There were two friends, Pooja and Shyam, who wanted to start their bakery business. To create an excellent online presence, Pooja decided to use Instagram to its fullest potential to promote her cakes. On the other hand, Shyam picked LinkedIn to find success for his company.
With Instagram, Pooja could showcase her creativity and target the right audience. This resulted in a huge base of followers and good engagement with them. Simultaneously, Shyam did not succeed with LinkedIn since it did not reach the right target audience. He was disappointed and wanted to understand the reasons for his failure.
He realised that both platforms have their pros and cons, but it’s essential to understand what the business needs when making a final decision. That means picking the right platform depends on which social platforms your ideal customers spend their time on.
Like Pooja and Shyam, you also must be confused regarding choosing an ideal platform. Every business requires a robust social media existence. This is because social media supports the website, integrates with SEO and builds a community around the brand. But, for effective social media, you need to choose the ideal platform for your audience.
Understand the nature of your business
The nature of your business determines the platform. For a B2C company, you can use Facebook or Instagram to engage with your audience visually. For B2B, LinkedIn helps you connect with professionals and build a bond with them. Also, every business can have a Youtube profile to interact and share.
Find your ideal customer
Your buyer persona defines the customer for your brand. It’s a general representation of your customer that depends on the demographics, goals, lifestyle and challenges they face. Based on market research and accurate data provided by existing customers, you can create solutions that can help them solve their problems. If you have a clear picture of your ideal customer, you can identify the platform that suits the persona.
Define your business goals
Once you have identified your audience, you need to align your business goals with them. To drive sales or attract new customers, you need to use social media to drive brand recognition and develop friendly relationships with potential buyers.
Spend time understanding your primary audience
Are your target audience male or female? Are they young or old? Start by putting time and effort into researching your potential customers. You should know the demographics to select the best platform for your business. After you get the information, try to understand the psychographics, i.e. values, likes, dislikes and lifestyle. This will give you clarity on whether your product or service fits your target audience.
Research your competitors
To understand how the market is functioning, you need to research all your competitors. Check their social media pages and see how their users engage with the content they are posting. Based on the research, choose the social media platform that yields the greatest results. However, before you start, you need to align your business goals with the platform.
Choose your social media platform
Once you have your goals and audience defined, it’s time to analyse the features of each social media channel. Along with that, you need to build your social media strategy. Few objectives like brand awareness, engagement, community building and lead generation need to be evaluated to measure your success later on.
Facebook is one of the widest-reaching social networks around, consisting of 2.8 billion monthly active users. It is the most popular network that encompasses all demographics. Facebook users spent a lot of time on the platform, which helps any business build a high engagement level. Also, the low CPC provides various branding opportunities and drives traffic.
For any B2C business, Instagram is one of the ideal platforms to promote the brand. This is because high-quality, creative images and hashtags make this channel excellent for sharing brand stories. These stories reach and engage the target audience in different ways. All you need is one quality post per day. User generated content is a big hit on this platform as well.
Compared to other social media platforms, Twitter is the ultimate platform for engagement. It is the only platform where brand and customers have an opportunity to have a clear, concise conversation. Twitter’s 1:1 engagement allows consumers to address their concerns with the brands without reaching the public.
LinkedIn is a platform for business professionals to find each other. It’s a logical entry point for companies to connect with business people having similar views. The InMail services help brands to advertise to individuals who are asking for their services. By posting long form content like blogs and case studies, you can become an industry expert and stand out from the crowd.
From senior citizens to millennials, there are over 3.72 billion social media users in the world. At Vajra, we help you choose and channelise your marketing campaign to connect with the right audience. We strive to understand our client’s business goals to build a growth strategy that reflects their brand personality and helps them reach their business goals. Social media will help you connect with a plethora of audiences and spread your message with ease in the new normal.
Are you still looking for the right platform for your business? Then, get in touch with us today.