Which Social Media Platforms are most effective?

Social Media Marketing is one of the more cost-effective ways of promoting your business. You can make potential customers aware of your products and services through a post on a variety of platforms. The goal is to find your target audience on these social media platforms and making yourself visible.

Here is a list of the most popular social media platforms for businesses:

  • Facebook
  • YouTube
  • Instagram
  • Twitter
  • LinkedIn
  • Pinterest
  • Quora
  • Reddit

Where do I start with social media marketing?

The ideal place to start is with understanding who your ideal target audience is for your business. Unfortunately, some businesses base it on who they want as customers. Instead of who is a willing customer. When looking to compete in a local market and industry. You have to build a foundation and client list. Establish your business and then level up and go after the premier target audiences.

Taking a look at your analytics and who’s making purchases is a good place to start building your customer profile around. Your customer profile speaks to who your customers are and their demographics. Once you’re able to create that persona. You build a strategy around find more of that customer online. This is where new and small business owners should start with their marketing strategy. Ensuring their spending time and effort on result-driven strategies. These are the best practices that lead to longevity.

Which Social Media platforms are effective?

All of the social media platforms serve a purpose. It depends on your marketing goals and your product/service offering. This is why knowing your target audience is so important. Your marketing strategy has to be based around your audience and goals first and platform from there. The audience and goals will dictate the platform and how you choose to promote your business to them.

Let’s take a look at the platforms and how they are being used for effective marketing campaigns. In addition to the pros & cons of using each one in your marketing mix.

