Have you ever asked yourself the following question:
“Which Social Media Sites should I Use For My Business?
You probably did, as this is the single most asked question I get from my clients.
And what is my answer every single time?
As much as I hate to give this answer, there is no one size fits all answer to this question.
There are many factors involved when it comes to choosing THE RIGHT Social Media sites for your business.
And one of the most common mistakes many businesses make is not taking the time to answer this question.
But without having an answer to this question you will waste hundreds, if not thousands of dollars and you will be leaving money on the table.
Social media is without a doubt a great marketing tool for your business.
But, unless you have an unlimited amount of time and money (if that is the case please contact me, I have never met a person like that before) you cannot advertise effectively on every social media site.
So it is really important for you to figure out which network will generate best ROI for you efforts.
That is the reason I have decided to write this detailed guide that will help you answer this question.
And to make things even easier for you, I encourage you to take the quiz that will return you personalised results specific for your business.
But before we start, let’s answer another question:
Does Your Business Need to Be on Social Media?
Short answer: YES!
There are just too many benefits for your business to ignore them.
Just think about it…
How did you find our website?
I am guessing you saw someone sharing a link to our website on one of the social media channels?
And the best part is…
It costs us ZERO DOLLARS if you click on a link someone is sharing.
Pretty neat right?
But there are numerous other benefits of having a good social media presence for your business:
- It is a proven way to the fastest and most cost-effective way to increase your sales
- It puts your company in front of massive audience
- Increases traffic to your website
- Helps you attract your ideal customers
- Helps your business show up higher in search (search engine optimisation)
- Helps you increase the effectiveness of your offline marketing as well!
- Allows you to review and address customer feedback
- Gives you a direct line of communication to talk to potential and current customers
- It is a very cost effective marketing strategy!
The list goes on and on, so hopefully you are convinced by now that your business MUST BE on social media.
But please, don’t create an account on every social media site, master one or maybe two sites before you move on.
Otherwise, you will end up like most businesses without a clear direction do.
I hear that a lot:
“I tried (Facebook/Twitter/LinkedIn/Pinterest/Instagram/YouTube…), but it just does not work for my business…”
My follow-up question is: “What was your strategy?”.
And usually there is no real answer to this question.
Most of the time they say:
“I signed up, changed profile picture, shared a link to our website a few times, but it did not generate any sales.”
Well, what did you expect?
Imagine going to the party or business dinner where no one knows you and instead of talking to people, you just start handing out business cards and yell at everyone to buy.
I am sure you won’t generate any sales that way.
Having a good overall strategy is the most important thing when it comes to social media marketing.
But you do not have to worry about that right now.
First you need to figure out which social media sites make the most sense for your business.
Questions That Will Help You Figure Out Which Social Media Sites Make Most Sense For Your Business:
Who is your target audience?
Before we even move into choosing the right social media site for your business, we need to answer this question first.
You probably heard this before, but most of the businesses that are struggling online ignore this step.
And if I ask them who their IDEAL CLIENT is they give me an answer like this:
“Anyone between the ages of 25-45 who has problem X, Y or Z”.
That is a recipe for failure.
Knowing exactly who your target audience or even better who your ideal client is will help you dramatically narrow down your choices for the right social media sites.
For example, if you are looking for a business person or you are selling services to businesses your best bet is LinkedIn.
Facebook, YouTube and Twitter will also work, but the strategy will be quite different than the strategy that you would use if you would be selling directly to consumers.
Knowing who your ideal client is will also help you shape your marketing message so you will be able to attract customers or clients you want.
That comes really handy when writing content as well, because even though your message will reach thousands of people, you need to shape your message like you are talking to a single person. Like I am talking to you right now 🙂
To help you with that I prepared a special template that will help you figure out who your ideal client. Click HERE. #JDTODO-LINK#
So now that you know who your target audience is, we can move on to the next question.
What type of content are you most comfortable sharing/generating?
Three major types of content are:
You need to think about what type of content you will be able to constantly generate and what types of content will spark the most interest for your target audience
You cannot get Instagram to work for your business unless you have a constant stream of engaging images or videos to post.
Just get clear with what type of content you are comfortable generating as this will be the main part of your social media strategy.
What is your #1 goal?
Since social media can be used for different purposes, you need to set a clear goal or goals on what you are trying to achieve.
