You know you need to be on social media for your business, but with new ones arriving everyday, changing algorithms, etc. it can just feel like too much. Instead of worrying about every new platform, instead find which social media platforms are best for you and your business.
At this point, only businesses who are seriously delusional don’t understand the importance of social media. 31% of all referral traffic comes from social media sites according to Forbes. That means 31% of all people who ended up on a website got there through a link on a social media site.
So, how can you take advantage of this to grow your business and drive traffic to your website?
The answer: very strategically.
There’s a lot of pressure to be EVERYWHERE, but unless you have unlimited hours in the day, are a ninja with a social media scheduler or have an assistant, you need to narrow your focus ASAP.
Choose the 1-2 platforms that will give you the greatest ROI (return on investment). Investment could mean either money or time. (For more, see this awesome post from Neil Patel!)
Before reading any further, be SURE to know who you are targeting. Who is your ideal client? If you haven’t yet, you can grab the ideal client worksheet I put together for FREE here: morganbattista.com/idealclient.
Everyone and their grandmother is on Facebook. Unless you’re demographic is super young kids, then you need to be here.
According to a Pew Research Center study, 72% of online American adults are on Facebook! That’s huge! Not only is everyone’s audience here, but people view Facebook page a lot like your website nowadays. You need to have a business page on Facebook because it adds credibility.
You may decide that Facebook is not the most strategic place for you to spend your time, but at the very least, be sure to get a business page setup. To completely ignore Facebook would be a huge mistake, even if it isn’t your primary focus.
The biggest advantage of Facebook to me is the opportunity to run ads. They are still pretty cheap and give you the potential to reach thousands of people.
The results of ads will vary greatly depending on the industry, the copy in the ads, images used, whether you use video, etc. However, you can start by spending as little as a few bucks a day on ads while you learn how to optimize your ads.
The biggest drawback on Facebook is the fact that it seems to take quite a while to build up an audience, so plan to settle in here for the long haul!
Instagram is a younger platform. Although users between the ages of 30-50 is growing, over half of users are between the ages of 18-29. Slightly more women than men use Instagram and most live in urban or suburban areas. (see Sprout Social for more)
If you have an artistic eye or are a photographer Instagram can be your place to shine! However, a drawback of Instagram is that you can not currently include links inside of your posts. You can only put one link in your profile. This makes it a little harder to convert followers to your email list or direct traffic to your website. It is a great place to build a tribe and connect, especially if you make beautiful products or have something else that is super visual to share.
Bonus! Instagram is owned by Facebook now. So, while you’re running those ads I talked about above on Facebook, you can also place them on Instagram as well.
If you’re looking to interact with a younger crowd, Twitter is a great place to start. This is not the place to get in touch with grandma’s, but if your ideal demographic audience is in their 20’s-30’s you’ll definitely want to have a presence on Twitter.
The coolest thing about Twitter is that you can join into a conversation and start building relationships quickly. Unlike Facebook which may take time and/or money to grow a following, you can connect to thousands of people very quickly on Twitter.
The hardest thing about Twitter is that it can be hard to follow. The feeds move at a fast pace and it’s easy for your tweets to get buried. The same goes for if you’re looking for specific information. Unless you’re very targeted in who you follow, your feed will be cluttered with crap you don’t need to see.
If your target audience is women, you need to be on Pinterest. 44% of all women who are online are on Pinterest, compared with only 16% of men, according to Pew. As with social media in general, it still favors a younger demographic, at least right now. The audience on Pinterest is not as young as Twitter or Instagram.
The best thing about Pinterest is that it is a search engine. You can use search engine optimization so your pins aren’t just searchable within Pinterest, but also in results on Google. Unlike Twitter, Facebook, or Instagram where your posts may get buried within an hour or so, your Pins can be found forever if you use the correct keywords when creating them.
So which social media platform is right for you and your business? Comment below or tweet me and let me know!