Digital marketing success starts with picking the right channels to use for your marketing. Choosing the right social platform for your business and your goals takes some research to determine.
There is no right choice for all businesses. Don’t blindly model what another business is doing. Take time to assess what is really right for you.
The key is understanding your specific target audience and determining where they are active. There are several ways to do this:
- Visit Pew Research and check out the latest data on social media platforms and their use
- Ask customers, members and others who represent your target audience
- Visit various social platforms and do some searches for your brand and related content
Once you know where your audience gathers, consider your content. You may not want to commit to an image-centric platform like Pinterest if you don’t have unique images to share. YouTube may be a great option if you have a lot of video. Understand what you have to share and select the social channels that are best for that content.
While there is no right answer for all businesses, Facebook comes pretty darn close. Facebook is the biggest social platform, with more than 2 billion active users. You likely do want to establish and maintain a presence there.