Most common goals are:
- Increasing sales or generating leads
- Increasing exposure / Brand awareness
- Increasing traffic to your website
- Engaging with your customers and getting real-time feedback
- Networking with other business people
Knowing what your goal is will further drill down possible choice and will also give you better idea about what your strategy should be.
You probably noticed that some of the goals listed below are overlapping.
For example, if you want to increase sales you will increase exposure of your brand and increase the traffic to your website as well.
But what I mean by that is that you should choose one main goal and set up metrics that will help you track the effectiveness of your campaigns.
For an example:
“Every month I want to generate ten sales from Facebook”.
This will also help you decide on what your budget should be since you know the margin you have on each sale and the average lifetime value of your customer.
Now the only thing left to do is to choose the social media site(s) that you are going to focus on.
To make this process easier, please take a look at the quiz that will help you narrow down your choices.
Top 6 Social Media Sites for Your Business
- Facebook – learn more…
- LinkedIn – learn more…
- Instagram – learn more…
- Twitter – learn more…
- YouTube – learn more…
- Pinterest – learn more…
Facebook is the world’s largest social media platform with around 1.5 billion monthly users.
You will benefit the most if you are selling your products or services directly to the end consumer. But it’s so big that you shouldn’t ignore even if you are selling to the businesses.
- More than 70% of marketers use Facebook to gain new customers
- Facebook’s total revenue for the quarter ending June 30, 2015, was $4.04 billion
- Mobile ad revenue now accounts for 76 percent of Facebook’s advertising revenue
- Facebook now boasts 40 million active small business pages
- Almost 47% of all internet users are using Facebook in some way
- 5 new Facebook profiles are created every second
- In December 2014, Facebook videos received more than 80% of all video interactions
- Social media has a 100% higher lead-to-close rate than outbound marketing.
Facebook has an incredible 1.5 billion users worldwide, making it the most popular social network out there.
Facebook’s targeted ads are unmatched by any other platform for its efficiency and effectiveness.
You can laser target who you want to see your ads (gender, location, interests, relationship status, up-coming birthdays…)
And not only that. You can also show ads to people who previously visited your website, even better; you can show ads only to people who visited specific pages on your website.
You can even target only people who are are already your customers as it is much cheaper to get existing customer to buy again compared to getting the new customer.
- There are nearly 1.4 billion Facebook users
- 47% of all Internet users are on Facebook
- 4.5 billion likes are generated daily
- Nearly 75% of Facebook’s revenue comes from mobile advertising
- Direct uploads of user videos to Facebook now exceed YouTube
Facebook had 936 million daily active users on average for March 2015.
So the question for businesses is not if they should be on Facebook but how to reach the right users in the most effective way.
Every business should set up a Business Page and update it daily with relevant content.
You do not have to only share your content, but try to share content that your audience will find useful, even if it is off topic.
Content should combine links, visually appealing images, videos, events, etc.
While it is true that organic reach on Facebook dropped a lot, but it dropped for everyone.
And that is where Facebook ads come into the play.
Facebook ads are really powerful as you can specifically target people you want to see your ads (based on age, location, interests, relationship status, if they have visited your website, current customers, etc…).
You can start Facebook ads campaign for as low as $1.00 a day, so there is no excuse that it is too expensive.
If you would like to get more information about how to get started with Facebook, this guide will get you started
Your goal should be providing value to your audience(like on any other social media site). Make them interact with your posts.
People will connect with your business on a personal level so get rid of corporate tone.
Do not directly advertise your products or services.
Bring value to your target audience first. If you do that, customers will buy from you.
Remember, people do not want to be sold, but they do want to buy.
Share something valuable or interesting to your audience.
2 times per day, at most.
The First thing you need to do is create a Facebook page for your business. Please do not use a personal profile for your business because it is frowned upon and Facebook can ban it whenever it wants.
Make sure that you Facebook page is consistent with your website including logos, graphics, the tone of voice, etc.
After you have your Facebook page up and running, it is time to create a posting plan and a strategy behind it.
Since there are many variables you need to consider, I suggest you grab our “Free Special Report” on Facebook Marketing by clicking on the image below.
LinkedIn is the world’s largest business-oriented social platform.
LinkedIn has around 350 million registered users, and its members are mostly business people and professionals. It’s best in business-to-business situations.