  • Facebook is a multi-purpose platform. It is one of the most popular when it comes to promoting a business. Providing options for digital ad images, videos, and articles. Facebook has over 1 billion active users every day.
    • Pros of using Facebook:
      • High traffic
      • Ease of use
      • Higher probability of your accessing your target audience and engagement (Facebook groups)
    • Cons of using Facebook:
      • Everyone is using it to promote their business so it’s hard to stand out
      • Paid advertising requires a larger budget and a clear understanding of your analytics to get results from campaigns.
  • YouTube is a great resource for video-based content and advertisements. It has become a go-to source for information rivaling search engines like Google. Making it a viable option for promoting a business to a target audience.
    • Pros of using YouTube:
      • Great way to show your value and expertise to your audience
      • Videos drive more conversions
      • A great way of building brand awareness and customer relationships
      • Works well in a marketing strategy mix
    • Cons of using YouTube
      • You can get lost in the massive index of videos
      • Cost of producing quality video content
      • Cost of advertising
      • Needs to have a proper understanding of how to market to your target audience
  • Instagram is a solid resource for providing a visual representation of your product/services. 1 billion users are on Instagram every day. You have a real opportunity to build brand awareness through digital ad posts and stories. A resource used by many social media influencers.
    • Pros of using Instagram
      • Popular with a younger target audience than FB while not seeing a drop off in traffic
      • Mobile app so marketing to people on the go is a key component and useful for local marketing.
      • Ideal platform for people with visually appealing products/services.
      • Instagram has added an eCommerce option for checkout so you can now avoid the need for additional clicks away from the platform to landing pages.
    • Cons of using Instagram
      • Analytics are not representative of true engagement. Plenty of accounts with follows and nearly any engagement. People look but they don’t always engage
      • You have to be consistent with your content and diligent with finding ways to trend.
      • Dominated by influencers so it’s hard to gain traction without the help of others. The chances of going viral are fewer.
  • Twitter is more of a business to business platform. If your target audience and client base are other businesses this is a platform to add to your marketing mix. While it takes more work to build up a following you can put more faith in the analytics. Taking that information and refining your marketing strategy is a useful way to use the platform.
    • Pros of using Twitter
      • Businesses are easier to reach and engage on Twitter
      • More precise targeting with Twitter and the ability to filter down to the audience that you’re trying to reach.
      • The ability to create a list that you can use to gather information on influencers, competitors, and industry experts. A great resource for networking and information gathering
    • Cons for using Twitter
      • Requires time and effort with providing relevant content daily to become a trusted resource
      • The ability to build brand awareness but not known for direct sales. If your goal is to see direct sales this may not be the best platform for your marketing campaign.
      • It is fairly easy to get buried in the feed and have post lost if you’re not staying on top of it. Engagement helps keep your posts in feeds.
  • LinkedIn is another platform used to interact and market to other businesses as opposed to a customer base that is individual people. The marketing strategy here is to show your value in your post educating and sharing resources. Lead magnets, ebooks, training videos, etc.
    • Pros for using LinkedIn
      • A great resource for content marketing
      • Networking platform that can be used for relationship building
      • A useful resource for building a businesses reputation and credibility
    • Cons for using LinkedIn
      • Only useful for certain types of businesses and industries when it comes to generating sales.
      • Not designed to promote physical location businesses. Set up more to promote online businesses and opportunities.
      • There are fewer traffic opportunities to reach wise your audiences in comparison to other social media platforms.
  • Pinterest is another visually useful social media platform. Depending on your niche and products/services. It can be a productive addition to a marketing mix. Granted it will be an industry-based opportunity so it’s not for everyone. Those that use it strategically and in a marketing mix benefit from the results. Building brand awareness and backlinks based on images that you post.
    • Pros for using Pinterest
      • An extensive audience can be reached. Specifically for people searching for images.
      • It can be useful to gather analytics with and it’s free to do so.
      • High-quality posts can get you plenty of traffic to your landing pages
      • A useful source for having links back to your website
    • Cons for using Pinterest
      • Not traditionally set up for advertising a business
      • The time and effort necessary to become a trusted resource that’s trending is lengthy
  • Quora is a good resource for businesses that have a strong content marketing foundation. The ability to answer questions that potential customers may have can make you a trusted resource. It is also a good resource for deciding what content to write blog articles about. Knowing what questions are being asked allows you to provide reasons for leads to visit your website to get the answers.
    • Pros for using Quora
      • It’s free to use so small businesses with no budget can benefit from using it.
      • Wide range of topics that you can provide answers to so there are no real limits to businesses that can take advantage of it.
      • 300+ million active users with questions seeking and providing answers
      • Underrate and utilized marketing strategy but useful for content marketing.
    • Cons for using Quora
      • Sorting through the content for questions to answer and relevant talking points.
      • The need to be creative enough to answer questions without turning them into an advertisement for your products/services,
      • Underrated and utilized marketing strategy considering the options available.
  • Reddit is another social media platform that has its specific use cases. A business with a strong content marketing plan can benefit from using the platform. Since it is mainly used for sharing information. The goal of Reddit is to show your expertise and provide best practices and solutions. Not to sell your services. The idea is to have the leads seek you out because you’re answering their questions in a way that makes them want to know more about your business.
    • Pros for using Reddit
      • Broad audience to take advantage of for businesses.
      • Groups that can help you find your target audience and engage with them.
      • The better your posts and responses the more traffic and notoriety you can get within the groups as a trusted resource.
    • Cons for using Reddit
      • Posting rules for groups. It’s not set up for you to promote your business.
      • Long-term strategy as it takes time to build up trust and show the results in the best practices and information that you’ve shared.

Your Social Media Marketing Summary

Whether you’re a do-it-yourself type business owner managing your marketing or someone that is looking to delegate it but with a better understanding of what makes sense. This overview of the platforms gives you an idea of how to start thinking about your marketing strategy.

Now that you’re more familiar with social media marketing platforms. You can start to make doing the research on which ones will best suit your business needs. You can find out about our social media marketing services by clicking over to the service page.

If you’d like to find out more about how you can manage it yourself. You can download the free eBook covering more information on social media marketing strategies.

There is also a newsletter for entrepreneurs and business owners with helpful tips and insights that would be useful for the DIY’ers. You can subscribe here if you’re interested in the newsletter.

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