Strategically Choosing The Right Platforms For Your Business

In the ever-evolving landscape of social media, businesses are presented with a myriad of platforms to choose from. The overwhelming number of options can leave businesses wondering: where should we invest our efforts? 

To set the stage, in 2024, there are reportedly over 5.1 billion social media users worldwide, with the average person using 6.7 different social media platforms per month. These staggering figures highlight the immense potential for businesses to connect with their audience through both paid and organic social media channels. The key is recognising that you don't need to be everywhere (phew!) Instead, a strategic and considered approach is crucial to achieving the best results. 

1. Who are your target audience and where do they spend their time?

Understanding your target audience is paramount. Consider demographics, interests, and online behaviours. Are your customers active on Facebook, Instagram, X, LinkedIn, Pinterest or other platforms? Tailoring your strategy to where your audience spends their time ensures that your efforts are focused and effective.

2. Define your goals  

Before selecting social media platforms, define your business goals; are you looking to boost engagement, increase traffic, drive sales or build a cult following? Be clear about your objectives, it's like trying to hit a target blindfolded otherwise. Each goal may align with different platforms, so clarity here is essential for a focused strategy.

3. Consumer habits and the role each platform plays in the customer journey

Following the last point, it’s crucial to recognise the role each platform plays in the customer journey and how these can align with your business goals. For instance, Pinterest is more conducive with the research and inspiration phase of the customer journey, and can be a great tool to generate new engagement and traffic. Whilst Facebook and Instagram users are more likely to be in a purchasing mindset and is a powerful way to move customers through the funnel and drive sales. 

Tailor your creative and messaging to suit each platform's strengths and align with the various stages of your customer's journey.

4. Brand values and tone of voice

Consider your brand’s values and the tone of voice you want to convey to your audience. Whether it's the visual appeal of Instagram, the professionalism of LinkedIn, or the conversational tone of Twitter, different platforms have distinct user bases and cultures so it’s important to match your values and tone with platforms that resonate. 

5. What the wider industry and competitors are doing

Analysing your industry and competitors is an important strategic step. What platforms are your competitors using for organic as well as paid efforts? This can also highlight gaps within the industry that can be utilised. While you don't want to mimic their every move, understanding their choices can provide valuable insights into where your audience may be most active and also ensure you stay ahead of your competitors.

6. Importance of a consistent strategy across all platforms used 

Maintaining a consistent and cohesive strategy across all chosen platforms is crucial for brand integrity. Ensure that your messaging, visuals, and engagement tactics align with your overall business objectives, as well as being cohesive across paid and organic efforts. This approach reinforces your brand identity and fosters a seamless customer experience for your audience. If you can’t maintain this across your chosen platforms, you may need to consider focusing on less channels, or enlisting some help (cough cough…).

7. How can an agency assist? 

We get it, running a business is like juggling flaming chainsaws sometimes. That's where an agency swoops in (not all hero’s wear capes…right?). Agencies bring expertise, tools, and a dedicated team to efficiently manage multiple platforms and help drive each one to achieve those business goals. 

In a nutshell, don't be the social media equivalent of a bad karaoke singer – all over the place and no one's enjoying it!  A thoughtful approach, aligned with your target audience, goals, values, and industry trends, will ensure that your business makes a meaningful impact on social media.