- There are more than 107 million users of LinkedIn in U.S alone
- More than 1 million professionals are now publishing on LinkedIn
- 94% of business-to-business marketers in North America use LinkedIn to distribute content
- Over 80% of leads generated through social media for B2B marketers comes from LinkedIn
- 60% of LinkedIn users have clicked on an ad on the site
- 43% of U.S. marketers have obtained at least one new customer through LinkedIn
- LinkedIn reaches 37% of the total U.S. digital population
- The number of LinkedIn member page views in the second quarter of 2015 is 35 billion
LinkedIn gives you the ability to connect with a precisely targeted professional audience.
Not only you will be able to build strong business relationships, but you will also establish credibility and authority.
LinkedIn is also a great tool when it comes to hiring. You can establish relationships with high-quality potential hires before you’re actually hiring.
- LinkedIn has 347 million registered members
- Total revenue at the end of 2014 was $643 million (a growth rate of 44% over the previous period)
- There are over 39 million students and recent college graduates on LinkedIn
Business owners, B2B service/product providers, Recruiters and Job-Seekers.
Do not be afraid to connect with people even if you do not know them.
But still try to focus on connecting with people who will benefit from knowing you as well.
Participate in Groups, share interesting articles that are relevant to your industry or businesses.
This will get your name out there, and some people who will find your information useful will connect with you.
Sole traders as consults can benefit the most as this gives them an ability to build and maintain connections with current and future clients.
Bigger firms looking to hire might find it useful to set up a page for the company.
If you would like to get more information about how to get started with LinkedIn, this guide will get you started.
Participate in groups, provide value and share articles that will be helpful to your target audience.
Writing articles will additional boost your reputation and position you as an expert in your field which will help others get to know your company.
Do not spend too much time pitching your company, products or services.
Share content relevant to your business and industry.
1 time per day.
LinkedIn is really specific, and your strategy will mainly depend on whether you want to promote yourself or if you want to market your business as a whole.
I usually suggest that you first create your personal LinkedIn profile and market your business through connecting with your target audience, sharing content, publishing content, commenting in communities, etc.
You can also create a company profile and then build a following around that.
Since there are many variables you need to consider, I suggest you grab our “Free Special Report” on LinkedIn Marketing by clicking on the image below.
Instagram is an online mobile photo and video sharing social network that enables users to take pictures and videos and share them on a variety of social networking platforms.
Instagram comes in handy when businesses are promoting brand via stylized images to a younger audience.
- Instagram has 200 million active members in which 65% users are located outside of the United States.
- 1.6 billion Likes are made every day.
- 60 Million Photos are shared every day.
- Instagram Engagement is 15x Greater than Facebook.
- 93% of Prestige Brands use Instagram.
- 57% of Instagram users visit the site at least once a day (with 35% doing so multiple times per day).
- Average Instagram Users spend 257 minutes a month on the site.
- 25% of the Fortune 500 now use Instagram.
Instagram is a great social media site for building Trust for your Business.
It allows businesses to off their work, products and things happening around the office!
Recently Facebook introduced Instagram Ads so your business can precisely target your ideal customers.
As Instagram has 10 times more user engagement than Facebook and Twitter, you should definitely take a look if Instagram is right for your business.
- Instagram has 300 million users
- 70 million photos and videos are sent daily
- 53% of internet users aged 18-29 use Instagram
Businesses that can showcase their products or services using images.
Usually lifestyle, food, fashion, luxury and other similar type based businesses.
Instagram gives you the ability to share information about your business with your audience in a visual way.
It is a great way to share your products and services with your audience, but do not be afraid and also share business information on a more personal level – sharing images of employees, customers and special events.
If you would like to get more information about how to get started with Instagram, this guide will get you started.
Take pictures of what makes your business stand out from others.
Your goal is to convince your followers to hit the like button on your pictures so their followers can discover your business as well.
Also, make sure you are using hashtags (but not too many of them) because that will instantly increase the reach of your images.
Do not go too long without posting new updates.
Try to post new images or videos at least every other week.
Share visual content, including short videos (less than 15 seconds) about your business, products or services.
1-2 times per day, or more.
First you will need to create an Instagram account that is really easy to do since there are not many options to choose from.
Make sure you have a link to your website or offer in your bio description.
After that, it is important to decide what type of pictures you will share and how often. Make sure you are consistent and you do not run out of content too soon.
Since there are many variables you need to consider, I suggest you grab our “Free Special Report” on Instagram Marketing by clicking on the image below.
Twitter is an online social network that enables users to send and read “tweets”. Tweets are limited to 140 characters and can also include images or videos.
It is perfect for businesses to communicate with customers and improving customers support.
