How to Choose the Best Social Media Channel for Your Small Business

Good at everything, great at nothing. This applies to your social media presence too.

There’s a plethora of social media for business. How do you choose the right social media channel for your digital marketing? Well, it comes down to two things.

Who is your target consumer? And where are they hanging out online?

Being on every platform is the right strategy for some businesses, but not all, especially if you have limited bandwidth.

Below we’ll address social media advertising FAQs that will help you pick the right channels. Keeps reading!

Who Is Your Target Customer?

Ask yourself everything about your target customer. What is their age, location, income, gender, personality, and their interests? Answering these questions will help you determine which social media channel(s) they are active.

A helpful social media marketing strategy is to create customer personas. Customer personas are faux profiles with in-depth backgrounds on your various customers. They can also be based on real customer data.

Where Are They Hanging Out Online?

Once you’ve determined who you are targeting, it will be much easier to answer the next question. Where are they spending most of their screen time?

If you’re targeting female millennials, this might be Instagram. If you’re targeting boomers, they’re active on Facebook and WhatsApp. 60% of TikTok users are Gen Z.

Your target market may be active across many social media applications. In this case, it can be wise to cross-promote. If you’re running your small business alone, it can be overwhelming to be on several platforms.

This is why it’s important to test and see which ones are valuable and which ones aren’t. Or you can hire help. An experienced Facebook Marketing company saves you time, money, and energy.

When in Doubt, Try

The best part about social media is it is completely free. The only way to know which channel suits your business is simply to try it out.

There are many platforms to choose from, TikTok, Instagram, Facebook, Clubhouse, WhatsApp, Snapchat, Pinterest, and YouTube. For all of these, it is free to create an account and post content. Do so for the platforms you believe to be a good fit.

Study your analytics for the first few months, cross-promote, and revisit your strategy for each platform. 

You might be surprised to discover that Gen Z on TikTok is very interested in your heritage brand. After a year of experimenting, focus your time and energy on where your traction is on social.

First Mover Advantage

As new social media applications appear, it is advantageous to be an early adopter. As we saw in 2020, early adopters of TikTok, regardless of their niche, grew exponentially compared to new users in 2022.

As an early adopter, you have less competition, and new applications push your content to audiences to catalyze their own growth. Stay in the know of new applications and be a first mover!

Picking the Right Social Media Channel

Managing a social media channel is overwhelming. Luckily if done right, digital marketing can yield a high return! Know your customer, go where they are and don’t be afraid of trying new things!

For more marketing tips, continue reading our blog!