YouTube is a powerhouse in today’s internet society. It allows users to upload and share videos around the world with the click of a button. Recently, YouTube announced that the number of hours people are spending on YouTube each month is up 50% year after year. Therefore, it’s unsurprising that more and more businesses are choosing to advertise through this platform.
Key benefits of YouTube advertising are:
- Similar to Facebook, you can refine your advertising reach by age, gender, interests and location.
- Ability to create banner or video ads.
- Pay only when someone chooses to watch your ad
- Adverts show up across desktop, tablets and smartphones.
Is YouTube right for my business?
It could be, if you’re working with a small marketing budget. You only get charged if the viewer watches the entire video, or more than 30 seconds. A lot of business are still unaware of the advertising capabilities YouTube offers, meaning there’s a high chance that few of your competitors are using it. Do some research to see if there’s an opportunity to get a foot in the door early.
Utilised by 350 million business professionals worldwide, LinkedIn is the primary networking tool for professionals in Australia. Members are able to discover new products and services, keep up with industry trends, and network with peers. This gives businesses an effective way to reach a savvy, captive audience.
Key benefits of LinkedIn campaigns:
- Increase traffic to your website
- Higher quality leads
- Ability to create engaging content and discussion with your target audience
- Businesses are able to see tangible and measurable results.
Is LinkedIn right for my business?
This tactic is most ideal for business to business marketing (B2B). It’s well suited for both big brands and businesses with a direct response marketing focus. If you believe your service/product would benefit the average LinkedIn user, this website is perfect for professionals looking to network, seek current vacancies, or businesses looking to hire.
At the end of the day, there is no right or wrong way. The above simply addresses that marketing through social media is not about being on every platform and connecting with just any audience.
It’s about making SMART choices; identifying platforms that are going to connect you with high quality leads that generate discussion and interaction.
If you found the above useful or, or identified one or more of the above platforms to be of benefit to your business, give us a call on 1300 663 995 for a friendly, no-obligation discussion to learn more.
Written by Jonathan Lowther – Performance Media Specialist at WME.