- About 63% of brands worldwide have multiple Twitter accounts.
- The average time spent on Twitter monthly is 170 minutes.
- 34% marketers use Twitter to successfully generate leads.
- Tweets with images receive 18% more clicks, 89% more favorites and 150% more retweets.
- About 92% of international brands tweet more than once daily, 36% of which are link-containing tweets.
- The click-through rate (CTR) of Twitter ads is 8 to 24 times higher as compared to Facebook.
Twitter is extremely quick and easy to use.
You will be able to have effective communication with your customers.
Twitter is also great when it comes to getting real-time and authentic feedback for your products.
It also enables you to communicate directly with your potential customers, even if they are not following you.
- Twitter has 284 million active users at last count
- 88% of Twitter users are on mobile
- 500 million tweets per day
Everyone. From individuals to the largest multinational corporations.
Share interesting links that your followers might find interesting. Since there is no real limit on how much you should post per day, I suggest you automate that process using tools like Hootsuite or Bufferapp.
Since Twitter is a great communication tool, take advantage of that and interact with your followers
Another great way to expose your business to potential customers is to follow people who might be interested in your business.
There are many different strategies, for example, you can follow people based on their bio description, based on what they tweet, etc.
Another great way is to also follow people who follow your competitors, because since they are following them, they might also be interested in your products.
Twitter has an advertising platform as well, which is not as robust as Facebook’s for an example, but you can still give it a try.
If you would like to get more information about how to get started with Twitter, this guide will get you started.
Start a Twitter conversation with the influencers in your niche and add as much value to the conversation as you can. But never start your tweet with “@username” as this will restrict its visibility to only you, the person you’re tweeting and any mutual followers.
Do not automate your engagement with your followers.You can still automate your tweets as this will save you a lot of time.
Start, join, and lead conversations; Share something relevant and interesting to your followers.
3 times per day, or more.
First you will need to create a Twitter account that is really easy to do since there are not many options to choose from, just make sure that your graphics are consistent with your website/brand.
Make sure your graphics are consistent on all social media accounts.
If you are the first time Twitter user you will also need to get familiar with Twitter’s jargon including tweets, retweets, mentions, hashtags, direct messages, etc.
After that, consider how much you will tweet and what you are going to tweet about.
Since the average lifespan of a tweet is extremely short, you will need to consider tweeting more often, so this is where tools like Hootsuite and Buffer come in handy.
To make the most out of Twitter Marketing, I suggest you grab our “Free Special Report” by clicking on the image below.
YouTube is Google’s video-sharing site, which has more than 1 billion unique visitors each month.
It is perfect for businesses who want to share demonstrations, expertise or teach a skill or technique.
- More than 1 billion unique users visit YouTube each month
- 191.5 million Americans watched online content videos via desktop computer in August 2015
- Videos uploaded to YouTube generated over 55.8 billion views in 2015
- 400 hours worth of video being uploaded to YouTube every minute
- More than 95% of US online specialty retailers use YouTube
- The number of hours people spent watching videos on mobile has increased by 100% year over year
- YouTube is 3rd most visited website worldwide, behind Google and Facebook.
- More than half of YouTube views come from mobile devices
- YouTube is localized in 56 countries and across 61 languages
YouTube is the second largest search engine in the world, right after Google. And since Google also shows video results in its search results, videos are over 50 times more likely to appear on the first page of search results as part of the blended results that Google now shows.
Youtube is great for businesses who want to share demonstrations, expertise or to teach a skill or technique.
Total users: 1 billion people
(US Reach)Total: 58%Male: 58%Women: 58%
Ages 18-34: 67%Ages 35-49: 59%Ages 50-64: 52%Ages 65+: 48%
Businesses that can share products/services demonstrations, expertise or teach a skill or technique.
The best way to get the most out of Youtube is to share video demonstrations of your products or services; answer frequently asked customers questions.
That way you will not only position your business as an authority in your field, but you will also increase the traffic to your website from videos and from search engines as well.
Use call to actions in your videos and try to bring viewers to your website.
If you would like to get more information about how to get started with YouTube, this guide will get you started.
Create a list of the 5 most frequently asked questions your businesses is getting and film yourself answering them.
Optimise the videos and include as many keywords as possible so your videos will also show up in Google search results.
That way people searching for answers will get immediate value from you which will also make them more likely to buy from you.
Do not post long videos, try to keep them under five minutes (can be longer, but focus on only one question or issue per video if possible).
Short video content about your business, products and services. Try to be helpful.
Once or twice a week.
Creating a YouTube account can be a bit more complicated as creating accounts on other social media in case you do not have Google account. For the exact process please refer, to a “Free Special Report” by clicking here.
After you can log into your account, you will be able to create a channel, set up profile image, title, etc…
Next you need to consider which videos you are going to share and how often.
To make the most out of YouTube Marketing, I suggest you grab our “Free Special Report” by clicking on the image below.
Pinterest is an image-based social media site with over 100 million users.
It has become a powerful window-shopping tool and is ideal for retail and lifestyle businesses that want.
- Brand studies have continued to show Pinterest is more effective at driving sales than other forms of social media
- In one case study of a fashion website, users visiting from Pinterest spent $180
- Pinterest is the fastest site in history to break through the 10 million unique visitor mark
- Pinterest is ranked 3rd in the world for referral traffic delivery after Google organic traffic and Facebook referral traffic
- 70 percent of brand engagement on Pinterest is generated by users, not brands
- Moms are 61 percent more likely to visit Pinterest than the average American
- Average activity of popular pinners is 2,757 pins; 35 boards; following 355
Pinterest is great for generating more traffic to your website since every image is hyperlinked to the original source. Based on the statistics, Pinterest drives the highest amount of traffic back to businesses’ websites.
Pinterest is perfect if your business is promoting mostly to the female-skewed audience, but you will also benefit even if your target audience is male population.
- 80% of Internet users on Pinterest are female
- 70 million users are on Pinterest
- 88% purchase a product they pinned
Businesses that can showcase their products or services using images.
Usually lifestyle, food, fashion, luxury, gardening, crafts, travelling, DIY and other similar type based businesses.
Pinterest is 100% focused on images where you can create themed boards and “pin” images to them.
People can then re-pin those images to their own boards or like them.
Pinterest is a great window-shopping tool so make sure you pin images of your products and link them directly to the product page on your website.
If you have nice images on your website, you can also pin them directly from your website that makes this process even faster.
Really make sure to optimise keywords in description as this will allow more users to see your pins.
Use good SEO practices when titling your boards and filling out pins and descriptions so people can find your pins using the search bar.
Another common practice is to also keep checking Google Trends to see if there is an increase in searches for specific keywords related to your business, so you create boards and pins around that topic.
Never use copyrighted pictures to create pins.
And keep your personal pins separate from those linking to your company’s URL. There is nothing wrong having both business and personal boards using same profile, just don’t mix them inside same boards.
Share interesting, beautiful images of your own products and services with links back to your website and use right keywords to get your content found.
5x per day, or more.
First you will need to create Pinterest account.
After setting up a profile, it is important to decide on the types of images that you will share.
Just make sure that when pushing your own images on Pinterest, that there is a link back to your website, otherwise you will miss out on additional website traffic.
Check what your competition is doing!
Why reinventing the wheel if your competition already went through trial and error?
Unless your competition is not on social media yet, this will help you figure out which social media sites seem to work for your competitions and will probably work for you as well.
Now keep in mind, this does not mean if your competitor is on Instagram, you should be there as well.
Because even though your competitor is on a specific social media site it does not mean that being on there is profitable for them.
What you will get from this research is a lot of new ideas that will cut down the time that you would otherwise waste researching.
This will give you an idea which social networks might be suitable for your business, what type of content and which topics are popular amongst their followers, etc.
After that, you will be able to more easily create a social media strategy suitable for your business.
What About Other Social Networks?
The number of social networks grows quickly.
While it may be tempting to jump on all of them, I focused on top 6 of them as they are most suitable for the majority of the businesses.
Vine, Snapchat, Tumblr, Reddit, Meerkat, Periscope (and any other Social Networks) are not outlined here, but may be important to look into.
But as I said, you cannot be on all of these social media sites because I am not familiar with any company that would be successful on all of them.
Social media marketing is a powerful tool for your business, but only if it is done right.
I hope this article helped you overcome the most important step in the process, because knowing which platforms to focus on will save you dozens of hours and hundreds, maybe even thousands of dollars.
But please remember, master one or maybe two media sites before joining more.
If you are interested in learning more about how Digital Marketing and social media can help your business grow or looking to develop a better overall marketing strategy, schedule a marketing assessment call with our marketing team. We’d love to help.
I’d love to hear about your experience in the comments.
Are you actively marketing your business on social media? Which sites work best for you?
Share your thoughts below!